The Design Elements and Principles

Transcription

1 The Design Elements and Principles The production of Visual Communication involves two major components. These being the Design Elements and Principles. Design elements are the building blocks that we use to construct composition. Design principles may direct how we use these building blocks to develop a composition, but the design elements are fundamental components of a composition. The Design Elements Colour o Colour is a very power element. o It is one of the most dominant and influential of all the Design Elements. o Colour evokes emotion and can attract us, warns calms, sooth us. Line o Line is a versatile design element using only the dimensions of length and width. The purpose or intent of a visual communication can vary through differences of width or weight of a line. o A fine line can suggest specific technical detail or, in the context of illustration a sense of lightness or minimalism. Bold or heavy lines might be used for emphasis or to represent a structure within a given space. Key Words: o Line can be: broken, flowing, bold, fine, medium, repeated, directional, curved, straight, freehand. o Line can be used to: establish structure, create a pattern, render, and indicate, direct. o Line can create: Contrast, pattern, structure, formality, contour Shape o Shape describes representational or abstract shapes that are simple geometric shapes with the dimensions of length and width include circles, squares, triangles, rectangles and triangles.

2 o These are limitless irregular or abstract shapes. o These may appear as organic shapes or irregular geometrically based images. o Key Words o Shape can create: Hierarchy, pattern, background, contrast. o Shape can be: Two- dimensional, solid, outlined, irregular, organic, geometric, defined, cropped, symmetrical, free form. Texture o Texture assists in visually in describing the detail of an object and helps us to understand what an object is made from. o Texture can also help us recognize and understand what an object is made from. o Texture can help us recognize an environment in which an object exists. o Key Words: o Texture can be: smooth, glossy, matt, uneven metallic, coarse, tactile. o Texture can be used to: Contrast, emphasize, create, pattern, enhance and describe form Form o Form generally refers to objects that are three dimensional in nature. o Form if often depicted visually through the application of other elements such as shape and line. o Form can be rendered to enhance its three- dimensional qualities. Letterform o The use of type within design. Tone o Tone, when applied effectively can enhance the appearance of an object, describe three- dimensional form and provide information about the surface textures of an object.

3 The Design Principles If Design Elements are the construction materials, and then the Design principles are the method of construction. The arrangement of Design Elements in a composition is defined and directed by the application of the Design Principles. Balance o When Balance is applied effectively to a composition the result is much more successful. o Visual Communication can be stable and even or uneven and thrilling o Balance in Visual Communication establishes harmony in a composition, and harmony creates a visual appeal. Contrast o Contrast is created when two very different elements are used together for a visual effect. o Contrast can create conflict between elements. Light vs Dark Bold vs Fine which leads to a visually dramatic composition. Cropping o Cropping is the exclusion of parts of a powerful element for greater visual effect. o Creating emphasis, making it a powerful design principle. o It is possible to create emphasis by placing and element outside the perceived boundaries of a composition. o Suddenly the appearance becomes more interesting and intruding.

4 Hierarchy o Hierarchy can be established in many ways. o The use of scale is one method. o Dominate colours; textures and shapes can draw the eye to important aspects and areas within the composition. Figure- ground o Figure- ground sometimes known as negative/positive space. Figure refers to the visual information that is most dominant when placed against the ground. o Ground usually relates to the visual material placed in the background or, in some cases, the white space that surrounds the figure. May emphasize the figure itself. o In most instances the figure is the most important visual element, the ground is used as support. Pattern o Pattern refers to the repetition of elements within a composition. o Pattern tends to be organized and it features elements that are repeated more than once. o Patterns can vary from the most basic application of lines and shapes to complex patterns inspired by natural and irregular forms. Proportion o Proportion properly used, creates balance and in turn provides visual harmony an essential in the creation of pleasing visual communications.

5 Scale o Scale concerns the size of elements within a composition. o Scale exists because of the relationships between different elements in hierarchy. o Scale, which we can also refer to as size, assists the viewer to make sense of depth, distance, and proportions within compositions.