Chapter One Defining the Language of Design Principles and Elements of Design

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Transcript of Chapter One Defining the Language of Design Principles and Elements of Design

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Chapter One Defining the Language of Design Principles and Elements of Design Slide 2 Objectives Understand design as a visual language built on fundamental principles and elements. Learn how the primary principles of unity, variety, hierarchy (dominance), and proportion affect the design composition as a whole. Slide 3 Objectives (cont.) Learn how the supporting principles of scale, balance, rhythm, repetition, economy, and proximity affect internal relationships of the elements within a design composition. Discover the uses of shape, space, line, size, color, texture, and typography as compositional content. Slide 4 Primary Principles Affect the design as a whole Unity Variety Hierarchy Proportion Slide 5 Unity An overriding principle Served by all other principles Controls variety Slide 6 Variety Creates visual interest Balance of visual contrasts Combination of elements Slide 7 Hierarchy An arranged order Principle functions of hierarchy Dominance Influence of one element over another Emphasis Stressing one element over another Slide 8 Proportion Size relationship or ratio Outer dimensions have a relationship to internal divisions and alignments Slide 9 Support Principles Affect the interaction among elements Scale Balance Rhythm Repetition Proximity Slide 10 Scale Size comparison of internal parts Comparison based on a known constant such as human scale Helps establish hierarchy Slide 11 Balance Visual distribution of elements Symmetrical Asymmetrical Physical balance Radial symmetry Slide 12 Rhythm Alternating occurrence of form and space Creates eye movement Slide 13 Repetition Regular pattern of elements Principle function of repetition Pattern Configuration of distributed elements Slide 14 Proximity Relative position of elements Creates visual tension Slide 15 Elements of Design Shape Space Line Size Color Texture Typography Slide 16 Shape Figure or mass Form is shape with volume Geometric Organic Slide 17 Space Area activated by visual elements Shape/space relationships Figure/ground Form/counterform Positive/negative Slide 18 Line Moving path of a point Line as type Line as edge Line implied Slide 19 Size Physical dimensions Serves scale and proportion Size is contextual/relative Slide 20 Color Hues found in light and pigment Convey mood Enhance pictorial space Heighten emotion Transmit cultural meaning Slide 21 Texture Quality and characteristic of surface Tactile texture Visual texture Slide 22 Typography Letter and word forms Type functions as Line Texture Shape Slide 23 Summary The principles and elements of design function as a visual vocabulary. Learning to use them is like learning a new language. Study them individually at first and gradually learn to combine them in more complex ways. Study the work of contemporary designers and design through the 20 th century. Chapter exercises stress one or two main principles, limiting the elements used to solve them. Once you have mastered the vocabulary of any language, you can communicate in that "tongue." Slide 24 Summary (cont.) Visual language is complex and fluid. Influenced by cultural, social, and technological change. Using it is an ongoing learning process. The principles and elements do not change. When you have gained a working knowledge of them, you possess the means to powerful communication.