Elements of Art

AND

Principles of Design

What are they?

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The Seven Elements of Art

Line

Shape

Form

Value

Texture

Space

Color

One dimensional. Think of a line as a dot taking a walk and leaving a trail behind it. Lines can be straight or curved, thick or thin. They can show direction in art.

Two dimensional. Shapes can include circles, squares, diamonds, hexagons, stars, pentagons, rectangles, triangles, etc. They can also include freeform shapes as well.

The measure of how light or dark a thing is. For example, the black type on this page has a darker value than the gray boxes. Value can also be compared between different hues. A red color may be lighter than a blue.

Space is the area an object takes up, or the area around the object. The object’s area is often referred to as positive space. The space around the object can be called negative space.

Three dimensional. They have a length, width, and depth. Forms can include spheres, pyramids, cylindars, cubes, organic forms like people, animals, and plants, and any other thing that has three dimensions.

Texture can be real or implied. It is about how the surface of the objects in an artwork actually feel or look like they should feel if one touched them. One can say that objects have a tactile quality.

Color describes the hue, value, and intensity of the light reflected off of an object. Colors express meaning to different cultures.

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The Nine Principles of Design

Balance Describes the visual weight of a page layout. Things can appear to be heavier or lighter based on size, shape, and value. It can also be symmetrical or asymmetrical. Unless it is intentional, a page should be balanced to show unity.

Emphasis Draws the viewer’s attention by means of contrast with the other elements.

Movement It is about the path that the designer uses to lead the viewer’s eye through the page.

Pattern Repeating an object, text, or symbol throughout the work.

Repetition Works with pattern. It makes the work seem active and helps to create unity.

Proportion The relative sizes of objects. It makes the work feel correct or comfortable.

Rhythm When an object or pattern is repeated in regular intervals, the image has rhythm.

Variety The opposite of repetition. It is when a designer uses different objects to catch a viewer’s attention.

Unity When an image has a feeling of harmony. When all elements seem to belong and nothing seems out of place. The design has a sense of completeness.

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Your assignment is...

• Choose the company that you want to rebrand

• Search online for a current logo from that company

• Do some research about the products and target audience

• Research about color psychology. Do the company’s current colors work well considering the products and audience?

• Create a mark that uses at least 2 of the elements of art and 4 of the principles of design in your planning stage. For example, you can choose shape and color as the art elements, and balance, movement, proportion, and unity as the principles of design guiding the making of your mark.

• Using MS Word, type a reflection about your research and decision making process. Include the art elements, design principles, and color pshycology decisions in your reflection. You should also include the company’s current logo and your progress on your mark in the Word document.

• Send your reflection to Mr. Sutton via email to charles.sutton@galileogiftedschool.org.