The document provides definitions and explanations of key terms and principles of design. It discusses the elements of design, including line, shape, value, texture, color, and space. It then covers principles of design such as unity and variety, balance, emphasis, contrast, proportion and scale, rhythm and movement. For each term or principle, it gives a concise definition or explanation of how it relates to and can be used in design. The document serves as a useful reference for understanding fundamental concepts in visual art and design.

1. Terms and Vocabulary, Garrison
“The eye comprehends by comparing and distinguishing...” Gunnar Sneum
Design: The overall basic concept of a work of art; the organization of elements that make
up a work of art or other human-made object; different parts making a unified whole; a
sense of visual order.
ELEMENTS OF DESIGN
Line: Line defines space, produces movement or direction, creates pattern and texture,
defines contour, shows gesture; line is capable of infinite variety by varying weight or
character (lie quality); can be actual or implied.
Shape: an enclosed, two-dimensional area (can be defined by line, value, color, etc.);
organic or geometric; positive/negative (figure/ground relationship).
Value: degree of lightness or darkness; creates form, volume, contrast. Light values:
whites and light grays; dark values: dark grays, black. In color, high (light) values are
tints (adding white to a hue); low (dark) values are shades (adding black to a hue).
Hues have different values (yellow has a high value; violet has a low value).
Texture: actual (tactile) texture is the surface quality, the way the surface feels; implied
(visual) refers to patterns as well as recreating the “look” of actual texture.
Color: A perceived quality in direct light or in objects reflecting light that varies with the
wavelength of the light energy, the brilliance of the light source, and the degree to
which the objects reflect or absorb the light energy falling on them. Primary: red,
yellow, blue; theoretically all colors are made from these. Secondary: orange, green,
violet; a mixture of two primaries. Tint (add white), tone (add gray, shade add black.
Space: in two dimensional art, refers to the picture plane, the illusion of depth on a flat
surface. In three dimensional art it is actual depth, the air around the form. Positive
and negative space.
PRINCIPLES OF DESIGN
Unity and Variety: Unity refers to the arrangement of parts that will produce a harmonious
whole, a sense of completeness. Its purpose is to make the artwork coherent. All
elements works together to form a unified whole. Variety refers to differences,
incorporated to add interest to an artwork.
Balance: an equal or pleasing distribution of visual weight (the aim of composition).
Imbalance may be used to evoke an uneasy, disquieting response. Symmetrical,
asymmetrical, radial: all achieved by placement, shape, value, color, texture.
Emphasis: focal point; single strong or dominant element.
Contrast: differences in an element or elements within a design; high contrast: extreme
differences (like black against white); low contrast: subtle differences (white against
light gray).
Proportion and Scale: scale refers essentially to size; large scale means big; small scale
means little. Proportion refers to the relative size, size measured against other
elements or against some mental norm or standard.
Rhythm and Movement: in art, rhythm refers to the movement of the viewer’s eye across
recurrent visual motifs These are created by repetition of any of the elements; pattern.
Movement is implied by causing the eye to travel across the picture plane. Rhythm is
associated with hearing (in music rhythm is a repeated sound or beat).

2. First Post in D2L Discussions due Wednesday, February 5
UWM Union Art Gallery, "One Piece at a Time" post
See the exhibition: Collaborative Design: Great Minds Think Together
1. Go to the UWM Union Art Gallery exhibition Collaborative Design: Great Minds Think Together.
Choose one collaborative design to write about. Write down the title, date, medium, artists names, etc.
2. Focus on that work alone for at least 30 minutes.
Draw a sketch of one part of the collaboration in your sketchbook/journal.
3. Write down everything you SEE in the visuals for that design in your design sketchbook/journals.
(Pencils only!) Describe it so that someone who has not seen it understands what you are writing about.
Read the gallery information and take notes. Cite all quotes from the gallery information.
4. Organize your notes into a coherent account of your experience.
5. Remember, it is about observation, what is in there before you (visual and written),
not how you feel about the work.
6. Adhere to the writing principles in Strini’s Practical Theory of Writing in D2L Content.
7. Write a rough draft in a Word document. Revise as needed. Use spell check.
This should be approximately 500 words.
8. When perfect, post in D2L Discussion Forum.
9. You can review previous Third Coast Digest “One Piece at a Time” articles on:
http://thirdcoastdigest.com/category/arts-and-culture/

