1. Design Principles Pattern, Perceptive & Economy

2. Pattern is any decorative, repetitive motif or design. Repeated marks or shapes fill up empty space. PATTERN Pattern is everywhere Repeated faces -> wallpaper Ad hoc pattern Pattern = simple and bold e.g. fence, woman’s dress

3. PATTERN Picasso, Harlequin, Paris The red diamond pop due to warm color. Jazzy rhythm The guy dresses in pattern draw more attention.

4. More example of PATTERN Floral pattern evokes the richness of a garden. It is representational too You may see the similar pattern before, like rambling vine, Abstract or geometric shape…etc

5. Why this art piece is valuable? Cos of pattern The pattern is crystallographic You can see a single tile and the larger expanse of the patterns. Such elaborate patterns are built on complex symmetries, repetitions and rotation. That makes it valuable.

6. More example of PATTERN Each of them is triangular unit. The edge may be modified a little bit and turn into the curves of fins and tail. Then, it is radial symmetry around the midpoint. Then, it forms a hexagon. Then, copy and paste around the hexagon. This pattern is mathematical and can see the relationship of figure and ground. Every space is fish!

7. More example of PATTERN Gustav Klimt Die Hoffnung II 1907-1908 Just like using some pattern wrapping paper. Cut the shape and paste on art board. You can see 2 patterns at here.

8. PATTERN & TEXTURE Decorative motif The pattern is regular, high in contrast and represent a plant. Irregular pattern Too abstract. Lack of representational image But you can touch it. The surface is bumpy. So it has texture. Pleated silk Pattern is rippled It has texture too cos you can touch it and feel it

9. PATTERN & TEXTURE The artist use dots as pattern to paint greenery and background But he used line on the peacock’s feather. It forms texture. Make people think that this is a rough surface.

10. PERSPECTIVE 1-Point perspective 2-Point perspective Multipoint perspective

11. 1-point perspective It is a valuable tool for representing an illusion of depth. Horizontal line called “horizon”. This is eye level of the artist

12. Da Vinci’s unfinished drawing

14. Da Vinci’s Architectural study

15. This poster is in the remembrance of the flight of Danish Jews to Sweden. The artist transforms one triangle of the Star of David into 1 point perspective.

16. Columns decrease in size, their spacing gets shorter, the pavement narrows down the arcade

17. This short corridor has sense of depth cos the surrounding gets smaller and smaller and focus on a single vanishing point of one-point perspective.

18. 2-points Perspective

19. 1-point perspective is more organized and unified. 2-point perspective is more natural and lifelike. It just looks like what we usually see in real world.

20. 1-point or 2-points perspective? Nowadays, we don’t see so many linear perspective painting as it was in centuries. Cos when we see things, we aren’t standing still and looking without moving. We gain the visual knowledge is gained by looking at objects or scene from many changing viewpoints. Photography can capture a still view but film and video allow us to rapidly change the points of view.

21. This is a building with a narrow corridor

22. 2-points perspective

23. 1-point perspective

24. 2-points perspective To celebrate highway culture Billboard architecture seeks our attention The picture is never ended and looks continuous cos the artist want to show the feeling of vast flat infinite landscape in American West

25. Multipoint Perspective When you look up at a city skyscraper or look down from it. You find multiple perspective points. Different objects have separate sets of vanishing points.

26. This multipoint perspective give anxiety feeling of subway. It looks like a maze.

27. Illusionary space 1-point, 2-points or multipoint perspective? If you keep walking, you’ll go back to original point. It’s a loop You can walk both the upper and lower sides of steps The artist wants to show the audience that you don’t need to think of space in normal sense. After people invented camera, we don’t need drawing artist. Then, draw something unrealistic. Something only happens in your dream.

28. Amplified Perspective It is a very special view. An item is pointed directly at the viewer. e.g. the photographer uses wide-angle camera at here. The nose and face looks huge and pokes you.

29. Amplified Perspective The same at here It looks like pointing to viewer.

30. Amplified Perspective His legs are pointed to us The view is exaggerated Photographers always do in this way when they want to highlight the phenomenon. Probably, that phenomenon is less dramatic every day. We don’t notice it or accept it unconsciously.

31. Amplified Perspective Instead of looking at the flowers from top view, we look at them from bottom. This is bug’s point of view. The photographer wants to use different camera angle to give us a fresh view.

32. Economy Using only what is needed to create the intended effect Eliminating any element that might distract attention from the essence of idea Artists always spend lot of time on detail but forget to convey the idea of the whole thing. Picasso, the Bull

33. At the beginning, Picasso wanted to show the nature of a bull He tried to emphasis the bull’s shaggy bulk. He draw our attention to the bull’s massive humped shoulders and body form Bull was presented as a beast of great masculine mass. He used extremely delicate line to show the contrast.

34. Then, he tried to descript its structure as a series of flat surface. It is called Semi-abstract art

35. The process of elimination – isolating the essential formal properties of a physical object. It’s one form of abstract art. So that, you can pay attention on its form instead of color, extra lines or volume. Now it looks like cave painting. That’s why cave painting has historical value and artistic value. Cos it simplifies the form.

36. Economy Sometimes, artists apply the principle of economy by showing only part of an image Giving enough information for viewers to complete it mentally. This technique is similar to cropping in photography. The viewer has to complete the rest of the image mentally through his experiment. So that, it draws viewer’s attention.

37. The volkswagen ad uses only the top outline of the “beetle” And leaves enough info for the public to “see” It is easy to identify this shape. Through the thinking process, viewers can answer the question of the ad. The viewers don’t forget beetle easily.

38. Economy Sometimes, the principle of economy is applied on logo and business card. Where’s the principle of economy? Can you find at here?

39. Economy This cropping technique is often used in advertising e.g. In ads for women’s jewelry, the top of the model’s head is cut off. So that, we’d pay attention on necklace and earring rather than her hairdo.

40. Economy In ads for men’s suits, the models’ feet are left off. So that, we don’t pay attention on the shoes. To sum up, economy is to provide minimum visual cues to provoke complex response. It involves viewer in the creative experience. The viewers have to give it meaning.