Elements of Design

1. Elements of Design Shape

2. Elements of Design • Elements of Design are what we arrange according to the Principles of Design. • They are the content or design components. • We are going to go over the formal elements first. • Formal elements are abstract in nature. • Other elements of design (not formal) could include illustrations, photography, borders, backgrounds, linework, etc.

3. Elements of Design • Tangible elements (physically defined presence): • shape • space • line • texture • typography • Conditional elements (embellishments or used to define the tangible elements): • color • value • size • volume

4. Shape • Can be a figure or form. • Possess width and length. • If depth is portrayed it is called a form. • Are described in many ways – geometric or organic; figurative, mechanical or natural; etc. • Different types of shape can portray different messages.

5. Geometric Shapes • Shapes that you interact with in Geometry. • Circle, square, rectangle, triangle, ellipse, polygon, star and combinations of those. • Are very defined, sometimes harsh, angular, organized, mathematical, clear.

6. Organic Shapes • Shapes that aren’t Geometric! • Think of water, clouds, plants. • Organic shapes are usually curved and somewhat undefined. • Relate tranquility, smoothness, natural, soft, relaxed.

7. Another Way to Sort Shapes • Shapes and forms could also be divided up like: • Basic Geometric (square, triangle, circle) • Complex Geometric (star, plus sign, arrow, arch) • Structured Freeform (created from straight and curved lines) • Random Freeform (random and organic) • Literal Freeform (recognizable letterforms, Icons and graphic images)

8. Geometric Shapes • For now, we are going to work mostly with geometric shapes. • Designers use geometric shapes as the foundation for logos, patterns, illustrations, etc. • It is easy for a viewer to recognize and identify with a geometric shape.

9. Principles and Elements • The elements of design are arranged in a piece according to the principles of design. • Another principle of design is Repetition. • Repetition is exactly what it sounds like – you repeat the element. • Repetition helps create Unity (another Principle).

10. Element of Design: Pattern • Today we are going to use a shape and repetition to create another Element of Design: Pattern. • Patterns are used to add richness and depth to designs and other works of art.

11. Element of Design: Pattern • They can be used as backdrops for text, icons, illustrations, photographs, etc. as long as they do not overwhelm the other items. • Instead of leaving something blank, fill it with a pattern.

12. Pattern Exercise • You will be using the Shape Tool in Photoshop to create six patterns, as described in the following slides. • Size: 10” by 10” • Resolution: 150ppi • Use Save for the Web to get them down to about 100k. • Put in a folder, all named for the pattern it is for. • Submit folder to S: drive, name folder your last name.

13. Pattern Exercise • SIMPLE: • A pattern using a single shape YOU MADE, spaced out evenly over the composition. Two colors – one for the background and one for the shape. • ROTATE: • A pattern using a single shape YOU MADE (different from SIMPLE design shape) that is rotated and repeated. Try to intertwine the shapes to make a more complex design. Two colors.

14. Pattern Exercise • THEME: • A pattern with a theme, such as stars and moons. Minimum two shapes. Maximum two colors. • COLOR: • A pattern using one shape and four colors. • MULTIPLES: • A pattern using three shapes and four colors. • DEPTH: • A pattern using one shape, repeated, rotated, overlapped and using the opacity control to create depth. • Exercise found in Design Basics Index, by Jim Krause.