Design and Layout (part one) Elements of Art Multimedia

Elements of Art Vocabulary Line Shape / Form Value Space / Perspective Texture Color

Elements of Art The Elements of Art are fundamental ideas about the practice of good visual design. They include: Line Shape / Form Value Space / Perspective Texture Color

Line A mark on a surface that describes a shape or outline. Lines give the eye explicit directions about where to look. They group related objects together and divide unrelated objects.

Example: Line Art How is Line being used in this picture?

Shape / Form An enclosed space with defined boundaries. Shape implies two-dimensions: length and width Form has depth, length, and width and is perceived as three-dimensional.

Example: Shape & Form How are shape and form being used in these images?

Value The relative degree of light and dark in a design, contrast between black and white

Example: Value How is Value being used in these pictures?

Preparing to Work Create a New Folder for your artwork You may create it on the desktop, in your documents folder or where ever you like This is where you will save your Multimedia graphic assignments Later, you can upload your favorite ones to your website!

MODELING PS Setting Up The Workspace Open Photoshop CS6 Create a New Document File > New Name: Line, Shape & Value Preset: Web Click OK If you cannot see the rulers, from the Menu bar, select View > Rulers

MODELING PS Setting Up The Workspace Create a New Layer named “Line” Layer > New > Layer Name: Line Verify the Line layer is highlighted in the Layers panel

MODELING Draw a Line in Photoshop CS6 Select the Line tool from the Toolbox The Line tool is a hidden Shape tool In one quadrant of the Workspace, draw a design using Line The Web Workspace is about 11(width) x 8 ½ (height) inches. One quadrant equals 5 ½ (width) x 4 ¾ inches (height).

MODELING PS Setting Up The Workspace Create a New Layer named “Shape” Layer > New > Layer Name: Shape Verify the Shape layer is highlighted in the Layers panel

MODELING Draw a Shape in Photoshop CS6 Select a Shape tool (other than Line) Choose a Fill color from the Options bar The Options bar is below the Menu bar Select a Stroke (outline) color from the Options Bar In a different quadrant of the Workspace, draw a Shape

MODELING PS Setting Up The Workspace Create a New Layer named “Form” Layer > New > Layer Name: Form Verify the Form layer is highlighted in the Layers panel

MODELING Draw a Form in Photoshop CS6 Select a third Shape tool Choose Fill and Stroke colors from the Options Bar In a new quadrant, draw a Form: Draw a new Shape on the Form layer Select Layer > Duplicate Layer to make a copy of the Form layer

MODELING Draw a Form in Photoshop CS6 Be sure the Form Copy layer is highlighted in the Layers panel Select the Move tool First tool at the top of the Tool bar Move the shape on the Form Copy layer away from the shape on the Form layer

MODELING Draw a Form in Photoshop CS6 Select the Form Copy layer shape using the Rectangle Marquee tool Second tool from the top of the Tool bar Select a different Fill color

MODELING Draw a Form in Photoshop CS6 Creating Depth Using the Move tool, place the shape on the Form Copy layer near the shape on the Form layer so it appears as a shadow Creating Value Remember, Value is the RELATIVE degree of light and dark Value will automatically be created by the colors you choose.

Assignment PS Line, Shape, Form and Value Save your design as Line, Shape, Form and Value Practice explaining your artwork Be prepared to stand and explain to the class how your artwork demonstrates Line, Shape, Form and Value.

Concept Review Line Describes a shape or outline. Tells the eye where to look. Group related objects and divide unrelated objects. Shape / Form An enclosed space with defined boundaries. Shape implies two-dimensions: length and width Form has depth, length, and width and is perceived as three-dimensional. Value The relative lightness or darkness of color Contrast

Space / Perspective Space - The perceived distance between, around, above, below, or within shapes and forms in a composition Perspective – The representation of a volume of space or a 3-dimensional object on a flat surface

Space Positive Space “Occupied” areas Primary subject matter of a piece of art

Space Negative Space “Unoccupied” areas around subject matter

Example: Space Discuss how Space is used in this image.

