1 Printing & Imaging Technology Design Concepts: The Principles and Elements of Design Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.
2 The elements of design create everything around us…without these ingredients, nothing can exist.
3 Memorize these eight important elements of design… Color: Also known as hue. A specific light wavelength found in the color spectrum. Color ranges circularly from red, to yellow, to green, to blue, and then back to red. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 3
4 The second element is line. A line is a point in motion with only one dimension – length. The variables of line are size, shape, position, direction, number, interval, and density. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 4
5 The third element… mass or volume. A solid body composing a solid form. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 5
6 Movement, or motion… the fourth element. The process of changing place, direction, or orientation. This is not animation, although animation is a product of movement added to other elements of design. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 6
Space, the fifth element. Space is a 2D or a 3D element defined by other elements of design. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 7
The sixth element is texture. A technique of trying to replicate three- dimensional surfaces in 2D design through various drawing or other media technique. In 3D, it happens by touch or visual experience. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 8
The seventh element: Typography 9 Considered an element in the graphic design world. Although type itself consists of other elements of design, it becomes an element within the constraint of visual communication. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.
10 The eighth and final element is value. The relative lightness or darkness of an area measured in a graded scale from white to gray to black. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.
The principles of design are tools used to format the elements of design. There are eight elements and eight principles. The design principles are applicable to art, architecture, graphics, fashion, industrial design, and even writing such as poetry. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 11
© UNT in partnership with TEA We start with the first principle… balance. The convergence of design elements that appear to be at a whole with equilibrium. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 12
13 The second principle is contrast. This is the automatic principle. Whenever an element is placed into a format, it contrasts with other elements in the same format in size, shape, color, or texture. Offers variety within a visual format. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.
14 Direction is the third principle. Using movement to create the visual illusion of displacement. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.
15 The fourth principle: economy Precision or simplicity. A principle of most good design work. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.
The fifth principle of design is emphasis. Also known as dominance, this is the hierarchy of visual importance. One element takes precedence over others. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 16
Proportion is the sixth principle. A 2D or 3D element defined by other elements of design. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 17
18 The seventh principle of design is rhythm. Repetition of one or more elements within a visual format resulting in harmony. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.
19 The eighth and final principle: unity Oneness, harmony, completeness. Gestalt. All visual elements come together within a format to create a perfect whole. / Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission.