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Design Elements - N4/N5 Graphic Communication

An overview of the design elements, suitable for National 4/National 5 Graphic Communication.

Mr O'Neill

on 11 October 2013

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Transcript of Design Elements - N4/N5 Graphic Communication

Colour can be used to:

Highlight important elements such as headlines and subheads.
Attract the eye.
Signal the reader where to look first.
Create an image or a mood.
Tie a layout together. - Organize.
Group elements together or isolate them.
Provoke emotion.

Design Element:- Colour

Value can be used to:

Lead the eye across a page, such as running a dark to light graded area in a background.

Create a pattern.

Give the illusion of volume and depth by adding shading to an area.

Create an image of lightness or darkness.

Make a layout dramatic with large areas of dark or light shading.

Emphasize an element.

Make objects appear to be in front of or behind each other.

Design Element:- Value

Lines can be used to : -

Organise information.
Highlight or stress words.
Connect pieces of information.
Outline a photo or set it off from other elements.
Create a grid. (A grid is the underlying structure of a page.)
Create a chart or graph.
Create a pattern or rhythm by drawing many lines.
Direct the reader’s eye or create a sense of motion.
(Create a sense of action by using a diagonal line.)
Suggest an emotion.

Design Element:- Line

To use texture in your piece:

Use an image and relate it to its background.
Use a paper stock that will enhance the piece’s mood or personality.
Create contrast for interest.
Use appropriate imagery to provoke a particular emotion.
Create a feeling of richness and depth.
Add liveliness and activity.

Design Element:- Texture

Use Lines to: -
Add a border to a graphic or table.
Place above and/or below headlines. the top and/or bottom of pages to define the shape of the page or to separate header and footer text.
Separate columns of text.

Line Types:-
Variety of thickness.
Variety of patterns.

Design Element:- Line

Colours fall into three general categories:

Warm:-(exciting): Red, Pink, Yellow, Gold, Orange.

Cool:- (calming): Blue, Green, Turquoise, Silver.

Neutral:- (unifying): Brown, Beige, Ivory, Gray, Black, White

Design Element:- Colour

Bad use of colour can destroy an otherwise excellent piece

Good use of Blue leading the eye to the main headline.

Colour is the ultimate tool for creating the mood of your graphic presentation.

Colour can help to identify an important element.

Good use of colours can bring
a graphic presentation to life.

Design Element:- Colour

Two types of Texture: -

Tactile texture can be felt. E.g. different pieces of paper,straw, bark of a tree.

Visual texture, is used to create the illusion of texture on a printed piece.

Design Element:- Texture

Lines can:

Convey a mood or an emotion.
Organise the design.
Establish columns of text.
Create a texture.
Create movement.
Define shape.
Call attention to a word.
Connect pieces of information.
Frame an image or a word

Design Element:- Line

Use Value by:-

Using light values to create
a subtle look to your piece.

Making one element light
and the rest dark.

Making one element dark
to make it recede into the page’s background.

Contrasting black against white.

Design Element:- Value


Design Elements In Action

Warm exciting colours used.

Cool calming colours used

Neutral unifying colours used.

Design Element:- Colour

Make the lines into curves and you get controlled movement Dynamic. Orderly flow

Line patterns project an image: -
Uniform vertical black and white lines - Static.

Uneven spacing of uniform lines creates the
impression of movement. Dynamic.Orderly.

Design Element:- Line

Value Spectrum

Pastel shades used to express a caring environment.

Value is the darkness or
lightness of something.

Value helps to give shape
and texture.

Value expresses the theme or mood
of a graphic presentation.

Value also helps to create movement and direction.

Design Element:- Value

To make all elements easy to see by using larger type or pictures.
Contrast two elements to add interest by adding a small amount of type to large image.

Make elements fit together properly in a piece by keeping repeating elements such as headlines, subheadlines and body copy the same size.

Design Element:- Size

Make the most important element the largest.

Bring elements forward or make
elements recede on the page.

Give the reader a sense of scale
of a photograph by using a
related image.

Size is how big or small something is.

In design, size can be determined by function:- What the printed size of your piece will be.

Size can be used to attract:- You can contrast large and small elements or make a image larger and crop it in an interesting way.

Size can be used to organize:- Make the most important element the largest and the least important element the smaller.

Design Element:- Size

Graphic forms a smaller mass on this page. The body text is the greater mass.

The white space has the greatest mass on this page.

Main graphic forms the largest mass - the other elements of less mass therefore less important.

Design Element:- Mass

Mass equals size.
There are two kinds of Mass; there is physical size and visual size.

The graphic presentation has a physical mass.

Each element within the design (graphics, photos, lines, text blocks) have their own visual mass relative to the whole piece

Design Element:- Shape

Use shape in your piece to:

Highlight information using a box
with a shade of a colour.

Imply letterforms by using
a circle to represent the letter ‘O’.

Tie together all the elements on a layout.

Use shape to suggest: -
The square denotes honesty and stability. Squares are familiar, trusted shapes.
To symbolize infinity and protectiveness. Circles could also suggest something well-rounded or complete, protectiveness,and could also imply security.
Triangles suggest action. They are dynamic. Triangles may convey either conflict or strength.

Use shape in your piece to:

Frame a photograph using irregular shapes.
Symbolize an idea.
Connect pieces of information.
Make body text more interesting.

Design Element:- Shape

Shape used to give or determine form.

Shapes also communicate ideas.

Unusual shapes attract attention.

The three different type of shapes – geometric,
natural and abstract.

Design Element:- Shape

Design Element:- Shape

Design Element:- Mass

Design Element:- Size

Design Elements
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