1. Elements and Principles of Design

2. Elements and Principles of Design
Visual Design Principles and Elements
Introduction to Engineering Design
Unit 3 – Lesson 3.1 – Visual Analysis
Elements and Principles of Design
Analyze the product’s visual properties using Visual Analysis
Visual design principles and Visual design elements constitute an aesthetic vocabulary that is used to describe an object.
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Copyright 2006

3. Principles and Elements of Design
POINT
SPACE
SHAPE
TEXTURE
COLOR
SIZE
LINE
VALUE
PROPORTION
CONTRAST
PATTERN
GRADIENT
EMPHASIS
BALANCE
VISUAL
PRINCIPLES
DESIGN
VISUAL
ELEMENTS

4. Visual Design Elements
Eight integral components used in the creation of a design:
Visual Design Principles and Elements
Introduction to Engineering Design
Unit 3 – Lesson 3.1 – Visual Analysis
POINT
LINE
SHAPE
SIZE
SPACE
COLOR
TEXTURE
VALUE
The elements are like baking/cooking ingredients that can be mixed together in a recipe.
You can make the analogy that the
Visual Design Elements
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5. Point Most basic element of design Has position but no dimension
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Point
Most basic element of design
Has position but no dimension
Can be described by coordinates on a plane
Used to indicate a location
Image courtesy Autodesk, Inc.
In this example, points are used to represent the joints between bones of a posable 3D character. This joint representation is part of an animation rig that an animator uses to manipulate and animate the much more complicated character model.
Image courtesy Autodesk, Inc.

6. Line Has only a length dimension Can be used to Define a boundary
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Line
Has only a length dimension
Can be used to
Define a boundary
Indicate volume
Create textures and patterns
Suggest movement
Create perspective and depth
Imply emotion
Image courtesy Autodesk, Inc.
Image courtesy Autodesk, Inc.
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7. Visual Design Principles and Elements
Horizontal Lines- Represent calm, peace and relaxation.
Visual Design Principles and Elements
Introduction to Engineering Design
Unit 3 – Lesson 3.1 – Visual Analysis
Vertical lines Represents dignity, formality, stability and strength.
Diagonal Lines- Represent action, activity, excitement and movement.
This is a very famous Frank Lloyd Wright design know as “Running Water” located south of Pittsburg, Pennsylvania.
Curved Lines- Represents freedom, the appearance of the natural, softness and creates a soothing feeling or mood.
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8. Color Described by a number of qualities Hue: base color (e.g., red)
Value: lightness or darkness
Saturation: purity or intensity relative to gray

9. Visual Design Principles and Elements
Introduction to Engineering Design
Unit 3 – Lesson 3.1 – Visual Analysis
Color
Landscape designers use color to add variety and interest to their designs.
Color affects how humans feel and respond to the product.
Temperatures
Warm Colors
Reds, oranges, yellows
Cool Colors
Blues, purples, greens
Toy designers use color to add variety and interest to their designs.
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Copyright 2006

10. Color Color has an immediate and profound effect on a design
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Color
Color has an immediate and profound effect on a design
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Many colors can have a cultural, historical, or popular connotation. Green, for example, is associated with plants and nature and often implies environmental and ecological awareness.
Designers can use these color associations to their advantage and use colors to provoke desired thoughts and emotions.
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11. Presentation Name
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Value
Relative lightness or darkness of a color, object, or shape
Color Gradient
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12. Presentation Name
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Value
Allows us to perceive shapes and the illusion of 3D objects on a 2D surface
Shading provides the gradations of value that produce a 3D effect on a 2D flat piece of paper.
In this example, an artist has created a concept sketch of the interior of a vehicle.
Image courtesy Autodesk, Inc.

