Elements of Art & Principles of Design Presentation
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The document outlines the basic elements of art and principles of design. It discusses the key elements - line, shape, form, space, texture, value, color - and how artists use them. It then explains the principles of design - pattern/repetition, contrast, proportion, alignment, balance, movement, emphasis, and unity - which are ways of combining elements to create a more powerful composition. The document provides examples and definitions for each element and principle.
Elements of Art & Principles of Design Presentation
- 1. The Elements of Art The basic building blocks of design.
- 2. Line A continuous point (mark) used to delineate an edge, or to lead the eye through a design. A line is just a continuation of a point (dot), which is the smallest unit of design. Arthur Mackmurdo Wren's City Churches Cover, 1883 Line
- 3. Types of Lines Static Horizontal = sense of peace and calm. Vertical = power, strength, grandeur, and awe. Dynamic Diagonal = speed, movement, and depth Curved = Create a sense of peace and tranquility. Kate Moross
- 4. Leading Lines Lines that guide a viewer’s eyes around, or through, a design. NYC Subway Map, Massimo Vignelli
- 5. An area with clear boundaries. Shape is 2D, Form is 3D Organic shapes occur naturally. Geometric shapes are mathematically calculated. (squares, circles, etc.) Sea=Dancer, Gino Severini, 1913 Shape/Form
- 6. Used to create a sense of depth, and is made up of two kinds of space: Positive space – the object(s) in the artwork. Negative space – the area around/between the object(s) in the artwork. (also known as whitespace. Includes line breaks, margins, tabs & spaces.) Shigeo Fukuda Space
- 7. How a surface looks and/or feels. In some forms of art & design, the artist can create a surface texture that can be felt by hand. In other forms of art, such as photography or graphic design, the texture is implied but cannot be felt. Keith Barney Texture
- 8. The range from light to dark in a design. Chip Kidd Value
- 9. Color Color is what we see when light reflects off of an object. The three dimensions of color are Hue (actual color such as “blue” or “orange”), Saturation (intensity), and Value (brightness).
- 10. Complimentary Colors Directly across from each other on the color wheel. Make each other appear brighter and more intense. Lucian Bernhard
- 11. Next to each other on the color wheel. Create a feeling of harmony. Think You Can’t Write? Think Again! Art Director: Patricia Meyer Designer: Patricia Meyer Analogous Colors
- 12. Indicate safety Draw the viewer into the frame Can build excitement Marian Bantjes Warm Colors
- 13. Indicate uncertainty Push the viewer from the frame Can dampen the mood Lou Reed Poster, Stefan Sagmeister Cool Colors
- 14. The Principles of Design Ways to combine the elements of art to make a more powerful design/composition
- 15. What is Design? Design is the strategic arrangement of visual elements within a two-dimensional space to form a unified and holistic impression. Sometimes, the word composition is used as an alternative way of describing the same process. While each medium (film, graphic design, print, etc.) has specific visual design expectations, there are some theories and design principles that apply across all forms of visual communication.
- 16. Compositional Rules The proper composition of visual elements generates not only visual stability, it enhances mood through composition and generates order that prevents visual chaos. Designers use compositional rules in their work to make the reader enter their work and experience a design environment that is calm yet exciting, quiet yet interesting. Organizational principles create a framework for design without determining the end results. Compositional rules can be used to generate content as well as organize it.
- 17. An element (color, shape, form, etc.) that occurs over and over in a design. It is more visually appealing to vary the repetition to some degree. Poster, Varvara Stepanova Pattern/Repetition
- 18. Contrast Most often, people think of contrast as pertaining to value (the range of light and dark) in a design. However, contrast can also be created using color, shape, or any other element that provides a sense of visual discord. Saul Bass, 1959
- 19. Our perception of an object’s size is related to the size and position of other objects within the field of view. Proportion
- 20. Position objects that belong together along a common edge or implied line. Joseph Muller-Brockman Alignment
- 21. Balance Balance is a sense of visual stability within a design. Symmetrical - objects are the same size, color, and/or shape Asymmetrical - achieved with a combination of objects of varying sizes, shapes, and colors. Barbara Kruger
- 22. Movement can be a literal representation, or implied through repetition of shape (rhythm) or the alternation of lights and darks. Armin Hofmann Movement
- 23. A way of directing the viewer’s eye to the most important aspect of the work. Designers may create emphasis using a variety of methods including size, color, placement, or contrast. Emphasis Milton Glaser, I Love New York logo, 1977
- 24. Occurs when all of the elements work together to support the overall theme/object of the work, rather than distract the viewer. Seymour Chwast Unity
- 25. References & Resources Graphic Design and Print Production Fundamentals by Graphic Communications Open Textbook Collective is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted. Psychology, Sensation and Perception, Gestalt Principles of Perception - Creative Commons Attribution Non-Commercial