ELEMENTS and PRINCIPLES OF DESIGN

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ELEMENTS and PRINCIPLESOF DESIGN
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Elements of Design
The building blocks of design.
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Line

• A line is defined as a mark with length and
  direction, created by a point that moves across a
  surface. A line can vary in length, width,
  direction, curvature, and color. Line can be
  two-dimensional (a pencil line on paper), or
  implied three-dimensional.

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Lines

• Lines can be straight (vertical, horizontal or
  diagonal).
• Lines can be curved.
• Lines can zig zag.
• How are lines used in the composition on this
  slide?

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Lines

• Lines can indicate motion or direction.
• How are lines used in the composition on this
  slide?

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Shape

• A flat figure, shape is created when actual or
  implied lines meet to surround a space. A change
  in color or shading can define a shape. Shapes
  can be divided into several types geometric
  (square, triangle, circle) and organic (irregular
  in outline).

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Shapes

• Shapes are enclosed objects that can be created
  by line or created by color and value changes
  that define their edges.

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Size (Form)

• This refers to variations in the proportions of
  objects, lines or shapes. There is a variation of
  sizes in objects either real or imagined. Can
  also be geometric, having a 3rd dimension
  (Example Pyramid or cube.

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Space

• Space is the empty or open area between, around,
  above, below, or within objects.
• Basic Rule Use your space (positive space), do
  not leave lots of empty or white space (negative
  space).

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Space

• Shapes and forms are made by the space around and
  within them.
• Space is often called three-dimensional or two-
  dimensional.
• Positive space is filled by a shape or form.
  Negative space surrounds a shape or form.

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Color

• Color is the perceived character of a surface
  according to the wavelength of light reflected
  from it. The sensation of color is aroused in
  the brain by response of the eyes to different
  wavelengths of light.

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Color has three dimensions

• HUE (another word for color, indicated by its
  name such as red or yellow)
• VALUE (its lightness or darkness),
• INTENSITY (its brightness or dullness).

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Do you remember Roy G Biv from Art Class or the
spectrum of light from science? Red Orange
Yellow Green Blue
Indigo Violet
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Color definitions

• Hue is another word for color.
• Chroma is the intensity or purity of color.
• Tint is a color mixed with white.
• Tone is a color mixed with gray.
• Shade is a color mixed with black.

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Color and Contrast

• Using color can enhance or detract from a
  composition.www.lighthouse.org/color_contrast.htm
  
• Color wheels help determine which colors are in
  greatest contrast.
• Use Kuler from Adobe Labs to try out new color
  schemes
• http//kuler.adobe.com/

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Color Wheel
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Color wheels

• Analogous colors are a palette of compatible
  color combinations that blend well together. They
  are neighbors on the color wheel. They tend to
  live harmoniously because they are relatives to
  each other.
• Complementary colors are opposite each other on
  the color wheel. They contrast, enhance and
  intensify each other. Therefore, complementary
  colors need to be used with caution.

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Color in design

• Use color to label or show hierarchy.
• Use color to represent or imitate reality.
• Use color to unify, separate, or emphasize.
• Use color to decorate.
• Use color consistently.

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Color

• Color theory encompasses a multitude of
  definitions, concepts and design applications.
• All the information would fill several
  encyclopedias. As an introduction, here are a few
  basic concepts.

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Primary ColorsRed, Yellow Blue

• A color circle, based on red, yellow and blue, is
  traditional in the field of art. Sir Isaac Newton
  developed the first circular diagram of colors in
  1666.
• Since then scientists and artists have studied
  and designed numerous variations of this concept.
  
• Differences of opinion about the validity of one
  format over another continue to provoke debate.
• In reality, any color circle or color wheel which
  presents a logically arranged sequence of pure
  hues has merit.

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Primary ColorsRed, Yellow Blue

• In traditional color theory, these are the 3
  pigment colors that can not be mixed or formed by
  any combination of other colors. All other colors
  are derived from these 3 hues

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Secondary Colors
GREEN
ORANGE
PURPLE

• These are the colors formed by mixing the primary
  colors.

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TERTIARY COLORS
yellow-green.
Yellow-orange
blue-green
red-orange
blue-purple
red-purple
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Analogous colors

• Analogous colors are any three colors which are
  side by side on a 12 part color wheel, such as
  yellow-green, yellow, and yellow-orange.
• Usually one of the three colors predominates.

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Complementary Colors

• Complementary colors are any two colors which are
  directly opposite each other, such as red and
  green and red-purple and yellow-green.
• In the illustration above, there are several
  variations of yellow-green in the leaves and
  several variations of red-purple in the orchid.
• These opposing colors create maximum contrast and
  maximum stability.

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Nature Color

• Nature provides a perfect departure point for
  color harmony. In the illustration above, red
  yellow and green create a harmonious design,
  regardless of whether this combination fits into
  a technical formula
• for color harmony.

