Transcript The Elements and Principles of Design

The Elements and Principles
of Design
What are the Elements and
Principles of design?
Art is a visual language. In any language, grammatical rules organize
words to create sentences. The sentences communicate
information. The elements are like words. The principles are like the
rules of grammar. Just like in language, the elements and principles
combine to communicate ideas.
For an artist, the finished work of art is like the literary piece to a writeran essay, a term paper, a speech, a story. The artist uses the
principles of art to organize the elements in order to create a
successful work of art.
What is a successful work of art? Although there are many answers,
a good piece of artwork should show an effective use of the
elements and principles. Effective use of the elements and principles
results in an interesting and meaningful composition - in other
words, a great work of art.
Every artist uses the elements and
principles; fashion designers, graphic
designers, painters, sculptors, and so on.
When creating a work of art, the artist
gives some thought to how each of the
elements are used (or not used) and
arranged according to the principles of
design. How the elements and principles
are used determines what kind of
message the finished composition
(artwork) actually sends.
For example…
• When artists use red in a composition, it triggers hunger. Would a
graphic designer want to use red in an advertisement for diet pills?
• Asymmetrically balanced compositions make a viewer feels
excitement or agitation.
• Putting an image directly in the center of a composition creates a
focal point so strong the viewer wont look at anything else in the
picture.
• Strong contrasts in value create an immediate focal point and can
be useful when the artist wants the viewer to pay attention to a very
specific part of a composition.
• When designing a logo, artists choose simple shapes and patterns.
The simpler the design, the more memorable the logo and more
recognizable the company.
Can you name the company / brand behind each logo?
The Elements, defined
Line - is a mark on a surface that describes a shape or outline. It can create texture and can be thick
and thin. Types of line can include actual, implied, vertical, horizontal, diagonal and contour.
Color - refers to specific hues and has 3 properties, Chroma, Intensity and Value. The color wheel is a
way of showing the chromatic scale in a circle using all the colors made with the primary
triad. Complimentary pairs can produce dull and neutral color. Black and white can be added to
produce tints (add white), shades (add black) and tones (add gray).
Texture - is about surface quality either tactile (they way it feels) or visual (the way it looks). Texture can
be real or implied by different uses of media. It is the degree of roughness or smoothness in objects.
Shape – are 2-dimensional areas defined by a line. Shapes are flat and can be grouped into two
categories, geometric and organic (free form).
Value – refers to the degree of light and dark. It is the contrast between black and white and all the
tones in between. Value can be applied to color as well as black and white. Contrast refers to the
difference between to or more values.
Form – A form is a three dimensional object, or an image that has the illusion of being threedimensional.
The Principles, defined
Balance - is a feeling of visual equality in shape, form, value, color, etc. Balance can be symmetrical or
evenly balanced or asymmetrical and un-evenly balanced. Objects, values, colors, textures, shapes,
forms, etc., can be used in creating a balance in a composition.
Rhythm - is a movement in which some elements recurs regularly. Like a dance it will have a flow of
objects that will seem to be like the beat of music.
Contrast - offers some change in value creating a visual discord in a composition. Contrast shows the
difference between shapes and can be used as a background to bring objects out and forward in a
design. It can also be used to create an area of emphasis.
Movement - is a visual flow through the composition. It can be the suggestion of motion in a design as you
move from object to object by way of placement and position. Directional movement can be created
with a value pattern. It is with the placement of dark and light areas that you can move your attention
through the format.
Unity - means keeping your design in a sort of harmony in which all sections of the pattern make other
sections feel complete. Unity helps the design to be seen as one design instead of randomness all
around your design.
Harmony - brings together a composition with similar units. If your composition was using wavy lines and
organic shapes you would stay with those types of lines and not put in just one geometric shape.
(Notice how similar Harmony is to Unity - some sources list both terms)
Emphasis – Artists use emphasis to make parts of a composition stand out and grab your attention. The
center of interest or focal point is the area that first attracts attention in a composition. This area is more
important when compared to the other objects or elements in a composition. This can be by contrast of
values, more colors, and placement in the format.