13. Shape A 2D area enclosed by lines or curves Types
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Shape
A 2D area enclosed by lines or curves
Types
Geometric: square, circle, triangle
Mechanical: simple shapes made of straight and curved lines
Organic: natural or simulating nature
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Image courtesy Autodesk, Inc.
Image courtesy Autodesk, Inc.
Organic
Geometric
Mechanical

14. Visual Design Principles and Elements
Introduction to Engineering Design
Unit 3 – Lesson 3.1 – Visual Analysis
Shape
The shape, outline, or configuration of anything.
Note how the same function is served but the form and shapes are different
Examples
Squares
Circles
Ellipses
Ovals
Rectangles
Triangles
Organic shapes are frequently used in consumer products. The most efficient shapes for performing specific tasks can often be found in nature.
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Copyright 2006

15. Presentation Name
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Form
A 3D volume or solid
Often implied on a 2D surface by careful use of value
Image courtesy Autodesk, Inc.

16. Form follows function
2007

17. Presentation Name
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Space
Areas between and around parts of an image or the implied depth in that image
Types
Positive
Negative
What would you consider to be the positive space/negative space in the aerial image of the diners?
Image courtesy Autodesk, Inc.
©iStockphoto.com

18. Visual Design Principles and Elements
Introduction to Engineering Design
Unit 3 – Lesson 3.1 – Visual Analysis
Space
Space in your design can enlarge or reduce the visual space and affect perception of the product.
Open, uncluttered spaces
Cramped, busy
Unused vs. good use of space
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Copyright 2006

19. Visual Design Principles and Elements
Introduction to Engineering Design
Unit 3 – Lesson 3.1 – Visual Analysis
Texture
The surface look or feel of something.
Types
Smooth surface
Reflects more light and, therefore, is a more intense color.
Rough surface
Absorbs more light and, therefore, appears darker.
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20. Visual Design Principles
Visual Design Principles and Elements
Introduction to Engineering Design
Unit 3 – Lesson 3.1 – Visual Analysis
Visual Design Principles
There are five principles that encompass an interesting design.
The principles of design are like how you combine and utilize baking ingredients. Do you blend, whip or fold, do you fry, bake or broil, slow roast or microwave? How much flour, salt, spice or baking powder do you use?
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21. Principles of Design Balance Emphasis Contrast Rhythm Proportion Unity
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Principles of Design
Many principles add to an interesting design
Balance
Emphasis
Contrast
Rhythm
Proportion
Unity
Economy

22. Balance Visual and physical balance
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Balance
Visual and physical balance
The distribution of elements within a design
Types
Symmetrical (formal)
Asymmetrical (informal)
Radial
Just as objects have a physical weight dependent on the mass of the item, objects also have a visual weight based on area, color, and other elements of design.

23. Symmetrical (Formal) Balance
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Symmetrical (Formal) Balance
The elements within the design are identical in visual weight in relation to a centerline or axis
The Taj Mahal Mausoleum
Agra, Uttar Pradesh, India
©iStockphoto.com
©iStockphoto.com
Microsoft Office clipart
In symmetrical balance, there is an equal distribution of visual elements within the image, although the visual elements do not necessarily need to be identical.
Taj Mahal Mausoleum was designed as a tomb by Emperor Shah Jahan for his young wife Mumatz Mahal. With the onion domes, it is a famous example of Islamic architecture.
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24. Asymmetrical (Informal) Balance
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Asymmetrical (Informal) Balance
The elements within the design are not identical but are arranged to provide a balanced visual weight
The image of Red Square in Moscow illustrates asymmetrical balance because the larger structure is closer to the center, while St Basil’s Cathedral in the background has a smaller visual weight and is farther from the center of the image.
Image courtesy Autodesk, Inc.
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25. Presentation Name
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Radial Balance
Distribution of components in a circular pattern around a center point
Microsoft clipart
Microsoft Office clipart
Dresden Frauenkirche
Dresden, Germay

26. Emphasis Used to draw attention to one area
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Emphasis
Used to draw attention to one area
Focal Point – feature in a design that attracts the eye
Can be achieved through
Size
Placement
Shape
Contrast
Use of lines
Wikipedia.org
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What is the focal point in each composition?

