Design Elements Principles Design Process Importance

1. 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. 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. 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. 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. 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.  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. 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 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.

12.  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.

14. 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

16. 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.

18.  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.

20.  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;

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

24.  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. Definition
Principles of Design
Importance

26. • 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. 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 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. 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.

32. Cloud Child' by Iyan De Jesus; Oil on Canvas

33. 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.

35. 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)

37. 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.

39. 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.

41. 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.

43. 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.

45. 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. 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 (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.

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

51. 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. 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. 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.  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. The Making of Something

56. • 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.  http://davidmackguide.com/productionnotes/kabuki/statues/
 Production Start: 2004 Production Release: 2006
 Concept Design: (Research)

58.  Concept Design: (Research)
Brainstorming:
Thought
Prototype:
Modelling

59. Interactive Adjustment and Re-Design