Fundamentals of Design - Recinto Universitario de Mayagüez
Transcript of Fundamentals of Design - Recinto Universitario de Mayagüez
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