Transcript The Elements and Principles of Design

The Elements
and Principles of
Art Design
What is Graphic
Design?
What is Graphic Design?
Graphic Design can be defined as the
ability to communicate ideas through
visual images. The graphic artist
creates images that lead to the
consumption by a particular audience
of a product.
Graphic Design Components
Above all, the graphic artist, whether working for an advertising
agency or as a freelance illustrator, is rooted to a need to
communicate a message; a message that is developed, produced and
distributed in a specific way. Thus, the purpose of the Graphic
Artist is to communicate a message in a way that will engage an
audience and gather their attention.
The Graphic Artist must ask the following:
1)
Content: What is to be communicated and why?
2)
Purpose: What response should the message inspire in the
reader?
3)
Audience: Who will be taking in the specific artistic work
4)
Audience Location: Where will the audience be?
-The Power of the ImageDoes this poster for the
movie "The Incredible
Hulk" work for you? Why or
Why not?
The Body of Graphic Design
The foundation of all graphic images is the “Elements
and Principles of Design.” The Elements and
Principles of Design are the building blocks used to
create a work of art.
“The Elements of Design” can be thought of as the
things that make up a painting, drawing, design etc.
Good or bad - all artistic visions will contain elements
of design. i.e. color
“The Principles of Design” can be thought of as what we
do to the elements of design. How we apply the
Principles of design determines how successful we are
in creating a work of art. i.e. how color is used in the
image.
The Elements
and Principles of
Art Design
What Are They?
Elements of design are the parts.
They structure and carry the work.
Principles of design are concepts.
They affect content and message.
Elements of Design
Line
Form
Space
Texture
Shape
Color
Value
Line
Strokes that show motion and connect two points. May be
vertical, horizontal or diagonal, curved, straight, zigzag, or show
emotion.
Form
Shows an object in space, the mass or positive space it occupies.
The term usually used when describing 3-D objects.
Space
What is between objects, also known as negative space.
Texture
The feel, real or implied, on an object or its surface.
Shape
Area enclosed when both sides of a line meet. Shapes can be
geometric or organic.
Color
Hue. May be complimentary, analogous, primary, secondary,
tertiary, or part of a color wheel.
Value
The lightness of darkness of an object or color. Often used with
drawings.
Principles of Design
Emphasis
Movement
Unity
Rhythm
Contrast
Variety
Emphasis
When one area in a work of art stands out more than another. The
part that catches your attention first.
Movement
The motion created in a work of art. Often uses the principle of
rhythm to achieve this.
Unity
The feeling of wholeness or the parts belonging together.
Rhythm
The repetition of lines, shapes, or colors to create a feeling of
movement.
Contrast
A difference created when elements are placed next to each other
in a work of art.
Variety
The use of different lines, shapes, and colors in a piece of work.