DESIGN ELEMENTS & PRINCIPLES

Yr 12 VCAD

What are design elements?

Design elements are the building blocks that we use to construct composition. Design principles may direct how we use these building blocks to develop a composition but the design elements are the fundamental components of a composition.

When designing an artwork it is important that you take into account how you intend to use the elements of design. They provide you with a variety of options to enhance the quality of your work.

FOLLOWING THIS OUTCOME, STUDENTS SHOULD;

Recognise all design elements and principles Recognise how these elements and principles are

used to evoke a certain mood or feeling. Discuss how design elements and principles have

been used in a chosen artwork – “Responding to Art and Design”

Use appropriate terminology when describing design elements and principles

Have a basic understanding of Adobe Photoshop -IT

ELEMENTS OF ART & DESIGN – IN BRIEF

COLOUR

The visual sensation dependant on the reflection or absorption of light

TONE

Means variation in the lightness or darkness of colour used

TEXTURE

The surface quality of materials either actual (tactile) or implied (visual).

LINE

Our eyes see boundaries of objects in terms of lines. Line delineates shape and form

SHAPE/FORM

Shape is the two dimension space created by line or a boundary of colour, tone or texture. Form is a shape of a three dimensional object.

- Vivid- Cool- Warm- Monochrome- Complementary

- Subtle- Muted- Dark- Non tonal- Flat tones

- Fine- Smooth- Rough- Uneven- Coarse- Silky

- Delicate- Complex- Fine- Vertical- Horizontal- Zig Zag

- Geometric- Organic- Figurative- Abstract form- Primitive

EXAMPLES

EXAMPLES

Represented as a dot or other small shape, point is one of the simplest design elements and is often used as an indicator to determine or define features on a map or document.

POINT

KEY WORDS

Point can be used to; differentiate, define, separate, act as an indicator, create repetition, create pattern, identify and emphasise

Point can create : map locations, bulleted lists and dot-point.

With only a single dimension of length, line is a versatile design element. In technical drawings, line is integral to the representation of shape and form. Linear details such as the outline of a orthogonal drawing and the appropriate dimension lines are represented through lines of varying types.

LINE

KEY WORDS

Line can be; broken, flowing, bold, fine, medium, repeated, organic, eye-catching, dynamic, directional, static, curved, straight, sketchy, freehand, precise.

Line can be used to; establish structure, create a pattern, render, indicate and direct.

Line can create; contrast, pattern, structure, formality and contour.

Colour is a very powerful element!For 90% of the population, colour is perhaps the most dominant and influential of all the design elements. Colour attracts us – it can be influence our moods and our behaviour.

COLOUR

Key Words:

Colour can be: bold, subdued, vibrant, bright subtle, warm, cool, primary, secondary, tertiary, contrasting, complementary, eye-catching, dominant, dynamic, calming, emotive

Colour can be used to: define space, create contrast, create hierarchy create a mood.

Shape describes representational or abstract shapes that are two dimensional.

- Simple geometric shapes with the dimensions of length and width include squares, triangles, rectangles and circles

- There are limitless irregular shapes or abstract shapes.

SHAPE

Shape

Shape may form the ground in the composition, providing a space for the placement of other elements.

Shape may be the figure itself in the form of a logo or symbol.

Shape is an element that is very familiar to us, from the silhouette of the human figure to the shape of a Stop or Give Way sign.

What are pictograms?

Pictograms Exercise

A pictogram is a symbol that is based on a recognisable set of shapes or on a commonly recognisable form. For example; the male and female signage used on public toilets.

Task: Find a number of pictograms to trace in Illustrator using the PEN TOOL.

PRINCIPLES OF ART & DESIGN

SCALE

The overall size of the work, relative to other art works of a similar type.

SPACE

In a 3D work, this is the area occupied by the work, height, width & depth. In a 2D work we refer to the illusion of space and depth.

PROPORTION

The relation between the scale of the shapes and forms within an art work

BALANCE

Is there a feeling of evenness in the distribution of colour, texture, shape and form etc?

EMPHASIS

What catches the viewer’s eye most in the art work.

-Large-Small -Intimate-Miniature-Monumental

- Positive Space-Negative Space-Linear -Aerial

-Realistic-Exaggerated-Distorted-Elongated-Unnatural

- Top Heavy-Even-Unbalanced-Asymmetrical-Symmetrical

- Focal point-Zooming in-Leading lines

PRINCIPLES OF ART & DESIGN

CONTRAST

Achieved when different aspects of one element used side by side to create interest and variation

REPETITION

Use of repeated elements, e.g line to create pattern or area of visual interest. Repetition of subject matter eg heads in a row.

MOVEMENT

Use of repetion of shapes/forms or colours or use of line to lead the viewer’s eye in a particular way. To create rhythm or visual movement.

UNITY

Does the work feel like its complete? Is it cohesive or is there something missing? Does the work flow?

.

-Strong-Dramatic-Subtle-Tonal contrast-Colour contrast

- Continuous-Even-Pattern-Motif-Symbol

-Swirling-Flowing-Rippling-Stillness-Flowing lines

-Finished-Unfinished-Cohesive-Not working-Harmonious

EXAMPLE EXAM RESPONSE

ANSWERS:i.Patternii.Scaleiii.Lineiv.Shapev.Texturevi.Hierarchy

EXAMPLE EXAM RESPONSE

Analyse ‘context’ & ‘purpose’:

Your Turn:

Analyse the following:

- Target Audience- Context- Purpose- Discuss/define ONE element

AND principle- Identify ONE METHOD used

In the production of this Vis Comm.

Suggestive Answers: