Elements and Principles of Design

Elements and Principles of Design Visual Design Principles and Elements Introduction to Engineering Design Unit 3 – Lesson 3.1 – Visual Analysis Elements and Principles of Design Analyze the product’s visual properties using Visual Analysis Visual design principles and Visual design elements constitute an aesthetic vocabulary that is used to describe an object. Project Lead The Way® Copyright 2006

Principles and Elements of Design POINT SPACE SHAPE TEXTURE COLOR SIZE LINE VALUE PROPORTION CONTRAST PATTERN GRADIENT EMPHASIS BALANCE VISUAL PRINCIPLES DESIGN VISUAL ELEMENTS

Visual Design Elements Eight integral components used in the creation of a design: Visual Design Principles and Elements Introduction to Engineering Design Unit 3 – Lesson 3.1 – Visual Analysis POINT LINE SHAPE SIZE SPACE COLOR TEXTURE VALUE The elements are like baking/cooking ingredients that can be mixed together in a recipe. You can make the analogy that the Visual Design Elements Project Lead The Way® Copyright 2006

Point Most basic element of design Has position but no dimension Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Point Most basic element of design Has position but no dimension Can be described by coordinates on a plane Used to indicate a location Image courtesy Autodesk, Inc. In this example, points are used to represent the joints between bones of a posable 3D character. This joint representation is part of an animation rig that an animator uses to manipulate and animate the much more complicated character model. Image courtesy Autodesk, Inc.

Line Has only a length dimension Can be used to Define a boundary Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Line Has only a length dimension Can be used to Define a boundary Indicate volume Create textures and patterns Suggest movement Create perspective and depth Imply emotion Image courtesy Autodesk, Inc. Image courtesy Autodesk, Inc. Microsoft Office clipart Microsoft Office clipart

Visual Design Principles and Elements Horizontal Lines- Represent calm, peace and relaxation. Visual Design Principles and Elements Introduction to Engineering Design Unit 3 – Lesson 3.1 – Visual Analysis Vertical lines Represents dignity, formality, stability and strength. Diagonal Lines- Represent action, activity, excitement and movement. This is a very famous Frank Lloyd Wright design know as “Running Water” located south of Pittsburg, Pennsylvania. Curved Lines- Represents freedom, the appearance of the natural, softness and creates a soothing feeling or mood. Project Lead The Way® Copyright 2006

Color Described by a number of qualities Hue: base color (e.g., red) Value: lightness or darkness Saturation: purity or intensity relative to gray

Visual Design Principles and Elements Introduction to Engineering Design Unit 3 – Lesson 3.1 – Visual Analysis Color Landscape designers use color to add variety and interest to their designs. Color affects how humans feel and respond to the product. Temperatures Warm Colors Reds, oranges, yellows Cool Colors Blues, purples, greens Toy designers use color to add variety and interest to their designs. Project Lead The Way® Copyright 2006

Color Color has an immediate and profound effect on a design Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Color Color has an immediate and profound effect on a design Microsoft Office clipart Many colors can have a cultural, historical, or popular connotation. Green, for example, is associated with plants and nature and often implies environmental and ecological awareness. Designers can use these color associations to their advantage and use colors to provoke desired thoughts and emotions. Microsoft Office clipart

Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Value Relative lightness or darkness of a color, object, or shape Color Gradient Microsoft Office clipart

Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Value Allows us to perceive shapes and the illusion of 3D objects on a 2D surface Shading provides the gradations of value that produce a 3D effect on a 2D flat piece of paper. In this example, an artist has created a concept sketch of the interior of a vehicle. Image courtesy Autodesk, Inc.

