1. DESIGN PRODUCTION ELEMENT OF DESIGN IN VECTOR GRAPHIC
CHAPTER 2(part 1)
DESIGN PRODUCTION
ELEMENT OF DESIGN IN VECTOR GRAPHIC

2. ELEMENT OF DESIGN IN VECTOR GRAPHIC
The elements are components or parts which can be isolated and defined in any visual design or work of art. They are the structure of the work, and can carry a wide variety of messages.
The elements are:
Line
Shape Direction
Size and ratio
Texture
Color
ELEMENT OF DESIGN IN VECTOR GRAPHIC

3. LINE Line is a series of points adjacent to each other
They have a length, but nothing else.
In reality a line would need a second dimension to actually see it, but we’ll continue to call them lines and not something else here.
LINE

4. LINE The fundamental characteristic of a line is to connect or unite.
This connection can be visible or invisible.
Two dots on a page have a connection even if that connection, that line between them, can not be seen.
dots are about position, lines are about movement and direction
LINE

5. There are numerous varieties of possible lines, including curved, bent, thick, wide, broken, vertical, horizontal, burred, or freehand.  Lines are frequently used to delineate shapes, forms and spaces. 
The representation of volume, edges, movement and patterns can all be created using line. 
Lines can create both 2D and 3D objects and figures.
LINE

6. LINE-the relationship between line and line
When two lines join they create an angle between them
the starting point to move in 2 different directions along 2 different lines
LINE-the relationship between line and line

7. LINE-the relationship between line and line
Changing the color or value of the lines can add more complexity to that rhythm.
LINE-the relationship between line and line

8. LINE-the relationship between line and line
Changing the thickness or weight of lines and the intervals between lines creates a sense of depth.
LINE-the relationship between line and line

9. LINE-the relationship between line and line
If a line or lines is to add a series of lines at an angle and allowed to cross several lines, this sense of depth is increased. It creates perspective.
LINE-the relationship between line and line

10. There are various ways to categorize form and shape
There are various ways to categorize form and shape. Form and shape can be thought of as either two dimensional or three dimensional. Two dimensional form has width and height. It can also create the illusion of three dimension objects. Three dimensional shape has depth as well as width and height.
SHAPE

11. Form and shape can also be described as either organic or geometric
Form and shape can also be described as either organic or geometric. Organic forms such as these snow-covered boulders typically are irregular in outline, and often asymmetrical. Organic forms are most often thought of as naturally occurring.
SHAPE-organic shape

12. Leaves, seashells, and flowers are organic shapes
Leaves, seashells, and flowers are organic shapes. We see them in nature and they have free flowing, informal and irregular characteristics.
SHAPE-organic shape

13. SHAPE-geometric shape
Geometric forms are those which correspond to named regular shapes, such as squares, rectangles, circles, cubes, spheres, cones, and other regular forms. Architecture, such as this example by Frank Lloyd Wright, is usually composed of geometric forms. These forms are most often thought of as constructed or made.
SHAPE-geometric shape

14. SHAPE-geometric shape
However, not all made objects are geometric; many designed forms have irregular contours. Although this kimono is geometric in its construction, the surface design is organic in form.
SHAPE-geometric shape

15. SHAPE-positive & negative
Forms and shapes can be thought of as positive or negative. In a two dimensional composition, the objects constitute the positive forms, while the background is the negative space.
Positive Shapes - In a drawing or painting, positive shapes are the solid forms (positive space) in a design.
Negative Shapes - In a drawing or painting, the space around the positive shape is negative space. Negative space can form a shape when it meets a positive shape. In sculpture, the negative space is the portion that is removed from a sculpture.
SHAPE-positive & negative

16. SHAPE-positive & negative

17. Size, which is how big or small something is
Size, which is how big or small something is. In design, size can function, size can attract or size can organize.
When you are designing a piece, size plays an important role in making a layout functional, attractive and organized. The first factor you need to consider is function - what the printed size of the piece will be.
SIZE & RATIO

18. The second factor is using size to attract your audience
The second factor is using size to attract your audience. You can contrast large and small elements or make an image larger and crop it in an interesting way.
The third factor is using size to organize your piece. To attract your viewer's attention, make the most important element the largest and the least important element the smallest. Headlines are usually the largest type element on the page, while sub-headlines, and body text is smaller. Larger objects appear to be closer on the page than smaller ones, and that can be used to reinforce importance and create artificial spatial relationships.
SIZE & RATIO

19. Texture refers to the surface quality in a work of art
Texture refers to the surface quality in a work of art. We associate textures with the way that things look or feel. Everything has some type of texture. We describe things as being rough, smooth, silky, shiny, fuzzy and so on. Some things feel just as they appear; this is called real or actual texture. Some things look like they are rough but are actually smooth. Texture that is created to look like something it is not, is called visual or implied texture.
Texture may be used in a work of art to:
create visual interest or a focal point in a composition
to create contrast within a design composition
to help visually balance a design composition
TEXTURE

20. Texture is the real thing
Texture is the real thing. Real texture cannot be represented here because a computer screen, even with the highest quality photographs can only create simulate textures. However for the purpose of providing examples assume that these images are real.
TEXTURE-real texture

21. TEXTURE-visual or implied texture
Visual or implied texture can be simulated or invented. Simulated texture is the type that is created to look like something it is not. For example, in drawing or painting of a cat where its fur is made to look like real fur.
TEXTURE-visual or implied texture

22. Of all the Elements of Design, color is probably the most challenging to understand. We have to learn a little science to fully understand the nature of color. Color has three main properties: hue, value and intensity.
COLOR

23. Color originates from a light source, that is either view directly or as reflected light. Daylight or white light contains light waves for all colors.
There is no color with out light! The absence of light is complete darkness or black. The mixture of all visible light is white light. White light is made up of all the colors in the rainbow. Water droplets in the air act like a prism does when light passes through.
COLOR-what is color?

24. COLOR-How do we see color?
In order to see color there must be light and there must also be color receptors, such as eyes. We see colored light or light reflected off objects.
COLOR-How do we see color?

25. The primary colors are Red, Yellow and Blue in the art world
The primary colors are Red, Yellow and Blue in the art world. They are considered primary colors because they cannot be made from mixing other colors but they may be mixed to make most other colors. Black and white can also be added to create additional colors.
COLOR-primary color

26. COLOR-secondary color
Secondary colors are; Green, Orange and Violet (or Purple). they are the colors that result in mixing two of the Primary colors together in equal amounts
COLOR-secondary color

27. COLOR-intermediate color
Intermediate colors are made by mixing a primary color with one of its two adjacent secondary colors.
COLOR-intermediate color

28. COLOR-intermediate color

29. COLOR-properties of color
Hue is the name of a pure color, such as red, blue, or yellow.
Value is the lightness or darkness of a hue (color). The value of a hue can be changed by adding black or white. Light values of colors are called tints. Darker values of colors are called shades.
Intensity is the brightness or dullness of a hue (color). Pure hues are high-intensity colors. Dull hues are low-intensity colors. Intensity of color is changed by adding varying amounts of its complimentary color. For example, to make a bright green duller a little bit of red could be added to it.
COLOR-properties of color

30. COLOR-properties of color
Warm colors: Warm colors are colors that remind us of things that are warm:they are red, yellow and orange.
Cool colors: Cool colors remind us of things we associate with cold or coolness. they are blue, violet and green.
COLOR-properties of color