Principles and Elements of Graphic Design Visual Design
- Slides: 43
Principles and Elements of Graphic Design
Visual Design Elements Six integral components used in the creation of a design: Point, dot Space Line Texture Color Value Form and Shape
Points and Dots point is a coordinate without any dimensions, without any area. Points are the simplest element of visual design. By definition we can’t actually draw a point, since to see one would require it have dimensions. What we can draw is a dot. In fact dots are the building blocks of everything else. Any other mark we make can be seen as one or more dots in combination. Every shape, form, mass, or blob with a recognizable center is essentially a dot regardless of its size.
Dot and Dot Things get more interesting when we add more than one dot and they interact with each other. 2 dots near each other shift the emphasis of the relationships of the dot with its surrounding space to the relationship and interaction between dot and dot. 2 dots imply a structure. As the space between dots decreases the tension between them increases. As that space approaches zero the tiny bit of space itself becomes more important than either dot or any other interval of space on the page. All the tension is held in that tiny bit of space. As dots get closer together they start to be seen as a single object. Their identity
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
Vertical Lines Microsoft Office clipart The Empire State Building Architect: Shreve, Lamb, and Harmon Brandenburg Gate Berlin Skyscraper Madrid, Spain
Horizontal Lines Microsoft Office clipart Wikimedia. org Community Christian Church Kansas City, MO Architect: Frank Lloyd Wright, 1940
Diagonal Lines Microsoft Office clipart ©i. Stockphoto. com Microsoft Office clipart
Curved Lines Microsoft Office clipart ©i. Stockphoto. com Sydney Opera House Jorn Utzon
Color has an immediate and profound effect on a design. ©i. Stockphoto. com Microsoft Office clipart Saint Basil’s Cathedral Moscow
Color ©i. Stockphoto. com Warm Colors Reds, oranges, yellows ©i. Stockphoto. com Cool Colors Blues, purples, greens
Color ©i. Stockphoto. com Colors can affect how humans feel and act
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.
Form and Shape ©i. Stockphoto. com Microsoft Office clipart Marie-Elisabeth-Lüders-Haus Berlin, Germany Oriental Pearl Tower Shanghai Architect: Jiang Huan Cheng, Shanghai Modern Architectural Design, Co.
Space By incorporating the use of space in your design, you can enlarge or reduce the visual space. Microsoft Office clipart Types • Open, uncluttered spaces • Cramped, busy spaces • Unused vs. good use of space Microsoft Office clipart ©i. Stockphoto. com Microsoft Office clipart
Texture The surface look or feel of something Smooth Surface – Reflects more light and therefore is a more intense color. Rough Surface – Absorbs more light and therefore appears darker.
Smooth Texture ©i. Stockphoto. com Microsoft Office clipart Glass façade of a high rise office building Exterior metal façade of Disney Concert Hall Los Angeles
Rough Texture ©i. Stockphoto. com Park Guell – Barcelona, Spain Architect: Antonio Gaudí ©i. Stockphoto. com
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
Value ©i. Stockphoto. com Downtown buildings in Bangalore, India
Scale is Relative: a graphic element can appear larger or smaller depending on the size, placement, and color of theelements around it. When elements are all the same size, the design feels flat. Contrast in size can create a sense of tension as well as a feeling of depth and
Visual Design Principles Seven principles encompass an interesting design. • Balance • Rhythm • Emphasis • Proportion and scale • Movement • Contrast • Unity
Balance Parts of the design are equally distributed to create a sense of stability. Both physical and visual balance exist. Types • Symmetrical or formal balance • Asymmetrical or informal balance • Radial balance • Vertical balance • Horizontal balance
With symmetrical balance, the visual weight is distributed evenly, either vertically or horizontally. You can draw a line straight through the middle of the design, and the visualbalance would be evenly distributed. A symmetrical composition appears to be stable, and creates a more orderly look.
Balance Symmetrical or Formal Balance The elements within the design are identical in relation to a centerline or axis. ©i. Stockphoto. com The Taj Mahal Mausoleum Agra, Uttar Pradesh, India
Balance Asymmetrical or Informal Balance Parts of the design are not identical but are equal in visual weight. Wikipedia. org Chateau de Chaumont Saone-et-Loire, France
Balance Radial Balance Design elements radiate outward from the center. Microsoft Office clipart Dresden Frauenkirche Deresden, Germay Galleria Vittorio Emanuele II Milan, Italy Architect: Giuseppe Mengoni
Balance Vertical Balance The top and bottom parts are equal. Microsoft Office clipart
Balance Horizontal Balance The parts on the left and right sides are equal. ©istockphoto. com Hearst Castle San. Nunnery Simeon, CA Chi Lin Buddhist Temple and Kowloon City, Hong Kong. Architect: Julia Morgan Microsoft Office clipart ©i. Stockphoto. com Building façade Limberg, Germany
Balance Wikipendia. org
Rhythm Repeated use of line, shape, color, texture or pattern Types • Regular rhythm • Graduated rhythm • Random rhythm • Gradated rhythm
Rhythm Regular Rhythm An element is repeated at the same repetition/interval each time. Microsoft Office clipart Cube house design Rotterdam, Netherlands Microsoft Office clipart
Rhythm Random Rhythm The beats of the element are random or are at irregular intervals.
Rhythm Gradated Rhythm The repeated element is identical with the exception of one detail increasing or decreasing gradually with each repetition. Microsoft Office clipart Left: Stack of rocks used as focal point in landscaping Right: The Chinese Tower English Gardens Munich, Germany www. wikimedia. org Microsoft Office clipart
Wikipedia. org Emphasis The feature in a design that attracts one’s eye – the focal point • Emphasis can be achieved through size, placement, shape, color, and/or use of lines Ceiling mosaic in Park Gruell Microsoft Office clipart Mosque - Egypt
Proportion and Scale Microsoft Office clipart Comparative relationships between elements in a design with respect to size 3: 5 ratio is known as the Golden Mean
Movement Microsoft Office clipart Flow or feeling of action Microsoft Office clipart
Contrast Noticeably different Can be created with • Color • Proportion and scale • Shape • Texture • Etc. ©i. Stockphoto. com
When each elements has a clear visual relationship to one or more other elements, the composition is unified. Whenunity is achieved: a composition does not become cluttered or confusing. a concept can be communicated more clearly. a design evokes a sense of quality and organization.
Unity is achieved by the consistent use of lines, color, material, and/or texture within a design. ©i. Stockphoto. com
Unity ©i. Stockphoto. com Microsoft Office clipart
Image Resources Microsoft, Inc. (2008). Clip art. Retrieved January 7, 2009, from http: //office. microsoft. com/en-us/clipart/default. aspx Wikipedia. Retrieved January 7, 2009, from http: //en. wikipedia. org i. Stockphoto. Retrieved January 7, 2009 from http: //www. istockphoto. com/index. php
References The Empire State Building Official Internet Site (n. d. ). Retrieved January 7, 2009, from http: //www. esbnyc. com/ Great Buildings. (2009). Retrieved January 7, 2009, from www. greatbuildings. com. Heart Castle – Hearst San Simeon State Historical Monument. (2009). Retrieved January 7, 2009, from www. hearstcastle. org
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