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Elements and Principles of Design
Eight integral components used in the creationof a design:   •Point            •Shape   •Line             •Form   •Color  ...
   Most basic element of design   Has position but no    dimension   Can be described by             Image courtesy Aut...
   Has only a length    dimension                                       Image courtesy Autodesk, Inc.   Can be used to  ...
Types  •   Vertical - Represents dignity, formality, stability,      and strength  •   Horizontal - Represents calm, peace...
• Vertical lines characterize dignity,                             formality, stability, and strengthThe Empire State     ...
Microsoft Office clipart • Horizontal lines   represent calm,   peace, and   relaxation                                   ...
Microsoft Office clipart• Diagonal lines give  the sense of  movement, action,  and activity.                             ...
Microsoft Office clipart                                                                                     ©iStockphoto....
Described by a number ofqualities   Hue: base color (e.g., red)   Value: lightness or darkness   Saturation: purity or ...
Image courtesy Autodesk, Inc. Cool Colors              Warm ColorsBlues, purples, greens   Reds, oranges, yellows
   Color has an immediate and profound effect on    a design                                      Microsoft Office clipar...
   Relative lightness or darkness of a color, object,    or shape                                                 Microso...
   Allows us to perceive shapes and the illusion of    3D objects on a 2D surface                                      Im...
        A 2D area enclosed by lines or curves            Types              Geometric: square, circle, triangle        ...
   A 3D volume or solid   Often implied on a 2D surface by careful use of    value                                      ...
©iStockphoto.com                                                                 Microsoft clipartOriental Pearl Tower    ...
   Areas between and around parts of an image or    the implied depth in that image   Types       Positive       Negat...
   Evident in images with    depth   Types       Open, uncluttered       Cramped, busy                             Mic...
   The surface look or feel   Types       Smooth         Reflects more light         More intense color       Rough ...
FluffySmooth                   Microsoft clipart         Rough
   Many principles add to an interesting design       •Balance          •Proportion       •Emphasis         •Unity       ...
   Visual and physical balance   The distribution of elements within a design   Types     Symmetrical (formal)     As...
   The elements within the design are identical in    visual weight in relation to a centerline or axis                  ...
   The elements within the design are not    identical but are arranged to provide a    balanced visual weight           ...
   Distribution of components in a circular    pattern around a center point
• Used to draw attention to one area• Focal Point – feature in a design that  attracts the eye• Can be achieved through  –...
Microsoft clipart   ©iStockphoto.com
• The degree of relative  difference between  elements                Image courtesy Autodesk, Inc.
• Can be used to emphasize an element of  a design                           Image courtesy Autodesk, Inc.
• Repeated use of line, shape, color, texture  or pattern• A harmonious pattern or sequence• Types  –   Regular  –   Rando...
• An element is repeated at the same  repetition/interval
Microsoft Office clipart• The repetition of the  element is random or  situated at irregular  intervals                  M...
• The repeated element is identical with the   exception of one detail increasing or   decreasing gradually with each repe...
• The repeated element becomes closer or  further apart                       Microsoft Office clipart                    ...
Microsoft Office clipart• Comparative relationship  between elements in a  design with respect to  size• Scale – The propo...
• The consistent use of  design elements                          ©iStockphoto.com                                        ...
• Use of the bare minimum of elements• Can be achieved by removing extraneous  elements• In simplicity there is beauty• Le...
Image courtesy Autodesk, Inc.      Image courtesy Autodesk, Inc.
U6 elements principlesofdesignredux
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U6 elements principlesofdesignredux

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U6 elements principlesofdesignredux

