1. ASM Elements and Principles of Design, Colour Schemes and Principles of Media Arts

2. Elements
The building blocks

3. Line
Line is the path of a point moving through space.

4. Shape/Form
Shape implies spatial form and is usually perceived as two-dimensional. Form has depth, length, and width and resides in space. It is perceived as three-dimensional.
Organic and Geometric shapes/forms

5. Colour
Colors all come from the three primaries and black and white. They have three properties – hue, value, and intensity.

6. Colour (continued) Complementary Analogous Note: These colours
Look best together (really
pop). In order to reduce
the intensity of a colour
when painting or using
pencil crayon, just add the
complementary colour
to it.
Analogous

7. Colour (continued) Hue = pure colour Tint = hue + white
Shade = hue + black
Neutral colours = gray, black, white and brown
Primary colours CANNOT be made by mixing other colours together
Secondary colours are created by mixing 2 primary colours together
Warm colours = red, yellow and orange
Cool colours = purple, green and blue
Analagous colours = colours that sit side-by-side on the colour wheel
Monochromatic colours = variations of one hue

8. Texture
Texture refers to the tactile qualities of a surface (actual) or to the visual representation of such surface qualities (implied).

9. Value
Value refers to relative lightness and darkness and is perceived in terms of varying levels of contrast.

10. Space/Perspective
Space refers to the area in which art is organized. Perspective is representing a volume of space or a 3-dimensional object on a flat surface.

11. The way in which elements are arranged
Principles
The way in which elements are arranged

12. Pattern
Pattern refers to the repetition or reoccurrence of a design element, exact or varied, which establishes a visual beat.

13. Rhythm/Movement
Rhythm or movement refers to the suggestion of motion through the use of various elements.

14. Proportion/Scale
Proportion is the size relationship of parts to a whole and to one another. Scale refers to relating size to a constant, such as a human body.

15. Balance
Balance is the impression of equilibrium in a pictorial or sculptural composition. Balance is often referred to as symmetrical, asymmetrical, or radial.

16. Unity/Harmony
Unity is achieved when the components of a work of art are perceived as harmonious, giving the work a sense of completion.

17. Emphasis/Focal Point
Emphasis refers to the created center of interest, the place in an artwork where your eye first lands.

18. Colour Schemes

19. Monochromatic
(Mono=one Chrome=colour) The use of one colour from the colour wheel in a work with varying values. Often black and white are used to add interest.

20. Analogous
These colours are a family. These schemes uses 3 colours that are beside one another on the colour wheel.

21. Complementary
The use of two colours that are direct opposites of one another on the colour wheel. This has the effect of making the colours appear brighter and more vibrant. Example: Purple and yellow. By mixing one with the other you can change intensity.

22. Cross Complementary
The use of two colours and their opposite. It is the most varied because it uses two complementary color pairs. This scheme is hard to harmonize; if all four hues are used in equal amounts, the scheme may look unbalanced, so you should choose a color to be dominant or subdue the colors.

23. When creating media arts, there tend to be four principles that are followed:

24. Duration
Refers to time and how its perception can be manipulated and presented in media art works. It can also be used to describe the temporal nature of those art works that exist for only a limited time.
Banksy, Maid, graffiti

25. Hybridization
Is the technique used in creating art works in which genres, styles, concepts, materials, media, and forms are combined to create new “hybrid” forms.
Benjamin Hiene, From Pencil Vs. Camera’s Series

26. Interactivity
Interactive media art works involve viewer participation in the art work itself. Common interactive media art works include interactive installations, performance art, and web-based art.
Boundary Functions, Scott Snibbe, Interactive floor projection

27. Point of View
Point of view can be either conceptual or physical. Conceptual points of view include internal, external, subjective, objective, cultural, political, and social viewpoints. Physical points of view include bird’s eye, worm’s eye, eye level, 360 degree, internal, micro, macro, and telescopic viewpoints.