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Chapter One Defining the Language of Design Principles and Elements of Design.

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Presentation on theme: "Chapter One Defining the Language of Design Principles and Elements of Design."— Presentation transcript:

1 Chapter One Defining the Language of Design Principles and Elements of Design

2 Objectives Understand 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 –Hierarchy –Proportion

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 another –Emphasis Stressing 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 –Rhythm –Repetition –Proximity

10 Scale Size comparison of internal parts Comparison based on a known constant such as human scale Helps establish hierarchy

11 Balance Visual distribution of elements –Symmetrical –Asymmetrical –Physical balance –Radial symmetry

12 Rhythm Alternating occurrence of form and space Creates eye movement

13 Repetition Regular pattern of elements Principle function of repetition –Pattern Configuration of distributed elements

14 Proximity Relative position of elements Creates visual tension

15 Elements of Design Shape Space Line Size Color Texture Typography

16 Shape Figure or mass Form is shape with volume –Geometric –Organic

17 Space Area activated by visual elements Shape/space relationships –Figure/ground –Form/counterform –Positive/negative

18 Line Moving path of a point –Line as type –Line as edge –Line 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 space –Heighten emotion –Transmit cultural meaning

21 Texture Quality and characteristic of surface –Tactile texture –Visual texture

22 Typography Letter and word forms Type functions as –Line –Texture –Shape

23 Summary The 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 20 th 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.


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