Texture tactile appearance

Example: Texture Discuss how Texture is used in this image.

MODELING PS Setting Up The Workspace Open Photoshop CS6 Create a New Document File > New Name: Space, Perspective and Texture Preset: Web Click OK If you cannot see the rulers, select View > Rulers

MODELING PS Setting Up The Workspace Create a New Layer named “Space” Layer > New > Layer Name: Space Verify the Space layer is highlighted in the Layers panel

MODELING Creating Space in Photoshop CS6 Select a Shape tool (other than Line) Draw a Shape Choose Fill and Stroke colors for your shape Select a different Shape tool Draw a second shape to reflect the concept of Space Choose Fill and Stroke colors

MODELING Demonstrating Perspective Use your knowledge of Form to create a 3D image by adding depth to your artwork Add as many additional layers and shapes as you like

MODELING PS Setting Up The Workspace Create a New Layer named “Texture” Layer > New > Layer Name: Texture Verify the Texture layer is highlighted in the Layers panel

MODELING Creating Texture in Photoshop CS6 Add another shape to your drawing Choose Fill and Stroke colors from the Options Bar Select Filter > Filter Gallery from the Menu bar Rasterize the shape Open the Texture folder Select a texture for your image and adjust the settings as you like Click OK when done

Assignment PS Space, Perspective and Texture Save your design as Space, Perspective and Texture Practice explaining your artwork Be prepared to stand and explain to the class how your artwork demonstrates Space and Texture.

Concept Review Space / Perspective Space - The perceived distance between, around, above, below, or within shapes and forms in a composition Perspective – The representation of a volume of space or a 3-dimensional object on a flat surface Texture How an image appears to feel if touched

Color The way the eye experiences reflections of light Represents emotion and allows objects to stand out from the background

Color Communication Understanding the use of color to communication is important. Color itself sends a message that depends on the age, gender, and culture of the person viewing it. Different colors can be expected to send different messages or to create different effects.

Color Communication Give some examples of what color represents in your life or culture. EXAMPLE: What does the color black make you think of? Blue? Green? Purple? Red? White? Yellow?

Color Communication

Color Psychology Colors are often combined to create a particular feeling: Warm Colors – red, orange, yellow, earth tones Emotions – warmth, comfort, anger, hostility EXAMPLE: Used to illustrate a sunny day. Cool Colors – blue, purple, green Emotions – calmness, sadness, indifference EXAMPLE: Used to represent peacefulness.

Color Psychology Studies have also shown that certain colors can have an impact on performance. Exposing students to the color red prior to an exam has been shown to have a negative impact on test performance. More recently, researchers discovered that the color red causes people to react with greater speed and force, something that might prove useful during athletic activities.

Review: Elements of Art The Elements of Art are fundamental ideas about the practice of good visual design. They include: Line Tells the eye where to look. Shape / Form An enclosed space whose boundaries are defined by other art elements (i.e space, line, texture, value, color, or shape). Value The relative difference between light and dark in an image

Review: Elements of Art The Elements of Art are fundamental ideas about the practice of good visual design. They include: Space / Perspective Perceived distance between objects. The approximate representation of a 3D object on a flat (2D) surface Texture How an image appears to “feel” if touched Color Represents emotion Helps objects to stand out from the background

EXERCISE: Color Psychology In groups of 2 - 4, select an ad for a product. Research the meanings of the different colors used in the ad and analyze the ad’s use of color psychology. What does the ad want you to do? What colors are used? How do these colors make you feel about the product vs how the artist wanted you to feel? Does the color scheme help the ad accomplish it’s goal of making you take action? Why / Why not? Answer these questions in a Juno Doc and submit them. (One submission with group members names, per group). Practice and present your analysis to the class. Each group member must speak. Answer each of the questions in your presentation also.