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Elements of Design
Principles of DesignInGraphic Design
+Elements of Design
SHAPE A shape is a geometric figure.
COLOURAlso called Hue
TONETone is the lightness or darkness of a colour.
+BALANCE
spread out; one area not over loaded
Symmetrical
Asymmetrical
+Balance examples…
+Contrast
light/dark
horizontal/vertical
Big to little
Fat to thin
Rough to smooth
+Contrast examples…
+Emphasis
Establishing centers of interest which focus the viewer’s attention.
If all the elements are given relatively equal weight, there will be no emphasis.
+Directional Forces
Both implied and actual, they help guide the eye and mind movement of the viewer.
They can also bind the work into a single entity (being or thing).
+Scale and Proportion
The real, apparent size of an object seen in relation to other objects, people, its environment, or the proportions of the picture plane.
+Repetition
The recurrence of a design element coupled with a certain order to the repetition.
Provides continuity, flow, direction forces etc.
BUT… too much of the same becomes monotonous
+Gradation
from light to dark/dark to light
+Harmony
similar and related elements (makes sense)
+Unity
The force operating within a work of art which can give it the appearance of oneness or resolution. The consistency of the concept.
When any variety of these principles are combined a design becomes very successful and hard to ignore. That design commands your attention, it guides your eye through and keeps you visually entertained.
+Unity continued…
+Line
Line can be the linear marks made with a pen or brush tool or the edge created when two shapes meet.
DirectionHorizontal, Vertical or Oblique (slanting or sloping)
+Texture
Surface is or looks:
rough,
smooth,
soft,
hard,
glossy
etc.