Elements of Design Communications Technology

Principles vs Elements Principles of Design describe the methods of arranging and assembling elements.  Balance, Unity, Variety, Proportion, Rhythm and Grids Elements of Design are the graphic items that are the building blocks of all design  Line, Shape, Space, Colour, Value, Texture, Movement and Type

Elements of Design LINE An element that is used to define shape, contours and outlines Can suggest mass or volume Characteristics are:  Width  Length  Direction  Focus  Feeling

Elements of Design Examples

Elements of Design SHAPE An enclosed space creates shape Can be simple or complex Categories:  Geometric  Organic  Positive  Negative  Dynamic

Elements of Design Examples

Elements of Design COLOUR Colour is used to compliment all objects and tie them together Colour can create emotion and leave a lasting impression Use colours that create harmony in your design

Elements of Design - Colour PRIMARY COLOURS Red, Blue and Yellow They are the building blocks used to create all other colours.

Elements of Design - Colour SECONDARY COLOURS Violet, Green and Orange When two of the Primary colours are mixed together, a Secondary colour is made.

Elements of Design - Colour TERTIARY COLOURS Mixing the Primary and Secondary colours produces Tertiary colours.

Elements of Design - Colour COMPLIMENTARY COLOURS Directly across from one another on the colour wheel. Complimentary colours create visual electricity.

Elements of Design - Colour SPLIT-COMPLIMENTARY COLOURS The two colours on either side of the complimentary colour.

Elements of Design - Colour TRIAD COLOURS These colours form a triangle within the colour wheel.

Elements of Design - Colour ANALOGOUS COLOURS Three colours side by side on the colour wheel. Often found in nature i.e. sunset or ocean. Pleasing to the eye.

Elements of Design Examples

Elements of Design VALUE Value is the range of lightness and darkness within a design Value can create mood/feeling Categories  Tint  Shade  Contrast

Elements of Design Examples

Elements of Design SPACE Space is the arrangement of objects in your design Your design can be crowded or sparse Categories  Positive space  Negative space  Focal point  Perspective

Elements of Design Examples

Elements of Design TEXTURE Texture is used to replicate three- dimensional surfaces Produced through various drawing and media techniques Categories  Real  Implied (2-D)

Elements of Design Examples

Elements of Design MOTION This element portrays the act or process of changing place, direction, orientation, or position Created using starting and stopping points or blurring of action Categories  Real  Implied

Elements of Design Examples

Elements of Design TYPE For the purposes of graphic design, type is considered an element Fonts, arrangement, weight and placement of type can evoke various emotions and create different messages

TO DO: Elements of Design Activity You are going to develop examples of each element which will accompany your note and you can use for future reference. Using Corel Draw, create an example for each element of design.

Elements Activity Your eight examples should be arranged and labeled on an 8.5x11” page. Example:

Your eight examples should be arranged and labeled on an 8.5x11” page. Print off or show me on screen before end of class today. Elements Activity