ELEMENTS AND PRINCIPLES OF DESIGN

The Elements of Design

The Elements of Design (what we see):

• Line

• Shape & Form

• Colour

• Texture

• Space

• Proportion

Line • A linear mark on a page

or screen, made with an instrument like a brush, pencil, pen, or mouse; or, the line created by the meeting of two shapes.

• In scenic design, "line" could refer to the contour of a set, an onstage structure.

• Lines have direction: vertical, horizontal, oblique

• Direction evokes emotion: oblique lines and zigzags connote action, danger, suddenness.

• Line creates Shape.

Shape & Form

• Any self-contained area with defined form or outline.

• Shapes are generally refers to 2D, form 3D.

• Shape has size, which may connote significance or insignificance, strength or weakness.

• A coloured shape on a white back-ground is itself a positive shape creating a negative shape (the background).

• Refer to the maquette for Andorra as an example of the effective use of shape.

Colour

• The phenomenon created when the human eye reacts to the energy and frequency of light.

• Light is additive – working towards white.

• Paint or pigment is subtractive – working towards black.

• LIGHT PRIMARY COLOURS :is a combination of red, blue and green light in different proportion.

• PIGMENT PRIMARY COLOURS: red blue and yellow can create any pigment colour.

• Colour is said to have value, which refers to the lightness or darkness of the colour (hue).

• Tint (colour plus white) is high-value colour, whereas shade (colour plus black) is low value colour.

• Hue, intense or saturated colour, has nothing added.

• Colour may connote emotion (excitement, rage, peace) and stimulate brain activity (action, relaxation, concentration).

Texture

• The apparent or actual quality of the surface: grainy furry, bumpy.

• Texture can be either felt (tactile), seen (visual) or both felt and seen.

• In a drawing, texture can be created by varying light and dark strokes or lines which can also imply depth.

Space

• The distance between objects, or the dimensions of length , width and depth.

• A shape on a page is positive space and it creates negative space around it, which also needs to be considered in design.

Proportion

• The harmonious relation of parts to each other or to the whole.

• Set designs, toy designs are examples.

• Can also be though of as scale.

The Principles of Design

The Principles of Design are concepts that refer to the relationships of the elements of design to each other and to the total composition. They guide how we arrange those visible elements to make effective compositions. They include: • Balance • Unity • Variety • Harmony • Movement • Rhythm • Emphasis

Balance

• The state of equal relationship; the sense of stability when weight is distributed equally on either side of a vertical axis; a pleasing arrangement of parts in a whole.

• There are different kinds of balance: – Symmetrical balance wherein each side is the mirror-

image of the other

– Asymmetrical balance wherein there is a sense of balance achieved through careful planning of elements; ex: three small objects on one side of a page may be arranged to balance one large object on the other

– Radial balance wherein the design elements swirl out from a central axis (star, explosion)

Unity

• The sense of “oneness” in a work of art; the sense that the design components or objects belong together.

• Unity is achieved by placing components close together (proximity), by repetition, or by creating a sense of flow whereby the eye is led from one aspect of the work to another using line, direction or colour.

Variety

• The use of different colours, sizes, shapes, etc. to create interest and avoid monotony.

• Variety may be achieved by varying aspects of the same theme.

Harmony

• The sense of order or agreement-among the parts of a whole; aesthetically pleasing relationships among parts of a whole.

• For example:

– The harmony of colour in a painting

– The parts of a product that fit well together yet make it look good as well. A vehicle would be a good form example.

Movement

• The sense that static elements on a page or plane can seem to be in motion, possibly because our brain understands that movement is about to happen or is actually happening.

• For example

– Images that are blurred to show speed

– Text / fonts to indicate different kinds of motion

Rhythm

• The sense that our eyes are being carried from one part of the design or painting to another; this may happen abruptly through the use of jagged lines, abrupt shifts of colour or shape, or in a flowing circular way. Repetition of design elements also contribute to a sense of rhythm.

• Repetition of line or other elements create rhythm, and also mood (calm, restful versus unsettled or dangerous.)

Emphasis

• The sense that our attention is being focused to a particular spot – a centre of attention – achieved by : – Scale: a larger object dominates smaller objects

– Colour: one bright colour against subdued colours catches the eye

– Contrast: the juxtaposition of black and white, dark and light highlights differences

– Position: an object placed in the foreground or the center of a work dominates, as does one in isolation from other objects