Elements of Design
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The elements are components or parts which can be isolated and defined in any visual design or work of art.

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Elements of Design

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Elements of design

Elements of Design

ADMEC MULTIMEDIA

Leader in Animation & Digital Media Education

ISO 9001:2008 CERTIFIED | ADOBE Testing Center

www.admecindia.co.in


Elements of design

ELEMENTSOFDESIGN

1. Element

The elements are components or parts which can

be isolated and defined in any visual design or work

of art. They are the structure of the work, and can

carry a wide variety of messages.


Elements of design

VISUALDESIGNELEMENTS

Eight integral components used in the creation of

the design

Color

Space

Shape

Line

Texture

Value

Form


Elements of design

LINES

 Has only a length dimension

 Can be used to

Define a boundary

Indicate volume

Create perspective and depth

Create a texture and pattern

Suggest movement

Imply emotion


Elements of design

LINE

Types

• Vertical - represent dignity, formality, stability

and strength

• Horizontal – represent calm , peace , and

relaxation

• Diagonal – represent action , activity ,excitement,

and movement

• Curved – represents freedom, the natural, having the

appearance of softness, and create a soothing feeling

or mood


Elements of design

VERTICAL LINES

 Vertical lines characterize dignity , formality,

stability, and strength


Elements of design

HORIZONTAL LINES

 Horizontal line represent

calm peace and

relaxation


Elements of design

DIAGONAL LINES

 Diagonal Lines give the sense

of movement, action

and activity.


Elements of design

CURVED LINES

 Curved lines give the sense

of freedom and a soothing

mood


Elements of design

COLOR

 Colour is paramount. Colour creates specific

moods, atmospheres, channels emotions and each

shade has certain specific connotations associated

with it. In short, colour can make or break your

design.

 Describe by the no of qualies

• Hue :- base color

• Value :-lightness or darkness

• Saturation :- purity or intensity


Elements of design

COLOR TEMPERATURE


Elements of design

VALUE

 Value is the relative degree of lightness and

darkness in a design element. Line, color, texture,

and shape all need value contrast in order to be

seen. Value is used to describe objects, shapes,

and space.


Elements of design

VALUE

 Allow us to perceive shape and the illusion

of 3D object on a 2D surface


Elements of design

SHAPE

 A shape is defined as an area that stands out from

the space next to or around it due to a defined or

implied boundary, or because of differences of

value, color, or texture. A shape is formed when

a line encloses an area.

 A 2D area enclosed by lines or curves

 Types

• Geometric :- square , circle, rectangle

• Mechanical :- simple shapes made of straight

and curve line.

• Organic :- natural or simulating nature


Elements of design

GEOMETRICSHAPES


Elements of design

MECHANICAL SHAPES


Elements of design

ORGANICSHAPES


Elements of design

FORM( SHAPE & SPACE)

 Form and shape are areas or masses which define

objects in space. Form and shape imply space

indeed they cannot exist without space.

 There are various ways to categorize form and

shape. Form and shape can be thought of as either

two dimensional or three dimensional. Two

dimensional form has width and height. It can also

create the illusion of three dimension

objects. Three dimensional shape has depth as

well as width and height.


Elements of design

FORM( SHAPE & SPACE)

 Examples:-


Elements of design

SPACE

 Space, or depth, is the eponymous property of our

3-dimensional world. It refers to the area that a

shape or form occupies. Space can be defined

as positive or negative.

• Positive space is the filled space, the object(s) or

element(s) in the design.

• Negative space is the empty space, or the open space

between design elements or objects, such as a

background.


Elements of design

TEXTURE

 Texture is defined as the surface characteristics of

a material that can be experienced through the

sense of touch or the illusion of touch.

 Texture may be used in a work of art to:

• create visual interest or a focal point in a composition

• to create contrast within a design composition

• to help visually balance a design composition


Elements of design

TEXTUREEXAMPLES :-


Elements of design

Principles Of Design

PRINCIPALOFDESIGN

Principals

The Principles are concepts used to organize

or arrange the structural elements of design.

