cci1 lec 7 definition of design its elements and principle

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Definition of Design Elements of Design Principles of Design Design Process

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Definition of Design

Elements of Design

Principles of Design

Design Process

'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

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;

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

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

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

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

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.

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.

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.

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.

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

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.

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.

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;

Value, or tone, refers to the use of light and

dark, shade and highlight, in an artwork.

Value is directly related to contrast.

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

Definition

Principles of Design

Importance

• 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

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.

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.

Additional

Principles of

Design:

Variety

Dominance

Unity

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.

Cloud Child' by Iyan De Jesus; Oil on Canvas

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.

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)

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

Repetition with variation is interesting, without variation repetition can become monotonous.

The five squares above are all the same. They can be taken in and understood with a single glance.

When variation is introduced, the five squares, although similar, are much more interesting to look at.

They can no longer be absorbed properly with a single glance. The individual character of each square

needs to be considered.

If you wish to create interest, any repeating element should include a degree of variation.

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.

Dominance gives a design interest,

counteracting confusion and monotony.

Dominance can be applied to one or more of

the elements to give emphasis

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.

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.

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.

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.

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.

Variety (also known asalternation) is the quality orstate of having different formsor types.

The differences which give adesign visual and conceptualinterest: notably use ofcontrast, emphasis, differencein size and color.

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.

Ronald Ventura, ‘Blind Child’, 2011. Oil on canvas

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.

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

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

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

The Making of Something

• 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

http://davidmackguide.com/productionnotes/kabuki/statues/

Production Start: 2004 Production Release: 2006

Concept Design: (Research)

Concept Design: (Research)

Brainstorming:

Thought

Prototype:

Modelling

Interactive Adjustment and Re-Design