Design: The Principals and
Elements
"People ignore design that ignores people"
-Frank Chimero
What is design?
·
Design elements are the basic units of visual
images.
·
The principles of design govern the relationship
of the elements used and organized the composition as a whole.
·
All imagery, art, design and photography alike,
are compromised of elements that can be broken down and analyzed. This goes for
web design as well.
Design Elements:
·
Space- can exist in two or three dimensions, can
refer to positive or negative space (used to create optical illusions), or can
refer to foreground mid or background images (depth).
·
Line- size (tapper, thin, thick, etc.) and type (normal,
dashed, etc.)
·
Color- invokes mood, time, place, etc.
·
Shape- Three categories, 1. man made objects or
objects seen in nature that we can recognize, 2. organic (rounded edges, no
hard or right angles), 3 geometric (angled shapes)
·
Texture- two types, 1. implied for instance
character or detail in objects and 2. actual physical textures.
·
Value- the depth of rendering or shading or color
values.
Design Principals:
·
Unity- Creates a sense of order, a consistency
in size and shape. Proximity can create a sense of unity, it can also show a
lack of unity.
·
Variety- “Spice of life”, plus you want to be
able to work in a variety of formats and be
able to work with what your client wants.
·
Repetition- Can create unity and can be used
with variety (Andy Warhol).
·
Harmony- The idea that everything has its place
and is in its place.
·
Proximity- White space, the info is organized
based on importance, how much eye movement is required to scan for info, size.
·
Proportion- Works with harmony and proximity and
is incredible important, it can changed the whole meaning of design, and things
out of proportion is very evident.
·
Functionality- Form or function? Functional
should rise over form or they should be equal, it should be legible and eye
catching.
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