cci1 lec 7 definition of design its elements and principle
TRANSCRIPT
'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
• 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.
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.
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.
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
• 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)