1. Principles and Elements of Design MR. O’Rourke DDP

2. What makes something visually appealing? The way in which elements (your ingredients) and your principles (the way in which you prepare those ingredients) are arranged.

3. Elements of Design Line Color Form and shape Space Texture Value

4. Line Types – Vertical-Represents dignity, formality, stability and strength. – Horizontal-Represents calm, peace and relaxation. – Diagonal-Represents action, activity, excitement and movement. – Curved- Represents freedom, the natural, having the appearance of softness, and creates a soothing feeling or mood

5. Color Color has an immediate and profound effect on design – Warm colors: Reds, oranges, yellows – Cool colors: Blues, purples, greens

6. Form and Shape Form (3D)- the shape and structure of something as distinguished from its substance or material Shape (2D)- The two-dimensional contour that characterizes an object or area

7. Space Enlarging or reducing visual space Types -Open -Unused -Cramped

8. Texture The look and feel of an object – Smooth: Reflects more light (more intense) – Rough: Absorbs more light (appears darker)

9. Value The relative lightness or darkness of a color Methods -Shade: degree of darkness of a color -Tint: A pale or faint variation of a color

10. Principles of Design Proportion and scale Emphasis Contrast Rhythm Unity Movement Balance

11. Proportion and Scale Comparative relationships between elements in a design with respect to size. – 3:5 ratio is known as the Golden Mean

12. Emphasis The feature in a design that attracts one’s eye. – The focal point Can be achieved through shape, color, line, size

13. Contrast Noticeably different – Can be created with: Proportion and scale Shape Color Texture Etc.

14. Rhythm Repeated use of line, shape, color, texture or pattern – Types Regular Graduated Random

15. Unity Achieved through the consistent use of lines, color, material and/or texture within a design.

16. Movement Flow or feeling of action

17. Balance Parts of the design are equally distributed to create a sense of stability. Both physical and visual balance exist. – Symmetrical or formal balance – Asymmetrical or informal balance – Radial balance – Vertical balance – Horizontal balance

18. Your Turn: This presentation contains a great deal of information about the principles and elements of design. However, IT IS MISSING PICTURES THROUGHOUT! Recreate this slide show in PPT using your choice of appropriate pictures focusing on products/logos/architecture/etc.