ELEMENTS and PRINCIPLESELEMENTS and PRINCIPLESOF DESIGNOF DESIGN

ELEMENTS and PRINCIPLESELEMENTS and PRINCIPLESOF DESIGNOF DESIGN

Elements of Design

The building blocks of design.

LineLineLineLine

A line is defined as a mark with A line is defined as a mark with length and direction, created by a length and direction, created by a point that moves across a surface. point that moves across a surface.

A line can vary in length, width, A line can vary in length, width, direction, curvature, and color. direction, curvature, and color. Line can be two-dimensional (a Line can be two-dimensional (a pencil line on paper), or implied pencil line on paper), or implied

three-dimensional. three-dimensional.

Lines• Lines can be

straight (vertical, horizontal or diagonal).

• Lines can be curved.

• Lines can zig zag.• How are lines used

in the composition on this slide?

Lines

• Lines can indicate motion or direction.

• How are lines used in the composition on this slide?

ShapeShapeShapeShape

A flat figure, shape is created when actual A flat figure, shape is created when actual or implied lines meet to surround a space. or implied lines meet to surround a space. A change in color or shading can define a A change in color or shading can define a shape. Shapes can be divided into several shape. Shapes can be divided into several types: geometric (square, triangle, circle) types: geometric (square, triangle, circle)

and organic (irregular in outline). and organic (irregular in outline).

Shapes

• Shapes are enclosed objects that can be created by line or created by color and value changes that define their edges.

Size (Form)Size (Form)Size (Form)Size (Form)

This refers to variations in the This refers to variations in the proportions of objects, lines or shapes. proportions of objects, lines or shapes. There is a variation of sizes in objects There is a variation of sizes in objects either real or imagined. Can also be either real or imagined. Can also be geometric, having a 3geometric, having a 3rdrd dimension dimension

(Example: Pyramid or cube.(Example: Pyramid or cube.

SpaceSpaceSpaceSpace

Space is the empty or open area Space is the empty or open area between, around, above, below, or within between, around, above, below, or within

objects.objects.

Basic Rule: Use your space (positive Basic Rule: Use your space (positive space), do not leave lots of empty or space), do not leave lots of empty or

white space (negative space).white space (negative space).

Space• Shapes and forms are made by the

space around and within them. • Space is often called three-

dimensional or two- dimensional. • Positive space is filled by a shape or

form. Negative space surrounds a shape or form.

ColorColorColorColor

Color is the perceived character of a Color is the perceived character of a surface according to the wavelength surface according to the wavelength

of light reflected from it. The of light reflected from it. The sensation of color is aroused in the sensation of color is aroused in the

brain by response of the eyes to brain by response of the eyes to different wavelengths of light. different wavelengths of light.

Color has three dimensions:

• HUE (another word for color, indicated by its name such as red or yellow)

• VALUE (its lightness or darkness), • INTENSITY (its brightness or

dullness).

Do you remember Roy G Biv from Art Class or the spectrum of light from science?

Red Orange Yellow Green Blue Indigo Violet

Color definitions

• Hue is another word for color.• Chroma is the intensity or purity of

color.• Tint is a color mixed with white.• Tone is a color mixed with gray.• Shade is a color mixed with black.

Color and Contrast• Using color can enhance or detract from

a composition.www.lighthouse.org/color_contrast.htm

• Color wheels help determine which colors are in greatest contrast.

• Use Kuler from Adobe Labs to try out new color schemes:http://kuler.adobe.com/

Color Wheel

Color wheels

• Analogous colors are a palette of compatible color combinations that blend well together. They are neighbors on the color wheel. They tend to live harmoniously because they are relatives to each other.

• Complementary colors are opposite each other on the color wheel. They contrast, enhance and intensify each other. Therefore, complementary colors need to be used with caution.

Color in design

• Use color to label or show hierarchy.• Use color to represent or imitate

reality.• Use color to unify, separate, or

emphasize.• Use color to decorate.• Use color consistently.

Color• Color theory encompasses a multitude of definitions,

concepts and design applications.

• All the information would fill several encyclopedias. As an introduction, here are a few basic concepts.

Primary ColorsRed, Yellow &

Blue

• A color circle, based on red, yellow and blue, is traditional in the field of art. Sir Isaac Newton developed the first circular diagram of colors in 1666.

• Since then scientists and artists have studied and designed numerous variations of this concept.

• Differences of opinion about the validity of one format over another continue to provoke debate.

