i n t r o t o d e s i g n Design Elements

i n t r o t o d e s i g n Composition Everything a designer creates is a composition. In graphic design, composition is the arrangement of type and image in space. design elements 2

i n t r o t o d e s i g n Magazine Ad (example of composition) 2 design elements

i n t r o t o d e s i g n Movie Poster (example of composition) 2 design elements

i n t r o t o d e s i g n Message and Purpose In graphic design, every composition has both a message and purpose. A message is what the creator of the composition would have the viewer BELIEVE (whether it is true or not). The purpose is the ultimate goal the design serves. It is what you would have the viewer DO. Often there are short- and long-term purposes of a composition. design elements 2

i n t r o t o d e s i g n Image Image is divided into two categories: Representational elements – photographs and illustrations Non-representation elements – points, lines, shapes, borders and backgrounds. Q: Based on this division, what appears to be the difference between representational and non-representational elements? design elements 2

i n t r o t o d e s i g n Design Elements Design elements are the basic atoms or building blocks of any design. There is no agreed upon list of design elements. design elements 2

i n t r o t o d e s i g n Design Elements (minimal list) Point Line Shape Color Value Texture design elements 2

i n t r o t o d e s i g n Design Elements (expanded list) Point Line Shape Type (often not considered an element by most typographers due to the complex construction of type forms) Border (compound element) Background (compound element) Color Value Texture Transparency design elements 2

i n t r o t o d e s i g n Elements as nouns and verbs You might notice from the previous lists that some of the design elements comprise the form itself (nouns), while others modify that form (verbs). Elements that comprise the form can be called form generators. Elements that modify form can be called form attributes. design elements 2

i n t r o t o d e s i g n Design Elements (expanded list) Point (form generator) Line (form generator) Shape (form generator) Type (form generator) Border (form generator) Background (form generator) Color (form attribute) Value (form attribute) Texture (form attribute) Transparency (form attribute) design elements 2

i n t r o t o d e s i g n Point 2 design elements

i n t r o t o d e s i g n Appearance of Points Any element small enough in comparison with its surroundings can be considered a point. * ° ¤ ∆ ♠ e design elements 2

i n t r o t o d e s i g n Purpose of Point Points are often strung together to form lighter lines or exist in isolation to draw attention to themselves or subdivide space. Sometimes they are merely decorative. design elements 2

i n t r o t o d e s i g n Line 2 design elements

i n t r o t o d e s i g n Appearance of Lines Lines can be: Thick or thin Uniformly thick or tapered Straight, curved, jagged or brushed Comprised of points The appearance of a line often communicates an emotional quality to establish a mood in the design. design elements 2

i n t r o t o d e s i g n Purpose of Line Lines are most often used to delineate (outline) shape. Furthermore lines can be used to: Lead the eye Divide space To align other elements upon To simulate value or texture Ornamentation design elements 2

i n t r o t o d e s i g n Shape 2 design elements

i n t r o t o d e s i g n Appearance of Lines Shapes can either be: Representational Non-representational That is, they are either recognizable as something familiar to the viewer (representational) or aren’t (non- representational). design elements 2

i n t r o t o d e s i g n Non-Representational Shape Non-representational shapes are often regular geometric shapes: Circles (concentric circles are very popular in design right now) Ovals Squares Rectangles Other regular polygons design elements 2

i n t r o t o d e s i g n Representational Shape Representational shapes take on some familiar form such as: Stars Arrows Moons Flowers (very popular in graphic design right now) Just about anything! design elements 2

i n t r o t o d e s i g n Abstract vs. Literal The more life-like a representational shape appears the more literal it is. As a shape departs from literal we call the shape abstracted. Abstract shapes are often more eye- catching, interesting and thought- provoking. design elements 2

i n t r o t o d e s i g n design elements 2 More literal marks for a logo More abstract (figurative) marks for a logo

i n t r o t o d e s i g n Purpose of Shape Shape is most commonly used to depict something familiar to us. It can also be used to: Draw in the viewer (when in isolation) Make something stand out by putting a shape behind it. Convey a brand’s message or positioning (in the case of a logo) Group related information Lead the eye by following the edge of a shape Ornamentation design elements 2

i n t r o t o d e s i g n Color 2 design elements

i n t r o t o d e s i g n Purpose of Color Color is mainly used to bring an association of meaning and feeling to a design. Colors can be quiet and passive, or cold and brash, and can be used to express emotion such as rage or melancholy. design elements 2

i n t r o t o d e s i g n Appearance of Color Colors are identified mainly by their hue. There are twelve main hues on the painter’s color wheel, the main hues being: red, orange, yellow, green, blue, and violet. Secondary hues are a mixtures of the six main hues. design elements 2

i n t r o t o d e s i g n Appearance of Color Variations to a pure hue can be made in three ways: Adding white to a color lightens the color (tinting). Adding black to a color darkens the color (shading). Adding gray to a color dulls (desaturates) the color (toning). When a color is desaturated to the point where it is no longer recognizable as its original hue, we call this color neutralized. Earth-tones such as khaki, beige, tan and taupe are neutral colors. design elements 2

i n t r o t o d e s i g n Appearance of Color Variations to a pure hue can be made in three ways: Adding white to a color lightens the color (tinting). Adding black to a color darkens the color (shading). Adding gray to a color dulls (desaturates) the color (toning). When a color is desaturated to the point where it is no longer recognizable as its original hue, we call this color neutralized. Earth-tones such as khaki, beige, tan and taupe are neutral colors. design elements 2

i n t r o t o d e s i g n design elements 2 Hue Tint Tone Shade Gray White Black

i n t r o t o d e s i g n Texture 2 design elements

i n t r o t o d e s i g n Purpose of Texture One way we can identify objects in the real world is by their visual and tactile texture. Texture in graphic design serves to replicate this same visual or tactile association, but in two- dimensions. Texture can create visual interest or encourage the viewer to reach out and touch something on the page. It can also be used to contribute to the mood of the design. design elements 2

i n t r o t o d e s i g n Appearance of Texture Texture can be created in many ways: The edge or surface quality of lines, shape, type or photos. A shape filled with a pattern or photograph A background image with figure and ground images (see Section 1 Module 1). An embossing, debossing or finish treatment applied an element in a design Textured paper or a paper with a special finish Pop-ups, die cuts, windows, stickers etc. A subtle drop-shadow applied to a type, line or shape. A bitmap image applied to an object in 3d modeling software design elements 2

i n t r o t o d e s i g n design elements 2 Texture used to create visual interest

i n t r o t o d e s i g n design elements 2 Texture used to reinforce the message of a design

i n t r o t o d e s i g n design elements 2 Texture used to reinforce brand

i n t r o t o d e s i g n The End 2 design elements