Cci1 lec 7 definition of design its elements and principle

Design Elements Principles Design Process Importance

1. By design Definition of Design Elements of Design Principles of Design Design Process

2. 'Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.’ Sir George Cox The Cox Review

3. What is Design? noun: design; plural noun: designs 1. a plan or drawing produced to show the look and function or workings of a building, garment, or other object before it is built or made. "he has just unveiled his design for the new museum" synonyms: plan, blueprint, drawing, sketch, outline, map, plot, diagram, draft, representation, scheme, model "a design for the offices" the art or action of conceiving of and producing a plan or drawing. "good design can help the reader understand complicated information" an arrangement of lines or shapes created to form a pattern or decoration. "pottery with a lovely blue and white design" synonyms: pattern, motif, device; More 2. purpose, planning, or intention that exists or is thought to exist behind an action, fact, or material object. "the appearance of design in the universe" synonyms: intention, aim, purpose, plan, intent, objective, object, goal, end, target;

4. What is Design? verb verb: design; 3rd person present: designs; past tense: designed; past participle: designed; gerund or present participle: designing 1. decide upon the look and functioning of (a building, garment, or other object), typically by making a detailed drawing of it. "a number of architectural students were designing a factory" synonyms: plan, outline, map out, draft, draw do or plan (something) with a specific purpose or intention in mind. "the tax changes were designed to stimulate economic growth" synonyms: intend, aim; devise, contrive, purpose, plan; tailor, fashion, adapt, gear; mean, destine "this paper is designed to provoke discussion“ Source: Google.com

5. Another Definition of design to consider Design is the PROCESS of SELECTING and ORGANIZING elements or components in order to fulfill a specific purpose. This purpose may be functional or aesthetic, or (frequently) both. Source: http://char.txa.cornell.edu/language/introlan.htm

6. Design in applied Arts The application of design and decoration to everyday objects to make them aesthetically pleasing. The term is applied in distinction to the fine arts which aims to produce objects which are beautiful and/or provide intellectual stimulation. In practice, the two often overlap. The fields of industrial design, graphic design, fashion design, interior design, and the decorative arts are considered applied arts. In a creative and/or abstract context, the fields of architecture and photography are also considered applied arts

7. Elements of design The building blocks of a design (almost similar to the Elements of Art) The  elements  are components or parts which can be isolated and defined in any visual design or work of art. They are the structure of the work, and can carry a wide variety of messages. The Elements of Design: Point & Line Direction Space & Size Texture Shape & Form Color & Value

8. This is the most basic and technically, same as The Elements of Art However, there are a few more additional Elements that are specialized such as the following: Point Size Direction Line, Shape, Form, Texture may be Real or Implied Meaning it can be seen or Imagined in our mind.

9. Other Elements of Design POINT The beginning of a line or tangible mark on a surface; can be a dot, dash, stipple and pixel; it can be any solitary shape in a minute size in a large surface area DIRECTION All lines have direction - Horizontal, Vertical or Oblique. Horizontal suggests calmness, stability and tranquillity . Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action SIZE Size is simply the relationship of the area occupied by one shape to that of another. Can present contrast in design if size is varied.

10. Line Line is most easily defined as a mark that spans a distance between two points (or the path of a moving point), taking any form along the way. As an art element, line pertains to the use of various marks, outlines and implied lines in artwork and design, most often used to define shape in two-dimensional work. Implied Line is the path that the viewer's eye takes as it follows shapes, colours, and form along a path, but may not be continuous or physically connected, such as the line created by a dancer's arms, torso, and legs when performing an arabesque.

11. Example of Line

12. shape Shape pertains to the use of areas in two dimensional space that can be defined by edges, setting one flat specific space apart from another. Shapes can be geometric (e.g.: square, circle, triangle, hexagon, etc.) or organic (such as the shape of a puddle, blob, leaf, boomerang, etc.) in nature. Shapes are defined by other elements of art: Space, Line, Texture, Value, Color , Form.

13. Example of shape

14. form Form may be created by the forming of two or more shapes or as three-dimensional shape (cube, pyramid, sphere, etc.). It may be enhanced by tone, texture and colour. Form is considered three-dimensional showing height, width and depth. Examples of these are sculpture, theatre play and figurines

15. Example of form

16. texture The texture is the quality of a surface or the way any work of art is represented. Lines and shading can be used to create different textures as well. For example, if one is portraying certain fabrics, one needs to give the feeling of the right texture so that it closely resembles what the artist is trying to convey.