• In reality, any color circle or color wheel which presents a logically arranged sequence of pure hues has merit.

In traditional color theory, these are the 3 In traditional color theory, these are the 3 pigment colors that can not be mixed or pigment colors that can not be mixed or

formed by any combination of other colors. formed by any combination of other colors. All other colors are derived from these 3 All other colors are derived from these 3

hueshues

Primary ColorsPrimary ColorsRedRed, , YellowYellow & & BlueBlue

Secondary ColorsSecondary ColorsSecondary ColorsSecondary Colors

These are the colors formed by These are the colors formed by mixing the primary colors.mixing the primary colors.

GREEN ORANGE

PURPLE

TERTIARY COLORSTERTIARY COLORS TERTIARY COLORSTERTIARY COLORS

Yellow

-ora

nge

red-orange

red-purple

blue-

purp

le

blue-green

yellow-green.

Analogous colors Analogous colors Analogous colors Analogous colors

Analogous colors are any three colors which are Analogous colors are any three colors which are side by side on a 12 part color wheel, such as side by side on a 12 part color wheel, such as

yellow-green, yellow, and yellow-orange. yellow-green, yellow, and yellow-orange.

Usually one of the three colors predominates.Usually one of the three colors predominates.

Complementary ColorsComplementary ColorsComplementary ColorsComplementary Colors

Complementary colors are any two colors which are directly opposite Complementary colors are any two colors which are directly opposite each other, such as red and green and red-purple and yellow-green. each other, such as red and green and red-purple and yellow-green.

In the illustration above, there are several variations of yellow-green In the illustration above, there are several variations of yellow-green in the leaves and several variations of red-purple in the orchid. in the leaves and several variations of red-purple in the orchid.

These opposing colors create maximum contrast and maximum These opposing colors create maximum contrast and maximum stability.stability.

Nature ColorNature ColorNature ColorNature Color

Nature provides a perfect departure point for color Nature provides a perfect departure point for color harmony. In the illustration above, red yellow and green harmony. In the illustration above, red yellow and green create a harmonious design, regardless of whether this create a harmonious design, regardless of whether this

combination fits into a technical formula combination fits into a technical formula for color harmony.for color harmony.

Neutral Colors• Neutral (NOO-trul) colors

don't normally show up on the color wheel.

• Neutral colors include black, white, gray, and sometimes brown and beige.

• They are sometimes called “earth tones.”

Color ContextColor ContextColor ContextColor ContextHow color behaves in relation to other colors and How color behaves in relation to other colors and

shapes is a complex area of color theoryshapes is a complex area of color theory. . Compare the contrast effects of different color Compare the contrast effects of different color

backgrounds for the same red square.backgrounds for the same red square.

Red appears more brilliant against a black background and somewhat duller against the white background. In contrast with orange, the red appears lifeless; in contrast with blue-green, it exhibits brilliance.

Notice that the red square appears larger on black than on other background colors.

Colour• Light that comes from the sun is basically white. It is

made up of all colours When it passes through a specially shaped glass called a prism it breaks up into different colours. When the sun comes out while it is still raining, we often observe a rainbow because light must pass through raindrops. It breaks up into all the colours of the visible spectrum. Violet light is at one end of the spectrum because it has the shortest wavelength, red light, which has the longest wavelength, is at the other end.

Opaque (Opacity)• What happens to light depends

on the kind of object or material that it hits. Transparent objects, like glass, let light waves pass through without mixing them up. You can see through this material. Translucent material also allows rays to pass through, but it mixes them up so that you cannot see through such objects clearly. Opaque materials don’t let any light pass through.

Different readings of the same Different readings of the same colorcolor

Different readings of the same Different readings of the same colorcolor

If your computer has sufficient color stability and gamma If your computer has sufficient color stability and gamma correction (link to correction (link to Color Blind Computers) you will see that the small purple rectangle on the left appears to have a red-purple

tinge when compared to the small purple rectangle on the right. They are both the same color as seen in the illustration below. This demonstrates how three colors can be perceived

as four colors.

Different readings of the same Different readings of the same colorcolor

Different readings of the same Different readings of the same colorcolor

Observing the effects colors have on each other Observing the effects colors have on each other is the starting point for understanding the is the starting point for understanding the

relativity of color. The relationship of values, relativity of color. The relationship of values, saturations and the warmth or coolness of saturations and the warmth or coolness of

respective hues can cause noticeable differences respective hues can cause noticeable differences in our perception of color.in our perception of color.

