Principles and Elements of Design MR ORourke DDP

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Principles and Elements of Design MR. O’Rourke DDP

Principles and Elements of Design MR. O’Rourke DDP

What makes something visually appealing? • The way in which elements (your ingredients) and

What makes something visually appealing? • The way in which elements (your ingredients) and your principles (the way in which you prepare those ingredients) are arranged.

Elements of Design • • • Line Color Form and shape Space Texture Value

Elements of Design • • • Line Color Form and shape Space Texture Value

Line • Types – Vertical-Represents dignity, formality, stability and strength. – Horizontal-Represents calm, peace

Line • Types – Vertical-Represents dignity, formality, stability and strength. – Horizontal-Represents calm, peace and relaxation. – Diagonal-Represents action, activity, excitement and movement. – Curved- Represents freedom, the natural, having the appearance of softness, and creates a soothing feeling or mood

Color • Color has an immediate and profound effect on design – Warm colors:

Color • Color has an immediate and profound effect on design – Warm colors: Reds, oranges, yellows – Cool colors: Blues, purples, greens

Form and Shape • Form (3 D)- the shape and structure of something as

Form and Shape • Form (3 D)- the shape and structure of something as distinguished from its substance or material • Shape (2 D)- The two-dimensional contour that characterizes an object or area

Space • Enlarging or reducing visual space Types -Open -Unused -Cramped

Space • Enlarging or reducing visual space Types -Open -Unused -Cramped

Texture • The look and feel of an object – Smooth: Reflects more light

Texture • The look and feel of an object – Smooth: Reflects more light (more intense) – Rough: Absorbs more light (appears darker)

Value • The relative lightness or darkness of a color Methods -Shade: degree of

Value • The relative lightness or darkness of a color Methods -Shade: degree of darkness of a color -Tint: A pale or faint variation of a color

Principles of Design • • Proportion and scale Emphasis Contrast Rhythm Unity Movement Balance

Principles of Design • • Proportion and scale Emphasis Contrast Rhythm Unity Movement Balance

Proportion and Scale • Comparative relationships between elements in a design with respect to

Proportion and Scale • Comparative relationships between elements in a design with respect to size. – 3: 5 ratio is known as the Golden Mean

Emphasis • The feature in a design that attracts one’s eye. – The focal

Emphasis • The feature in a design that attracts one’s eye. – The focal point • Can be achieved through shape, color, line, size

Contrast • Noticeably different – Can be created with: • • • Proportion and

Contrast • Noticeably different – Can be created with: • • • Proportion and scale Shape Color Texture Etc.

Rhythm • Repeated use of line, shape, color, texture or pattern – Types •

Rhythm • Repeated use of line, shape, color, texture or pattern – Types • Regular • Graduated • Random

Unity • Achieved through the consistent use of lines, color, material and/or texture within

Unity • Achieved through the consistent use of lines, color, material and/or texture within a design.

Movement • Flow or feeling of action

Movement • Flow or feeling of action

Balance • Parts of the design are equally distributed to create a sense of

Balance • Parts of the design are equally distributed to create a sense of stability. Both physical and visual balance exist. – Symmetrical or formal balance – Asymmetrical or informal balance – Radial balance – Vertical balance – Horizontal balance

Your Turn: • This presentation contains a great deal of information about the principles

Your Turn: • This presentation contains a great deal of information about the principles and elements of design. • However, IT IS MISSING PICTURES THROUGHOUT! • Recreate this slide show in PPT using your choice of appropriate pictures focusing on products/logos/architecture/etc.