Fashion Merchandising:

Strand 7Elements and Principles of

Design

Standards

Students will recognize the use of

the principles and elements of design.

◦ Standard 1: Reassess elements of design.

◦ Standard 2: Reassess color theory

◦ Standard 3: Reassess the principles of design

◦ Standard 4: Identify careers in the fashion merchandising industry.

Elements of Design Design is an important part of the

development of fashion because it establishes the appearance of the finished product.

All the elements of design contribute to the overall design of a garment.

The elements are:◦ Color◦ Line◦ Shape◦ Texture

Line The element of design that directs the

path of eye movement.

It is a distinct, elongated mark as if drawn by a pencil or pen.

Line Types

There are four line types

◦ Vertical

◦ Horizontal

◦ Diagonal

◦Curved

Vertical lines Lines that go up and down

Give the impression of added height and slimness

Give a feeling of dignity, strength, poise, and sophistication

Put vertical lines over an area of the body you want to look thinner

Horizontal lines Lines that go from

side to side

Give the impression of less height and more width.

Give a relaxed calm feeling, suggest gentleness

Put them across the body where you want it to look wider

Diagonal Lines Slanted lines

Degree of slant

determines visual

effect:

◦ More vertical =

slenderizing

◦ More horizontal =

added width

Give a feeling of

action and strength

Curved Lines Less conservative, formal and

powerful as straight lines

They add interest and smoothness

They give a soft, gentle, youthful, charming, graceful and flowing feeling

They accent the natural curves of the body

They can be found in round scoop necklines and scalloped edges or in fabric prints

If overdone can become confusing

Shape Is a garment’s form or

silhouette, its overall outline◦ Shape is a major factor in a viewer’s first impression of a person

Using Shape in Clothing

Triangle:

Narrow shoulders, slimmer waist, wider at hips

Inverted Triangle:

Wider/broad shoulders, little difference

between waist and hips

Hourglass:

Little difference between shoulders and hips,

clearly defined waist

Rectangle:

Little difference between shoulders and hips,

little to no waist definition

Moral:

Use the shape of clothes to reveal or disguise

the natural body shape

Texture The surface quality of goods, how the

fabric feels (tactile) and looks (visual)

Can be determined by:

◦ A fabrics’ fibers, yarns, or method of

construction

◦ Finishes, either mechanical or chemical

Using Texture in Clothing

Bulky textures (heavy, fuzzy or

shaggy)

◦ Make a person look bigger

◦ Can overpower a small person

◦ Disguise figure irregularities

Smooth, flat textures

◦ Suitable for almost all figures and

physiques

◦ Make people look smaller

◦ Can hide some irregularities,

because they hold their shape.

Using Texture in Clothing

Shiny textures

◦ Make the body look larger,

because they reflect light

◦ Emphasize body contours

◦ Make colors seem lighter and

brighter

Dull textures◦ Make a person look smaller,

because they absorb light

◦ Almost always flattering

Color Hue: The name given to a color, such

as red, yellow, green, or violet. It distinguishes one color from another,

Value: The lightness or darkness of a color. The values of colors range on a gradation scale from white to almost black.

Intensity: The brightness or dullness of a color. Very strong colors are said to have high intensity. Intensity can be lowered by mixing a color with its compliment.

Color Wheel Primary Hues: Red, Yellow, Blue.

Cannot be made from any other

color. All other colors can be made

by mixing the primary colors.

Color Wheel

Secondary Hues: Orange, Green,

Violet. Made by mixing equal

parts of 2 primary colors.

Color Wheel

Intermediate Hues

(also called

Tertiary). Made by

mixing equal parts

of adjoining

primary and

secondary colors.

Usually named

with primary color

first. Ex: Blue-

green

Color Wheel

Neutral Colors – represent the

center of the color wheel.

Examples: White, Black, Gray

Color Schemes

Monochromatic Color Scheme:

One-color plan that uses different

tints, shades, and intensities of the

same hue.

Color Schemes

Analogous Color Scheme: Uses

neighboring, or adjacent colors on

the color wheel.

Color Schemes Complementary Color Scheme: Uses

opposite hues on the color wheel.

Complementary colors are across from

each other on the wheel. They have

great contrast and look brighter when

used side-by-side.

Color Schemes

Triad Color Scheme: Three colors

equidistant on the wheel. Ex: red,

yellow, blue OR orange, green,

purple.

Color Schemes

Split-Complementary Color

Scheme: Uses three colors. It

combines one color with the two

colors on the sides of its

complement. Ex: blue with yellow-

orange and yellow green.

Color Schemes

Accented Neutral

Combines gray, black, or white with a bright color accent.

The Color Wheel is used as a

guide to study how to choose &

combine colors.

Using Colors in Apparel

Light makes colors look brighter.

A color looks brighter when its complement is used with it.

Dark, cool, and dull colors make a form seem smaller.

Light, warm, and bright colors make a form seem larger.

A single color for an entire outfit makes a person look thinner and taller.

Contrasting colors appear to shorten the body.

Colors are better balanced when light ones are used above dark ones.

The Principles of Design

Balance:◦ Implies an equilibrium or

steadiness among the parts of

design

◦ If the two sides are the same, it

is symmetrical balance.

◦ If the two sides are different in

some way it is asymmetrical

balance.

The Principles of Design

Proportion:◦ Refers to the relationship between parts of a

design, such as the size of the parts in a design

to each other and to the whole

◦ Also called “scale”

◦ Most appealing when clothing is in relation to

the structure and body of the person wearing it

The Principles of Design

Emphasis:

◦ The quality that draws your attention

to a certain part of the design

◦ The center of attention or the focal

point

The Principles of Design

Rhythm:

◦ Leads the eye from one part of a

design to another part, creating

movement

◦ Created through repetition of pattern

or color, etc.

Harmony Pleasing visual unity is created

when the Elements of Design and

Principles of Design work together!

Careers Sample Maker:

◦ Sews the designer’s sample.

Pattern Maker:

◦ Makes the design into

pattern pieces that can be

used to produce garments.

Piece-Goods Buyer:

◦ Purchases the fabrics and

trims.