Principles and Elements of Design MR ORourke DDP
- Slides: 18
Principles and Elements of Design MR. O’Rourke DDP
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
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: Reds, oranges, yellows – Cool colors: Blues, purples, greens
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
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 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
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 point • Can be achieved through shape, color, line, size
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 • Regular • Graduated • Random
Unity • Achieved through the consistent use of lines, color, material and/or texture within a design.
Movement • Flow or feeling of action
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 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.
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