Designelements Ss 100125124053 Phpapp02

8/18/2019 Designelements Ss 100125124053 Phpapp02

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The elements of design are the fundamental building blocks

of any composition. These pieces work together to form a

unified composition, and when utilized successfully, create a

strong, dynamic visual layout.

The designer uses these elements as tools that control how a

message is delivered to an audience.

These principles can be applied to fine art, photography and

graphic design.

The Elements of DesignWhy are These Elements Important to Design?


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Line: One of most important element of design, line defines a subjects form

or shape on a flat, two-dimensional surface. Lines can be thick or thin,

smooth or jagged, rigid and mechanical or organic and hand drawn.

The quality of a line has the ability to express psychological characteristics ofa composition to an audience.

The Elements of DesignLine


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Also called positive and negative shapes. The actual shapes in a composition

are called positive/ figure shapes. The shape that is created as the white space

flows around the forms on a page is referred to as ground or negative space.

White space on a page helps the eye to flow through a composition and can help

to develop visual interest in a composition.

The Elements of DesignFigure and Ground


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Scale refers to refer to the size of elements in a composition.

Proportion refers to the relative size of objects in relation to each other.

Size only takes on meaning when compared to other objects of different sizes.

The Elements of DesignScale and Proportion


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Another way to talk about scale is to consider the size and scale of elements within

a design or pattern. In this case, proportions of elements to each other and to the

overall dimensions of a canvas that they are created on.

Changing the size of elements within a composition changes the overall impact

and look of a piece of art.



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Unexpected Scale

When objects are shown as overly exaggerated or reduced in size, this effect is

called unexpected scale. Unexpected scale is often used in advertising in order

to draw our attention to a product.

Large and small scale forms can be combined together in a composition to create

a dramatic effect.

https://reader009.{domain}/reader009/html5/0727/5b5a2b33ec100/5b5a2b39099bc.jpg



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http://www.oldenburgvanbruggen.com/


Unexpected Scale

When objects are shown as overly exaggerated or reduced in size, this effect is

called unexpected scale. Unexpected scale is often used in advertising in order

to draw our attention to a product.

Large and small scale forms can be combined together in a composition to create

a dramatic effect.


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Pattern is often associated with printed fabrics, such as plaids, polka dots,

and florals. Pattern is defined as a repetitive design, with the same motif

appearing over and over again.

Texture is the tactile quality of a surface. It can be actual or implied in two

dimensional form. Texture can be rough or smooth, solid or porous, coarse

or polished.

Pattern and texture work together to create a sense of visual interest.

The Elements of DesignTexture and Pattern


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Pattern is often associated with printed fabrics, such as plaids, polka dots,

and florals. Pattern is defined as a repetitive design, with the same motif

appearing over and over again.

Texture is the tactile quality of a surface. It can be actual or implied in two

dimensional form. Texture can be rough or smooth, solid or porous, coarse

or polished.

Pattern and texture work together to create a sense of visual interest.

The Elements of DesignTexture and Pattern


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Actual texture refers to a texture that we can reach out and physically feel.

Implied texture refers to texture created on a two dimensional surface that

actually has a smooth surface when touched. Example- a photo or painting.

The Elements of DesignActual Vs. Implied Texture


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Rhythm is the repetition of design elements at regular intervals. This helps

to give a composition visual harmony by creating unity in a layout.

Examples include the repetition of similar shapes, colors or textures.

The Elements of DesignRhythm and Repetition


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The lines and forms that lead the viewer s eye through a composition are

referred to as direction.

Direction can help to create flow of how information is processed.

The Elements of DesignDirection


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Weight refers to the contrast in thick and thin lines within a layout.

Variation in visual weight can add interest to selected areas of a

composition and can help draw the viewer s eye through a piece of art,

emphasizing important areas of information and deemphasizing others.

The Elements of DesignWeight


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Contrast refers to any variation between elements within a composition, such as

difference in weight, size and texture of a composition.

The Elements of DesignContrast


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Balance refers to the distribution of visual weight within a composition.

Lack of balance disturbs the harmony of a composition.

A work that is unbalanced visually creates tension.

The Elements of DesignBalance


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Symmetrical Balance is when elements are arranged in a mirror image of

one another on the vertical or horizontal axis of a page. Also known as

formal balance. This type of balance is often seen in the architecture of

buildings.

This is the most familiar type of balance to the viewer.

The Elements of DesignSymmetrical vs. Asymmetrical Balance


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Asymmetrical balance occurs when elements in a design are not

arranged as mirror images on a page. Also known as informal balance.

Can be created through the use of value, texture and size of elements

within a composition.



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Very dark or saturated areas of color demand attention within a composition.

An area of high contrast, even at a small size, will automatically draw the

viewer s eye. Forms placed near the edge of a page can also draw more

visual attention than forms placed directly in the center of a page.

Piet Mondrian, Composition in Red, Yellow, and Blue (1930)



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The Rule of Thirds refers to the idea of dividing a composition into thirds based

on a grid. The most important elements of the composition fall on the lines in

between to create a strong composition.

A slightly off center balance is more visually interesting and harmonious than an

evenly centered composition.

The Elements of DesignThe Rule of Thirds


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Golden Mean: Relationship between sizes that is pleasing to the human eye. This concept

was first formally recognized by the ancient Greeks, and examples of the golden mean can

be observed through Greek artwork and architecture.

This principle is based on the Fibonacci sequence, which is a series if numbers to denote

proportions: 2,3,5,8,13,21,34,55,89,144,233, etc. The each number in this series is the sum

of the two numbers proceeding it.

The Elements of DesignThe Golden Mean


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The Fibonacci Sequence is also one of the most

elemental building blocks found in nature.

The golden mean appears in everything from atomic

structures to galaxies.

Graphic designers can use these proportions

to create work that instinctively looksright.



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The Fibonacci Sequence is also one of the most

elemental building blocks found in nature.

The golden mean appears in everything from atomic

structures to galaxies.

Graphic designers can use these proportions

to create work that instinctively looksright.


Image Source: http://bit.ly/570o4l


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Proportions are based on the number Pi, in which measurements are approximately

1.618 times one another in a layout.

In the example above, segment A is 1.618 times the size of segment B, and segment B is

1.618 times the size of segment C.

B and C added together equal the approximate length of segment A.

This principle is based on the Fibonacci sequence, which is a series if numbers to denote

proportions: 2,3,5,8,13,21,34,55,89,144,233, etc. The each number in this series is the sum

of the two numbers proceeding it.



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Design Harmony: The overall effect of design that is visually unified and in which

elements flow together to make a successful layout. When all the elements of design

work together in tandem, harmony is achieved.

The Elements of DesignDesign Harmony

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