Chapter 3 - Design Elements and Design Principles
Chapter 3 - Design Elements and Design Principles
Chapter 3 - Design Elements and Design Principles
Design elements:
Colour
Form
Line
Point
Shape
Texture
Tone
Type
Design principles:
Balance
Contrast
Cropping
Hierarchy
Figure-ground
Pattern
Proportion
Scale
Need an awareness of the emotional power of design elements
Colour
Powerful design element, most dominant and influential of all the design elements
Holds extraordinary communicative power
Attracts us, warns us, calms and soothes us
Stimulates our emotions and senses
Can elicit strong subconscious responses from the audience (influential and
persuasive effect)
Can be symbolic, e.g. red means stop, green means go in traffic
When the use of colour challenges out understanding of its meaning, the message
can be confusing
To fully utilise the symbolic and communicative power of colour, designers need to
understand its significance in many contexts, e.g. cultural when designing for a
specific audience or market (Need an awareness of cultural sensitivities of colour)
The choice of colour can be influenced by many factors, e.g. cultural
Can influence our moods and behaviour
Three primary colours cannot be mixed or formed by any combination of other
colours (red, blue and yellow)
Secondary colours colours created through mixing primary colours (green, orange,
purple)
Tertiary colours colours derived from mixing secondary colours with tertiary
colours
Hues of colours modified through the addition of black or white
Harmonious/analogous colours colours that appear side by side on the colour
wheel
Often used to create subtle variations in a composition
Contrasting/complementary colours colours that are opposite and separated by
colours on the colour wheel
They colours often used together to create contrast. They can often create
deliberate tension in a composition which might be required to emphasise or create
a sense of dynamic visual force
Colours that are direct opposites on the colour wheel are used together to create
the strongest contrast and draw the readers attention to key information within the
composition
Colours can be described as either warm or cool (use of warm or cool colours can
describe the feel of the subject)
Other describing words: bold, eye-catching, vibrant, dominant, dynamic, calming,
emotive, subtle, subdued
Colours can be used in interior design to stimulate or sedate (pink can have a
calming effect)
Vibrant colours such as yellow and green in classrooms are designed to stimulate
learning and creativity
Colour production: screen colour and print colour use different systems and to
interchange from one form to another can cause colour change
Form
Generally refers to objects that are three-dimensional in nature
Often depicted visually through the application of other elements such as shape and
line
Form can be rendered to enhances its three-dimensional qualities
The addition of shadows and highlights can help us identify the true form of an
object
Forms are infinitely varied range from the geometric and constructed to the
organic forms of the natural world
The representations of these forms are similarly varied - can range form the
precision of an isometric engineering drawing to a loose and flowing charcoal life
drawing
Many variables impact on the design of new forms, e.g. ergonomics, the
environment, structural constraints and fashion/trends
Designers who work with the constructed environment are especially aware of the
versatility of form
Deceptively simple, functional objects such have chairs have evolved over the past
century into a product that has challenged our ideas (and perceptions) about form
Ergonomics the study of human factors in design, including the functions,
limitations and needs of the human body in relation to product design
In product design, designers often work with ergonomists to take into account the
physical, organisational and psychological effects on the user
The phrase form follows function suggests that the pure functionality of a design
product is more important than aesthetic considerations
Form can be used to define space, to create contrast or as a model or prototype
Form can be
o Three-dimensional
o Organic
o Geometric
o Dominant
o Subtle
o Tactile
o Solid
o Fluid
o Graceful
o Irregular
o Textured
o Natural
o Manufactured
o Modelled
o Sculpted
Line