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 ComponentsAbove 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 Image-

Does this poster for the movie "The Incredible Hulk" work for you? Why or Why not?

The Body of Graphic DesignThe 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.