TUESDAY CLASS - Design Elements & Principles Notes

Technology Process Brainstorming

GROUP 1

Elements of Principle and Design: significance, meaning and types of design

ELEMENTS OF DESIGN: 7 basic elements, these are: Point, Line, Shape, Forms, Space, Colours & Texture
1)Point:smallest and most basic element. Marks can be used to form value or pattern
2) Line, is a width and lenght, but no depth. The direction of the line can creat moods (horizontal = calm and
quiet, Vertical = potential movement, diagonal = movement)
3) Shape: defined as a space that stands out because of difference in value, colour or texture. Shapes have 2
forms: lenght and width and can be geo-metric or free form.
4) Form describes volume, mass and 3D aspects of shapes, and should be viewed from perspective.
5) Space is a 3D volume (x,y,z) that can be empty or filled with objects. the 3D feeling on a 2D picture (screen) is
an illusion, and is created by using a variety of techniques (overlapping, perspective, blurring/hazing out with
distance etc)
6) Colur consists of hue, value and intensity.

Hue is the name of the colour, and can be primary (red, blue and yellow), secondary (mix of two
primaries) or intermediate (primary and adjacent secondary). think colour wheel.

Value is the lightness or darkness of Hue, and

intensity is the purity of the hue

7) Texture referes to to the surface of thecreated object (simulated/image and actial (matte/gloss))
Principles of Design "represent artistic guidelines for the structure and arrangements of elements in a design"
The following six principles of design are common to all types of designs (lithogrrapy, typography etc):
Chin's notes
Balance
Definition:
- appropriate arrangement of objects
equality (weight / importance)
Stability & Structure --> Design
2 Types of Balances
1. Symmetrical (Formal Balance)

- equal weight - equal sides

- central fulcrum

2. Asymmetrical (Informal Balance)

- complex & difficult

- placement of objects

varying visual weights

Ultimate goal of Balance: Achieve Equilibrium

--------------------------------------------------------------------------Rhythm
- visual temp / beat
- regular repetition of elements

- produce feel of movement

Rhythm can be achieved through,
1. careful placement of repeated components
2. directed - along edges , shape, colour
5 Categories of Rhythm
1. Random
2. Regular
3. Alternating
4. Progressive
5. Flowing
-----------------------------------------------------------------------------------Emphasis
- give importance
- special attention given to a part
- achieved through,

a. placement

b. contrast

c. colour

d. size

e. repetition

--------------------------------------------------------------------------------Contrast
- juxtaposition of different elements

GROUP 2
Design Elements
Line: Continuous mark of varying appearances (curved, straight) and thickness.
In design it is often incorporated with other elements.
It can be used to create a shape, tone, form or texture.
Thick continuous lines are used to show visible parts of an object whilst thin dashes are usedto represent hidden
details.
Bold heavy or coloured lines: lead the eye in visual communication or highlight and emphasise important text in a
docuemnt
- In freehand drawing, softlines are used to show organic subject matter.
- In rendering tecniques, crpsshatching contours are used to show form or tone
Line can create texture and pattern and is used extensively at the beginning of the design process to generate
quick freehand sketches
-In thumbline sketches, lines are used quick and efficient method to express ideas
Shape: Two dimensional created by a closed outline
organic or geometric, symmetrical or asymmetrical
Used with other elements such as tone it can create form
Shape may work on its own as a figure such as a pictograph symbol or a simple logo

Texture

quality of surface
object/material visual appearance is drawn
when drawing an object can combine other elements (line, point, colour, tone)
by showing the texture you define the object visually
emphasises the quality of the surface

Colour

powerful design element

impact people's emotions - evoke emotions
impact people's ability to concentrate & learn
affect readability
cause eyes strain
attract attention
yellow = most visible
yellow on black or green on white = most ledgible

Design Principals
Balance

even distribution of the design elements

dont have to be an equal balance
Symmetrical balance = elements are mirrored
Asymmetrical balance = imagery is not mirrored. Can be dymanic or informal

Emphasis
Contrast
* where two or more elements that have opposite qualities are placed together ie. black v white
* Enhances eye catching notion of image. Attracts taregt audience and lead eye to specific area
* Contrast font to separate info, contrast color to make sections stand out
Proportion
* relationship between components - scale
Pattern
* repition of a point, line or shape
* used to create visual impact
* used to create decoration
* creates surface design
Movement
* objects appear to be mvoing in image
* examples include use of diagonal lines, chnage in lightness/darkness of image
Dominance
* creates interest, confusion and monotony
* vary degree of emphasis in a design
* determines weight of compostion, establishes space and perspective and initial eye catching
* 3 stages in relation to weight
- dominant - most weight
- sub-dominant - secondary emphasis
- subordinate - least weight

