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Comm Tech I

Comm Tech I. 1.04 Elements and Principles of Design. The Elements of Design. Elements: Line Shape Size Space Color Texture Value. Line. A line is simply a series of dots, or points, in space. That line can be straight or curved.

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Comm Tech I

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  1. Comm Tech I 1.04 Elements and Principles of Design

  2. The Elements of Design • Elements: • Line • Shape • Size • Space • Color • Texture • Value

  3. Line • A line is simply a series of dots, or points, in space. That line can be straight or curved. • Lines are used to delineate objects as in a line drawing, or used to create graphs, or used to outline areas as in a framed effect. • Imaginary lines are created when two areas of different colors, textures, or values meet to create a line between those effects.

  4. Example of Line element

  5. Shape • A flat figure or shape is created when actual or implied lines meet to surround a space. • A change in color or shading can define a shape. • Shapes can be divided into two types: • Geometric (square, triangle, circle) • Organic (irregular in outline). 

  6. Example of Shape element Geometric (Above) Organic (Left)

  7. Size • This refers to variations in the proportions of objects, lines or shapes. • There is a variation of sizes in objects either real or imagined. 

  8. Example of Size element

  9. Space • Space is the empty or open area between, around, above, below, or within objects. • Shapes and forms are made by the space around and within them. • Positive space is filled by a shape or form. • Negative space surrounds a shape or form. 

  10. Example of Space element

  11. Color • Hues, which are represented by the shades (add black), tones (add gray), and tints (add white) of any given color. • Color has three dimensions: • HUE (another word for color, indicated by its name such as red or yellow) • VALUE (its lightness or darkness) • INTENSITY (its brightness or dullness)

  12. Example of Color element

  13. Texture • Texture is the way a surface feels (actual texture) or how it may look (implied texture). • Textures are described by word such as rough, silky, or pebbly. 

  14. Example of Texture element

  15. Value • Value is how dark or how light something looks. • We achieve value changes in color by adding black or white to the color. • Proper use of Value creates Contrast, which is vital for gaining the attention of the viewer.

  16. Example of Value element

  17. The Principles of Design • Principles • Balance • Contrast • Emphasis • Proportion • Pattern • Gradation

  18. Balance • Balance is a feeling of visual equality in shape, form, value, color, etc. • Balance can be symmetrical or evenly balanced or asymmetrical and un-evenly balanced. • Objects, values, colors, textures, shapes, forms, etc., can be used in creating a balance in a composition. 

  19. Example of Balance principle

  20. Contrast • Contrast is the use of of opposing elements to create conflict between colors. • You can use various design elements to create contrast. Without contrast there would be no day or night, and without contrast you cannot create an interesting design.

  21. Example of Contrast principle

  22. Emphasis • Emphasis is used to make certain parts of their artwork stand out and grab your attention. • The center of interest or focal point is the place a work draws your eye to first.  • You can lead that viewer all through your garden, through your building, through your advertisement, or through your painting, but if you don't stop that viewer with one point of interest, then you've lost your viewer. The emphasis in a design is the message that you want to convey.

  23. Example of Emphasis principle

  24. Proportion • Proportion describes the size, location or amount of one thing compared to another.  • You can use proportion to create surreal images (like Dali) to shock your viewers into noticing your work. • Or, you can use proportion realistically to emphasize the message conveyed through typography. • In other words, a realistic composition creates a feeling of balance, whereas unrealistic proportions create a feeling of emphasis on the object that's out of proportion.

  25. Example of Proportion principle

  26. Pattern / Rhythm • Pattern is created by repeating an element (line, shape or color) over and over again. • While this principle of design can create boredom, it can also be used to create: • Depth (one element smaller than the next) • Excitement or peace (contrast) • Emphasis on a certain subject. • Like music, rhythm keeps the world singing and dancing.

  27. Example of Pattern principle

  28. Gradation • Gradation of size and direction produce linear perspective. • Gradation of color from warm to cool, or tone or from dark to light, produce aerial perspective. • Gradation can add interest and movement to a shape. • A gradation from dark to light will cause the eye to move along a shape. 

  29. Example of Gradation principle

  30. What’s this all lead up to? • Composition! • The marriage of these elements and principles creates your composition. • How many can you tell are present in this composition?

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