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:
1 Chapter One Defining the Language of Design Principles and Elements of Design
2 ObjectivesUnderstand 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.
3 Objectives (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.
4 Primary Principles Affect the design as a whole Unity Variety HierarchyProportion
5 Unity An overriding principle Served by all other principles Controls variety
6 Variety Creates visual interest Balance of visual contrasts Combination of elements
7 Hierarchy An arranged order Principle functions of hierarchy Dominance Influence of one element over anotherEmphasisStressing one element over another
8 Proportion Size relationship or ratio Outer dimensions have a relationship to internal divisions and alignments
9 Support Principles Affect the interaction among elements Scale Balance RhythmRepetitionProximity
10 Scale Size comparison of internal parts Comparison based on a known constant such as human scaleHelps establish hierarchy
11 Balance Visual distribution of elements Symmetrical Asymmetrical Physical balanceRadial symmetry
12 RhythmAlternating occurrence of form and spaceCreates eye movement
13 Repetition Regular pattern of elements Principle function of repetitionPatternConfiguration of distributed elements
14 ProximityRelative position of elementsCreates visual tension
15 Elements of DesignShapeSpaceLineSizeColorTextureTypography
16 ShapeFigure or massForm is shape with volumeGeometricOrganic
17 Space Area activated by visual elements Shape/space relationships Figure/groundForm/counterformPositive/negative
18 LineMoving path of a pointLine as typeLine as edgeLine implied
19 Size Physical dimensions Serves scale and proportion Size is contextual/relative
20 Color Hues found in light and pigment Convey mood Enhance pictorial spaceHeighten emotionTransmit cultural meaning
21 Texture Quality and characteristic of surface Tactile texture Visual texture
22 TypographyLetter and word formsType functions asLineTextureShape
23 SummaryThe 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."
24 Summary (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.