Multiuse Design Elements

1.01 Understand typography, multiuse design principles and elements.

Lines• Can be any size, shape, texture, pattern or direction• Can be straight or curved

Lines Can Organize

Apple Grapes Oranges

Red Delicious White Navel

Fuji Red Hamlin

Lines Can Create Movement

Lines Can Connect

Speaker

Fence

X’s

PostHat

Leaves

Box

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Lines Can Provide Texture

Lines Can Convey a Mood or Emotion

Lines Can Define Shapes

Lines Can Provide Emphasis

Magazine Article Title

Newspaper Title

Lines Can Provide a Frame

Space•Positive Space – length, width, and depth of

objects•Negative Space – “white space”

▫the distance between objects▫Necessary to avoid clutter; gives a design

breathing room•Example: Two shapes on a page are positive

space. The space between them is negative space.

Examples of space

Space improves readability

Shapes• 2-dimensional space• Enhances a publication• Shapes can be:

▫ Geometric – triangles, squares, circles.▫ Organic – natural or man-made shapes

leaves, flowers, cars▫ Abstract – a blend of both

Form•3-dimensional space

added to objects by the addition of shadows, tone, or color transitions

3-D space because of shadow added

2-D Shape 3-D Form

Mass•The size or amount of space taken up by an

element.•Used for emphasis

Texture•Used to convey a sense of touch or feel

Color as a Design Element▫Evokes Emotion Sets tone or mood Color Themes

Cool Colors - blue, green, violet▫Considered calming

Warm Colors – red, orange, yellow▫Considered exciting

Neutral Colors – beige, ivory, taupe, black, gray, white▫Unify a design

▫Can add or detract ▫Can create movement and lead the eye

Color

Color Harmony

•Create harmony by choosing pleasing color combinations from a color palette

Color PaletteColor Wheel

Color Schemes•Complementary color scheme – any 2 colors

directly opposite each other on the color wheel▫Examples: Red/Green, Purple/Yellow

Color Schemes•Analogous color scheme - any three colors

which are side by side on a 12 part color wheel▫Example: yellow-green, yellow, and yellow-

orange. ▫Usually one of the three colors predominates.

Color Schemes•Monochromatic color scheme - uses variations

in lightness and saturation of a single color. ▫Produces a soothing effect▫Easy on the eyes; however, can be difficult to

highlight important elements

Color on Monitors

•Measured in RGB – red, green, blue▫Each color is assigned a number between 0

and 255.▫255, 255, 255 = black

•Additive color – as color, or light, is added the result gets lighter

Color and Printers•Printers use a color model called CMYK.

▫Cyan, Magenta, Yellow and Black•They are based on percentages.

▫If each is set to 100%, the color is black.•Subtractive Color – as color is added, the

result gets darker

Color Matching•matching the printed ink color to the color

displayed on the monitor▫Change your color model to:

CMYK for printed material RGB for on-screen displays

Color Terms•Hue – a color•Value – the brightness of a color•Tint – a hue plus white•Shade – a hue plus black•Saturation - the amount of the hue used; a

color’s intensity

Pink: A tint of red

Burgandy: A shade of red

Red is the hue

What have you learned?