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HEIDI R OBINS graphic design

PORTFOLIO Winter 2012 Design 1

elements The Design Language The elements of design give us an objective way to analyze and critique design. They make up a language for us to communicate what is working and what is not in a piece.

How confusing would it be to try to talk about something without this language, and especially without being able to point to it, and have the other person understand? “Oh, this little thing here needs to be, um, fatter, but thinner sometimes, too, and make it stand out more… somehow.” Much simpler and clearer to say, “This line should to vary in weight and it needs more space around it.”

This language also helps us describe the affect of different aspects of the design on our audience. Last time, one of the things we looked at was how line can create a mood or a feeling. Just from a simple line, one of the elements of design, you can cause a viewer to feel angst and tension.

Using the Elements Design by definition is planned. Design is created to be useful.

How do we know what will be useful? By thinking about the elements of design and how each element contributes to the delivery of the message.

The elements give us as designers guidelines when creating our work. They can remind us what’s missing or how we can use something more effectively and they give us a way to talk about our work with others.

Color

Color has the great ability to influence our impressions of a design and this is probably the way color is used most often. If it is mostly composed of cool colors—green, blue and purple—we can feel calm or depressed, depending on how they are used. Warm colors—red, orange and yellow—make us feel strong, passionate emotions like anger or desire.

WHAT IS TEXTURE?

Texture is the surface quality of a form or shape. It is a good way to add details to your design. Notice I didn’t say an easy way! Texture can be a complicated element to use effectively, and it exists in many forms, from stripes to rust to typography.

WHAT IS SIZE?

Other ways to say size are scale and proportion. It is the relative largeness or smallness of an object in the context of composition.

OF DESIGN WHAT IS VALUE?

WHAT IS SPACE?

WHAT IS A LINE?

WHAT IS A SHAPE? Shapes convey meaning, aid in creating direction and can be used quite effectively for drawing attention to a particular section of the design.

There are three basic categories to put shapes into: geometric, natural and abstract.

Geometric shapes are what you probably thought of when you read “Shape:” circles, rectangles, octagons, etc.

Geometric shapes are also considered pure form, the absolute basic underlying visual representation of an object.

Natural shapes are organic shapes, which are often irregular, as opposed to shapes that are more mechanical in nature, like geometric shapes. These are things that can be found in nature, like a blade of grass, or they can be man-made, like a dab of paint.

Value is the relative lightness or darkness of an object. It is the difference between shadow and highlight, and all the midtones in between. Value is not the same as color, though value can be used to “color” an image. Black and white photography is a perfect example. It’s not any less appealing because there is no color!

A line connects two points. Lines come in every shape and size. They are one way to define space and shape, and they can give the illusion of dimension.

In its most general definition, space is mass; it is height and width. Space also indicates depth and the location of objects; it creates the illusion of dimension.

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HEIDI R OBINS graphic design

LOGO DESIGN

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HEIDI R OBINS graphic design

LOGO+MENU DESIGN fork & knife

Starters

assorted seasonal pickles with dill crispy surf clams with caper & pickle aioli

4 11

market lettuce salad with olives, tangerine & walnut vinaigrette 11 poblano soup with crispy pork belly, grapes & creme fraiche

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fork & knife Specialties bellwether farms ricotta fritters with saba & saffron honey

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7 oz lazy ox burger with cantal cheese & green peppercorn mustard 14

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HEIDI R OBINS graphic design

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HEIDI R OBINS graphic design

BOOK COVER

Coloring the

book

By Arthur Visconti

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HEIDI R OBINS graphic design

MAGAZINE COVER

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