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    Principles and Elements of Design

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    Dennie Zody Logan
    About Design Elements (Lines, Colour, Value, Space, Form and Shape, Texture) and Design Principles (Balance, Emphasis, Focus, Unity, Movement, Rhythm, Contrast).

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    © All Rights Reserved
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    Principles and Elements of Design

    Uploaded by

    Dennie Zody Logan
    397 views53 pages
    About Design Elements (Lines, Colour, Value, Space, Form and Shape, Texture) and Design Principles (Balance, Emphasis, Focus, Unity, Movement, Rhythm, Contrast).

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    © © All Rights Reserved

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    PDF, TXT or read online from Scribd

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    About Design Elements (Lines, Colour, Value, Space, Form and Shape, Texture) and Design Principles (Balance, Emphasis, Focus, Unity, Movement, Rhythm, Contrast).

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    397 views53 pages

    Principles and Elements of Design

    Uploaded by

    Dennie Zody Logan
    About Design Elements (Lines, Colour, Value, Space, Form and Shape, Texture) and Design Principles (Balance, Emphasis, Focus, Unity, Movement, Rhythm, Contrast).

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 53

    Elements and

    Principles of Design
    What makes something
    visually appealing?
    The way in which elements (your ingredients) and your
    principles (the way in which you prepare those ingredients)
    are arranged.
    Design
    Elements
    Design Element:

    Line
    CURVED LINES
    Represents freedom, the
    natural, having the
    appearance of softness,
    and creates a soothing
    feeling or mood

    Henry Sy Sr. Building, DLSU (TheLaSallian)


    VERTICAL LINES
    Represents dignity,
    formality, stability and
    strength.

    Grand Central Station, New York (IG/EvanEdinger)


    HORIZONTAL LINES
    Represents calm, peace
    and relaxation
    DIAGONAL LINES
    Represents action, activity,
    excitement and
    movement.
    Design Element:

    Color
    Color
    Color has an immediate and profound effect
    on design
    Warm colors: Reds, oranges, yellows
    Cool colors: Blues, purples, greens
    Color
    Warm Cool
    Warm Cool

    The Hunger Games (Film, 2012) Game of Thrones Season 7 (TV Show, 2017)
    Design Element:

    Form and
    Shape
    Form and Shape
    Form (3D) - the shape and structure of
    something as distinguished from its substance
    or material

    Shape (2D) - The two-dimensional contour


    that characterizes an object or area
    Form and Shape
    Finding Nemo (2015) Kimi No Na Wa (2016)

    Form (3D) Shape (2D)


    Design Element:

    Space
    Space
    Enlarging or reducing
    visual space
    Types
    -Open
    -Unused
    -Cramped
    Space
    Space
    Space

    Magkaribal (TV Show, 2010)


    Design Element:

    Texture
    Texture
    The look and feel of an object
    Smooth: Reflects more light (more intense)
    Rough: Absorbs more light (appears darker)
    Texture
    Smooth Rough
    Smooth Texture
    Rough Texture
    Design Element:

    Value
    Value
    The relative lightness or darkness of a color
    Methods
    -Shade: degree of darkness of a color
    -Tint: A pale or faint variation of a color
    Value
    Netflix logo

    1 +shade/-tint
    SHADE

    2 +tint/-shade 2

    1
    TINT
    Value
    Microsoft Windows logo

    Old logo

    New logo
    Design
    Principles
    Design Principle:

    Proportion and
    Scale
    Proportion and Scale
    Comparative relationships between elements
    in a design with respect to size.

    Golden Mean
    Golden Ratio
    Rules of Thirds
    Old logo

    The Kings Speech (Film, 2010)


    The Kings Speech (Film, 2010)
    Design Principle:

    Emphasis
    Emphasis
    The feature in a design that attracts ones eye.
    The focal point
    Can be achieved through shape, color, line, size
    La La Land (2016)
    Schindlers List (Film, 1993)
    Design Principle:

    Contrast
    Contrast
    Noticeably different
    Can be created with:
    Proportion and scale
    Shape
    Color
    Texture
    Etc.
    British Government motivational posters (1939)
    Design Principle:

    Rhythm
    Rhythm
    Repeated use of line, shape, color, texture or
    pattern
    Types
    Regular
    Graduated
    Random
    Regular Graduated Random

    Louis Vuitton monogram


    AM by Arctic Monkeys (Music Album, 2013)
    Saint Basils Cathedral, Moscow
    Design Principle:

    Unity
    Unity
    Achieved through the consistent use of lines,
    color, material and/or texture within a design.
    Design Principle:

    Movement
    Movement
    Flow or feeling of action

    Sydney Opera House, Australia


    Design Principle:

    Balance
    Balance
    Parts of the design are equally distributed to
    create a sense of stability. Both physical and
    visual balance exist.
    Symmetrical or formal balance
    Asymmetrical or informal balance
    Radial balance
    Vertical balance
    Horizontal balance
    Symmetrical Asymmetrical
    Radial balance
    (Formal balance) (Inormal balance)

    Old Pepsi logo New Pepsi logo


    Vertical balance Horizontal balance

    Taj Mahal, India Manila Cathedral

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