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PRINCIPLES and ELEMENTS of DESIGN

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Randal Dickinson

on 4 April 2016

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Transcript of PRINCIPLES and ELEMENTS of DESIGN

Shade– - Degree of darkness of a color
Tint - A pale or faint variation of a color
ELEMENTS
Microsoft Office clipart
Microsoft Office clipart
Microsoft Office clipart
Rhythm
An element is repeated at the same interval each time
.
Wikipendia.org
Balance
Rhythm
Emphasis
Proportion and scale
Movement
Contrast
Unity
Shade– - Degree of darkness of a color
Tint - A pale or faint variation of a color
Microsoft Office clipart
©iStockphoto.com
Space
Texture
Value
Line
Color
Form and Shape
Six integral components used in the creation of a design:
©iStockphoto.com
Contrast
Microsoft Office clipart
Random Rhythm
The beats of the element are random or are at irregular intervals.
©iStockphoto.com
Open, uncluttered spaces
Cramped, busy spaces
Unused vs. good use of space
Microsoft Office clipart
and
of
DESIGN
ELEMENTS
Visual Design
PRINCIPLES
PRINCIPLES
Color
Color has an immediate and profound effect on a design.
Colors can affect how humans feel and act
Form and Shape
Form: (3D)The shape and structure of something as distinguished from its substance or material.

Shape: (2D)The two-dimensional contour that characterizes an object or area.
Oriental Pearl Tower Shanghai
Architect: Jiang Huan Cheng, Shanghai Modern Architectural Design, Co.
Marie-Elisabeth-Lüders-Haus
Berlin, Germany
Wikimedia.org
Community Christian Church
Kansas City, MO
Architect: Frank Lloyd Wright, 1940
Horizontal Lines
Diagonal Lines
The Empire State Building
Architect: Shreve, Lamb, and Harmon
Brandenburg Gate
Berlin
Skyscraper
Madrid, Spain
Vertical Lines
Line
Vertical
HorizontaL
Diagonal
C
u
r
v
e
d
represents dignity, formality, stability, and strength
represents calm, peace, and relaxation
represents action, activity, excitement, and movement
represents freedom, the natural, having the appearance of softness, and creates a soothing feeling or mood
Curved Lines
Sydney Opera House
Jorn Utzon
Microsoft Office clipart
Saint Basil’s Cathedral
Moscow
©iStockphoto.com
Warm Colors
Reds, oranges, yellows

Cool Colors
Blues, purples, greens
Space


By incorporating the use of space
in your design, you can enlarge or reduce the visual space.
Absorbs more light and therefore appears darker.
Smooth
Rough
Microsoft Office clipart
Reflects more light and therefore is a more intense color.
Value
Texture


The surface look or feel of something


The relative lightness or darkness of a color
Balance
The elements within the design are identical in relation to a centerline or axis.
Symmetrical or Formal Balance
Asymmetrical or Informal Balance

Parts of the design are not identical but are equal in visual weight.
Design elements radiate outward from the center.
Radial
Balance
Hearst Castle
San Simeon, CA
Architect: Julia Morgan
©iStockphoto.com
Horizontal Balance
Building façade
Limberg, Germany
Chi Lin Buddhist Temple and Nunnery
Kowloon City, Hong Kong
The parts on the left and right sides are equal.
Regular Rhythm
www.wikimedia.org
The repeated element is identical with the exception of one detail increasing or decreasing gradually with each repetition.
Gradated Rhythm
Emphasis

Emphasis can be achieved through size, placement, shape, color, and/or use of lines
The feature in a design that attracts one’s eye
the focal point–
Unity
achieved by the consistent use of lines, color, material, and/or texture within a design.
©iStockphoto.com
Microsoft Office clipart
Proportion and Scale
3:5 ratio is known as the
Golden Mean
Flow or feeling of action
Movement
Color
Proportion and scale
Shape
Texture
Etc.
an act or instance of placing close together or side by side, for comparison.
juxtapose
the state or fact of being united or combined into one, as of the parts of a whole; unification.
Visual Design
Comparative relationships between elements in a design with respect to size
+ & - Space
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