The document discusses key concepts in visual design including design vocabulary, elements of design, and design harmony. It covers topics such as line, scale, figures, ground, pattern, texture, repetition, rhythm, the rule of thirds, the golden mean, the Fibonacci sequence, contrast, balance, color, and fonts. The goal is to learn design vocabulary and elements to create harmonious designs through concepts like variation, visual weight distribution, and use of color.

1. VISUAL DESIGN
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2. OVERVIEW
• Design Vocabulary
• Elements of Design
• Design Harmony

3. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Thick or Thin
• Smooth or Jagged
• Like color, lines communicate
psychological characteristics to
the viewer

4. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Scale is proportional or relative
to other elements in the design

5. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Scale is proportional or relative
to other elements in the design
• Unexpected scale can increase
viewer attention

6. DESIGN VOCABULARY
Unexpected Scale

7. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Figures: the actual shapes in the
design

8. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Figures: the actual shapes in the
design
• Ground: background “behind” the
figures
• Also called white space
• Better term is negative space

9. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Figures: the actual shapes in the
design
• Ground: background “behind” the
figures
• Direction: lines and forms that direct
the flow of a composition

10. DESIGN VOCABULARY
• Pattern: a repetitive design

11. DESIGN VOCABULARY
• Pattern: a repetitive design
• Texture: the tactile quality of a
design
• Actual or Implied
• Rough or Smooth
• Solid or Porous
• Coarse or Polished

12. DESIGN VOCABULARY
Pattern and Texture

13. DESIGN VOCABULARY
• Pattern: a repetitive design
• Texture: the tactile quality of a
design
• Repetition: repeated elements of a
design
• Rhythm: repetition at regular
intervals

14. DESIGN VOCABULARY
Repetition and Rhythm

15. ELEMENTS OF DESIGN
• The Rule of Thirds

16. ELEMENTS OF DESIGN
• The Rule of Thirds
• The most important design
elements fall along third lines
• And most especially at line
intersections

17. ELEMENTS OF DESIGN
• The Rule of Thirds
• The Golden Mean
• A mathematical relationship
between sizes that is especially
pleasing to the human eye
• Related to Pythagorean
geometry

18. ELEMENTS OF DESIGN
The Golden Mean

19. ELEMENTS OF DESIGN
• The Rule of Thirds
• The Golden Mean
• A mathematical relationship
between sizes that is especially
pleasing to the human eye
• Related to Pythagorean
geometry
• Based on the Fibonacci
Sequence

20. ELEMENTS OF DESIGN
The Fibonacci Sequence

21. ELEMENTS OF DESIGN
The Fibonacci Sequence

22. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Texture
• Size
• Weight

23. DESIGN HARMONY
Visual Weight

24. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Balance: the distribution of visual
weight in a composition
• Symmetrical or Asymmetrical

25. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Balance: the distribution of visual
weight in a composition
• Symmetrical or Asymmetrical

26. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Balance: the distribution of visual
weight in a composition
• Color: has a strong psychological
impact upon a design

27. DESIGN HARMONY
Color Design

28. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Balance: the distribution of visual
weight in a composition
• Color: has a strong psychological
impact upon a design
• Fonts: the shape and appearance of
text in a design

29. DESIGN HARMONY
Fonts

30. DESIGN HARMONY
Fonts

31. CONCLUSION
• Learning the vocabulary of design
will help you speak design’s unique
language
• Learning the elements of design will
help you create harmonious designs
• Design harmony is the overall effect
of a well-made design