visual design element.ppt
- 1. Six integral components used in the creation of a design: Line Color Form and Shape Space Texture Value Visual Design Elements
- 2. A line has no end point and it goes in both the directions. LINE LINE SEGMENT A line segment has two end point and has a definite length. RAY A ray is also a part of line but has one point While it goes on in the other direction.
- 3. Types Vertical – Represents dignity, formality, stability, and strength Horizontal – Represents calm, peace, and relaxation Diagonal – Represents action, activity, excitement, and movement Curved – Represents freedom, the natural, having the appearance of softness, and creates a soothing feeling or mood Line
- 4. Vertical Lines Skyscraper Madrid, Spain Microsoft Office clipart Brandenburg Gate Berlin The Empire State Building Architect: Shreve, Lamb, and Harmon
- 5. Horizontal Lines Microsoft Office clipart Community Christian Church Kansas City, MO Architect: Frank Lloyd Wright, 1940 Wikimedia.org
- 6. Diagonal Lines Microsoft Office clipart Microsoft Office clipart ©iStockphoto.com ©iStockphoto.com
- 7. Curved Lines ©iStockphoto.com Microsoft Office clipart Sydney Opera House Jorn Utzon
- 8. Color has an immediate and profound effect on a design. Color ©iStockphoto.com Microsoft Office clipart Microsoft Office clipart Saint Basil’s Cathedral Moscow
- 9. Warm Colors Reds, oranges, yellows Cool Colors Blues, purples, greens Color ©iStockphoto.com ©iStockphoto.com
- 10. Color Colors can affect how humans feel and act ©iStockphoto.com
- 11. Form: (3D)The shape and structure of something as distinguished from its substance or material. Shape: (2D)The two-dimensional contour that characterizes an object or area. Form and Shape
- 12. Form and Shape ©iStockphoto.com Oriental Pearl Tower Shanghai Architect: Jiang Huan Cheng, Shanghai Modern Architectural Design, Co. Marie-Elisabeth-Lüders-Haus Berlin, Germany Microsoft Office clipart
- 13. By incorporating the use of space in your design, you can enlarge or reduce the visual space. Types •Open, uncluttered spaces •Cramped, busy spaces •Unused vs. good use of space Space ©iStockphoto.com Microsoft Office clipart Microsoft Office clipart Microsoft Office clipart
- 14. The surface look or feel of something Smooth Surface – Reflects more light and therefore is a more intense color. Rough Surface – Absorbs more light and therefore appears darker. Texture
- 15. Smooth Texture ©iStockphoto.com Exterior metal façade of Disney Concert Hall Los Angeles Glass façade of a high rise office building Microsoft Office clipart
- 16. Rough Texture ©iStockphoto.com ©iStockphoto.com Park Guell – Barcelona, Spain Architect: Antonio Gaudí
- 17. The relative lightness or darkness of a color Methods Shade – Degree of darkness of a color Tint – A pale or faint variation of a color Value
- 18. Value ©iStockphoto.com Downtown buildings in Bangalore, India
- 19. Seven principles encompass an interesting design. •Balance •Rhythm •Emphasis •Proportion and scale •Movement •Contrast •Unity Visual Design Principles
- 20. Parts of the design are equally distributed to create a sense of stability. Both physical and visual balance exist. Types •Symmetrical or formal balance •Asymmetrical or informal balance •Radial balance •Vertical balance •Horizontal balance Balance
- 21. The elements within the design are identical in relation to a centerline or axis. Balance The Taj Mahal Mausoleum Agra, Uttar Pradesh, India ©iStockphoto.com Symmetrical or Formal Balance
- 22. Asymmetrical or Informal Balance Parts of the design are not identical but are equal in visual weight. Balance Chateau de Chaumont Saone-et-Loire, France Wikipedia.org
- 23. Radial Balance Design elements radiate outward from the center. Balance Microsoft Office clipart Microsoft Office clipart Galleria Vittorio Emanuele II Milan, Italy Architect: Giuseppe Mengoni Dresden Frauenkirche Deresden, Germay
- 24. Vertical Balance The top and bottom parts are equal. Balance Microsoft Office clipart
- 25. The parts on the left and right sides are equal. Balance Chi Lin Buddhist Temple and Nunnery Kowloon City, Hong Kong Building façade Limberg, Germany Microsoft Office clipart ©iStockphoto.com Hearst Castle San Simeon, CA Architect: Julia Morgan ©istockphoto.com Horizontal Balance
