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TOPIC OUTLINE
Elements and Principles of Design
Line, Shape, Form, Space, Color and Texture
Balance, Emphasis, Movement, Pattern, Proportion,
Rhythm, and Unity The Color Theory
The Color Wheel
Primary, Secondary and Tertiary Colors
Color Harmony
Meaning of Colors
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ELEMENTS OF DESIGN
PART I
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Line is a mark with greater length thanwidth. Lines can be horizontal, vertical or
diagonal, straight or curved, thick or thin.
ELEMENTS OF DESIGN
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Shape is a closed line. Shapescan be geometric, like squares andcircles; or organic, like free formedshapes or natural shapes. Shapesare flat and can express length andwidth.
ELEMENTS OF DESIGN
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Forms are three-dimensional shapes,expressing length, width, and depth. Balls,
cylinders, boxes and triangles are forms.
ELEMENTS OF DESIGN
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Space is the area between andaround objects. Space can also refer tothe feeling of depth. In visual art whenwe can create the feeling or illusion ofdepth we call it space.
ELEMENTS OF DESIGN
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Color is light reflectedoff objects. Color hasthree main characteristics:hue or its name (red,green, blue, etc.), value(how light or dark it is),and intensity (how bright
or dull it is).
ELEMENTS OF DESIGN
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ELEMENTS OF DESIGN
Texture is the surface quality that can beseen and felt. Textures can be rough or
smooth, soft or hard.
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PRINCIPLES OF DESIGN
PART II
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PRINCIPLES OF DESIGN
Balance is the distribution of the visualweight of objects, colors, texture, and space. Ifthe design was a scale these elements should bebalanced to make a design feel stable. Insymmetrical balance, the elements used on oneside of the design are similar to those on the
other side; in asymmetrical balance, the sides aredifferent but still look balanced.
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PRINCIPLES OF DESIGN
Two Basic Approaches to Balance:
Symmetrical Balance
Asymmetrical Balance
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PRINCIPLES OF DESIGN
Emphasis is the part of the design thatcatches the viewers attention. Usually the artistwill make one area stand out by contrasting it
with other areas. The area will be different insize, color, texture, shape, etc.
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PRINCIPLES OF DESIGN
Movement is the path theviewers eye takes through the artwork,often to focal areas. Such movementcan be directed along lines edges, shapeand color within the artwork.
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PRINCIPLES OF DESIGN
Pattern is the repeating of an object orsymbol all over the artwork.
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PRINCIPLES OF DESIGN
Proportion is the feeling of unitycreated when all parts (sizes, amounts, ornumber) relate well with each other. Whendrawing the human figure, proportion canrefer to the size of the head compared to therest of the body.
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PRINCIPLES OF DESIGN
Rhythm is created when one or moreelements of design are used repeatedly to
create a feeling of organized movement.Rhythm creates a mood like music or dancing.
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PRINCIPLES OF DESIGN
Unity is the feeling of harmonybetween all parts of the artwork
creating a sense of completeness.
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THE COLOR THEORY
PART III
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Color theory encompasses a multitude of
definitions, concepts and design applications.All the information would fill several
encyclopedia. As an introduction, here are a
few basic concepts.
THE COLOR THEORY
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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 andartists have studied and designed numerous
variations of this concept. In reality, any color
circle or color wheel which presents a logicallyarranged sequence of pure hues has merit.
THE COLOR THEORY
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Primary ColorsIn traditional color theory, these are the 3
pigment colors that can not be mixed or
formed by any combination of other colors. Allother colors are derived from these 3 hues.
THE COLOR THEORY
PRIMARY COLORS
Red, yellow and blue
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Secondary ColorsThese are the colors formed by mixing the
primary colors.
THE COLOR THEORY
SECONDARY COLORS
Green, orange and
purple
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Tertiary ColorsThese are the colors formed by mixing a
primary and a secondary color. That's why the
hue is a two word name, such as blue-green,red-violet, and yellow-orange.
THE COLOR THEORY
TERTIARY COLORS
Yellow-orange, red-orange, red-purple, blue-
purple, blue-green and yellow-green.
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Harmony can be defined as a pleasingarrangement of parts, whether it be music,poetry, color, or even an ice cream sundae.
THE COLOR HARMONY
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In visual experiences, harmony is somethingthat is pleasing to the eye. It engages the viewerand it creates an inner sense of order, a balancein the visual experience.
In summary, extreme unity leads to under-stimulation, extreme complexity leads to over-stimulation. Harmony is a dynamic equilibrium.
THE COLOR HARMONY
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There are many theories for harmony. Thefollowing illustrations and descriptionspresent some basic formulas .
Analogous Colors
Complementary Colors
Color Scheme Based on Natures
THE COLOR HARMONY
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Analogous colors are any three colors which are sideby side on a 12 part color wheel, such as yellow-green, yellow, and yellow-orange. Usually one of thethree colors predominates.
THE COLOR HARMONY
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Complementary colors are any two colorswhich are directly opposite each other, such as redand green and red-purple and yellow-green. Theseopposing colors create maximum contrast and
maximum stability.
THE COLOR HARMONY
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Nature provides a perfect departure point forcolor harmony. In the illustration below, redyellow and green create a harmonious design,regardless of whether this combination fits into atechnical formula for color harmony.
THE COLOR HARMONY
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THE COLOR HARMONY
An abstract painting
based on a Lilac flower.
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Colors have symbolism and meanings. Asyou design brochures, logos, and Web sites,PPT presentations or any other visual aids, it
is helpful to keep in mind how the eye andthe mind associate meanings with the colorsyou display.
.
THE MEANING OF COLORS
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THE MEANING OF COLORS
Authority and PowerEvokes strong emotions
Associated with Evil
Overwhelming if used in excess
Purity - CleanlinessSafety (away from things that go bump in the night)
Mourning for some Eastern Cultures
Practical (in moderation)Timeless (in moderation)
Middle of the Road
Too much depressing / nothingness Old age / death
Depression / loss of direction
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THE MEANING OF COLORS
Energy Movement ExcitementToo much overwhelming, agitated
Holidays
Calming for lighter shadesCold and Uncaring some shades or too much
Steadfast Dependable Loyal
Productive
Growth Nature - MoneyCalming
Forest Green = conservative, masculine and wealth)
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THE MEANING OF COLORS
Wealth Prosperity RichesSophistication
Mystery Wisdom - Respect
Too much Being Artificial
Cheerful Laughter HappinessOptimism better times
Too much causes babies to cry and tempers to flare
Speeds up metabolism and creativity increases sales
Overpowering if over used or associated with cowardice
FlamboyantFun times, happy energetic days
Ambition New Dawn - Attitude
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THE MEANING OF COLORS
Reliability StabilityFriendship
Natural or Organic
Too much - Mourning
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REFERENCES
Bizness Concepts, Inc. Colors and Color Combinations. Retrieved
from http://www.biznessconcepts.com/colors.htm
Color Matters. COLOR THEORY. Retrieved from
http://www.colormatters.com/colortheory.html
Kid Space Arts. Elements & Principles of Design. Retrieved from
http://www.4-hcurriculum.org/projects/kidspace/E-P.htm
http://www.biznessconcepts.com/colors.htmhttp://www.colormatters.com/colortheory.htmlhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.4-hcurriculum.org/projects/kidspace/E-P.htmhttp://www.colormatters.com/colortheory.htmlhttp://www.biznessconcepts.com/colors.htm8/3/2019 Basic Graphic Design Principles
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THANKS FOR LISTENING!
Enthusiasm is the best bait in
chasing yourcreativity- MLL