Principles & Elements of Design

Principles vs. Elements Principles of Design (PoD) The CONCEPTS, IDEAS, or CHARACTERISTICS of a product Elements of Design (EoD) The PHYSICAL, TANGIBLE details and features of a product PoD are achieved through EoD PT Instructronics

Principles of Design There are ten principles (characteristics) that contribute to an interesting design. Balance Rhythm Emphasis Proportion Unity Repetition Opposition Subordination Transition Creativity PT Instructronics

Balance To bring into proportion, harmony. To be equal in weight or force. Formal: symmetrical Informal: not symmetrical, but balanced visually PT Instructronics Balanced Not Balanced

Rhythm A flow or movement having a regularly repeated pattern of lines, planes, or surface treatments. PT Instructronics

Emphasis Force of expression or special attention given to something PT Instructronics

Proportion The comparative size relationship between objects Golden Ratio: 1.618 Frequently occurs in nature Fibonacci Series: 1, 1, 2, 3, 5, 8, 13, 21,… Double Square Cinematic Ratio 16:9 Monitor 4:3 PT Instructronics

Different Car Proportions 11/14/2018 Different Car Proportions You can see that the lengths and heights of the cars are all different. The upper left car’s wheels are large in comparison to the overall height of the car, which makes it look lower to the ground, which makes it handle better and also this makes it look faster. The front overhang of the lower right car is longer than the rest of the other car’s front over hangs. The proportion of the DLO (day light opening, e.g. windows) in comparison to the door panel is different as well. PT Instructronics

Unity Consistent use of line, color, and texture PT Instructronics 11/14/2018 Unity Consistent use of line, color, and texture The texture on the side of the iSight camera is the same as the front panel of the G5. All Apple products that are plastic are made from a white polycarbonate material. All products also have a very simple, clean look to them as well. PT Instructronics

Unity PT Instructronics 11/14/2018 The roundness of the headlights is reflected in the side-view mirrors, gas cap, fog lights and tail lamps … PT Instructronics

Unity PT Instructronics

Unity PT Instructronics

Repetition The act of repeating lines, spaces, textures, ... PT Instructronics

Repetition PT Instructronics

Opposition Long - Short Thick - Thin Black - White PT Instructronics

Stormy Nite Subordination Not all parts of the design have the same rank or value. Some are more important than others. The less important are subordinate, but they still are necessary for an effective design. Most Important Channel 2 Stormy Nite Meteorologist Subordinate PT Instructronics

Transition Change from one aspect of the design to another. PT Instructronics

Creativity Being imaginative or inventive Making a something out of nothing DJ’s use a turntable as an instrument Egyptians used sand as a liquid to bury sarcophaguses Victory at the Battle of Granicus PT Instructronics

6 Elements of Design Line Form Color Space Light & Shadow Material & Texture These 6 EoD are used to MANIFEST the 10 PoD discussed in previous slides PT Instructronics

Line Produces a sense of movement Straight Curved Horizontal Vertical Graceful Flow Horizontal Increases Length Vertical Increases Height Diagonal Shows a transition PT Instructronics

Form The shape, outline, or configuration of anything. Some examples of specific forms are: Squares, rectangles, circles, ellipses, triangles, and ovals. PT Instructronics

Form Sculptural Primitive Functional / Linear PT Instructronics

Color Provides definition, interest, variety, change Red: Warmth Yellow: Attention Green: Eases tension Blue: Cool, formal Violet: Mystery PT Instructronics

Light and Shadow By using various combinations of light & shadow you can create a sense of depth. PT Instructronics

Light and Shadow http://www.drawthrough.com/tutorials/index.html PT Instructronics

Space By incorporating the use of space in your design, you can enlarge or reduce the visual space. PT Instructronics

PT Instructronics

Materials: Texture & Color Materials can make, break or differentiate a product Textures can impart Warmth Quality Value PT Instructronics