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Design Fundamentals: Elements

prepared by shawchiang

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Transcript of Design Fundamentals: Elements

Do you think that
TACTILE TEXTURE
or
VISUAL TEXTURE
is more powerful in design? What is your opinions and preference?
All design – all image making, regardless of media / medium or purpose / function – centers on
MANIPULATING THE FORMS
.
The Evolution of
FORM
Purpose / Message
Media / Medium
BASIC DESIGN ELEMENTS
Dots / Lines
Shapes
Colour
Value
Texture
+
+
Typography
Photography
are employed according to
BASIC PRINCIPLES OF ORGANIZATION
Balance
Proportion
Repetition
Dominance
Movement
Economy
Harmony
Variety
involving
involving
Rhythm
Contrast
creating
to produce
VISUAL UNITY
Design Elements.
Introduction to Fundamental
presented by shawchiang
for examples:
1. What can you see from this image?
2. How do you feel about this image?
DOT.
01.
LINE.
SHAPE.
02.
03.
SIX
fundamental design elements.
Every shape, object or mass with recognizable center is a dot, no matter how big it is.
NOT ALL DOTS ARE CIRCULAR
. Almost EVERYTHING you put on the image are all still dots.
Each of the element has its own distinctive
visual functions
and
characteristics
in a design.

SPACE (2D, 3D, or 2D+3D)
}
the overall
conceptual map
for the course of design fundamentals.
appreciate + analysis +
evaluate
}
}
The
IDENTITY
of dot:
01.
Indicates position, acts
as a visual stopping point, and creates a focus.
Grouping of dots, of varying sizes, position, and densities create perception of surface quality:
"
meaning of arrangement"
.
vs
The
IDENTITY
of dot:
02.
Seeks some kind of
relationship or order on
a page.
All LINES

start with two

DOTS.
Shape is referring to a
LINE CLOSING
area. We see shapes in everything!?
Essential
CHARACTER
of line:
01.
Different from dots’ static quality, lines perform connection, movement and direction.
Essential
CHARACTER
of line:
02.
Act as a symbolic language to communicate moods and emotions through different quality of line.
01. Horizontal Line = Quiet, repose, stable and sleep.
02. Vertical Line = Loftiness and spirituality.
03. Diagonal Line = Dynamic, movement, unstable.
04. Implied Line = ??
05. Curved Line = Comfort, peace and relaxation.
06. Zigzag Line = Directional movement.
07. Wavy Line = Confusion and turbulence.
08. Calligraphic Line = Expressive movement.
Line
VARIATIONS

and its FEATURES:
Two types of SHAPE?
Type of Shape:
01.
Geometric Shapes
Type of Shape:
02.
Organic Shapes
- Hard edge / Strong
- Unnatural
- Artificial (human creation)
- Modern / Simple
- Secure / Stable / Solid
- Rational
The
ATTRIBUTES
of geometric shapes:
- Subtle / Friendly
- Irregularity / Unexpected
- Unstudied and complex
- Natural
The
ATTRIBUTES
of organic shapes:
However, this connection maybe invisible sometimes, defined by pulling effect on space between two dots (
implied line
).
Are you able to describe how the arrangement of different "dots" in this design creates the
"flow of reading"
?
Characters
(2D or 3D)
Interior and Architectures (4D)
Products (3D)
Layout Design (2D)
Class Exercise:
Free form and soft feeling.
vs
vs
QUALITY OF LINES
Materials: Drawing paper, chinese ink, whatever tools
Size: 5cm x 5cm
Quantity: 36 pcs (18 pcs lines + 18 pcs alphabets)

Requirements:
Please use the tools or materials that you bring to express the following words (choose any 18 from the lists) by using different quality of lines:

Dynamics / Soft / Aggressive / Fragile / Bold / Curvy / Crowded / Moody / Calm / Cheerful / Rough / Dirty / Dizzy / Feminine / Graceful / Lovely / Light / Heavy / Masculine / Noisy / Peaceful / Scary / Serene / Strong / Quiet / Relax / Wavy

Finishing: To be mounted on A3 sugar paper x 2. Please follow the "Mounting Guidelines" of this class exercise.

Submission
12 May 2014
dot + line + shape + colour + value + texture
How do you play around with
POSITIVE
and
NEGATIVE
shapes? What does this mean?
Positive shape refers to the shapes of objects. Negative shape refers to the shapes around objects.
Some friendly
REMINDERS:
Submission (23 May 2014, FRIDAY before 12pm):

Please submit your Assignment A (Road Sign Problems) and Class Exercise (Quality of Line) to the staff room before the due date and time.

Upload the FINAL ARTWORKS of above items to Facebook of your respective album before 25 May 2014, Sunday before 12am.
Can we have a class earlier next week?

