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    Elements & Principles of Design PDF

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    Ishita Das
    The document discusses the elements and principles of design and how they apply to visual communication. It defines the seven elements of design as line, shape, direction, size, texture, color, and value. It then explains the seven principles of design - balance, gradation, repetition, contrast, harmony, dominance, and unity. It provides examples to illustrate how each element and principle is used in visual artwork to effectively communicate ideas and guide the viewer's eye.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Elements & Principles of Design PDF

    Uploaded by

    Ishita Das
    23 views48 pages
    The document discusses the elements and principles of design and how they apply to visual communication. It defines the seven elements of design as line, shape, direction, size, texture, color, and value. It then explains the seven principles of design - balance, gradation, repetition, contrast, harmony, dominance, and unity. It provides examples to illustrate how each element and principle is used in visual artwork to effectively communicate ideas and guide the viewer's eye.

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    An overview of the elements and principles of visual Art and design

    Original Title

    Elements & Principles of Design.pdf

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    © © All Rights Reserved

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    The document discusses the elements and principles of design and how they apply to visual communication. It defines the seven elements of design as line, shape, direction, size, texture, color, and value. It then explains the seven principles of design - balance, gradation, repetition, contrast, harmony, dominance, and unity. It provides examples to illustrate how each element and principle is used in visual artwork to effectively communicate ideas and guide the viewer's eye.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    23 views48 pages

    Elements & Principles of Design PDF

    Uploaded by

    Ishita Das
    The document discusses the elements and principles of design and how they apply to visual communication. It defines the seven elements of design as line, shape, direction, size, texture, color, and value. It then explains the seven principles of design - balance, gradation, repetition, contrast, harmony, dominance, and unity. It provides examples to illustrate how each element and principle is used in visual artwork to effectively communicate ideas and guide the viewer's eye.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 48

    Describe the Elements and

    Principles of Design
    and how it applies to

    Visual Communication
    1. Design.
    2. Communication.
    3. Visual.
    design
    dɪˈzʌɪn/

    noun
    noun: design; plural noun: designs
    1 a plan or drawing produced to show the look and function or workings of a building, garment, or other
    object before it is made.

    verb
    verb: design; 3rd person present: designs; past tense: designed; past participle: designed; gerund or present
    participle: designing
    1 decide upon the look and functioning of (a building, garment, or other object), by making a detailed
    drawing of it.
    design = to have function
    Communication.
    Communication.
    COMMUNICATION.
    Communication.
    Communication.
    Communication.
    “Everything we see* communicates an emotion to us.”

    * see/hear/taste/smell/feel
    Visual.
    1. Design.
    2. Communication.
    3. Visual.
    The purpose of Visual
    Communication Design is
    effective communication.
    ?
    Describe the Elements and

    Principles of Design
    and how it applies to

    Visual Communication
    The Starry Night (Vincent Van Gogh, 1889)
    We need rules to code
    –or decode a visual design.
    Describe the Elements and

    Principles of Design
    and how it applies to

    Visual Communication
    * for the purpose of this communication,
    the words Art and Design are interchangeable
    The elements and principles of design are the
    building blocks used to create a work of art.
    The 7 Elements of Art
    • Line
    • Shape
    • Direction
    • Size
    • Texture
    • Colour
    • Value
    • Line: The linear marks made with a pen or brush or the edge created when two shapes meet.

    • Shape
    • Direction
    • Size
    • Texture
    • Colour
    • Value
    • Line: The linear marks made with a pen or brush or the edge created when two shapes meet.

    • Shape: A shape is a self contained defined area of geometric or organic form.

    • Direction:
    • Size
    • Texture
    • Colour
    • Value
    • Line: The linear marks made with a pen or brush or the edge created when two shapes meet.

    • Shape: A shape is a self contained defined area of geometric or organic form.

    • Direction: All lines have direction - Horizontal, Vertical or Oblique.

    • Size:
    • Texture
    • Colour
    • Value
    • Line: The linear marks made with a pen or brush or the edge created when two shapes meet.

    • Shape: A shape is a self contained defined area of geometric or organic form.

    • Direction: All lines have direction - Horizontal, Vertical or Oblique.

    • Size: Size is simply the relationship of the area occupied by one shape to that of another.

    • Texture
    • Colour
    • Value
    • Line: The linear marks made with a pen or brush or the edge created when two shapes meet.

    • Shape: A shape is a self contained defined area of geometric or organic form.

    • Direction: All lines have direction - Horizontal, Vertical or Oblique.

    • Size: Size is simply the relationship of the area occupied by one shape to that of another.

    • Texture: Texture is the surface quality of a shape. It can be physical (tactile) or visual.

    • Colour
    • Value
    • Line: The linear marks made with a pen or brush or the edge created when two shapes meet.

    • Shape: A shape is a self contained defined area of geometric or organic form.

    • Direction: All lines have direction - Horizontal, Vertical or Oblique.

    • Size: Size is simply the relationship of the area occupied by one shape to that of another.

    • Texture: Texture is the surface quality of a shape. It can be physical (tactile) or visual.

    • Colour: (you know what this means) It is also called Hue.

    • Value
    • Line: The linear marks made with a pen or brush or the edge created when two shapes meet.

    • Shape: A shape is a self contained defined area of geometric or organic form.

    • Direction: All lines have direction - Horizontal, Vertical or Oblique.

    • Size: Size is simply the relationship of the area occupied by one shape to that of another.

    • Texture: Texture is the surface quality of a shape. It can be physical (tactile) or visual.

    • Colour: (you know what this means) It is also called Hue.

    • Value: Value is the lightness or darkness of a colour. It is also called Tone


    The Starry Night (Vincent Van Gogh, 1889)
    The 7 Principles of
    Design
    The Principles of Design are the aesthetic guidelines
    used to organize or arrange the Elements of Art.
    • Balance
    • Gradation
    • Repetition
    • Contrast
    • Harmony
    • Dominance
    • Unity
    • Balance

    A large shape close to the center can be balanced by a small shape close to
    the edge. A large light toned shape will be balanced by a small dark
    toned shape (the darker the shape the heavier it appears to be)
    • Gradation

    Gradation of size and direction produce linear perspective. Gradation of of


    colour from warm to cool and tone from dark to light produce aerial
    perspective. Gradation can add interest and movement to a shape. A
    gradation from dark to light will cause the eye to move along a shape.
    • Repetition

    The five squares above are all the same. They can be taken in and
    understood with a single glance.
    • Repetition

    When variation is introduced, the five squares, although similar, are much
    more interesting to look at. They can no longer be absorbed properly with a
    single glance. The individual character of each square needs to be
    considered.
    • Contrast
    • Harmony

    Harmony in painting is the visually satisfying effect of combining similar,


    related elements.
    • Dominance

    Dominance can be applied to one or more of the elements to give emphasis


    • Unity

    Unity in a painting refers to the visual linking of various elements of the work.

    Relating the design elements to the the idea being expressed in a painting
    reinforces the principal of unity.eg. a painting with an active aggressive
    subject would work better with a dominant oblique direction, course, rough
    texture, angular lines etc. whereas a quiet passive subject would benefit from
    horizontal lines, soft texture and less tonal contrast.
    ?
    !

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