fundamentalsof design

lecture one:

admi 4995: fundamentals of web design

fundamentals of design

• the formal elements

• principles of design

• manipulation of the space

the formal elements

line

shape

color

value

texture

format

line

• mark made by a tool as it is drawn across a surface

• a moving dot or point

• an open path

• categories

– type or attribute

– direction

– quality

shape

• general outline of something

• a closed form

• a closed path

color

• hue

• value

• saturation

value

• range of lightness or darkness of a visual element

• value contrast

– high contrast

– low contrast

texture

• properties held and sensations caused by the external surface of objects received through the senses

• quality of a surface

– tactile

– visual

format

• arrangement and style treatment of elements

the principles of design

balance

emphasis: focal point and hierarchy

rhythm

unity

balance

• equal distribution of weight

– visual weight

• approaches

– symmetrical

– asymmetrical

emphasis

• idea that some things are more important than others and important things should be noticed

• focal point is the point of emphasis in a composition

• visual hierarchy is the arrangement of elements according to emphasis

rhythm

• pattern created by repeating or varying elements

– space

– sense of movement

• considerations

– repetition

– variation

unity

• elements in a design look as though they belong together

• organization of elements and the establishment of a common bond among them

• contributes to memorability, total effect and clear communication

unity

• correspondance

– repetition of an element• color

• direction

• value

• shape

• texture

• grid

– subdivision of the format

• alignment

– visual connections among elements, shapes, and objects

• flow

– movement

– audience is led from one element to another

the manipulation of the space

positive and negative space

illusion

positive and negative space

• shape vs. background

• interdependent

• interactive

illusion

• spatial depth

– scale

– overlapping shapes or objects

– perspective

– trompe-l’oeil