17. Example of texture

18. Space Space is the area provided for a particular purpose. It may have two dimensions (length and width), such as a floor, or it may have three dimensions (length, width, and height). Space includes the background, foreground and middle ground. Space refers to the distances or areas around, between or within components of a piece. Two types of space: Positive space refers to the space of a shape representing the subject matter. Negative space refers to the space around and between the subject matter.

19. Example of space

20. color Color pertains to the use of hue in artwork and design. Defined as primary colors (red, yellow, blue) which cannot be mixed in pigment from other hues, secondary colors (green, orange, purple) which are directly mixed from combinations of primary colors . Further combinations of primary and secondary colors create tertiary (and more) hues. Tint, Tone and Shade are references to adding variations in Value;

21. Example of color

22. value Value, or tone, refers to the use of light and dark, shade and highlight, in an artwork. Value is directly related to contrast.

23. Example of value

24. Plate 21: elements of design chart Create an original lay-out and painted chart of the Elements of Design It must contain an illustration, label and a short definition of the Element of Design Portrait or Landscape follow the proper margin and presentation: Plate Number and Title, Score, Materials and Date Submitted; Name and Section will be placed on the back of each work Criteria: Factual Representation 10 pts Craftmanship 10 pts Lay-Out of Design 5 pts

25. Principles of Design Definition Principles of Design Importance

26. Additional Input in Understanding Design Designing often necessitates considering the aesthetic, functional, economic and sociopolitical dimensions of both the design object and design process. Design Process involves: Research, Thought, Modeling , Interactive Adjustment, and Re-design Application of Design : Diverse kinds of objects may be designed, including clothing, graphical user interfaces, skyscrapers, corporate identities, business processes and even methods of designing

27. Principles of Design Basic aesthetic considerations that guide organization of a work of art.  Generally, all the Principles of Design apply to any design made. How one apply the Principle of Design determines how effective the design is in conveying the desired message and how attractive it appears. There is seldom only one correct way to apply each Principle of Design.

28. Design Elements vs Design Principles Design Elements and Design Principles describe fundamental ideas about the practice of good visual design that are assumed to be the basis of all intentional visual design strategies. The elements form the 'vocabulary' of the design, while the principles constitute the broader structural aspects of its composition . Awareness of the elements and principles in design is the first step in creating successful visual compositions. These principles, which may overlap, are used in all visual design fields, including graphic design, industrial design, architecture and fine art.

29. Additional Principles of Design: Variety Dominance Unity

30. Principal of Design: Pattern Pattern (also known as Repetition) repeating visual elements such as line, color, shape, texture, value or image tends to unify the total effect of a work of art as well as create rhythm. It is indicating movement by the Repetition of elements. Pattern increases visual excitement by enriching surface interest.

31. Principle of Design: Repetition

32. Example of Pattern/Repetition Cloud Child' by Iyan De Jesus; Oil on Canvas

33. Contrast Contrast is the juxtaposition of opposing elements eg . opposite colours on the colour wheel (complementary color pairs) - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical. The major contrast in a painting should be located at the center of interest.

34. Principle of Design: Contrast

35. Balance Visual balance comes from arranging elements on the page so that no one section is heavier than the other. Or, a designer may intentionally throw elements out of balance to create tension or a certain mood. A large shape close to the center can be balanced by a small shape close to the edge. A large light toned shape will be balanced by a small dark toned shape (the darker the shape the heavier it appears to be)

36. Principle of Design: Balance

37. Repetition Repeating visual elements such as line, color , shape, texture, value or image tends to unify the total effect of a work of art as well as create rhythm. Repetition can take the form of an exact duplication (pattern), a near duplication, or duplication with variety

38. Principle of Design: Harmony

39. Harmony Harmony in visual design means all parts of the visual image relate to and complement each other. Harmony pulls the pieces of a visual image together. Harmony can be achieved through repetition and rhythm. Patterns or shapes can help achieve harmony. By repeating patterns in an interesting arrangement, the overall visual image comes together.