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Emphasis
What is the focal point of this device? How is emphasis achieved? What is the purpose of the emphasis?
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©iStockphoto.com

28. Principles and Elements of Design Applied to Architecture
Civil Engineering and Architecture
Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture
Contrast
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The degree of relative difference between elements
Describe the contrast in each image.
The image on the left shows contrast in color.
The image on the upper right shows contrast in value, texture, size, and style between the two buildings.
The image at the bottom
©iStockphoto.com
Image courtesy Autodesk, Inc.
This shows contrast between natural and man-made objects as well as contrast in texture and color 
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29. Principles and Elements of Design Applied to Architecture
Civil Engineering and Architecture
Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture
Contrast
Can be used to emphasize an element of a design
In the line drawings, the designer provides emphasis with fills of color on an otherwise neutral composition.
Image courtesy Autodesk, Inc.
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30. Rhythm Repeated use of line, shape, color, texture or pattern
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Rhythm
Repeated use of line, shape, color, texture or pattern
A harmonious pattern or sequence
Types
Regular
Random
Gradated
Graduated
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31. Regular Rhythm An element is repeated at the same repetition/interval
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Regular Rhythm
An element is repeated at the same repetition/interval
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32. Principles and Elements of Design Applied to Architecture
Civil Engineering and Architecture
Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture
Random Rhythm
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The repetition of the element is random or situated at irregular intervals
The broken pieces of concrete caught in reinforcing steel display a random rhythm.
The repeated use of the onion domes creates a random rhythm in the design of Saint Basil’s Cathedral.
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33. Principles and Elements of Design Applied to Architecture
Civil Engineering and Architecture
Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture
Gradated Rhythm
The repeated element is identical with the exception of one detail increasing or decreasing gradually with each repetition
Left: Stack of rocks used as focal point in landscaping
Right: The Chinese Tower English Gardens
Munich, Germany
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Microsoft Office clipart
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34. Principles and Elements of Design Applied to Architecture
Civil Engineering and Architecture
Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture
Graduated Rhythm
The repeated element becomes closer or further apart
Microsoft Office clipart
What is the repeated elements here? How does this image display gradated rhythm?
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35. Principles and Elements of Design Applied to Architecture
Civil Engineering and Architecture
Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture
Proportion
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Comparative relationship between elements in a design with respect to size
Scale – The proportion or size of an element in relation to the other elements
Learn about the Golden Ratio in design work.
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36. Principles and Elements of Design Applied to Architecture
Civil Engineering and Architecture
Unit 1- Lesson 1.1 -History of Civil Engineering and Architecture
Unity
The consistent use of design elements
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Many colleges achieve a sense of unity throughout the campus by consistently using specific materials. West Virginia University in Morgantown uses red brick. Notice that the red brick used in the buildings is also used in the landscape walls in the foreground.
How is unity achieved in the landscape design? Repetition of the same color, the same plants, and curved paths.
Although the Russian dolls are individually created, the consistent use of size, shape, and color unify the designs.
©iStockphoto.com
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37. Economy Use of the bare minimum of elements
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Economy
Use of the bare minimum of elements
Can be achieved by removing extraneous elements
In simplicity there is beauty
Less is more
Simplicity in Design: iMac Vs. PC
If you can remove an element within a design, and the design still accomplishes the goals within the constraints, you have practiced economy of design.
Graphic signs provide good examples of economy because they often simplify a complex idea with only essential details.
The principle of economy promotes simplification of the elements of design to express a message. Using extraneous elements in a design can be distracting and confusing for the user.

38. VISUAL ANALYSIS of your product
Take 3 pictures of your product (T, FR, RS)
Put them into 1 Powerpoint slide.
Save slide in your team SHARE folder
Label the pictures/views
Apply design elements and principles analysis to your product.
On the next slide is an example of how to fill in the Visual Analysis matrix handed out in class.
At left is a an example of how the concepts are applied in a more narrative format.