Class 2 Design Elements

Class 2Design Elements

DESIGN

ARTDIRECTIONBASIC DESIGN ELEMENTS

basic design Elements Nothing can exist without these ingredients? What are they?

Basic Design Elements ConceptualElement • Plane • Volume • Dot (point) • Line • Shape • Tone • Color • Texture • Scale • Dimension • Direction • Gravity Visual Elements RelationalElements ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design ElementsCONCEPTUAL Elements ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements ConceptualElements Dot Line Plane Volume ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements ConceptualElements Conceptual Element are not visible. If they are really there, they are no longer conceptual. Dot Line Plane Volume ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design ElementsElements ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Dot (Point) Primary focused area • The dot is the minimum unit of visual communication. • Dot doesn’t have length or breadth. • Dot has a strong visual power to attract. • It is a position in space that holds the primary attention of the viewer. • It signals the start, an end or an area of primary focus for the eye. ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Line • A line is not thought of as a shape, but a shape can appear linear. • Lines articulate shapes • It can be seen because it differs in value, color or texture from its background. • With the proper tone or perspective, a line can create depth. • Real Line (Visual Element): Create objects • Imaginary Line (Conceptual Element): Show directions, movement and emphasis in a design ARTDIRECTIONBASIC DESIGN ELEMENTS

Real Line (Visual Element): • Contour LineA line depicting the outer edge of a shape or group of shapes. • Symbolic LineA line or combination of lines that stands for, or reminds us of, something our realm of knowledge. • Imaginary Line (Conceptual Element) • Directional LineA line or lines which direct our visual attention in specific direction. • Boundary LineA line that confines our visual attention. It may be serve to separate areas. • Implied LineA perceived continuation of images or symbols that imply a line. • Line as Value • Line as Texture Basic Design Elements Line ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Shape • Shape are made by connecting lines. • Line creates two dimensional or flat shapes. • When shapes are three dimensional, we call them forms. ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements • Natural ShapeShapes found in nature; sometimes called organic shape. • Abstract ShapeA recognized image that has been distorted or simplified. • Geometric ShapeUsually man-made shapes that are precise, exact. Triangles, squares, circles, rectangles, etc. • Nonobjective Shape • Positive ShapeAn active shape or line placed in a negative or empty space, not determined by the darkness or the lightness of the color. • Negative ShapeThe implied shape produced after two or more positive shapes are placed on a negative (non-active) space. Shape ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Color A shape is distinguished from its surroundings because of color Color is described with the words hue, value and intensity. • Hue refer to the name of the color we know. • Value (tone) tells the lightness or darkness of a hue. • Intensity refers to the brightness or dullness of a hue ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Tone The range of light values Tone (value) is the intensity of darkness or lightness of anything we see. Variations in tone allow us to see complicated visual information. ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Any surface structure can be “felt” visually. Texture can be another way to give dimension to space. Texture • Visual texture can be used to stand-in for the sense of touch. • Texture can also be used to communicate mood. surface quality ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Scale The relative size of an element in relation to another Scale is the relative size of an element in relation to another. Size is relative if we describe it in terms of bigness and smallness. ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Dimension • Dimension can be • Felt by touch and feel • Seen by two-eyed stereopticon sight • Representation of dimension in two-dimensional space depends on illusion • Perspective • Tone ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Direction of an element is relative to the position of observer or other elements. It can be felt by touch and feel, and seen by two-eyed stereopticon sight. Direction • Four basic directions are… • Horizontal Lines • Suggest calmness and usually makes people feel relaxed. • Vertical Lines • Suggest strength and stability. • Diagonal Lines • Suggest tension • Curved Lines • Suggest flowing movement ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design Elements Gravity • It is not visual but psychological. • As we are pulled by the gravity of the earth, we tend to attribute heaviness or lightness, stability or instability to individual shapes. ARTDIRECTIONBASIC DESIGN ELEMENTS

Basic Design ElementsSPACE

Basic Design Elements Space It’s the area of message, the boundaries of the viewers’ perception of the message. Canvas of a designer • Positive, Figure: If it is dominant, in the foreground or in the center of attention • Negative, Ground: If it is in the background of the design • Crowded: If the space seems uncomfortably occupied • Open:If the space seems free and unrestricted ARTDIRECTIONBASIC DESIGN ELEMENTS

Class 2 Design Elements