40. Principle of Design: Dominance

41. Dominance Dominance gives a design interest, counteracting confusion and monotony. Dominance can be applied to one or more of the elements to give emphasis

42. Unity is the relationship among the elements of a visual that helps all the elements function together. Unity gives a sense of oneness to a visual image. In other words, the words and the images work together to create meaning. Principle of Design: Unity

43. Unity Relating the design elements to the idea being expressed in a painting reinforces the principal of unity. Example: a painting with an active aggressive subject would work better with a dominant oblique direction, course, rough texture, angular lines etc. Example: a quiet passive subject would benefit from horizontal lines, soft texture and less tonal contrast. Unity in a painting also refers to the visual linking of various elements of the work.

44. Emphasis creates a focal point in a design; it is how we bring attention to what is most important. Emphasis is what catches the eye and makes the viewer stop and look at the image. Emphasis is usually an interruption in the fundamental pattern or movement of the viewers eye through the composition, or a break in the rhythm. Subordination is defined as minimizing or toning down other compositional elements in order to bring attention to the focal point. Focal point refers to an area in the composition that has the most significance, an area that the artist wants to draw attention to as the most important aspect. Principle of Design: Emphasis

45. EMPHASIS In the example, it is very clear that the emphasis is on the red circle. It is the largest object in the composition. Conversely, although there are many gray circles, they are small in size, very muted in color, and blend in rather than stand out from the background. The large circle is an extremely intense (pure) color which contrasts dramatically with the muted gray circles and background. The large, intensely red circle is bordered with an intense green that is a complementary color to the red, and equal in its intensity. Complementary colors (across from each other on the color wheel) with a high degree of intensity draw the most attention. Therefore, the red circle is the focal point of the composition.

46. Creating Emphasis Emphasis can be achieved in a number of ways Interruption of Rhythm or Repetition Contrast achieves emphasis by setting the point of emphasis apart from the rest of its background. Contrast of color, texture, shape, size or scale will call attention to a specific point. Placement in a Strategic Position will call attention to a particular element of a design.

47. Variety Variety (also known as alternation) is the quality or state of having different forms or types. The differences which give a design visual and conceptual interest: notably use of contrast, emphasis, difference in size and color .

48. Example of Variety

49. Proportion Proportion is a measurement of the size and quantity of elements within a composition. In ancient arts, proportions of forms were enlarged to show importance. This is why Egyptian gods and political figures appear so much larger than common people. The ancient Greeks found fame with their accurately-proportioned sculptures of the human form, Canon of Proportion. Beginning with the Renaissance, artists recognized the connection between proportion and the illusion of 3-dimensional space.

50. Example of Proportion Ronald Ventura, ‘Blind Child’, 2011. Oil on canvas

51. Rhythm/Movement Rhythm is the repetition or alternation of elements, often with defined intervals between them. Rhythm can create a sense of movement, and can establish pattern and texture. Movement is caused by using elements under the rules of the principles in picture to give the feeling of action and to guide the viewer's eyes throughout the artwork.

52. Kinds of Rhythm There are many different kinds of rhythm, often defined by the feeling something evokes when viewed. Regular : A regular rhythm occurs when the intervals between the elements, and often the elements themselves, are similar in size or length Flowing : A flowing rhythm gives a sense of movement, and is often more organic in nature Progressive : A progressive rhythm shows a sequence of forms through a progression of steps

53. Further Readings: Please read through the following PDF Files or Website on the Internet http://www.edb.utexas.edu/minliu/multimedia/PDFfolder/DESIGN~1.PDF https://605.wikispaces.com/Rhythm

54. Plate 22: Principle of Design Chart Create an original lay-out and painted chart of the Elements of Design It must contain an illustration, label and a short definition of the Principle of Design Portrait or Landscape follow the proper margin and presentation: Plate Number and Title, Score, Materials and Date Submitted; Name and Section will be placed on the back of each work Criteria: Factual Representation 10 pts Craftmanship 10 pts Lay-Out of Design 5 pts

55. Design PROCESS The Making of Something

56. In perspective Designing often necessitates considering the aesthetic, functional, economic and socio-political dimensions of both the design object and design process. Design Process involves: Research, Thought, Modelling, Interactive Adjustment, and Re-design

57. Example of Design Process: Kabuki statue http://davidmackguide.com/productionnotes/kabuki/statues/ Production Start: 2004 Production Release: 2006 Concept Design: (Research)

58. Example of Design Process: Kabuki statue Concept Design: (Research) Brainstorming: Thought Prototype: Modelling

59. Example of Design Process: Kabuki statue Interactive Adjustment and Re-Design