- 27. Repeated use of line, shape, color, texture or pattern Types •Regular rhythm •Graduated rhythm •Random rhythm •Gradated rhythm Rhythm
- 28. Regular Rhythm An element is repeated at the same repetition/interval each time. Rhythm Microsoft Office clipart Microsoft Office clipart Cube house design Rotterdam, Netherlands Microsoft Office clipart
- 29. Random Rhythm The beats of the element are random or are at irregular intervals. Rhythm
- 30. Gradated Rhythm The repeated element is identical with the exception of one detail increasing or decreasing gradually with each repetition. Rhythm www.wikimedia.org Left: Stack of rocks used as focal point in landscaping Microsoft Office clipart Right: The Chinese Tower English Gardens Munich, Germany Microsoft Office clipart
- 31. The feature in a design that attracts one’s eye – the focal point • Emphasis can be achieved through size, placement, shape, color, and/or use of lines Emphasis Ceiling mosaic in Park Gruell Microsoft Office clipart Mosque - Egypt Microsoft Office clipart Wikipedia.org
- 32. Comparative relationships between elements in a design with respect to size 3:5 ratio is known as the Golden Mean Proportion and Scale Microsoft Office clipart
- 33. Flow or feeling of action Movement Microsoft Office clipart Microsoft Office clipart Microsoft Office clipart
- 34. Contrast Noticeably different Can be created with •Color •Proportion and scale •Shape •Texture •Etc. ©iStockphoto.com
- 35. Unity is achieved by the consistent use of lines, color, material, and/or texture within a design. Unity ©iStockphoto.com ©iStockphoto.com
Editor's Notes
- #2: You can make the analogy that the elements are like baking/cooking ingredients.
- #5: The Empire State Building in New York City, an international landmark, is an excellent example of the architectural style know as Art Deco. It was designed by the architectural firm of Shreve, Lamb, and Harmon. William Lamb was the chief designer. The vertical characteristics represent dignity, formality, stability, and strength.
- #6: Horizontal lines represent calm, peace, and relaxation. Frank Lloyd Wright was well know for using horizontal lines in many of his designs.
- #7: Diagonal lines give the sense of movement, action, and activity. The upper right image shows the Octavio Frias de Oliverira Bridge in Sao Paulo, Brazil. This is a cable-stayed suspension bridge which opened in May 2008. It is the only bridge in the world that has two curved approaches supported by a single concrete mast.
- #8: Flowing, curved lines are used in the roof of this apartment building, the roof structure of the Sydney Opera House, and the Sydney Harbor Bridge in the background. Curved lines often appear more natural than angular lines and give the sense of freedom and soothing mood. The Sydney Opera House is a world-famous work of architecture. The Danish architect Jorn Utzon won an international competition to design the structure. After extensive testing, Utzon decided to use a design based on sections of a sphere.
- #9: Saint Basil’s Cathedral was designed in the shape of the flame of a bonfire rising into the sky. Bright colors create a festive feeling and sense of excitement.
- #10: How would the building in the top picture look without the red accent? Do the green colors in the bottom picture energize you or make you feel calm and cool?
- #11: Which color scheme creates the most excitement? Why? Which color scheme feel the most opulent? Which color scheme would you choose for a playroom? Living room? Bedroom?
- #12: Form can also be described as the composition of geometric shapes. Shape can be described as the contour, profile, or silhouette.
- #13: The Oriental Tower is a television tower in Shanghai and includes fifteen observatory levels and a revolving restaurant. Its design includes 11 spheres, large and small. The two largest spheres (shown) have diameters of 164 ft (the lower sphere) and 148 ft (the upper sphere). The design is based on the Tang Dynasty poem Pipa Song by Bai Juyi about the wonderful sprinkling sound produced by a pipa instrument, like pearls, big and small, falling on a jade plate.
