Elements of Design

Basic Concepts

Elements of Design

The four elements of design are as follows:

ColorLineShapeTexture

Elements of Design

Color:

Helps to identify objectsHelps understand thingsHelps to communicate feelings and moodsConsists of hue, saturation, and lightness

Elements of Design

Color feelings or moods:

Red – Excitement, power, danger, aggression, anger, loveOrange – Lively, cheerful, friendly, energy, warmthYellow – Cheerful, bright, sympathy, cowardiceGreen – Refreshing, restful, peaceful, luck, envy, hope

Elements of Design

Color feelings or moods (cont.):

Blue – Calm, serious, reserved, depression, dignified, serenityPurple – Dignified, dominating, mysterious, royaltyBlack – Sophisticated, somber, despair, death, mourningWhite – Innocence, purity, faith, peace

Elements of Design

Warm Colors

YellowOrangeRed

Cool Colors

BlueGreenViolet

Elements of Design

Hue:

The name given to a colorExample: red, green, blue, etc.Within hue a variety of color can be createdExample: scarlet red and pink, both of red hue

Elements of Design

Saturation:

The amount of hue in a color. Example: red

o Pink – less saturationo Scarlet – more saturation

The addition of black, white, or gray to a color lowers the saturation or purity of a color

Elements of Design

Lightness:

How light or dark the color appearsExample: light green and dark greenLightness of hue changed by adding black or white

Elements of Design

Line:

Gives direction to a designGives movement, can express feelingMade thick to show importance, thin to demonstrate quick movementOutline imagesTypes of lines:

VerticalHorizontalDiagonalCurved

Elements of Design

Lines:

Vertical lines – carry eye up and down. Convey a feeling of awe or challenge Horizontal lines – carry eye across from side to side. Convey calm, peaceful feelingDiagonal lines – slanted. Add interest to a design.Curved lines – gently bent. Give a soft, relaxed look to a design.

Elements of Design

Shape:

The form of an object; anything that has height and weightWhen lines enclose a spaceCan be used to identify an objectExample: circle = sun, oval = egg3 basic types: circle, square, triangle

Elements of Design

Texture:

The look or feel of a surfaceDescribing words such as ‘rough’ or ‘smooth’Adds dimension to a designUsed to create surface appearanceDots and lines often used to create texture