Design Principle / Lecture
Week1 - Week3 (04/01/2022-20/01/2022 )
Design Principles: Lecture
Riko Matsuyama (0341570)
Bachelor of Design in Creative Media
Lectures
Topic1-1 Elements & Principles of Design
< Elements of Design >
Individual "building blocks" The elements of design create every object around us. Nothing can exist without these ingredients.
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Fig2 : Elements of design |
1.Point - A point or dot is the simplest element of design. A dot can be considered the beginning of the elements. A dot marks the beginning and the end of a line.
3. Shape - A shape is a closed form that consists of straight lines, curved lines or angles. Drawing a shape is the first step to creating an object; by adding shading, color, background and other shapes, an artist transforms a simple outline into a more complex design.
4. Form - we will make a list with some of the essential geometric shapes and the meaning and image that each one of them gives us, accompanied by examples of recognizable logos that make good use of their principles.
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Fig3 : Design of Form |
5. Texture - All surfaces have textures that can be experienced by touching or through visual suggestion. How it appears to feel: rough, smooth, spiky, soft, hard, and glossy, etc. Texture can be real or implied.
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Fig4 : Design of Texture |
6. Space - Space is a design consideration that recognizes the importance of empty places in a design.In the case of visual 2D design, space is a way to create a sense of separation between elements that makes a design more visually appealing and usable.
Space(cont'd) - Three-dimensional space is experienced when we are in it, beginning with our own positions in relation to other people, objects surfaces and voids at various distances from ourselves.
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Fig5 : Design of Space |
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Fig6 : Design of Space |
7. Color - Color is the perceivable characteristic of light; light is energy, so color is a form of energy. Color conveys messages and can create a sense of emotion or mood.
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Fig7 : Color |
*Hue - Hue is what most people think of when using the term 'color. ' It corresponds to its position in the spectrum. Examples of hues are: red, orange, yellow, green, blue, violet.
*Value - Value refers to the lightness or darkness of a color. It defines a color in terms of how close it is to white or black.
*Intensity - Intensity is adjusted by adding additional colors to the pure hue. A color can be made less intense by adding gray to the color.
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Fig8 : Leonid Afremov, Rain Rustle II |
< Principal of Design >
The principles of design are a set of rules that designers can follow when creating a composition to create visually pleasing work. The purpose of these rules is to deliver a message in the most organized and functional way.
1. Emphasis - Emphasis is the part of the design that catches the viewer's attention. Usually the artist will make one area stand out by contrasting it with other areas.
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Fig9 : Emphasis |
3.Contrast - Contrast occurs when two elements on a page are different. For example, it could be different colors between the text and the background color.
4.Repetition - Repetition is simply repeating a single element many times in a design. Using repetition to keep the eye familiar with our design's elements means we're taking advantage of this tendency.
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Fig10 : Repetition |
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Fig11 : Movement |
6.Harmony - Harmony in color refers to paintings which utilize a fairly limited range of hues. For example, a painting which features mostly different tones of green, or different tones of blue.
7.Unity - This allows the disparate elements and principles to create a unified whole that can be greater than the sum of its parts.
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Fig12 : Unity |
< Gestalt theory >
Gestalt theory emphasizes that the whole of anything is greater than its parts. That is, the attributes of the whole are not deducible from analysis of the parts in isolation.
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Fig13 : Gestalt Theory |
1. Figure-ground - figure-ground is the state in which we perceive elements as either the objects of focus or the background.
2. Similarly - Design elements that appear similar in some way — sharing the same color, shape, or size
3. Proximity - proximity is a principle of design that refers to the spatial relationship between the elements of the design.
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Fig14 : Proximity |
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Fig15 : Closure 5. Continuity - The principle of continuity states that elements that are arranged on a line or curve are perceived to be more related than elements not on the line or curve. < Contrast > Contrast literally means difference. Strong contrast means that there are many very dark values, very bright values, and many values in between.
Topic 2 Balance & Emphasis < Emphasis > Emphasis is the part of the design that catches the viewer's attention. Usually the artist will make one area stand out by contrasting it with other areas. < Balance > Balance in design is the distribution of elements of the design. Balance is a visual interpretation of gravity in the design.
＊Symmetrical Balance - Symmetrical Balance is when design elements on the the left side of an image mirror the design elements on the right side, or the top mirrors the bottom of the composition.
✳︎Asymmetrical balance - Asymmetrical balance means that the two halves of the work of art are different, however, try to create balance.
Topic3 Repetition & movement ＜Repetition＞Repetition is simply repeating a single element many times in a design. Using repetition to keep the eye familiar with our design's elements means we're taking advantage of this tendency.
Topic 4 Harmony & Unity < Harmony > Harmony in color refers to paintings which utilize a fairly limited range of hues. For example, a painting which features mostly different tones of green, or different tones of blue.
Unity refers to the repetition of particular elements throughout your design — whether they’re colors, shapes or materials — to pull the look together.
Topic 5 Symbol, Word and Image < Symbol > A symbol is a mark, sign, or word that indicates, signifies, or is understood as representing an idea, object, or relationship.
✳︎Pictorial symbols - Image-related and simplified pictures.
✳︎Abstract symbols - Symbols are abstract which means they are not concrete or tangible. Symbols stand for something but they are not the actual object itself.
< Word and Image > Imagery is a vital part of design.Choosing the right words to pair with the imagery is of high importance as it would deepen the meaning of the design. Typography is the design and arrangement of text to convey a message or concept.
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