The Elementsand Principlesof Designof Design

Presented by

Jaikumar Ranganathan

The Elements of Design:

These 6 ingredients are used to create a design:� line � Shape & form � Shape & form � Space� value � colour� texture

LINELINE

Four Basic Types of Lines

Horizontal

Vertical

Curvilinear

LineLineLineLine: An element of design that is used to

define shape, contours, and outlines, also

to suggest mass and volume. It may be a to suggest mass and volume. It may be a

continuous mark made on a surface with

a pointed tool or implied by the edges of

shapes and forms.

Characteristics of Line are: Characteristics of Line are: Characteristics of Line are: Characteristics of Line are:

� WidthWidthWidthWidth- thick, thin, tapering,

uneven

� LengthLengthLengthLength - long, short,

continuous, broken

� DirectionDirectionDirectionDirection- horizontal,

vertical, diagonal, curving, vertical, diagonal, curving,

perpendicular, oblique,

parallel, radial, zigzag

� FocusFocusFocusFocus- sharp, blurry, fuzzy,

choppy

� FeelingFeelingFeelingFeeling- sharp, jagged,

graceful, smooth

Implied Line

• Implied Line is the line inside the object within in the

art / design work. For example, an image of a soldier

standing tall has an implied vertical line in the stance.

Each of the lines imply different meanings. A vertical A vertical A vertical A vertical

line can imply nobility. A horizontal can imply calm line can imply nobility. A horizontal can imply calm line can imply nobility. A horizontal can imply calm line can imply nobility. A horizontal can imply calm line can imply nobility. A horizontal can imply calm line can imply nobility. A horizontal can imply calm line can imply nobility. A horizontal can imply calm line can imply nobility. A horizontal can imply calm

or rest. or rest. or rest. or rest. A A A A diagonal line can imply movement. A diagonal line can imply movement. A diagonal line can imply movement. A diagonal line can imply movement. A

curvilinear line can imply grace. curvilinear line can imply grace. curvilinear line can imply grace. curvilinear line can imply grace.

Line

• Linear marks

• Lines

• Edges

• Implied Line• Implied Line

A series of points A series of points A series of points A series of points

indicating direction, indicating direction, indicating direction, indicating direction,

movement and form.movement and form.movement and form.movement and form.Horizontal lines suggest rest and

tranquility.

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LineLineLineLine

Line is a moving dot.

Line

Vertical lines suggest grandness. Diagonal lines indicate movement.

Nobility and Movement

SHAPE

Organic and Geometric

Organic shapes are natural shapes which can be

symmetrical and asymmetrical.

••

Geometric shapes are ‘man-made’ or machine

made shapes, mathematically deduced, with

clear sharp edges.

Shape

• Organic – thought of as

Shape is a twoShape is a twoShape is a twoShape is a two----dimensional closed contour dimensional closed contour dimensional closed contour dimensional closed contour

defined by its perimeterdefined by its perimeterdefined by its perimeterdefined by its perimeter

• Organic – thought of as

occurring naturally

• Geometric – named

shapes

• Squares and

rectangles – stability

• Triangles – goal or

Shape

• Triangles – goal or

direction

Form and SpaceForm and SpaceForm and SpaceForm and Space

Form is an area surrounded by space.

Space can be positive or negative.

Form

FormFormFormForm is the three-dimensionality of an object. Shading a circle in a certain manner can turn it into a sphere.

Form

Types

Form

Types

Square

Cube

Rectangle

Cylinder

Triangle

Cone

Circle

Sphere

Shape

(think ‘form’)think ‘form’)think ‘form’)think ‘form’)

space

(think ‘distance in & between things’)think ‘distance in & between things’)think ‘distance in & between things’)think ‘distance in & between things’)

The area between, around, or inside

objects

• Positive space – the • Positive space – the

space occupied by

objects

• Negative space – the

space around and

between objects

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The measure of lightness or darkness in

a composition.

• Darker objects stand

out in a composition.

• Lighter objects

Value

• Lighter objects

recede or hang back.

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Value

(think degree of lightness or darkness)

ColorColorColorColor

Color is the hue, shade, or tone of an object.

color

• Black – authority

• White – innocence and purity

• Red – passion, anger,appetite

Color

appetite

• Green – wealth, naturerelaxing

• Blue – peace, loyalty

• Purple – luxury, wealth, sophistication

TEXTURETEXTURETEXTURETEXTURETEXTURETEXTURETEXTURETEXTURE

The surface quality or "feel" of an object, its The surface quality or "feel" of an object, its

smoothness, roughness, softness, etc. Textures

may be actual or implied.