  1. 1. Elements and Principles of Design
  2. 2. Eight integral components used in the creationof a design: •Point •Shape •Line •Form •Color •Space •Value •Texture
  3. 3.  Most basic element of design Has position but no dimension Can be described by Image courtesy Autodesk, Inc. coordinates on a plane Used to indicate a location Image courtesy Autodesk, Inc.
  4. 4.  Has only a length dimension Image courtesy Autodesk, Inc. Can be used to  Define a boundary  Indicate volume  Create perspective and depth  Create textures and patterns Image courtesy Autodesk, Inc.  Suggest movement  Imply emotion
  5. 5. Types • Vertical - Represents dignity, formality, stability, and strength • Horizontal - Represents calm, peace, and relaxation • Diagonal - Represents action, activity, excitement, and movement • Curved - Represents freedom, the natural, having the appearance of softness, and creates a soothing feeling or mood
  6. 6. • Vertical lines characterize dignity, formality, stability, and strengthThe Empire State Microsoft Office clipartBuilding Skyscraper Brandenburg GateArchitect: Shreve, Lamb, Madrid, Spain Berlinand Harmon
  7. 7. Microsoft Office clipart • Horizontal lines represent calm, peace, and relaxation Wikimedia.orgCommunity Christian ChurchKansas City, MOArchitect: Frank Lloyd Wright, 1940
  8. 8. Microsoft Office clipart• Diagonal lines give the sense of movement, action, and activity. ©iStockphoto.com Microsoft Office clipart
  9. 9. Microsoft Office clipart ©iStockphoto.com ©iStockphoto.com Microsoft Office clipart• Curved lines give the sense of freedom and a soothing mood Sydney Opera House Jorn Utzon
  10. 10. Described by a number ofqualities Hue: base color (e.g., red) Value: lightness or darkness Saturation: purity or intensity relative to gray
  11. 11. Image courtesy Autodesk, Inc. Cool Colors Warm ColorsBlues, purples, greens Reds, oranges, yellows
  12. 12.  Color has an immediate and profound effect on a design Microsoft Office clipart Microsoft Office clipart
  13. 13.  Relative lightness or darkness of a color, object, or shape Microsoft Office clipart
  14. 14.  Allows us to perceive shapes and the illusion of 3D objects on a 2D surface Image courtesy Autodesk, Inc.
  15. 15.  A 2D area enclosed by lines or curves  Types  Geometric: square, circle, triangle  Mechanical: simple shapes made of straight and curved lines  Organic: natural or simulating nature Microsoft clipart Image courtesy Autodesk, Inc.Image courtesy Autodesk, Inc. Geometric Mechanical Organic
  16. 16.  A 3D volume or solid Often implied on a 2D surface by careful use of value Image courtesy Autodesk, Inc.
  17. 17. ©iStockphoto.com Microsoft clipartOriental Pearl Tower Ancient Egyptian PyramidsShanghaiArchitect: Jiang Huan Cheng,Shanghai Modern ArchitecturalDesign, Co.
  18. 18.  Areas between and around parts of an image or the implied depth in that image Types  Positive  Negative Image courtesy Autodesk, Inc. ©iStockphoto.com
  19. 19.  Evident in images with depth Types  Open, uncluttered  Cramped, busy Microsoft clipart
  20. 20.  The surface look or feel Types  Smooth  Reflects more light  More intense color  Rough  Absorbs more light  Appears darker Image courtesy Autodesk, Inc.
  21. 21. FluffySmooth Microsoft clipart Rough
  22. 22.  Many principles add to an interesting design •Balance •Proportion •Emphasis •Unity •Contrast •Economy •Rhythm
  23. 23.  Visual and physical balance The distribution of elements within a design Types  Symmetrical (formal)  Asymmetrical (informal)  Radial
  24. 24.  The elements within the design are identical in visual weight in relation to a centerline or axis Microsoft clipart
  25. 25.  The elements within the design are not identical but are arranged to provide a balanced visual weight Image courtesy Autodesk, Inc. Microsoft Office clipart
  26. 26.  Distribution of components in a circular pattern around a center point
  27. 27. • Used to draw attention to one area• Focal Point – feature in a design that attracts the eye• Can be achieved through – Size – Placement – Shape – Contrast – Use of lines Wikipedia.org Microsoft Office clipart
  28. 28. Microsoft clipart ©iStockphoto.com
  29. 29. • The degree of relative difference between elements Image courtesy Autodesk, Inc.
  30. 30. • Can be used to emphasize an element of a design Image courtesy Autodesk, Inc.
  31. 31. • Repeated use of line, shape, color, texture or pattern• A harmonious pattern or sequence• Types – Regular – Random – Gradated – Graduated Microsoft Office clipart
  32. 32. • An element is repeated at the same repetition/interval
  33. 33. Microsoft Office clipart• The repetition of the element is random or situated at irregular intervals Microsoft Office clipart
  34. 34. • The repeated element is identical with the exception of one detail increasing or decreasing gradually with each repetition Left: Stack of rocks used as focal point in landscaping Right: The Chinese Tower English Gardens Munich, Germany Microsoft Office clipart Microsoft Office clipartwww.wikimedia.org
  35. 35. • The repeated element becomes closer or further apart Microsoft Office clipart Microsoft Office clipart
  36. 36. Microsoft Office clipart• Comparative relationship between elements in a design with respect to size• Scale – The proportion or Microsoft Office clipart size of an element in relation to the other elements Microsoft Office clipart
  37. 37. • The consistent use of design elements ©iStockphoto.com Microsoft Office clipart©iStockphoto.com
  38. 38. • Use of the bare minimum of elements• Can be achieved by removing extraneous elements• In simplicity there is beauty• Less is more Image courtesy Autodesk, Inc.
  39. 39. Image courtesy Autodesk, Inc. Image courtesy Autodesk, Inc.

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