1. Elements of Design Shape

2. Elements of Design Elements of Design are what we arrange according to the Principles of Design. They are the content or design components. We are going to go over the formal elements first. Formal elements are abstract in nature. Other elements of design (not formal) could include illustrations, photography, borders, backgrounds, linework, etc.

3. Elements of Design Tangible elements (physically defined presence): ◦ shape ◦ space ◦ line ◦ texture ◦ typography Conditional elements (embellishments or used to define the tangible elements): ◦ color ◦ value ◦ size ◦ volume

4. Shape Can be a figure or form. Possess width and length. If depth is portrayed it is called a form. Are described in many ways – geometric or organic; figurative, mechanical or natural; etc. Different types of shape can portray different messages.

5. Geometric Shapes Shapes that you interact with in Geometry. Circle, square, rectangle, triangle, ellipse, polygon, star and combinations of those. Are very defined, sometimes harsh, angular, organized, mathematical, clear.

6. Organic Shapes Shapes that aren’t Geometric! Think of water, clouds, plants. Organic shapes are usually curved and somewhat undefined. Relate tranquility, smoothness, natural, soft, relaxed.

7. Another Way to Sort Shapes Shapes and forms could also be divided up like: ◦ Basic Geometric (square, triangle, circle) ◦ Complex Geometric (star, plus sign, arrow, arch) ◦ Structured Freeform (created from straight and curved lines) ◦ Random Freeform (random and organic) ◦ Literal Freeform (recognizable letterforms, Icons and graphic images)

8. Geometric Shapes For now, we are going to work mostly with geometric shapes. Designers use geometric shapes as the foundation for logos, patterns, illustrations, etc. It is easy for a viewer to recognize and identify with a geometric shape.

9. Principles and Elements The elements of design are arranged in a piece according to the principles of design. Another principle of design is Repetition. Repetition is exactly what it sounds like – you repeat the element. Repetition helps create Unity (another Principle).

10. Element of Design: Pattern Today we are going to use a shape and repetition to create another Element of Design: Pattern. Patterns are used to add richness and depth to designs and other works of art.

11. Element of Design: Pattern They can be used as backdrops for text, icons, illustrations, photographs, etc. as long as they do not overwhelm the other items. Instead of leaving something blank, fill it with a pattern.

12. Pattern Exercise You will be using the Shape Tool in Photoshop to create six patterns, as described in the following slides. Size: 10” by 10” Resolution: 150ppi Use Save for the Web to get them down to about 100k. Put in a folder, all named for the pattern it is for. Submit folder to S: drive, name folder your last name.

13. Pattern Exercise SIMPLE: ◦ A pattern using a single shape YOU MADE, spaced out evenly over the composition. Two colors – one for the background and one for the shape. ROTATE: ◦ A pattern using a single shape YOU MADE (different from SIMPLE design shape) that is rotated and repeated. Try to intertwine the shapes to make a more complex design. Two colors.

14. Pattern Exercise THEME: ◦ A pattern with a theme, such as stars and moons. Minimum two shapes. Maximum two colors. COLOR: ◦ A pattern using one shape and four colors. MULTIPLES: ◦ A pattern using three shapes and four colors. DEPTH: ◦ A pattern using one shape, repeated, rotated, overlapped and using the opacity control to create depth. Exercise found in Design Basics Index, by Jim Krause.