the elements and principles of design€¦ · the elements . and principles of design. typography 1...
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The Elements and Principles of Design
Typography 1 / Arts 242
Professor Shaw
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are the basic visual toolbox of design tactics in every visual design discipline form the basic vocabulary of visual design constitute the broader structural aspects of composition
Design Elements and
Principles
The Elements
The Principles
In practice they often overlap and mix
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Elements of Design PointLineShape (Plane)Texture Space Value
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A mass of points becomes texture, shape or plane
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or used to construct a word in an expressive manner
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ShapeAn area enclosed by line, giving it form
Defined by height and width Shape is 2 dimensional It can be geometric or organic
Shape automatically creates a negative space around it
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geometric
organic Mnegative space
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A Plane is a flat two dimensional surface or a surface extending in height and width
letters ( planes) in color
two intersecting planes
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TextureTexture is the look and feel of the surface. Tactile, (touch) or visual
Visual surfaces in two dimensions implies richness and suggest dimension Different tactile qualities can be abstract or concrete
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Textured Type
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Textures
can be created
from basic elements
which interact
to form patterns...
complexity is created
from simple elements
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SgSpaceSpace refers to the distance between shapes and forms
Empty areas void of visual elements are referred to as negative or white space
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negative space
negative space
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Size / ScaleSize is the relative proportion of objects to each other
Larger sizes appear nearer or of greater importance
Smaller sizes make things appear far away or less important
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Elements of the same size can feel flat.
Contrast in size and placement can create a sense of tension as well as a feeling of depth and movement.
Scale is relative. Depending on size, placement and color.
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Value
Tone or value is the light or dark character of color.
Using value is one of the most potent ways to create contrast and to direct the eye
algeso
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Principles of Design
They govern the elements and assist to organize the elements and the composition as a whole.
BalanceRhythm or MovementContrast and EmphasisUnity
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Balance (and Rhythm) — work together.Balance is a fundamental human condition Humans seek balance — In Design, it anchors and activates elements in space
Balance can be Symmetrical or Asymmetrical.
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above: Symmetry — horizontal or vertical or both, along a common axis.
below: Asymmetry — organically positioned, relying on relationships or interaction.
Symmetrical elements suggest stability or static motion
Asymmetrical elements suggest tension, dynamic motion or varity
Asymmetry:Visual Balance using scale, negative space and tension
Symmetry:Visual Balance using scale and cropping
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Symmetrically balanced
Asymmetrically balanced
Balanced visual interest keeps viewers engaged with the design.
An unbalanced composition can feel uncomfortable for the viewer.
Visual weight is a measure of the visual interest of an element or area in a design
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Rhythm or Movement (repetition / pattern)The recurrence or repeating of elements — lines, shapes, values, etc. denotes movement
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Designers work with Balance and Rhythm to achive stability and surprise.
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Paula Scher
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ContrastStressing of the visual difference of elements by shape, color, size, to enhance the message Pr
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Herb Lubalin
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Emphasis (focal point)Accomplished by selecting something to stand out — a focal point.
Achieved by making something larger / bolder/ darker/ textured/ or ornate.
Using contrast or space to set it apart.
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Paula Scher
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UnityDesign elements relate to one another and give a project a sense of completeness or order
One way to create unity is by grouping elements: positioning them close together visually suggests they are part of a group.
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Paula Scher
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Gestalt Gestalt is a psychological process by which the viewer unites (sees) the pieces of the design as a whole form.
Visual perception — the whole is greater than the sum of the parts
Gestalt employs 5 principles of Design TheoryProximity Similiarity Continuity Closure Figure Ground
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Figure Ground: Identifying an object as a shape distinctive from its background
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yossi lemel / art director
figure/ground
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lisa reinermann
figure/ground
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joanna gorska and jerzsey skakun
figure/ground
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Undertanding these relationships —elements and principles — is vital to creation of successful design solutions.
Designers drive the decisions made to achieve appropriate scale and proportion, as well as unity, tension, balance and contrast. There are no real rules for their use.
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www.smashingmagazine.com/2014/03/design-principles-visual-perception-and-the-principles-of-gestalt/