Fashion Merchandising 1: Standard 7 Elements and Principles of Design

Objectives Students will recognize the use of the principles and elements of design. Objective 1: Reassess elements of design. Objective 2: Reassess color theory Objective 3: Reassess the principles of design Objective 4: Identify careers in the fashion merchandising industry.

Elements of Design Design is an important part of the development of fashion because it establishes the appearance of the finished product. All the elements of design contribute to the overall design of a garment. The elements are: Color Line Shape Texture Pattern

Line The element of design that directs the path of eye movement. It is a distinct, elongated mark as if drawn by a pencil or pen. Lines have direction, width, and length, they lead the eyes. Lines come in three ways: Type Direction Application

Line Types The 3 types of lines are : Straight Curved Jagged

Straight lines They are bold and severe. They suggest dignity, power, and formality Give stability or steadiness If overdone they give a stiff look All clothes have some straight lines in them: Seams Hems

Curved Lines There are two kinds of curved lines: Rounded and circular increase the size and shape of the figure or Somewhat flattened out most flattering to the human shape Less conservative, formal and powerful as straight lines They add interest and smoothness They give a soft, gentle, youthful, charming, graceful and flowing feeling They accent the natural curves of the body They can be found in round scoop necklines and scalloped edges or in fabric prints If overdone can become confusing

Jagged Lines Lines that change direction abruptly and with sharp points Found in clothing in fabric prints, or intentional seaming Overuse can create confusion

Line Directions There are three line directions Vertical Horizontal Diagonal

Vertical lines Lines that go up and down Give the impression of added height and slimness Give a feeling of dignity, strength, poise, and sophistication Put vertical lines over an area of the body you want to look thinner

Horizontal lines Lines that go from side to side Give the impression of less height and more width. Give a relaxed calm feeling, suggest gentleness Put them across the body where you want it to look wider

Diagonal Lines Slanted lines Degree of slant determines visual effect: More vertical = slenderizing More horizontal = added width Give a feeling of action and strength

Line Applications There are two basic ways of incorporating lines into clothing: Structural Formed when parts of the garment are constructed: Ex: Seams, darts, pleats, edges, etc. Decorative Created by adding details to the surface Ex: Ruffles, braids, fringe, lace, appliqués, buttons, etc.

Shape Is a garment’s form or silhouette, its overall outline Shape is a major factor in a viewer’s first impression of a person

Using Shape in Clothing Triangle: Narrow shoulders, slimmer waist, wider at hips Inverted Triangle: Wider/broad shoulders, little difference between waist and hips Hourglass: Little difference between shoulders and hips, clearly defined waist Rectangle: Little difference between shoulders and hips, little to no waist definition Moral: Use the shape of clothes to reveal or disguise the natural body shape (body shapes discussed in Standard 11)

Texture The surface quality of goods, how the fabric feels and looks Can be determined by: A fabrics’ fibers, yarns, or method of construction Finishes, either mechanical or chemical

Using Texture in Clothing Bulky textures (heavy, fuzzy or shaggy) Make a person look bigger Can overpower a small person Disguise figure irregularities Smooth, flat textures Suitable for almost all figures and physiques Make people look smaller Can hide some irregularities, because they hold their shape.

Using Texture in Clothing Shiny textures Make the body look larger, because they reflect light Emphasize body contours Make colors seem lighter and brighter Dull textures Make a person look smaller, because they absorb light Almost always flattering

The Principles of Design Balance: Implies an equilibrium or steadiness among the parts of design Makes the right and left side of a garment appear to be equal, even though they may not be exactly the same. If the two sides are the same, it is symmetrical balance. If the two sides are different in some way it is asymmetrical balance.

The Principles of Design Proportion: Refers to the relationship between parts of a design, such as the size of the parts in a design to each other and to the whole Also called “scale” Most appealing when clothing is in relation to the structure and body of the person wearing it

The Principles of Design Emphasis: The quality that draws your attention to a certain part of the design The center of attention or the focal point

The Principles of Design Rhythm: Leads the eye from one part of a design to another part, creating movement Created through repetition of pattern or color, etc.

Harmony Pleasing visual unity is created when the Elements of Design and Principles of Design work together!

Color Hue: The name given to a color, such as red, yellow, green, or violet. It distinguishes one color from another, Value: The lightness or darkness of a color. The values of colors range on a gradation scale from white to almost black. Intensity: The brightness or dullness of a color. Very strong colors are said to have high intensity. Intensity can be lowered by mixing a color with its compliment.

Color Wheel Primary Hues: Red, Yellow, Blue. Cannot be made from any other color. All other colors can be made by mixing the primary colors.

Color Wheel Secondary Hues: Orange, Green, Violet. Made by mixing equal parts of 2 primary colors.

Color Wheel Intermediate Hues (also called Tertiary). Made by mixing equal parts of adjoining primary and secondary colors. Usually named with primary color first. Ex: Blue- green

Color Wheel Neutral Colors – represent the center of the color wheel. Examples: White, Black, Gray

Color Schemes Monochromatic Color Scheme: One-color plan that uses different tints, shades, and intensities of the same hue.

Color Schemes Analogous Color Scheme: Uses neighboring, or adjacent colors on the color wheel.

Color Schemes Complementary Color Scheme: Uses opposite hues on the color wheel. Complementary colors are across from each other on the wheel. They have great contrast and look brighter when used side-by-side.

Color Schemes Triad Color Scheme: Three colors equidistant on the wheel. Ex: red, yellow, blue OR orange, green, purple.

Color Schemes Split-Complementary Color Scheme: Uses three colors. It combines one color with the two colors on the sides of its complement. Ex: blue with yellow- orange and yellow green.

Color Schemes Accented Neutral Combines gray, black, or white with a bright color accent.

The Color Wheel is used as a guide to study how to choose & combine colors.

Using Colors in Apparel Light makes colors look brighter. A color looks brighter when its complement is used with it. Dark, cool, and dull colors make a form seem smaller. Light, warm, and bright colors make a form seem larger. A single color for an entire outfit makes a person look thinner and taller. Contrasting colors appear to shorten the body. Colors are better balanced when light ones are used above dark ones.

Careers Designer: Sample Maker: Pattern Maker: Production Manager: Designs clothing, etc. Sample Maker: Sews the designer’s sample. Pattern Maker: Makes the design into pattern pieces that can be used to produce garments. Production Manager: Oversees the design, manufacture, selling and delivery of fashion. Piece-Goods Buyer: Purchases the fabrics and trims. Sales: Sells products and provides service to retail buyers. Market-Research Analyst: Studies consumer habits.