Line – (element) is a mark on a surface that describes a shape or
outline. It can create texture and can be thick and thin. Types of line
can include actual, implied, vertical, horizontal, diagonal and contour.
Contour Line
Outline
Implied Line
More on Line
Varying the thickness or thinness of a line can add
interest and give a sense of 3-Dimensionality. Here,
the thick lines of this drawing represent the
shadows or darker areas of the seal.
Using line loosely and quickly can
help convey motion or movement.
Below are some examples of gesture
drawings.
How some artists use line…
Vincent Van Gogh
“Starry Night”
More examples of line in art
Shape (element)
are 2-dimensional areas defined by a line. Shapes are flat and can be
grouped into two categories, geometric and organic (free form).
Geometric shapes can be
defined by a mathematical
formula. ( L x W = Area )
Organic or freeform
shapes have no
particular formula to
how they are created.
How some artists use Shape
M.C. Escher
M.C. Escher
Joan Miro “Personage Etoile”
Takashi Murakami
Form
(element) A form is a three dimensional object, or an image that has the
illusion of being three-dimensional.
Benini
“Pluto and Persephone”
These are pictures
actual sculptures, or
three-dimensional forms
Erwin Wurm
A painting of a person that looks 3-Dimensional (uses Form)
Leonardo Da Vinci
“Mona Lisa”
Versus a painting of a person that looks flat (uses shape)
Stewie
Value
(element) refers to the degree of light and dark. It is the contrast between black
and white and all the tones in between. Value can be applied to color as well as
black and white. Contrast refers to the difference between to or more values.
Examples of different value scales
An example of how value gives form to flat shapes:
To make a flat shape look three dimensional, we add value. Specifically, we add
shadows, highlights, and midtones.
In this M.C. Escher drawing, value is used in a number of ways. The artist
uses value to give a sense of 3-Dimensionality to the cities at the bottom of
the drawing. How does he use value symbolically?
Texture - is about surface quality either tactile (the way it feels) or visual (the
way it looks). Texture can be real or implied by different uses of media. It is the
degree of roughness or smoothness in objects.
How does artist Meret
Oppenheim use
texture in this work of
art?
What do you think
she was trying to
make the viewer feel
by covering a teacup
in fur?
The Principles, defined
Balance - is a feeling of visual equality in shape, form, value, color, etc. Balance can be symmetrical or
evenly balanced or asymmetrical and un-evenly balanced. Objects, values, colors, textures, shapes,
forms, etc., can be used in creating a balance in a composition.
Rhythm - is a movement in which some elements recurs regularly. Like a dance it will have a flow of
objects that will seem to be like the beat of music.
Contrast - offers some change in value creating a visual discord in a composition. Contrast shows the
difference between shapes and can be used as a background to bring objects out and forward in a
design. It can also be used to create an area of emphasis.
Movement - is a visual flow through the composition. It can be the suggestion of motion in a design as you
move from object to object by way of placement and position. Directional movement can be created
with a value pattern. It is with the placement of dark and light areas that you can move your attention
through the format.
Unity - means keeping your design in a sort of harmony in which all sections of the pattern make other
sections feel complete. Unity helps the design to be seen as one design instead of randomness all
around your design.
Harmony - brings together a composition with similar units. If your composition was using wavy lines and
organic shapes you would stay with those types of lines and not put in just one geometric shape.
(Notice how similar Harmony is to Unity - some sources list both terms)
Emphasis – Artists use emphasis to make parts of a composition stand out and grab your attention. The
center of interest or focal point is the area that first attracts attention in a composition. This area is more
important when compared to the other objects or elements in a composition. This can be by contrast of
values, more colors, and placement in the format.
Balance - is a feeling of visual
equality in shape, form, value,
color, etc.
Balance can be symmetrical
or evenly balanced or
asymmetrical and un-evenly
balanced.
