1. Principles & Elements of Design

2. Principles vs. Elements
Principles of Design (PoD)
The CONCEPTS, IDEAS, or CHARACTERISTICS of a product
Elements of Design (EoD)
The PHYSICAL, TANGIBLE details and features of a product
PoD are achieved through EoD
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3. Principles of Design
There are ten principles (characteristics) that contribute to an interesting design.
Balance
Rhythm
Emphasis
Proportion
Unity
Repetition
Opposition
Subordination
Transition
Creativity
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4. Balance To bring into proportion, harmony.
To be equal in weight or force.
Formal: symmetrical
Informal: not symmetrical, but balanced visually
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Balanced
Not Balanced

5. Rhythm
A flow or movement having a regularly repeated pattern of lines, planes, or surface treatments.
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6. Emphasis Force of expression or special attention given to something
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7. Proportion The comparative size relationship between objects
Golden Ratio: 1.618
Frequently occurs in nature
Fibonacci Series:
1, 1, 2, 3, 5, 8, 13, 21,…
Double Square
Cinematic Ratio
16:9
Monitor
4:3
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8. Different Car Proportions
11/14/2018
Different Car Proportions
You can see that the lengths and heights of the cars are all different. The upper left car’s wheels are large in comparison to the overall height of the car, which makes it look lower to the ground, which makes it handle better and also this makes it look faster. The front overhang of the lower right car is longer than the rest of the other car’s front over hangs. The proportion of the DLO (day light opening, e.g. windows) in comparison to the door panel is different as well.
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9. Unity Consistent use of line, color, and texture PT Instructronics
11/14/2018
Unity
Consistent use of line, color, and texture
The texture on the side of the iSight camera is the same as the front panel of the G5. All Apple products that are plastic are made from a white polycarbonate material. All products also have a very simple, clean look to them as well.
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10. Unity PT Instructronics 11/14/2018
The roundness of the headlights is reflected in the side-view mirrors, gas cap, fog lights and tail lamps …
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11. Unity
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12. Unity
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13. Repetition The act of repeating lines, spaces, textures, ...
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14. Repetition
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15. Opposition
Long - Short
Thick - Thin
Black - White
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16. Stormy Nite Subordination
Not all parts of the design have the same rank or value. Some are more important than others. The less important are subordinate, but they still are necessary for an effective design.
Most Important
Channel 2
Stormy Nite
Meteorologist
Subordinate
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17. Transition Change from one aspect of the design to another.
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18. Creativity Being imaginative or inventive
Making a something out of nothing
DJ’s use a turntable as an instrument
Egyptians used sand as a liquid to bury sarcophaguses
Victory at the Battle of Granicus
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19. 6 Elements of Design Line Form Color Space Light & Shadow
Material & Texture
These 6 EoD are used to MANIFEST the 10 PoD discussed in previous slides
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20. Line Produces a sense of movement Straight Curved Horizontal Vertical
Graceful Flow
Horizontal
Increases Length
Vertical
Increases Height
Diagonal
Shows a transition
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21. Form The shape, outline, or configuration of anything.
Some examples of specific forms are: Squares, rectangles, circles, ellipses, triangles, and ovals.
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22. Form
Sculptural
Primitive
Functional / Linear
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23. Color Provides definition, interest, variety, change Red: Warmth
Yellow: Attention
Green: Eases tension
Blue: Cool, formal
Violet: Mystery
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24. Light and Shadow
By using various combinations of light & shadow you can create a sense of depth.
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25. Light and Shadow http://www.drawthrough.com/tutorials/index.html
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26. Space
By incorporating the use of space in your design, you can enlarge or reduce the visual space.
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27. PT Instructronics

28. Materials: Texture & Color
Materials can make, break or differentiate a product
Textures can impart
Warmth
Quality
Value
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