Again, the way in which these principles are

applied affects the expressive content, or the

message of the work.

1


Elements of design

PRINCIPLESOFDESIGN

 There are seven type of principals :-

• balance

• Emphasis

• Contrast

• rhythm

proportion

unity

economy


Elements of design

BALANCE

 Balance is a pretty important thing in most of life,

and it’s equally as important in the world of design.

 Visual and physical balance

 Types

• Symmetrical

• Asymmetrical

• radial


Elements of design

SYMMETRICAL(FORMAL) BALANCE

 Symmetry means a mirror image -- one side is the

mirror image of the other. Symmetry can occur in

any orientation as long as the image is the same on

either side of the central axis.


Elements of design

ASYMMETRICAL (INFORMAL) BALANCE

 Asymmetry means without symmetry. That by itself

has nothing to do with balance. It just means that

there are no mirror images in a composition. The

term, however, is usually used to describe a kind of

balance that does not rely on symmetry:

asymmetrical balance. There is no simple formula

for achieving balance in asymmetrical balance

(hence the term informal balance) so the designer

must sense whether or not the composition is

balanced. This is where your sense of balance

really comes into play.


Elements of design

ASYMMETRICAL (INFORMAL) BALANCE


Elements of design

RADIALBALANCE

 Radial balance is any form of representation that

achieves a visual balance through circles. This is

achieved where parts of an object or picture are

regularly arranged and radiate from the central

point. Cycle tyres, Star fish, human iris, snow

flakes are few examples


Elements of design

EMPHASIS

 Emphasis creates a focal point in a design; it is how

we bring attention to what is most important.

Emphasis is what catches the eye and makes the

viewer stop and look at the image. Without

emphasis, without getting the viewer to look at the

image, communication cannot occur.


Elements of design

CONTRAST

refers to the arrangement of opposite elements

(light vs. dark colors, rough vs. smooth textures,

large vs. small shapes, etc.) in a piece so as to

create visual interest, excitement and drama.


Elements of design

RHYTHM

 Rhythm in design is also called repetition. Rhythm

allows your designs to develop an internal

consistency that makes it easier for your customers

to understand. Once the brain recognizes the

pattern in the rhythm it can relax and understand

the whole design. Repetition rarely occurs on its

own and so it imbues a sense of order onto the

design. And because of this, repetition attracts

attention and prompts customers to investigate

further.


Elements of design

USEOFRHYTHM

 Nearly anything in a Web design can be repeated

to create a rhythm to your designs. You can repeat

a headline multiple times for emphasis, repeat an

image across the top of your design, create a

patterned background with repetitive elements, or

repeat a style throughout the pages of your site to

provide consistency.


Elements of design

PROPORTION

 Proportion refers to the relative size of parts of a

whole (elements within an object). We often think of

proportions in terms of size relationships within the

human body.


Elements of design

UNITY

 Unity is the relationship among the elements of a

visual that helps all the elements function

together. Unity gives a sense of oneness to a visual

image. In other words, the words and the images

work together to create meaning.


Elements of design

ECONOMY

 The principal of design suggest that a good

composition is the most simple solution to the

design problem.

• Minimal design

• Simplicity in art

• Keeping it simple is the key to good design


Elements of design

ADMEC MULTIMEDIA

Leader in Animation & Digital Media Education

ISO 9001:2008 CERTIFIED | ADOBE Testing Center

ADMEC MULTI MEDI A I NSTI TUTE

For More information you can visit :

http://www.admecindia.co.in

Contact Us:

ADMEC MULTIMEDIA INSTITUTE

C-7/114, IInd Floor, Sector- 7, Rohini, Delhi- 85

Landmark: Near Rohini East Metro Station

Helpline 1: +91 9811 818 122

Helpline 2: +91 9911 782 350


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