Objects, values, colors,
textures, shapes, forms, etc.,
can be used in creating a
balance in a composition.
What kind of balance does
Rene Magritte use in this
artwork?
What effect does it have on
the artwork?
Symmetrical and Asymmetrical
Balance
Symmetrical balance is easiest
to see in perfectly centered
compositions or those with
mirror images.
Asymmetrical Balance
Asymmetrical balanced designs
are typically off-center or created
with an odd or mismatched
number of disparate (different)
elements.
Asymmetrical designs still have
balance. Think of it like standing on
one foot- you wont fall because you
shift your weight in order to balance
and remain standing.
Visual Weight & Balance
Symmetrical
Asymmetrical
What king of balance is used here?
Symmetrical Balance
Unbalanced
Asymmetrical Balance
Balance
Examples of radial
balance (elements
move outwards
from a point
equally in all
directions).
Salvadore Dali
Mayan Calendar
Rhythm – (principle) is a movement in which some elements recurs
regularly. Like a dance, it will have a flow of objects that will seem to be like
the beat of music.
The repeating lines of the bridge supports and the reoccurring colors
of the people on the bridge create rhythm. What are the people doing?
Why did the artist make rhythm an important principle in this painting?
Rhythm - is a movement in which some elements recurs regularly.
Where does artist Takashi
Murakami use repetition in this
artwork?
Contrast is the difference between two values
An example of low contrast
An example of high contrast
An example of low contrast between two colors
An example of high contrast between two colors
Contrast - offers some change in value creating a visual discord in a
composition. Contrast shows the difference between shapes and can be used
as a background to bring objects out and forward in a design. It can also be
used to create an area of emphasis.
Look at this work by Barbara Kruger.
How does artist Barbara Krueger use
contrast in this artwork?
Why do you think she uses such strong
contrast? What is she trying to say?
How does she use the principle of
contrast to support her message?
Please answer the questions above in
your notes. There are no right or
wrong answers… I just want you to
think about it!
Barbara Kruger “Your Body is a Battleground”
Movement – (principle) is a visual flow through the composition. It can be the
suggestion of motion in a design as you move from object to object by way of
placement and position. Directional movement can be created with a value
pattern. It is with the placement of dark and light areas that you can move your
attention through the format.
Please answer the
following questions in
your notes:
Do you remember the
name of this artist?
We said this painting
used a lot of line to
create visual interest.
How does line create
movement in this work of
art?
How do your eyes move
through the painting?
Unity – (principle) means keeping your design in a sort of harmony in which
all sections of the pattern make other sections feel complete. Unity helps the
design to be seen as one design instead of randomness all around your design.
Repeating
elements in a
design helps a
composition feel
unified.
What elements
are repeated?
Does this piece
feel unified to
you?
Emphasis (principle)– Artists use emphasis to make parts of a composition
stand out and grab your attention. The center of interest or focal point is the
area that first attracts attention in a composition. This area is more important
when compared to the other objects or elements in a composition. This can be
by contrast of values, more colors, and placement in the format.
Mary Cassat “The Letter”
What is the focal point, or area of emphasis, in
this painting?
How did Cassat create emphasis in this
painting?
Why do you think the artist choose to make that
particular part of the painting the focal point?
Emphasis – Artists use emphasis to make parts of a composition stand out
and grab your attention. This area is more important when compared to the
other objects or elements in a composition. This can be by contrast of values,
more colors, and placement in the format.
This is another painting by Rene
Magritte.
Where is the emphasis (focal point) of
this painting?
Is the focal point an important part of
this painting?
Why would Magritte make this area
the focal point?
Figure-Ground
• Figure–ground relations are a type of
perceptual grouping which is a vital
necessity for recognizing objects through
vision. It is how the object relates to the
background.
For example:
Is it a vase, or two faces?
Proportion/Scale
• Both refer to relative size.
Is the apple really
large, or is the
room really small?