3. Design Survey REVISED Rubric for Required Field Trip Response Papers #2 and #3
30 pts = A+ 28-29 pts = A 27 pts = A-
26 pts = B+ 24-25 pts = B 23 pts = B-
22 pts = C+ 19-21 pts = C 18 pts = C-
17 pts = D+ 16 = D
15 pts and below = F
The three papers total counts as 20% of your final grade. Detailed writing guidelines are in D2L Content. Please see me with any questions.
Objectives
GER Content
No Effort
0 Points
Low Effort
2 Point
Below College Level
4 Points
Average
6 Points
Good
7 Points
Excellent
8 Points
GER
Content
Describe the selected
functional 3D design so that
the reader can visualize it.
Art and Design terms are
used accurately.
No description of
a functional 3D
design.
Vague description of
the functional 3D
design. Art and Design
Terms used
inaccurately.
Some description of the
functional 3D design.
Art and Design terms
used inaccurately.
Some description of the
functional 3D design.
Art and Design terms
used accurately.
Clear description of
the functional 3D
design. Art and
Design terms used
accurately.
Excellent, clear
description. Reader
can visualize design.
Art and Design terms
used accurately and
with in-depth
understanding.
Analyze the design; include
research about the designer
and historical or cultural
references.
No analysis of
designs.
Vague analysis, no
research about the
designer and the
history or culture.
Vague analysis, some
research about the
designer and the history
or culture.
Some analysis, some
research about the
designer and the history
and culture.
Good analysis, good
research about the
designer and the
history and culture.
Excellent analysis,
thorough, insightful
research about the
designer and the
history and culture.
Grammar No Effort
0 Points
Low Effort
0 Point
Below College Level
1 Points
Average
2 Points
Good
3 Points
Excellent
4 Points
Grammar
Write clear statements using
correct grammar and
punctuation.
Spell all words correctly.
Unreadable Poor grammar,
punctuation.
No paragraph
development.
Misspelled words.
Problems with grammar
and punctuation.
Problems with
paragraph development.
Some misspelled words.
Occasional grammar
and/or punctuation
problems. Some
paragraph development.
Some misspelled words.
Rare grammar and/or
punctuation mistakes.
Good development of
paragraphs.
No misspelled words.
No grammar and
punctuation mistakes.
Excellent organization
through paragraph
development. No
misspelled words.
Develop paragraphs to
organize ideas.
Little or no use
of paragraphs.
Undeveloped.
Little use of
paragraphs. Poor
organization of ideas.
Use of paragraphs, but
lacks coherent
organization of ideas.
Use of paragraphs. Basic
high school level
organization of ideas.
Well organized,
using paragraphs.
Excellent, well-
written, well-organized
paper.
Writing Style No Effort
0 Points
Low Effort
2 Points
Below College Level
3 Points
Average
4 Points
Good
5 Points
Excellent
6 Points
Writing
Style
Write with clarity and
personal style. Engage the
reader.
Reader is unable
to understand
writing.
Writing at elementary
level.
Writing at high school
level.
Writing at basic college
level. Reader clearly
understands writing.
Good writing style
that engages the
reader.
Excellent writing style
that engages the
reader. A pleasure to
read.
Total Points
GER+Grammar+Writing
Assessments
Total

4. DO NOT:
• Use the clichés “caught my eye” or “in conclusion.”
(Use of either means an F grade!)
• Start a sentence with “I feel.”
• Begin the paper with a little story such as:
“I visited the Union Art Gallery to see the
Collaborative Design exhibition…with my girlfriend
who had never been there before…” etc.
Any information about the assignment itself should not be in
the paper! We all know the assignment.
Get right to the description of the design.
Make the first sentence (the first three words!) engaging for
the reader.