GROUP 3
Elements of design: the tools to make art
1. Line: Lines are single dimensional features that can be used in a variety of ways, thick, thin, straight curved,
consistent or broken. Are inherantly abstract, but foundational
2. Shape: Shapes are two dimensional features which allow for simply symbolic recognition, can be
represented by either geometric, or natural.
3. Form: Forms are three dimensional features which allow for the greatest level of complexity, In graphic
design Forms are made by illusion on shapes
4. Colour: The system in which wavelengths of light are recognised/ interpreted and differentiated by our eyes
and brains. Also differentiated by the intensity from pitch dark to blinding white
5. Texture: A tactile sense which can vary from smooth to jagged. Can also refer to a visual texture, which is
usually created by adding colour to form.
6 Space: area around, within, between an image. Involves positive and negative space. Relates to perspective
7. Value: The darkness or lightness of a colour. Adding white = tint. Adding black = shade.
Principles of design: how to use the tools to make art
8. Pattern: a regular pattern where an image or element is repeated
9. Contrast: the juxtaposition of different elements and design to highlight differences, create texture and focal
points
10. Emphasis: Special attention/importance given to one part of a work of art. Related to focal point. Can be
achieved through: placement, contrast, colour, size, repetition.
11. Balance - A sense of balance between the objects of a design. Symmetry/asymmetry used to give one
element more or less importance
12. Proportion/scale - Difference in the number or size of an element
13. Harmony - The appearance that all objects within the design fit together and form part of a coherent
design
14. Rhythm/Movement - There are 5 kinds or rhythm: random, regular, alternating, progressive, and
flowing. The use of recurring images can be used to guide the movement of the viewers eyes through the
design

GROUP 4
Elements of Design
Need to know the elements of deisgn before you start. All the components are important
Just because you buy the software doesn't make you an expert
Principles tell us how we should organise elements
Using everything effectively will allow you to create great graphic designs
Six elements of design
-Line

-Form the shape of an image, can denote a specific meaning

-Alone or with other lines and shapes they can aid in the readibility and message of your design

-Organise, texturise, guide the eye and provide movement

-Lots of different types of lines e.g. long or short, horizontal, dashed, thick, thin, curved, straight, etc

-Used to divide or combine elements or provide an anchor point

-Horizontal lines give a feeling of relaxation and rest in relation to gravity

-Vertical lines give a feeling of loftiness and extended lines give a feeling of overpowering grandeur
-Shape or form
-Space
-Texture
-Value
-Colour

Diagonal lines suggest a feeling of movement or direction

unstable in relation to gravity

curved lines vary in meaning

soft, shallow curves suggest comfort, safety and relaxation

these kinds of lines are used in advertisments for vehicles

deep, acute curves suggest confusion

violence of waves in a storm

shapes

define specific areas of space

either 3D or 2D
2D shapes have width and height
3D shapes have depth as well as W and H
shapes or forms can also be described as geometric, natural and abstract
geometric shapes are often symmetrical shapes
squares, circles, cones, hexagons
natural or organic shapes are found in nature or can be manmade
irrgular and fluid

eg leaves
abstract shapes are styalised or over simplified versions of shapes found ni nature
symbols found on signs

eg the wheeclahir shape for handicapped access

in design there are 3 basic shapes

square - honesty and equality

triangle - action and stability if it is pyramid shapes

circle - protection or infinity

space

divided into two parts, positive and negative

positive space: the objects and elements used in a design

the area which contains all the elements you have added to your design

text, graphics, photos, lines or shapes

Negative Space

- refers to the shpaes around and between those objects and elements

- gives place for eyes to rest, which is needed in order for the message you're tryong to communicate to
be absorbed

-its a visual cue that the content is finished

Space

-can be used to nothe separate and connect elements in a design

- wider spaces separate elements from each other

- narrower spaces connect elements

Texture

-can refer tho the actual surface of the design with the reader actually being able to feel the texture of
teh paper and the materials in the printed design

- can be implied with use of rich layered graphics designed to give the illusion of texture in a 2D design

- incorporating texture will help create feeling of richness and depth

Value

-is the degree of light and dark in a design

- it is the contrast between black and white and all the tones inbetween

- can be used with colour as well as black and white

- gives objects depth and percepion creating spatial illusions

- is also referred to as tone

Colour

- can convey moods

-create images

- attract attention

-identify objects


- is an interesting element because it can be applied to any other element

- a lot of consideration should be given to colour

GROUP 5
Elements:
LINE - deliniates or creates form and shape
shape - refers to the area of a 2D object. can be geometric or organic (circle/square/blob...)
form -refers to a 3D object (eg sculpture) or an object that appears to be 3D (eg an image that looks 3D)
colour- self explanatory
texture - the surgace of an object/plane - rough/smooth/corrugated/shiny/metallic/scaly....
space - refers to how objects relate to each other visually - e.g. look at a flag, how do the different shapes relate
to each other? are they close together or far apart Refers to positive and negative space. Positive space = full ;
negative space = empty space
value - aka tone/hue. How dark or light a shape/object is. Creates the illusion of form in a 2D image.Pay attention
to direction of lightsource ni etermining where the object should be light and where it should be darkest
Shape +Value = Form
Principles
Unity - being united or joined as a whole
Repitition - an object used multiple times
Heirachy -which objects take precedence over the others? what's the main focal point, then wehre does your eye
go? trace the path your eye takes - that is often a good way to determine heirarchy of objects in an image
Variation - change or slight difference in condition, amount, or level, typically within certain limits
Contrast - being strikingly different from something else in juxtaposition or close association
pattrern - Regular arrangement of repeated elements (shapes,lines) or motifs
emphasis -which object / area is emphasised, how, why? can be through any of the elements
balance - asymmetrical / symmetrical; is one side of the image full and the other empty? then it's not balanced.
all sides should have suimialr weights so it looks balanced.
proportion/scale - relationship betweeen the sizes of objects including the relationships of parts to the whole.
harmony
rhythm/movement