CLASS 2 DESIGN ELEMENTS

DESIGN

ARTDIRECTION BASIC DESIGN ELEMENTS

BASIC DESIGN ELEMENTS Nothing can exist without these ingredients? What are they?

Basic Design Elements  Dot (point)  Line  Shape  Tone  Color  Texture  Scale  Dimension  Direction  Gravity Conceptual Element Visual Elements Relational Elements  Plane  Volume ARTDIRECTION BASIC DESIGN ELEMENTS

BASIC DESIGN ELEMENTS CONCEPTUAL ELEMENTS ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Conceptual Elements Dot Line Plane Volume ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Conceptual Elements Dot Line Plane Volume Conceptual Element are not visible. If they are really there, they are no longer conceptual. ARTDIRECTION BASIC DESIGN ELEMENTS

BASIC DESIGN ELEMENTS ELEMENTS ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Dot (Point) The dot is the minimum unit of visual communication. Dot doesn’t have length or breadth. Dot has a strong visual power to attract. It is a position in space that holds the primary attention of the viewer. It signals the start, an end or an area of primary focus for the eye. Primary focused area ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Line Real Line (Visual Element): Create objects Imaginary Line (Conceptual Element): Show directions, movement and emphasis in a design A line is not thought of as a shape, but a shape can appear linear. Lines articulate shapes It can be seen because it differs in value, color or texture from its background. With the proper tone or perspective, a line can create depth. ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Line Real Line (Visual Element): o Contour Line A line depicting the outer edge of a shape or group of shapes. o Symbolic Line A line or combination of lines that stands for, or reminds us of, something our realm of knowledge. Imaginary Line (Conceptual Element) o Directional Line A line or lines which direct our visual attention in specific direction. o Boundary Line A line that confines our visual attention. It may be serve to separate areas. o Implied Line A perceived continuation of images or symbols that imply a line. o Line as Value o Line as Texture ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Shape Shape are made by connecting lines. Line creates two dimensional or flat shapes. When shapes are three dimensional, we call them forms. ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Shape Natural Shape Shapes found in nature; sometimes called organic shape. Abstract Shape A recognized image that has been distorted or simplified. Geometric Shape Usually man-made shapes that are precise, exact. Triangles, squares, circles, rectangles, etc. Nonobjective Shape Positive Shape An active shape or line placed in a negative or empty space, not determined by the darkness or the lightness of the color. Negative Shape The implied shape produced after two or more positive shapes are placed on a negative (non-active) space. ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Color Hue refer to the name of the color we know. Value (tone) tells the lightness or darkness of a hue. Intensity refers to the brightness or dullness of a hue Color is described with the words hue, value and intensity. A shape is distinguished from its surroundings because of color ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Tone Tone (value) is the intensity of darkness or lightness of anything we see. Variations in tone allow us to see complicated visual information. The range of light values ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Texture Visual texture can be used to stand-in for the sense of touch. Texture can also be used to communicate mood. Any surface structure can be “felt” visually. Texture can be another way to give dimension to space. surface quality ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Scale Scale is the relative size of an element in relation to another. Size is relative if we describe it in terms of bigness and smallness. The relative size of an element in relation to another ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Dimension Dimension can be Felt by touch and feel Seen by two-eyed stereopticon sight Representation of dimension in two-dimensional space depends on illusion Perspective Tone ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Direction Direction of an element is relative to the position of observer or other elements. It can be felt by touch and feel, and seen by two-eyed stereopticon sight. Four basic directions are… Horizontal Lines Suggest calmness and usually makes people feel relaxed. Vertical Lines Suggest strength and stability. Diagonal Lines Suggest tension Curved Lines Suggest flowing movement ARTDIRECTION BASIC DESIGN ELEMENTS

Basic Design Elements Gravity It is not visual but psychological. As we are pulled by the gravity of the earth, we tend to attribute heaviness or lightness, stability or instability to individual shapes. ARTDIRECTION BASIC DESIGN ELEMENTS

BASIC DESIGN ELEMENTS SPACE

Basic Design Elements Space Canvas of a designer It’s the area of message, the boundaries of the viewers’ perception of the message. Positive, Figure: If it is dominant, in the foreground or in the center of attention Negative, Ground: If it is in the background of the design Crowded: If the space seems uncomfortably occupied Open: If the space seems free and unrestricted ARTDIRECTION BASIC DESIGN ELEMENTS