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Neutral Colors

• Neutral (NOO-trul) colors don't normally show up
  on the color wheel.
• Neutral colors include black, white, gray, and
  sometimes brown and beige.
• They are sometimes called earth tones.

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Color Context

• How color behaves in relation to other colors and
  shapes is a complex area of color theory.
• Compare the contrast effects of different color
  backgrounds for the same red square.

Red appears more brilliant against a black
background and somewhat duller against the white
background. In contrast with orange, the red
appears lifeless in contrast with blue-green, it
exhibits brilliance. Notice that the red square
appears larger on black than on other background
colors.
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Colour

• Light that comes from the sun is basically white.
  It is made up of all colours When it passes
  through a specially shaped glass called a prism
  it breaks up into different colours. When the sun
  comes out while it is still raining, we often
  observe a rainbow because light must pass through
  raindrops. It breaks up into all the colours of
  the visible spectrum. Violet light is at one end
  of the spectrum because it has the shortest
  wavelength, red light, which has the longest
  wavelength, is at the other end.

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Opaque (Opacity)

• What happens to light depends on the kind of
  object or material that it hits. Transparent
  objects, like glass, let light waves pass through
  without mixing them up. You can see through this
  material. Translucent material also allows rays
  to pass through, but it mixes them up so that you
  cannot see through such objects clearly. Opaque
  materials dont let any light pass through.

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Different readings of the same color

• If your computer has sufficient color stability
  and gamma correction (link to Color Blind
  Computers) you will see that the small purple
  rectangle on the left appears to have a
  red-purple tinge when compared to the small
  purple rectangle on the right. They are both the
  same color as seen in the illustration below.
  This demonstrates how three colors can be
  perceived as four colors.

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Different readings of the same color

• Observing the effects colors have on each other
  is the starting point for understanding the
  relativity of color. The relationship of values,
  saturations and the warmth or coolness of
  respective hues can cause noticeable differences
  in our perception of color.

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Color

• Color Theory and Color Schemes

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Color The result of light reflecting off of a
surface.
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Color Theory

• Study of color mixing and color schemes.
• A body of practical guidance to color mixing and
  the visual impacts of specific color
  combinations. (wikipedia.org)

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According to color theory, certain color
combinations work better than others. Using
color schemes can help with the over all success
of a composition.
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Color Schemes

• An arrangement
• or pattern of colors or colored objects conceived
  of as forming an integrated whole.
  (dictionary.com)

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Primary Red, Blue, Yellow
If you mix red, yellow blue, you will make
brown. Depending on the ratio of colors, you can
also produce a beautiful gray and a wide variety
of browns or flesh tones.
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Secondary Orange, Green, Purple
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Complimentary Colors Colors across from each
other on the color wheel.
Red and Green
Orange and Blue
Yellow and Violet
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Orange and Blue
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Red and Green.
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Spilt-Complimentary Colors Triad of colors
consisting of a compliment, plus the two
tertiary/intermediate colors on each side of its
compliment.
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Analogous Colors Colors next to each other on
the color wheel.

• Red, orange, and yellow.
• Green, Blue, Purple.

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Examples of analogous compositions
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Monochromatic

• Consisting of one color, plus its tints and
  shades (color black and white monochromatic)

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Examples of monochromatic compositions
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Okay, so you know about color, but there are a
few other things you need to know.

• Shape Organic and Geometric
• Balance Asymmetrical
• Space Positive and Negative

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Shape

• An area enclosed by line.

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There are two types of shape
Organic
Geometric
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Organic Shape

• Characteristic of, pertaining to, or derived from
  living organisms (dictionary.com)

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Organic shapes have curvy, natural lines.
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Geometric Shape

• Arrangement of objects in simple rectilinear or
  curvilinear form. (dictionary.com)

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Geometric shapes are characterized by straight,
rigid lines.
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Balance

• Equal distribution of weight (dictionary.com)

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There are three types of balance

• Symmetrical
• Asymmetrical
• Radial

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Asymmetrical Balance

• Not identical on both sides of a central line
  lacking symmetry

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Both sides of the composition are not the same,
but the shapes visually balance each other.
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Positive and Negative Space
Positive Space The object the area the object
occupies.
Negative Space The area around the object.
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When creating a composition, the negative space
and positive space should be about equal.
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Try to avoid having too much negative space.
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Texture

• Texture is the way a surface feels (actual
  texture) or how it may look (implied texture).
  Textures are described by word such as rough,
  silky, or pebbly.

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Texture

• Texture is the surface look of an object created
  by varying dark and light areas.
• Roughness
• Smoothness
• Depth

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Value(Shading)

• Value is how dark or how light something looks.
  We achieve value changes in color by adding black
  or white to the color. Chiaroscuro uses value in
  drawing by dramatically contrasting lights and
  darks in a composition.

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UNITY

• Unity The correct balance of composition or
  color that produces a harmonious effect.

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Unity

• What is the focus of the message?