ColorColor

Color Theory and Color SchemesColor Theory and Color Schemes

Color: The result of light reflecting off of a surface.

Color Color Theory:Theory:Study of color Study of color

mixing and color mixing and color schemes.schemes.

A body of A body of practical practical

guidance to color guidance to color mixing and the mixing and the

visual impacts of visual impacts of specific color specific color combinations. combinations.

(wikipedia.org)(wikipedia.org)

According to color theory, certain

color combinations work better than

others. Using color schemes can help with the over

all success of a composition.

Color Color Schemes: Schemes:

An An arrangement arrangement or pattern of or pattern of

colors or colors or colored objects colored objects conceived of as conceived of as

forming an forming an integrated integrated

whole. whole. (dictionary.com)(dictionary.com)

Primary: Red, Blue, Yellow

If you mix red, yellow & blue, you will make brown. Depending on the ratio of colors, you can also produce a beautiful gray and a wide variety of browns or flesh tones.

Secondary: Orange, Green, Purple

Complimentary Colors: Colors across from each other on the color wheel.

Red and Green

Orange and Blue

Yellow and Violet

Orange and Blue…

Red and Green.

Spilt-Complimentary Colors: Spilt-Complimentary Colors: Triad of colors consisting of a Triad of colors consisting of a

compliment, plus the two compliment, plus the two tertiary/intermediate colors on each tertiary/intermediate colors on each

side of it’s compliment.side of it’s compliment.

Analogous Analogous Colors: Colors:

Colors next Colors next to each to each

other on the other on the color wheel.color wheel.Red, orange, and Red, orange, and

yellow.yellow.

Green, Blue, Purple.Green, Blue, Purple.

Examples of analogous compositions…

Monochromatic: Monochromatic:

Consisting of one color, plus its Consisting of one color, plus its tints and shades (color + black tints and shades (color + black and white = monochromatic)and white = monochromatic)

Examples of monochromatic compositions…

Okay, so you know about color, but there are a few other things

you need to know.

• Shape: Organic and Geometric• Balance: Asymmetrical• Space: Positive and Negative

Shape: Shape:

An area enclosed An area enclosed by line.by line.

There are two types of There are two types of shape:shape:

Organic Geometric

Organic Organic Shape:Shape:

Characteristic of, pertaining to, or derived from Characteristic of, pertaining to, or derived from living organisms living organisms (dictionary.com)(dictionary.com)

Organic shapes have curvy, natural lines.

GeometriGeometric c

Shape:Shape:

Arrangement of objects in simple Arrangement of objects in simple rectilinear or curvilinear form. rectilinear or curvilinear form.

(dictionary.com)(dictionary.com)

Geometric shapes are characterized by straight, rigid

lines.

Balance: Balance:

Equal distribution of weight Equal distribution of weight (dictionary.com)(dictionary.com)

There are three types of balance:

• Symmetrical• Asymmetrical• Radial

Asymmetrical Balance:Asymmetrical Balance:

Not identical on both sides of a Not identical on both sides of a central line; lacking symmetry central line; lacking symmetry

Both sides of the composition are not the same, but the shapes visually

balance each other.

Positive and Negative Positive and Negative Space: Space:

Positive Space: The object; the area the object occupies.

Negative Space: The area around the object.

When creating a composition, the negative space and

positive space should be about equal.

Try to avoid

having too

much negative space.

TextureTextureTextureTextureTexture is the way a surface feels (actual Texture is the way a surface feels (actual

texture) or how it may look (implied texture) or how it may look (implied texture). Textures are described by word texture). Textures are described by word

such as rough, silky, or pebbly. such as rough, silky, or pebbly.

Texture

• Texture is the surface look of an object created by varying dark and light areas.– Roughness– Smoothness– Depth

ValueValue(Shading)(Shading)

ValueValue(Shading)(Shading)

Value is how dark or how light something Value is how dark or how light something looks. We achieve value changes in color by looks. We achieve value changes in color by adding black or white to the color. Chiaroscuro adding black or white to the color. Chiaroscuro uses value in drawing by dramatically uses value in drawing by dramatically contrasting lights and darks in a composition.contrasting lights and darks in a composition.

UNITYUNITYUNITYUNITY

UnityUnity: The correct : The correct balance of balance of

composition or color composition or color that produces a that produces a

harmonious effect.harmonious effect.

Unity• What is the focus

of the message?