AD DESIGN - ELEMENTS
- 2. Whatisalanguage? Language is a composition of Vocabulary & Grammar We can also call these as “Building Blocks of Design” 2
- 4. POINT As long as it is all text without any breaks, the first attention goes to the first letter or the word at the top. This is how we are learned to read and write. OPTICAL CENTRE GEOMETRICAL CENTRE the vey first line of the page has a lower case letter and doesn’t appear to start there. Brain ignores the first letter, word or line and jumps to the paragraph break for the fresh topic. This is now a focal point. As a designer one must understand how a brain interprets the design. 4
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- 6. LINE Line is a moving dot Edges of objects are interpreted as “lines” where two planes meet. Line is a form with width and length, but no depth Lines can be Horizontal, Vertical or Diagonal - Just a few strokes of line can be used to effectively illustrate a swan, the simplicity and grace of the lines convey a feeling of tranquility 6
- 7. ShaPE Shape is defined as an area that stands out from the space next to or around it due to a defined or implied boundary, or because of differences of value, colour or texture. Shapes have two dimensions, length and width can be geometric or free-form. 7
- 8. SPaCE • Space is a 3D volume that can be empty or filled with objects. It has width height and depth. • Space that appears three dimensional in a 2D painting is an illusion that creates a feeling of actual depth 8
- 9. TExTurE Texture refers to the surface quality, both simulated and actual, of artwork. 9
- 10. COLOur Colour has three properties : - Hue - Value - Intensity Value Scale 10
- 11. YourAssignment: 1. Search online for examples (3 each) of a piece of design work you think best illustrates the element 2. Site the source (Website address) 3. At least two sentences describing how the element is used in the work