Shape A 2D area enclosed by lines or curves Types Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Shape A 2D area enclosed by lines or curves Types Geometric: square, circle, triangle Mechanical: simple shapes made of straight and curved lines Organic: natural or simulating nature Microsoft clipart Image courtesy Autodesk, Inc. Image courtesy Autodesk, Inc. Organic Geometric Mechanical

Visual Design Principles and Elements Introduction to Engineering Design Unit 3 – Lesson 3.1 – Visual Analysis Shape The shape, outline, or configuration of anything. Note how the same function is served but the form and shapes are different Examples Squares Circles Ellipses Ovals Rectangles Triangles Organic shapes are frequently used in consumer products. The most efficient shapes for performing specific tasks can often be found in nature. Project Lead The Way® Copyright 2006

Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Form A 3D volume or solid Often implied on a 2D surface by careful use of value Image courtesy Autodesk, Inc.

Form follows function http://www.autoexpress.co.uk/carreviews/firstdrives/213666/nissan_mixim.html 2007

Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Space Areas between and around parts of an image or the implied depth in that image Types Positive Negative What would you consider to be the positive space/negative space in the aerial image of the diners? Image courtesy Autodesk, Inc. ©iStockphoto.com

Visual Design Principles and Elements Introduction to Engineering Design Unit 3 – Lesson 3.1 – Visual Analysis Space Space in your design can enlarge or reduce the visual space and affect perception of the product. Open, uncluttered spaces Cramped, busy Unused vs. good use of space Project Lead The Way® Copyright 2006

Visual Design Principles and Elements Introduction to Engineering Design Unit 3 – Lesson 3.1 – Visual Analysis Texture The surface look or feel of something. Types Smooth surface Reflects more light and, therefore, is a more intense color. Rough surface Absorbs more light and, therefore, appears darker. Project Lead The Way® Copyright 2006

Visual Design Principles Visual Design Principles and Elements Introduction to Engineering Design Unit 3 – Lesson 3.1 – Visual Analysis Visual Design Principles There are five principles that encompass an interesting design. The principles of design are like how you combine and utilize baking ingredients. Do you blend, whip or fold, do you fry, bake or broil, slow roast or microwave? How much flour, salt, spice or baking powder do you use? Project Lead The Way® Copyright 2006

Principles of Design Balance Emphasis Contrast Rhythm Proportion Unity Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Principles of Design Many principles add to an interesting design Balance Emphasis Contrast Rhythm Proportion Unity Economy

Balance Visual and physical balance Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Balance Visual and physical balance The distribution of elements within a design Types Symmetrical (formal) Asymmetrical (informal) Radial Just as objects have a physical weight dependent on the mass of the item, objects also have a visual weight based on area, color, and other elements of design.

Symmetrical (Formal) Balance Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Symmetrical (Formal) Balance The elements within the design are identical in visual weight in relation to a centerline or axis The Taj Mahal Mausoleum Agra, Uttar Pradesh, India ©iStockphoto.com ©iStockphoto.com Microsoft Office clipart In symmetrical balance, there is an equal distribution of visual elements within the image, although the visual elements do not necessarily need to be identical. Taj Mahal Mausoleum was designed as a tomb by Emperor Shah Jahan for his young wife Mumatz Mahal. With the onion domes, it is a famous example of Islamic architecture. Microsoft clipart

Asymmetrical (Informal) Balance Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Asymmetrical (Informal) Balance The elements within the design are not identical but are arranged to provide a balanced visual weight The image of Red Square in Moscow illustrates asymmetrical balance because the larger structure is closer to the center, while St Basil’s Cathedral in the background has a smaller visual weight and is farther from the center of the image. Image courtesy Autodesk, Inc. Microsoft Office clipart

Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Radial Balance Distribution of components in a circular pattern around a center point Microsoft clipart Microsoft Office clipart Dresden Frauenkirche Dresden, Germay

Emphasis Used to draw attention to one area Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Emphasis Used to draw attention to one area Focal Point – feature in a design that attracts the eye Can be achieved through Size Placement Shape Contrast Use of lines Wikipedia.org Microsoft Office clipart What is the focal point in each composition?

Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Emphasis What is the focal point of this device? How is emphasis achieved? What is the purpose of the emphasis? Microsoft clipart ©iStockphoto.com

Principles and Elements of Design Applied to Architecture Civil Engineering and Architecture Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture Contrast Microsoft Office clipart The degree of relative difference between elements Describe the contrast in each image. The image on the left shows contrast in color. The image on the upper right shows contrast in value, texture, size, and style between the two buildings. The image at the bottom ©iStockphoto.com Image courtesy Autodesk, Inc. This shows contrast between natural and man-made objects as well as contrast in texture and color  Project Lead the Way, Inc Copyright 2010

Principles and Elements of Design Applied to Architecture Civil Engineering and Architecture Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture Contrast Can be used to emphasize an element of a design In the line drawings, the designer provides emphasis with fills of color on an otherwise neutral composition. Image courtesy Autodesk, Inc. Project Lead the Way, Inc Copyright 2010

Rhythm Repeated use of line, shape, color, texture or pattern Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Rhythm Repeated use of line, shape, color, texture or pattern A harmonious pattern or sequence Types Regular Random Gradated Graduated Microsoft Office clipart

Regular Rhythm An element is repeated at the same repetition/interval Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Regular Rhythm An element is repeated at the same repetition/interval Microsoft Office clipart

Principles and Elements of Design Applied to Architecture Civil Engineering and Architecture Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture Random Rhythm Microsoft Office clipart The repetition of the element is random or situated at irregular intervals The broken pieces of concrete caught in reinforcing steel display a random rhythm. The repeated use of the onion domes creates a random rhythm in the design of Saint Basil’s Cathedral. Microsoft Office clipart Project Lead the Way, Inc Copyright 2010

Principles and Elements of Design Applied to Architecture Civil Engineering and Architecture Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture Gradated Rhythm The repeated element is identical with the exception of one detail increasing or decreasing gradually with each repetition Left: Stack of rocks used as focal point in landscaping Right: The Chinese Tower English Gardens Munich, Germany Microsoft Office clipart www.wikimedia.org Microsoft Office clipart Project Lead the Way, Inc Copyright 2010

Principles and Elements of Design Applied to Architecture Civil Engineering and Architecture Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture Graduated Rhythm The repeated element becomes closer or further apart Microsoft Office clipart What is the repeated elements here? How does this image display gradated rhythm? Microsoft Office clipart Project Lead the Way, Inc Copyright 2010

Principles and Elements of Design Applied to Architecture Civil Engineering and Architecture Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture Proportion Microsoft Office clipart Comparative relationship between elements in a design with respect to size Scale – The proportion or size of an element in relation to the other elements Learn about the Golden Ratio in design work. Project Lead the Way, Inc Copyright 2010

Principles and Elements of Design Applied to Architecture Civil Engineering and Architecture Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture Unity The consistent use of design elements Microsoft Office clipart Many colleges achieve a sense of unity throughout the campus by consistently using specific materials. West Virginia University in Morgantown uses red brick. Notice that the red brick used in the buildings is also used in the landscape walls in the foreground. How is unity achieved in the landscape design? Repetition of the same color, the same plants, and curved paths. Although the Russian dolls are individually created, the consistent use of size, shape, and color unify the designs. ©iStockphoto.com Project Lead the Way, Inc Copyright 2010

Economy Use of the bare minimum of elements Presentation Name Course Name Unit # – Lesson #.# – Lesson Name Economy Use of the bare minimum of elements Can be achieved by removing extraneous elements In simplicity there is beauty Less is more Simplicity in Design: iMac Vs. PC If you can remove an element within a design, and the design still accomplishes the goals within the constraints, you have practiced economy of design. Graphic signs provide good examples of economy because they often simplify a complex idea with only essential details. The principle of economy promotes simplification of the elements of design to express a message. Using extraneous elements in a design can be distracting and confusing for the user.

VISUAL ANALYSIS of your product Take 3 pictures of your product (T, FR, RS) Put them into 1 Powerpoint slide. Save slide in your team SHARE folder Label the pictures/views Apply design elements and principles analysis to your product. On the next slide is an example of how to fill in the Visual Analysis matrix handed out in class. At left is a an example of how the concepts are applied in a more narrative format.