5. Orrery, 1780
It is the zenith of the view of the world
as a complex clockwork mechanism.
This image taken July 20, 1969 from
NASA's Apollo 11 lunar landing
mission shows the Earth rising over
the moon.

6. Henri Toulouse Lautrec,
“Bruant aux Ambassadeurs,”
1893 (litho)

7. Henri Toulouse Lautrec, “La Goulue at
the Mouline Rouge“ (litho)

8. Henri Toulouse Lautrec, “At the Mouline Rouge,“ oil on canvas, Chicago Art Institute

9. "Jello" Trade card, late 1800’s

10. “Levi’s" Trade card late 1800s

11. Silkscreen process

12. Lester Beall, two posters, “Light” and “Electricity” for the WPA Rural
Electrification Administration

14. Ed Ruscha, “Every Building on the Sunset Strip.” 1966

16. Brief History 2
What is Design?
What is Design Thinking?

17. Quills were the principal writing instrument in the Western World from the 6th to
the 19th century.
Devices that combined telephony and computing were first conceptualized in
1973, and were offered for sale beginning in 1993. The term "smartphone" first
appeared in 1997.

20. Candlestick Telephones,
late 1800s-early 1900s
Left: Oil Can; Right: Potbelly

21. “Cow horn” phone, French, 1892

23. Stromberg-Carlson, 1897

24. Switchboard, c. 1900

25. Vanity or Cabinet Phone

26. Pay Telephone (first?)

27. Dial Phone, 1905

28. Ericofon 1949, Sweden

29. Bell Telephone Model 300, by Henry Dreyfuss, 1937

30. Bell Telephone Model 500 by Henry Dreyfuss, 1955

31. Raymond Lowey,
“Evolution of the Desk Phone”

32. Bell Trimline
1965
Bell Trimline
1968

33. Swatch Jelly Phone, 1990

34. Martin Cooper debuts the first cell phone, 1973

36. iPhone introduced, 2007

37. Atwater Kent radio, 1924

41. Art Deco, 1930s

46. 1981

47. Edison Phonograph with cylinder, ca 1900

50. Raymond Loewy’s Record Changer design, 1961

52. First Boombox, ca 1969, took off in the 1980s

53. Original Sony Walkman, 1979

54. Sony Discman, 1984

55. iPod introduced, 2001

56. Hammond Typewriter, 1774 Valentine Typewriter,Italian, 1969
Ettore Sattsass, Perry King

57. Gestetner Duplicating machine, 1929 redesign by Raymond Loewy

58. Adding Machine, 1890

59. Casio Calculator 1972

60. Mini Pushbutton Television, 1948

66. 1997, Sharp and Sony introduced the first flat screen TV.

67. ENIAC
the first all electronic digital computer
Completed in 1945
Vacuum tubes for IBM 701 c. 1950

68. IBM punch cards

109. Jan Vermeer
“The Girl with the Red Hat”
c. 1665
Oil on panel
(9 x 7 1/16 in.)

110. Joseph Nicephore Niepce, “View from the Window at Le Gras,” 1826
(enhanced version) the earliest surviving photograph of a scene from nature
taken with a camera obscura.

111. Louis Daguerre, "View of the Boulevard du Temple,” Paris, c. 1838

112. Louis Daguerre

115. Frederick Douglas

118. Henry Fox Talbot, "Flowers, Leaves, and Stem," c. 1838
photogenic drawing

119. Henry Fox Talbot, “Latticed Window at Locock Abbey, August 1835

120. Henry Fox Talbot, "Flowers in a Vase," c. 1945
salt prints from calotype negative

121. Henry Fox Talbot, “Boulevards at Paris,” c. 1843

122. Fox Talbot, “Paris” Daguerre, “A Parisian Boulevard”

126. Henri Toulouse Lautrec,
“Bruant aux Ambassadeurs,”
1893 (litho)

127. Art Deco book cover,
“Calligrams” designed by Paul
Bonet