Presentation on theme: "Objectives Understand design as a visual language built on fundamental principles and elements. Learn how the primary principles of unity, variety, hierarchy."— Presentation transcript:
1Chapter One Defining the Language of Design Principles and Elements of Design
2ObjectivesUnderstand design as a visual language built on fundamental principles and elements.Learn how the primary principles of unity, variety, hierarchy (dominance), and proportion affect the design composition as a whole.
3Objectives (cont.)Learn how the supporting principles of scale, balance, rhythm, repetition, economy, and proximity affect internal relationships of the elements within a design composition.Discover the uses of shape, space, line, size, color, texture, and typography as compositional content.
4Primary Principles Affect the design as a whole Unity Variety HierarchyProportion
5Unity An overriding principle Served by all other principles Controls variety
6Variety Creates visual interest Balance of visual contrasts Combination of elements
7Hierarchy An arranged order Principle functions of hierarchy Dominance Influence of one element over anotherEmphasisStressing one element over another
8Proportion Size relationship or ratio Outer dimensions have a relationship to internal divisions and alignments
9Support Principles Affect the interaction among elements Scale Balance RhythmRepetitionProximity
10Scale Size comparison of internal parts Comparison based on a known constant such as human scaleHelps establish hierarchy
11Balance Visual distribution of elements Symmetrical Asymmetrical Physical balanceRadial symmetry
12RhythmAlternating occurrence of form and spaceCreates eye movement
13Repetition Regular pattern of elements Principle function of repetitionPatternConfiguration of distributed elements
14ProximityRelative position of elementsCreates visual tension
15Elements of DesignShapeSpaceLineSizeColorTextureTypography
16ShapeFigure or massForm is shape with volumeGeometricOrganic
17Space Area activated by visual elements Shape/space relationships Figure/groundForm/counterformPositive/negative
18LineMoving path of a pointLine as typeLine as edgeLine implied
19Size Physical dimensions Serves scale and proportion Size is contextual/relative
20Color Hues found in light and pigment Convey mood Enhance pictorial spaceHeighten emotionTransmit cultural meaning
21Texture Quality and characteristic of surface Tactile texture Visual texture
22TypographyLetter and word formsType functions asLineTextureShape
23SummaryThe principles and elements of design function as a visual vocabulary.Learning to use them is like learning a new language.Study them individually at first and gradually learn to combine them in more complex ways.Study the work of contemporary designers and design through the 20th century.Chapter exercises stress one or two main principles, limiting the elements used to solve them.Once you have mastered the vocabulary of any language, you can communicate in that "tongue."
24Summary (cont.) Visual language is complex and fluid. Influenced by cultural, social, and technological change.Using it is an ongoing learning process.The principles and elements do not change.When you have gained a working knowledge of them, you possess the means to powerful communication.