OUTDOOR ACTIVITIES:
"COLOURS IN
LOCAL CULTURES"
04.
COLOUR.
06.
TEXTURE.
05.
VALUE.
EVERYTHING
has a
TEXTURE
!?
The sense of

touch

(+seeing)
enhance our understanding of our surrounding.
experience
01.
TACTILE
Feel the actual surface with our finger.
EXPLORE the possibilities of
MEDIA
and
MEDIUM
!
experience
02.
VISUAL
Illusionary, impression of real texture.
Mostly reflects the skillful technical ability
of the designers or artists.
[2D]
3D DESIGN
2D DESIGN
4D DESIGN
COMPUTER GRAPHICS
DRAWING & PAINTING
ABSTRACT TEXTURE
INVENTED TEXTURE
What are the
THREE
physical properties of colour?
HUE
SATURATION
??
TEXTURE adds interest and sensory pleasure to the experience of eating.
COLOUR
has always been a part of our life!
Why do you think that COLOUR is a
powerful
element? How well do you understand its quality and behavior?
WHO ‘discovered’ the colour?
What are the
TWO
categories of colour?
{
{
This is the color model used with light emitted directly from sources combining to create a full range of colours.
ADDITIVE COLOUR
A subtractive colour model explains the mixing of pigments, paints, dyes, inks, and natural colorants to create a full range of colors.
SUBTRACTIVE COLOUR
What are the
psychological meanings
of colours?
Research has shown that:

bright colors = joyful and uplifted;
warm colors = stimulating;
cool colors = calming;
dark colors = depressing.
Class Exercise
COLOUR MOODBOARD:
Using the method of BRAINSTORMING, explore the meanings of the following colours:

1. Red 2. White 3. Black 4. Yellow 5. Orange
6. Gray 7. Green 8. Pink 9. Blue
10. Brown 11. Purple
5 in a group, to be presenting your brainstorming at the end of the class. Everyone must play their role in the presentation!
RED
WHITE
BLACK
GREEN
YELLOW
ORANGE
BROWN
PURPLE
PINK
GRAY
BLUE
celebration
birth
aggressive
celebration
sexual excitement
anger
violent
love
energy
fire
danger
passion
evil
fear
mourning
unknown
death
anger
damnation
classic
elegant
omen
hell
professional
mystery
heat
expansive
seriousness
energy
enthusiasm
warm
demanding attention
brave
healthy
fire
sports
vibrant
arrogance
mourning
mystery
royalty
ceremony
wisdom
nobility
dreamy
healthy
baby
light mood
candy
romantic
good luck
violent
sweet
feminine
young
love
girlish
firm
depression
serene
reliability
tranquility
trust
melancholy
sadness
relax
security
stability
confidence
frustration
depression
elegance
memory
gloom
solid
security
boring
maturity
dignity
comouflage
old age
reliability
endurance
fresh
earth
recycle
ancient
nature
relax
traditional
home
stability
comfort
gold
sunny
youth
deceit
sunlight
intellect
happiness
enjoyment
energy
betrayal
cheerful
disgrace
envy
harmony
birth
recycle
healthy
spring
nature
environment
fresh
relax
renewal
danger
illness
hope
snow
pale
innocence
surrender
death
winter
clean
angel
cold
simplicity
peace
purity
= create lightness or darkness of a object.
= add visual movement to the design
= create a hierarchy of importance
= direct viewer’s attention and create emphasis
Achromatic Grays
(from black to white)
Value of different colours
(from light to dark)
Value created by using
lines and dots
The “KEY” selected usually set
the MOOD of the work.
}
all colors that are
ABOVE
middle gray.
all colors that are
BELOW
middle gray.
high key or low key?
Calm + Tranquility
How colour can be seen through our eyes?
In 1671, Sir Issac Newton is the one who postulated that all colour was inherent in white light.
Assignment C:
VISUAL
EXPRESSION
LET'S PLAY AROUND WITH THE MATERIALS AND MAKE YOUR HAND DIRTY!!!!!!!!!!!!!!!
Additive Color
(RGB - Screen)
COLOUR WHEEL?
Subtractive Color
(CMYK - Pigment)
Love
First Aids
Bloody
Passion?
Hot
Violence
Night
Evil
Love
Elegance
Sunshine
Sunset
Healthy
Dryness
Dreamy
Imaginative
Mystery
Love
Femininity / Girlish
Romance
Sadness
Gloom
Nature / Relax
Memory
Dull
Boring
Woody
Earth Soil
Woody
Dry
Cheerful
Autumn
Energy
Surrender
White Wedding
Simplicity
Relax
Freshness
We experience the sensation of
VALUE
in our daily life. But how do we see “value”?
Solemn + Gloomy
enjoy . 18.02.2014
What are the TWO types of
HUMAN EXPERIENCES
?
after all
SOMETHING TO
PONDER:

THE
SHAPE
GAME?
show me your imagination!
ILLUSION
PAINTING
Full transcript