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DESIGN Elements&Principles
OBJECTIVES • Knowing the elements of design. • Knowing the principles ofdesign. • Knowing the qualities of a great designer. • Knowing the process for designing a logo.
DESIGN Realization of a concept or idea into aconfiguration, drawing, model, mould, pattern,plan or specification and which helps achieve theitem's designatedobjective(s).
DESIGN "Simplicity is theultimatesophistication."
DESIGN "Design is a funny word. Some peoplethink design means how it looks. But ofcourse, if you dig deeper, it's really how itworks.“ - STEVEJOBS
DESIGN Elements: Are theingredients Principles: Are how theyaremixed
DESIGNELEMENTS Line: The linear marksmade with a penorbrush or the edgecreated when twoshapesmeet.
DESIGNELEMENTS Shape: A shape is a self-contained, definedarea of geometricororganicform.
DESIGNELEMENTS Color: The hue of theshapes,line,etc. Types: Primary Secondary Tertiary
DESIGNELEMENTS Space: Shapes are two-dimensional elements created by lines or changes in color or value that define their edges. Three-dimensional elements have volume or mass. The spaces around the shapes are called negative spaces. It is just as important to consider the negative space in design as the positive shapes.
DESIGNELEMENTS Texture: The way a surfacefeelsor is perceived tofeel.
DESIGNELEMENTS Form: Anythree-dimensional object.Formscan be measured,from top to bottom(height), side to side(width), and from back tofront(depth).
PRINCIPLES DESIGN Unity/Harmony:When allelements areinagreement, adesignisconsideredunified.
PRINCIPLES DESIGN • Balance: • Making sure the two sidesof the canvas of yourdesign isbalanced. • Types: • Asymmetrical • Symmetrical
PRINCIPLES DESIGN Emphasis: Dominance is created bycontrasting size,positioning, color, style,or shape. The focal pointshould dominate thedesign with scale andcontrast withoutsacrificing the unity ofthewhole.
PRINCIPLES DESIGN Contrast: The importantelements shouldstandout from thedesign thru contrastbetween two objectsthru colors, tones andvalues.
PRINCIPLES DESIGN Rhythm: Rhythm in design isalsocalledrepetition. Rhythm allows yourdesignsto develop an internalconsistency that makes iteasier for your customersto understand. Once the brain recognizesthe pattern itcan relax and understandthe wholedesign.
PRINCIPLES DESIGN Pattern: Is a combination ofelements or shapesrepeated in a recurringandregulararrangement.
PRINCIPLES DESIGN Proportion: Using the relative size ofelements against eachother can attract attentionto a focal point. Whenelements are designedlarger than life, scale isbeing used to showdrama.
COLORTHEORY How are the colorsaffecting theemotions
BRANDIDENTITYDESIGN The definition andthe process
THE PROCESSOFBRAND IDENTITYDESIGN THEDESIGNBRIEF RESEARCHAND BRAIN- STORMING SKETCHING RENDERING“DIGITALCONVERTED” PRESENTING FINISHINGANDDELIVERING
Top 10 qualities of a great graphic designer. • ARTISTICABILITY • CLIENTORIENTED • COMMUNICATION • CREATIVITY • MANAGESPRIORITIES • KNOWSAUDIENCE • OPEN TOCHANGE • STRATEGY • TEAMWORK • TECHNOLOGY
