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    Chapter 3 - Design Elements and Design Principles

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    ranjiang
    This document discusses design elements and principles. It defines the key design elements as color, form, line, point, shape, texture, tone, and type. The main design principles are balance, contrast, cropping, hierarchy, figure-ground, pattern, and proportion. Color is described as the most dominant design element, with the ability to elicit strong emotional responses. Form generally refers to three-dimensional objects that can be organic, geometric, or have varied textures. Line is the most basic design element and can be used to define edges or contours.

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    Chapter 3 - Design Elements and Design Principles

    Uploaded by

    ranjiang
    77 views2 pages
    This document discusses design elements and principles. It defines the key design elements as color, form, line, point, shape, texture, tone, and type. The main design principles are balance, contrast, cropping, hierarchy, figure-ground, pattern, and proportion. Color is described as the most dominant design element, with the ability to elicit strong emotional responses. Form generally refers to three-dimensional objects that can be organic, geometric, or have varied textures. Line is the most basic design element and can be used to define edges or contours.

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    Chapter 3 – Design Elements and Design Principles

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    This document discusses design elements and principles. It defines the key design elements as color, form, line, point, shape, texture, tone, and type. The main design principles are balance, contrast, cropping, hierarchy, figure-ground, pattern, and proportion. Color is described as the most dominant design element, with the ability to elicit strong emotional responses. Form generally refers to three-dimensional objects that can be organic, geometric, or have varied textures. Line is the most basic design element and can be used to define edges or contours.

    Copyright:

    © All Rights Reserved
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    Download as docx, pdf, or txt
    77 views2 pages

    Chapter 3 - Design Elements and Design Principles

    Uploaded by

    ranjiang
    This document discusses design elements and principles. It defines the key design elements as color, form, line, point, shape, texture, tone, and type. The main design principles are balance, contrast, cropping, hierarchy, figure-ground, pattern, and proportion. Color is described as the most dominant design element, with the ability to elicit strong emotional responses. Form generally refers to three-dimensional objects that can be organic, geometric, or have varied textures. Line is the most basic design element and can be used to define edges or contours.

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    of 2

    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

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