- #14: [click] Open space [click] Busy, well used space
- #17: Park Gruell is a famous park and sculpture garden in Barcelona, Spain designed by Antonio Gaudi in the expressionist style. It was originally designed as a housing development but was commercially unsuccessful and was later turned into a park.
- #18: Add black to obtain a shade. Add white to obtain a tint.
- #19: The different buildings use varying values of blue/green.
- #20: Different lists of design principles are used by various occupational areas. You can make the analogy that the principles of design are similar to how you combine and utilize baking ingredients. Do you blend, whip or fold, do you fry, bake or broil, slow roast, or microwave? How much flour, salt, spice, or baking powder do you use?
- #22: Taj Mahal Mausoleum was designed as a tomb by Emperor Shah Jahan for his young wife Mumatz Mahal. With the onion domes, it is a famous example of Islamic architecture.
- #23: This building is asymmetrical, but because it is located quite a distance from the main section, the large boxy section far left balances the main section of the chateau.
- #24: The Galleria Vittorio Emanuele II dome encloses an octagonal space formed at the intersection of two intersecting streets. Designed in 1861 and built between 1865 and 1877, it is an early formal covered street.
- #25: A vertical balance is achieved by the reflection of the building in the water
- #26: Both the Chinese design and the half timbered structure illustrate horizontal balance. If a vertical line were drawn down the center of each design, the left and right would be mirror images. [click] A famous female architect, Julia Morgan, who was trained as a civil engineer, designed the Hearst estate in California (a National Historic Landmark). William Randolph Hearst at first wanted to build a bungalow so that he would not have to camp in tents on the site. His original idea quickly expanded to include a palatial estate with several outbuildings. The Hearst Castle includes 56 bedrooms, 61 bathrooms, 10 sitting rooms, indoor and outdoor pools, and the largest private zoo in the world. The building shown here is Casa Grande, the main residence.
- #27: This is the first floor plan of Saint Basil’s Cathedral. If you ignore the three entrances, the floor plan displays radial balance. Notice that the it also displays horizontal and vertical balance.
- #28: This principle is sometimes referred to as repetition.
- #29: A regular rhythm is created in the floor shown on the left by repeating the same pattern of bricks and tiles. The undulating hotel balconies shown on the right are repeated at each level, creating a regular rhythm.
- #30: The repeated use of the onion domes creates a random rhythm in the design of Saint Basil’s Cathedral.
- #32: What draws your attention in the image? Why? Is it size, placement, color, or use of another element? Although the mosaic is on the ceiling in the top image, because of the bright colors (which contrast with the neutral colors of the surrounding structure), the mosaic is the focal point. The tower of the mosque is emphasized due to colored light, its height (much taller than surrounding structure) and its shape (round form contrasts with angular edges of the rest of the building) [click] This is a picture of the Bahai Gardens in Haifa, Israel. The domed building in the distance is emphasized here – Why? Location – The building is centered horizontally. Lines – All lines lead to the building including the horizon line, the stairway, and lines of trees. Shape – The building is a geometric shape which contrasts with the surrounding organic (natural) shapes and therefore stands out.
- #33: Because of its height, the Washington Monument is the most prominent structure in Washington, D.C., shown here with the Lincoln Memorial in the foreground and the U. S. Capitol building in the background. The monument is shaped like an Egyptian Obelisk and stands 555 ft - 5 1/8 in. tall.
- #36: Many colleges achieve a sense of unity throughout the campus by consistently using specific materials. West Virginia University in Morgantown uses red brick. Notice that the red brick used in the buildings is also used in the landscape walls in the foreground. In the image on the right, unity is achieved in the home interior by a consistent use of color (yellow and white) and smooth texture.
- #37: What elements unify each of these designs? In the first image, the consistent use of curved roofs, color, rectangular openings, and similar potted plants create a unified design. Although the multiple colors of Saint Basil’s Cathedral is somewhat distracting, the consistent use of onion domes and arches create a sense of unity. [click] Unity is created in the Taj Mahal design by the consistent use of color, forms, and shapes. In addition, the entire site is unified by straight pathways that lead to the mausoleum.