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Lecture 2 Princiles and Elements

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Lecture 2 Princiles and Elements

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kyeip334
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Introduction to Graphic Design

Lecture 2

Elements and
Principle of Design
KENNETH OSEI YEBOAH (MPHIL)
FACULTY OF CREATIVE ART AND TECHNOLOGY
DEPARTMENT OF GRAPHICS AND COMMUNICATION DESIGN TECHNOLOGY
ELEMENTS OF DESIGN
These are the basic building blocks of any
piece of art, and can be thought of as the ingredients
used in your visual presentation. Whether well done
or not, all pieces of visual art will contain most, if not all,
of these elements of design.

The seven elements of design

Line, shape/form, size, space, colour, value, and texture


LINE

It is a continuous mark made on a surface or the edge


created when two shapes meet. May be actual, implied,
vertical, horizontal, diagonal, and/or contour.

Examples:

contour lines; hatching and


cross-hatching; gestural
lines; implied lines: and
expressive lines
SHAPE

Shape / Form – is a self-contained defined area, either


geometric or organic. Shape refers to a
two-dimensional element with area on a plane, while
form refers to a three-dimensional element
with volume in space.
Examples:
Shape: geometric and organic shapes; positive and
negative shapes; abstract shapes; and outlined shapes.
Form: geometric, organic, and natural forms; realistic,
abstract, and nonobjective forms.
SIZE SPACE
Is the distance or area
Refers to the relationship of
around or between
the area occupied by one
elements in a work.
shape to that of another.
COLOUR

Is the visible spectrum of radiation reflected from an


object. Color is also sometimes referred to as hue.
VALUE
Refers to how light or dark an object, area, or element
is, independent of its color. Value is also sometimes
referred to as tone.
TEXTURE
Is the surface quality of a shape, or how it appears to
feel: rough, smooth, spiky, soft, hard, and glossy, etc.
Texture can be real or implied.

Types:

Actual texture (also known as tactile texture) as


describes the surface quality we can feel with our
fingers.

Simulated textures (also known as visual textures) occur


when smooth painting surface appear to be textured.
PRINCIPLES OF DESIGN
The principles of design are a set of rules that helps create
visually appealing and functional designs. They can be
used to:
 Enhance the user experience.
 Create an emotional impact on the user .
 Make designs more effective.
 Help views know what to focus on.

Emphasis, Balance, Contrast, Repetition, Movement,


Harmony, Unity, etc.
Emphasis
Emphasis – is created by visually reinforcing something
we want the viewer to pay attention to.
This is often used to train the viewer’s eyes on the
center of interest, or a focal point – the area of interest
the viewer’s eye naturally, instinctively skips to. Some
of the strategies employed to create degrees of
importance are contrast of values, use of colour,
placement, variation, alignment, isolation, convergence,
anomaly, proximity, size, and contrast.
Balance

Balance – is the distribution of interest or visual weight


in a work. A balanced work will have all the elements
arranged such that the work will have a sense of visual
equilibrium or stability.
Balance can be symmetrical, asymmetrical, or radial.
Objects, values, colours, textures, shapes, etc. can be
used in creating balance in a composition.
_Symmetrical Balance
When elements on both sides of a central vertical line
appear to be about equal In shape, weight, value, and
color. the design is in symmetrical balance. Other terms
for symmetrical balance are formal or classical balance.
_Symmetrical Balance
Asymmetrical balance Involves two sides that are
different, but yet are in visual balance. A large three
figure
shape of quiet people is balanced by smaller but much
more active birds.. Another term for asymmetrical
balance is informal balance.
Contrast

Contrast – is the juxtaposition of opposing elements


(opposite colors, value light / dark, direction horizontal /
vertical). The greater the contrast, the more something
will stand out and call attention to itself.
Repetition
Repetition – of elements in regular or cyclic fashion
creates interest. Repetition strengthens a design by
tying together individual elements and bringing a sense
of consistency. It can create rhythm (regular,
alternating, flowing, random, progressive) and patterns.
Variation introduced to repetition increases the level of
interest.
Movement

Movement – is a visual flow through the composition. In


some works, movement is implied by the use of static
elements to suggest motion and direct a viewer’s eye
along a path through the work.
In a still image, aspects such as lines, diagonals,
unbalanced elements, placement, and orientation can
play the role of active elements. In others, movement
can be real, giving some elements the ability to be
moved or move on their own.
Harmony

Harmony – brings together a composition with similar,


related elements (adjacent colors, similar shapes, etc.).
Harmonious elements have a logical relationship,
connection, alignment, or progression. They work
together and complement each other.
Unity

Unity –is created by using harmonious similarity and


repetition, continuance, proximity, and alignment. It is
the visual linking of various elements of the work. This
allows the disparate elements and principles to create a
unified whole that can be greater than the sum of its
parts.
Rhythm

Rhythm is the repetition of visual movement - colors,


shapes, or lines. Variety is essential to keep rhythms
exciting and active. and to avoid monotony. Movement
and rhythm work together to create the visual
equivalent of a musical beat.
EN
D

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