Elements of Design

Elements of Design

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ELEMENTS OF DESIGN 1.

Element The elements are components or parts which can be isolated and defined in any visual design or work of art. They are the structure of the work, and can carry a wide variety of messages.

VISUAL DESIGN ELEMENTS Eight integral components used in the creation of the design Color Space

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Line Value

Shape Texture Form

LINES 

Has only a length dimension

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Can be used to • • • • • •

Define a boundary Indicate volume Create perspective and depth Create a texture and pattern Suggest movement Imply emotion

LINE  Types

Vertical - represent dignity, formality, stability and strength • Horizontal – represent calm , peace , and relaxation • Diagonal – represent action , activity ,excitement, and movement • Curved – represents freedom, the natural, having the appearance of softness, and create a soothing feeling or mood •

VERTICAL LINES 

Vertical lines characterize dignity , formality, stability, and strength

HORIZONTAL LINES ï‚¢

Horizontal line represent calm peace and relaxation

DIAGONAL LINES ï‚¢

Diagonal Lines give the sense of movement, action and activity.

CURVED LINES

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Curved lines give the sense of freedom and a soothing mood

COLOR Colour is paramount. Colour creates specific moods, atmospheres, channels emotions and each shade has certain specific connotations associated with it. In short, colour can make or break your design.  Describe by the no of qualies 

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Hue :- base color

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Value :-lightness or darkness

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Saturation :- purity or intensity

COLOR TEMPERATURE

VALUE 

Value is the relative degree of lightness and darkness in a design element. Line, color, texture, and shape all need value contrast in order to be seen. Value is used to describe objects, shapes, and space.

VALUE 

Allow us to perceive shape and the illusion of 3D object on a 2D surface

SHAPE A shape is defined as an area that stands out from the space next to or around it due to a defined or implied boundary, or because of differences of value, color, or texture. A shape is formed when a line encloses an area.  A 2D area enclosed by lines or curves  Types 

Geometric :- square , circle, rectangle • Mechanical :- simple shapes made of straight and curve line.

• Organic :- natural or simulating nature •

GEOMETRIC SHAPES

MECHANICAL SHAPES

ORGANIC SHAPES

FORM( SHAPE & SPACE) Form and shape are areas or masses which define objects in space. Form and shape imply space indeed they cannot exist without space.  There are various ways to categorize form and shape. Form and shape can be thought of as either two dimensional or three dimensional. Two dimensional form has width and height. It can also create the illusion of three dimension objects. Three dimensional shape has depth as well as width and height. 

FORM( SHAPE & SPACE) ï‚¢

Examples:-

SPACE 

Space, or depth, is the eponymous property of our 3-dimensional world. It refers to the area that a shape or form occupies. Space can be defined as positive or negative.

Positive space is the filled space, the object(s) or element(s) in the design.

• Negative space is the empty space, or the open space between design elements or objects, such as a background.

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TEXTURE 

Texture is defined as the surface characteristics of a material that can be experienced through the sense of touch or the illusion of touch.

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Texture may be used in a work of art to: create visual interest or a focal point in a composition • to create contrast within a design composition • to help visually balance a design composition •

TEXTURE

EXAMPLES

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Principles OfDESIGN Design PRINCIPAL OF 1

Principals The Principles are concepts used to organize or arrange the structural elements of design.

Again, the way in which these principles are applied affects the expressive content, or the message of the work.

PRINCIPLES OF DESIGN 

There are seven type of principals :•

balance

proportion

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Emphasis

unity

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Contrast

economy

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rhythm

BALANCE Balance is a pretty important thing in most of life, and it’s equally as important in the world of design.  Visual and physical balance 

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Types Symmetrical • Asymmetrical • radial •

SYMMETRICAL(FORMAL) BALANCE 

Symmetry means a mirror image -- one side is the mirror image of the other. Symmetry can occur in any orientation as long as the image is the same on either side of the central axis.

ASYMMETRICAL (INFORMAL) BALANCE 

Asymmetry means without symmetry. That by itself has nothing to do with balance. It just means that there are no mirror images in a composition. The term, however, is usually used to describe a kind of balance that does not rely on symmetry: asymmetrical balance. There is no simple formula for achieving balance in asymmetrical balance (hence the term informal balance) so the designer must sense whether or not the composition is balanced. This is where your sense of balance really comes into play.

ASYMMETRICAL (INFORMAL) BALANCE

RADIAL BALANCE 

Radial balance is any form of representation that achieves a visual balance through circles. This is achieved where parts of an object or picture are regularly arranged and radiate from the central point. Cycle tyres, Star fish, human iris, snow flakes are few examples

EMPHASIS 

Emphasis creates a focal point in a design; it is how we bring attention to what is most important.

Emphasis is what catches the eye and makes the viewer stop and look at the image. Without emphasis, without getting the viewer to look at the image, communication cannot occur.

CONTRAST 

refers to the arrangement of opposite elements (light vs. dark colors, rough vs. smooth textures, large vs. small shapes, etc.) in a piece so as to create visual interest, excitement and drama.

RHYTHM 

Rhythm in design is also called repetition. Rhythm allows your designs to develop an internal consistency that makes it easier for your customers to understand. Once the brain recognizes the pattern in the rhythm it can relax and understand the whole design. Repetition rarely occurs on its own and so it imbues a sense of order onto the design. And because of this, repetition attracts attention and prompts customers to investigate further.

USE OF RHYTHM 

Nearly anything in a Web design can be repeated to create a rhythm to your designs. You can repeat a headline multiple times for emphasis, repeat an image across the top of your design, create a patterned background with repetitive elements, or repeat a style throughout the pages of your site to provide consistency.

PROPORTION 

Proportion refers to the relative size of parts of a whole (elements within an object). We often think of proportions in terms of size relationships within the human body.

UNITY 

Unity is the relationship among the elements of a visual that helps all the elements function together. Unity gives a sense of oneness to a visual image. In other words, the words and the images work together to create meaning.

ECONOMY 

The principal of design suggest that a good composition is the most simple solution to the design problem.

Minimal design • Simplicity in art • Keeping it simple is the key to good design •

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