TextureTextureTextureTexture

Texture is the visual surface quality of an object.

• Refers to the surface

appearance of an

Texture

object

• Enhances the realism

of an object

Texture

(think ‘the look/feel of the surfacethink ‘the look/feel of the surfacethink ‘the look/feel of the surfacethink ‘the look/feel of the surface ’)’)’)’)

The Principles of Design

• Rhythm

• Movement

• Pattern

• Emphasis

• Variety

• Harmony• Balance

• Proportion

• Harmony

• Unity

Note: This list is one possible list. You will find that every book, every artist has a slightly different list of Principles.

Balance:

Balance is concerned with arranging art elements in an

artwork so no one part over powers, or seems heavier

than, any other part.

There are three types of balance:

�Formal

�Informal

�Radial

Formal Balance (Symmetrical):Occurs when one half of a work mirrors

or closely resembles the other half.

Informal Balance (Asymmetrical):

Involves a balance of unlike objects or elements.

Radial Balance:

Occurs when elements are positioned around a central point.

Symmetry & Asymmetry

• If you fold an image in half and it is the same on both sides it

has symmetry, it is symmetrical.

• If you fold an image in half and it is not the same on both sides

it has asymmetry, it is asymmetrical.

• A work of art can be asymmetrical and still be balanced. • A work of art can be asymmetrical and still be balanced.

Symmetrical Asymmetrical

BalanceBalanceBalanceBalance

Balance relates to our physical sense of balance.

RepetitionRepetitionRepetitionRepetition

Repetition is one, or similar elements that are repeated.

ContrastContrastContrastContrast

Contrast is when elements are different.

Harmony:The principle of design concerned with combining

similar art elements to create a pleasing appearance.

HarmonyHarmonyHarmonyHarmony

Harmony is when elements are related.

DominanceDominanceDominanceDominance

Dominance is when one object is emphasized more than

another.

• Regular

repetition of

lines, shapes,

or colors that or colors that

create a

movement.

Patterns have

rhythm

RhythmRhythmRhythmRhythm

Rhythm is a measured movement through space.

Repetition of the

figure descending

the staircase not only

creates movement

but rhythm as well

Rhythm

• RhythmRhythmRhythmRhythm is the movement or variation characterized by the

regular recurrence or alternation of different quantities or

conditions. In simpler words, it's just like pattern and shows that

the design has a 'beat' or 'flow' going with it.

Movement:Movement is the Principle of Design that creates

the look and feel of action to guide the viewer’s

eyes through the work of art.

Linear strokes cause our

eye to move back and

forth through the

painting.

MovementMovementMovementMovement

Movement is the relocation of an object in space over time.

DirectionDirectionDirectionDirection

Direction is the course along which a line moves.

Unity:The combining of art elements and principles with media to create a feeling of completeness.

Variety:Combining art elements by adding slight changes

to increase visual interest.

Proportion:The manner in which the parts of a work relate to

each other and to the whole.

ProportionProportionProportionProportion

Proportion is the relative size and scale of

elements in a design.

relationship of one

part to another

or to the whole

with respect to

size, quantity, or

degree; a ratiodegree; a ratio

GradationGradationGradationGradation

Gradation is the change from one color to another.

Emphasis:The principle of design concerned with making an

element or object in an artwork stand out.

EmphasisAccent, stress, or

importance placed

on a part of a piece

of artwork of artwork

(repeating an idea creates emphasis)

A two-dimensional decorative effect achieved through

the repetition of colors, lines, shapes, and/or textures.

Pattern:

Where does your eye go first?

PATTERN

There is power in pattern and There is power in pattern and

impact in the variation on that

pattern.

Organized Organized

Pattern

Can you use

the

principles of

design to

critique this

artwork?

BALANCE, UNITY, EMPHASIS, MOVEMENT,

RHYTHM, CONTRAST, PROPORTION

artwork?

Sandy Skoglund:

Radioactive Cats,

1980

Examples:

This image uses the elements of shape, space, colour, value &

texture. The principles used here are: repetition, variety of

proportion, contrast (light vs. dark) , movement and rhythm.

Courtesy to:

Zaiba Mustafa

Chelsea Flattery

Zaiba Mustafa

Mrs. Montgomery

Amy Landrum

Erin Smith