Definition of Design and Identification of the 10 Elements of Design

1. Introduction to Creative Industry I
Definition of Design
Elements of Design

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 5 pts
Lay-Out of Design 5 pts

25. Portrait
Landscape
Plate No. 1: Elements of Design Chart Score: _____
Materials: Pencil, Techpen Date Submitted: ______
Plate No. 1: Elements of Design Chart Score: _____
Materials: Pencil, Watercolor, Techpen Date Submitted:_____
Remember: Name and Section will be
set on the back of the Oslo Paper