Multiuse Design Elements
1.01 Understand typography, multiuse design principles and elements.
Lines• Can be any size, shape, texture, pattern or direction• Can be straight or curved
Lines Can Organize
Apple Grapes Oranges
Red Delicious White Navel
Fuji Red Hamlin
Lines Can Create Movement
Lines Can Connect
Speaker
Fence
X’s
PostHat
Leaves
Box
Lines Can SeparateLorem Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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Lines Can Provide Texture
Lines Can Convey a Mood or Emotion
Lines Can Define Shapes
Lines Can Provide Emphasis
Magazine Article Title
Newspaper Title
Lines Can Provide a Frame
Space•Positive Space – length, width, and depth of
objects•Negative Space – “white space”
▫the distance between objects▫Necessary to avoid clutter; gives a design
breathing room•Example: Two shapes on a page are positive
space. The space between them is negative space.
Examples of space
Space improves readability
Shapes• 2-dimensional space• Enhances a publication• Shapes can be:
▫ Geometric – triangles, squares, circles.▫ Organic – natural or man-made shapes
leaves, flowers, cars▫ Abstract – a blend of both
Form•3-dimensional space
added to objects by the addition of shadows, tone, or color transitions
3-D space because of shadow added
2-D Shape 3-D Form
Mass•The size or amount of space taken up by an
element.•Used for emphasis
Texture•Used to convey a sense of touch or feel
Color as a Design Element▫Evokes Emotion Sets tone or mood Color Themes
Cool Colors - blue, green, violet▫Considered calming
Warm Colors – red, orange, yellow▫Considered exciting
Neutral Colors – beige, ivory, taupe, black, gray, white▫Unify a design
▫Can add or detract ▫Can create movement and lead the eye
Color
Color Harmony
•Create harmony by choosing pleasing color combinations from a color palette
Color PaletteColor Wheel
Color Schemes•Complementary color scheme – any 2 colors
directly opposite each other on the color wheel▫Examples: Red/Green, Purple/Yellow
Color Schemes•Analogous color scheme - any three colors
which are side by side on a 12 part color wheel▫Example: yellow-green, yellow, and yellow-
orange. ▫Usually one of the three colors predominates.
Color Schemes•Monochromatic color scheme - uses variations
in lightness and saturation of a single color. ▫Produces a soothing effect▫Easy on the eyes; however, can be difficult to
highlight important elements
Color on Monitors
•Measured in RGB – red, green, blue▫Each color is assigned a number between 0
and 255.▫255, 255, 255 = black
•Additive color – as color, or light, is added the result gets lighter
Color and Printers•Printers use a color model called CMYK.
▫Cyan, Magenta, Yellow and Black•They are based on percentages.
▫If each is set to 100%, the color is black.•Subtractive Color – as color is added, the
result gets darker
Color Matching•matching the printed ink color to the color
displayed on the monitor▫Change your color model to:
CMYK for printed material RGB for on-screen displays
Color Terms•Hue – a color•Value – the brightness of a color•Tint – a hue plus white•Shade – a hue plus black•Saturation - the amount of the hue used; a
color’s intensity
Pink: A tint of red
Burgandy: A shade of red
Red is the hue
What have you learned?