1. Elements & Principles of Design
Multimedia 12

2. Elements of Design The Designer uses the following Elements of Design
Space
Line
Shape
Form
Colour
Value
Texture
Can you think of words to describe what you see to the right?

3. Space Is a way to describe the area an artist works in/on
It can be paper, clay, canvas, walls, etc.
It has two characteristics:
positive… the object
negative… the voided area surrounding the object.

4. Line Is a continuous mark. It has five characteristics: length width
curvature
depth
texture

5. Shape Is created by an enclosed line.
It has height and width and is usually considered flat (two-dimensional or “2-D”)
There are two basic types of shapes
Geometric
Organic

6. Shapes II There are four basic geometric shapes
circle
square
rectangle
triangle
Organic shapes have more “flow”

7. Form Is made of two or more shapes combined.
It had height, width, and depth.
It is considered three dimensional or “3-D” and you usually can walk around and/or through it.
There are four basic forms
Sphere
Cone
Cylinder
Cubes

8. Colour Colour is also sometimes referred to as a ‘Hue”. There are:
3 Primary colours
3 Secondary colours
6 Intermediate colours
which are placed evenly around the basic colour wheel.

9. Colour II A Shade is made by adding BLACK to a colour
NAVY is a Shade of BLUE
A Tint is made when you add white to a colour
PINK is a Tint of RED

10. Primary Colors
Primary colors are a good way to introduce the categorizations for the various color types. First, as the name suggests, they are the building blocks for all the other colors. Additionally, thinking about red, blue, and yellow as the primary colors predates current color theory and is therefore an important historical aspect of the topic. Finally, many of us have been introduced to (and likely retained) this concept from basic art courses.
The primary colors are: red, blue, and yellow. 10

11. Secondary Colors (colors made by mixing primaries)
Secondary colors are created by mixing primaries. The secondary colors are purple, green, and orange.

12. Tertiary Colors (colors that mix primary and secondary)
Tertiary colors are created by mixing primary and secondary colors.

13. Take Together . . . Color Wheel!
This is only one way of representing the color wheel visually. There are a number of different visual interpretations of the color wheel that may be more effective for different people. More complex color wheels show even more colors and set up a way to read them that highlight even more complex relationships. These can easily be found through a Google search; however, this basic color wheel should effectively introduce the concept. 13

14. Using the Wheel
The colors are arranged on the wheel in such a way that purposeful color choices can be made.
Choices of color combination depend on what you are trying to accomplish.
Such as:
Contrast
Blending
Affect
The facilitator may want to revisit the question on which colors work well together after discussing the primary, secondary, and tertiary colors.

15. Using the Wheel Complementary Colors
Colors opposite from one another on the wheel.
These colors will provide the most visual contrast.
Contrast is the noticeable level of difference between two colors.
Designer can use the color wheel to determine color schemes for a number of media: documents (brochures, reports, etc.), websites, and slide presentations.

16. Colour Schemes
Monochromatic - different values of the same colour. (Colour) + (white, gray or black)= Different tint or shade of the original colour
Complementary - two colours opposite each other on the colour wheel.
Analogous colours which are next to each other on the colour wheel (that have a family resemblance).
Triadic - are three colours evenly spaced on the wheel forming a triangle.
Warm colours are red, orange and yellow.
Cool colours are green, blue and purple.

17. Value Is the lightness and darkness of a colour or neutral gray.
White added to a colour is a tint.
Grey added to a colour is a tone.
Black added to a colour is a shade.
These are called Neutrals.

18. Texture The feel of a surface. There are two kinds: Actual or Real
usually made by nature
Implied or Fake
usually created by man

19. Principles of Design Balance Repetition Contrast Movement Emphasis
Unity

20. **The MOST DIFFICULT Principle to master!!!
Balance
Equilibrium
the feeling of being comfortable in artwork. Where the Elements are placed in the picture in a way so they have equal weight.
There are two kinds
Symmetrical or formal balance which is objects centered
Asymmetrical or informal balance which is more objects on one side or off centered.
**The MOST DIFFICULT Principle to master!!!

21. Repetition Is a repeated element Also known as Pattern varied in Size,
Shape or
Colour
Also known as Pattern

22. Contrast
The opposite or varied elements that make an art work interesting.
Such as colour, thick or thin lines, large or small shapes, rough or smooth texture,etc.

23. **Also very difficult to master!!!
Movement
The path our eyes follow in art work.
Usually it brings the viewer in, around, and through the piece.
Also known as Rhythm
**Also very difficult to master!!!

24. Emphasis Drawing attention to the main object.
All elements; like line, colour, and shapes, direct your eye to the main point.

25. **This one takes a lot of practice!!!
Unity
Oneness … makes all the elements and principals work together to form a piece of art.
Also called Harmony
**This one takes a lot of practice!!!

26. Know Your E&P !!!
Understanding the Elements of Art and the Principles of Design helps you to create artwork, websites, animations, and Photoshop images that can be ‘read’ more easily and effectively by everyone.