basic graphic design principles

8/3/2019 Basic Graphic Design Principles

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TOPIC OUTLINE

Elements and Principles of Design

Line, Shape, Form, Space, Color and Texture

Balance, Emphasis, Movement, Pattern, Proportion,

Rhythm, and Unity The Color Theory

The Color Wheel

Primary, Secondary and Tertiary Colors

Color Harmony

Meaning of Colors


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ELEMENTS OF DESIGN

PART I


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Line is a mark with greater length thanwidth. Lines can be horizontal, vertical or

diagonal, straight or curved, thick or thin.

ELEMENTS OF DESIGN


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Shape is a closed line. Shapescan be geometric, like squares andcircles; or organic, like free formedshapes or natural shapes. Shapesare flat and can express length andwidth.

ELEMENTS OF DESIGN


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Forms are three-dimensional shapes,expressing length, width, and depth. Balls,

cylinders, boxes and triangles are forms.

ELEMENTS OF DESIGN


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Space is the area between andaround objects. Space can also refer tothe feeling of depth. In visual art whenwe can create the feeling or illusion ofdepth we call it space.

ELEMENTS OF DESIGN


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Color is light reflectedoff objects. Color hasthree main characteristics:hue or its name (red,green, blue, etc.), value(how light or dark it is),and intensity (how bright

or dull it is).

ELEMENTS OF DESIGN


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ELEMENTS OF DESIGN

Texture is the surface quality that can beseen and felt. Textures can be rough or

smooth, soft or hard.


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PRINCIPLES OF DESIGN

PART II


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Balance is the distribution of the visualweight of objects, colors, texture, and space. Ifthe design was a scale these elements should bebalanced to make a design feel stable. Insymmetrical balance, the elements used on oneside of the design are similar to those on the

other side; in asymmetrical balance, the sides aredifferent but still look balanced.


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Two Basic Approaches to Balance:

Symmetrical Balance

Asymmetrical Balance


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Emphasis is the part of the design thatcatches the viewers attention. Usually the artistwill make one area stand out by contrasting it

with other areas. The area will be different insize, color, texture, shape, etc.


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Movement is the path theviewers eye takes through the artwork,often to focal areas. Such movementcan be directed along lines edges, shapeand color within the artwork.


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Pattern is the repeating of an object orsymbol all over the artwork.


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Proportion is the feeling of unitycreated when all parts (sizes, amounts, ornumber) relate well with each other. Whendrawing the human figure, proportion canrefer to the size of the head compared to therest of the body.


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Rhythm is created when one or moreelements of design are used repeatedly to

create a feeling of organized movement.Rhythm creates a mood like music or dancing.


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Unity is the feeling of harmonybetween all parts of the artwork

creating a sense of completeness.


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THE COLOR THEORY

PART III


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Color theory encompasses a multitude of

definitions, concepts and design applications.All the information would fill several

encyclopedia. As an introduction, here are a

few basic concepts.

THE COLOR THEORY


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A color circle, based on red, yellow and blue,

is traditional in the field of art. Sir Isaac

Newton developed the first circular diagram

of colors in 1666. Since then scientists andartists have studied and designed numerous

variations of this concept. In reality, any color

circle or color wheel which presents a logicallyarranged sequence of pure hues has merit.

THE COLOR THEORY


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Primary ColorsIn traditional color theory, these are the 3

pigment colors that can not be mixed or

formed by any combination of other colors. Allother colors are derived from these 3 hues.

THE COLOR THEORY

PRIMARY COLORS

Red, yellow and blue


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Secondary ColorsThese are the colors formed by mixing the

primary colors.

THE COLOR THEORY

SECONDARY COLORS

Green, orange and

purple


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Tertiary ColorsThese are the colors formed by mixing a

primary and a secondary color. That's why the

hue is a two word name, such as blue-green,red-violet, and yellow-orange.

THE COLOR THEORY

TERTIARY COLORS

Yellow-orange, red-orange, red-purple, blue-

purple, blue-green and yellow-green.


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Harmony can be defined as a pleasingarrangement of parts, whether it be music,poetry, color, or even an ice cream sundae.

THE COLOR HARMONY


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In visual experiences, harmony is somethingthat is pleasing to the eye. It engages the viewerand it creates an inner sense of order, a balancein the visual experience.

In summary, extreme unity leads to under-stimulation, extreme complexity leads to over-stimulation. Harmony is a dynamic equilibrium.

THE COLOR HARMONY


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There are many theories for harmony. Thefollowing illustrations and descriptionspresent some basic formulas .

Analogous Colors

Complementary Colors

Color Scheme Based on Natures

THE COLOR HARMONY


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Analogous colors are any three colors which are sideby side on a 12 part color wheel, such as yellow-green, yellow, and yellow-orange. Usually one of thethree colors predominates.

THE COLOR HARMONY


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Complementary colors are any two colorswhich are directly opposite each other, such as redand green and red-purple and yellow-green. Theseopposing colors create maximum contrast and

maximum stability.

THE COLOR HARMONY


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Nature provides a perfect departure point forcolor harmony. In the illustration below, redyellow and green create a harmonious design,regardless of whether this combination fits into atechnical formula for color harmony.

THE COLOR HARMONY


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THE COLOR HARMONY

An abstract painting

based on a Lilac flower.


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Colors have symbolism and meanings. Asyou design brochures, logos, and Web sites,PPT presentations or any other visual aids, it

is helpful to keep in mind how the eye andthe mind associate meanings with the colorsyou display.

.

THE MEANING OF COLORS


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Authority and PowerEvokes strong emotions

Associated with Evil

Overwhelming if used in excess

Purity - CleanlinessSafety (away from things that go bump in the night)

Mourning for some Eastern Cultures

Practical (in moderation)Timeless (in moderation)

Middle of the Road

Too much depressing / nothingness Old age / death

Depression / loss of direction


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Energy Movement ExcitementToo much overwhelming, agitated

Holidays

Calming for lighter shadesCold and Uncaring some shades or too much

Steadfast Dependable Loyal

Productive

Growth Nature - MoneyCalming

Forest Green = conservative, masculine and wealth)


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Wealth Prosperity RichesSophistication

Mystery Wisdom - Respect

Too much Being Artificial

Cheerful Laughter HappinessOptimism better times

Too much causes babies to cry and tempers to flare

Speeds up metabolism and creativity increases sales

Overpowering if over used or associated with cowardice

FlamboyantFun times, happy energetic days

Ambition New Dawn - Attitude


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Reliability StabilityFriendship

Natural or Organic

Too much - Mourning


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REFERENCES

Bizness Concepts, Inc. Colors and Color Combinations. Retrieved

from http://www.biznessconcepts.com/colors.htm

Color Matters. COLOR THEORY. Retrieved from

http://www.colormatters.com/colortheory.html

Kid Space Arts. Elements & Principles of Design. Retrieved from

http://www.4-hcurriculum.org/projects/kidspace/E-P.htm
http://www.biznessconcepts.com/colors.htmhttp://www.colormatters.com/colortheory.htmlhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.colormatters.com/colortheory.htmlhttp://www.biznessconcepts.com/colors.htm


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