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Design Elements & PRINCIPLES. Yr 12 VCAD. What are design elements?.
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Design Elements & PRINCIPLES Yr12 VCAD
What are design elements? • Design elements are the building blocks that we use to construct composition. Design principles may direct how we use these building blocks to develop a composition but the design elements are the fundamental components of a composition. • When designing an artwork it is important that you take into account how you intend to use the elements of design. They provide you with a variety of options to enhance the quality of your work.
FOLLOWING THIS OUTCOME, STUDENTS SHOULD; • Recognise all design elements and principles • Recognise how these elements and principles are used to evoke a certain mood or feeling. • Discuss how design elements and principles have been used in a chosen artwork – “Responding to Art and Design” • Use appropriate terminology when describing design elements and principles • Have a basic understanding of Adobe Photoshop -IT
POINT Represented as a dot or other small shape, point is one of the simplest design elements and is often used as an indicator to determine or define features on a map or document.
KEY WORDS • Point can be used to; differentiate, define, separate, act as an indicator, create repetition, create pattern, identify and emphasise • Point can create : map locations, bulleted lists and dot-point.
LINE With only a single dimension of length, line is a versatile design element. In technical drawings, line is integral to the representation of shape and form. Linear details such as the outline of a orthogonal drawing and the appropriate dimension lines are represented through lines of varying types.
KEY WORDS • Line can be; broken, flowing, bold, fine, medium, repeated, organic, eye-catching, dynamic, directional, static, curved, straight, sketchy, freehand, precise. • Line can be used to; establish structure, create a pattern, render, indicate and direct. • Line can create; contrast, pattern, structure, formality and contour.
COLOUR Colour is a very powerful element! For 90% of the population, colour is perhaps the most dominant and influential of all the design elements. Colour attracts us – it can be influence our moods and our behaviour.
Key Words: • Colour can be: bold, subdued, vibrant, bright subtle, warm, cool, primary, secondary, tertiary, contrasting, complementary, eye-catching, dominant, dynamic, calming, emotive • Colour can be used to: define space, create contrast, create hierarchy create a mood.
SHAPE Shape describes representational or abstract shapes that are two dimensional. - Simple geometric shapes with the dimensions of length and width include squares, triangles, rectangles and circles - There are limitless irregular shapes or abstract shapes.
Shape • Shape may form the ground in the composition, providing a space for the placement of other elements. • Shape may be the figure itself in the form of a logo or symbol. • Shape is an element that is very familiar to us, from the silhouette of the human figure to the shape of a Stop or Give Way sign.
Pictograms Exercise • A pictogram is a symbol that is based on a recognisable set of shapes or on a commonly recognisable form. For example; the male and female signage used on public toilets. • Task: Find a number of pictograms to trace in Illustrator using the PEN TOOL.
EXAMPLE EXAM RESPONSE ANSWERS: i. Pattern ii. Scale iii. Line iv. Shape v. Texture vi. Hierarchy
Your Turn: Analyse the following: - Target Audience - Context - Purpose - Discuss/define ONE element AND principle - Identify ONE METHOD used In the production of this Vis Comm.
