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The elements of design
The elements of design
LINE – The linear marks made with a pen or brush or the edge created when two shapes meet.
SHAPE – A shape is a self-contained, defined area of geometric (squares and circles), or organic (free formed shapes or natural shapes). A positive shape automatically creates a negative shape.
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.
TEXTURE – Texture is the surface quality of a shape – rough, smooth, soft hard glossy etc.
COLOUR – Colour is light reflected off objects. Color has three main characteristics: hue or its name (red, green, blue, etc.), value (how light or dark it is), and intensity (how bright or dull it is).
The principles of design
BALANCE – Balance in design is similar to balance in physics. A large shape close to the centre can be balanced by a small shape close to the edge. Balance provides stability and structure to a design. It’s the weight distributed in the design by the placement of your elements.
PROXIMITY – Proximity creates a relationship between elements. It provides a focal point. Proximity doesn’t mean that elements have to be placed together, it means they should be visually connected in some way.
ALIGNMENT – Allows us to create order and organisation. Aligning elements allows them to create a visual connection with each other.
REPETITION – Repetition strengthens a design by tying together individual elements. It helps to create association and consistency. Repetition can create rhythm (a feeling of organized movement).
CONTRAST – Contrast is the juxtaposition of opposing elements (opposite colours on the colour wheel, or value light/dark, or direction – horizontal/vertical). Contrast allows us to emphasize or highlight key elements in your design.
SPACE – Space in art refers to the distance or area between, around, above, below, or within elements. Both positive and negative space are important factors to be considered in every design.
Unit 2: Collaborative Design
In this unit, you are asked to investigate a particular historical or cultural style or design movement and how it might influence you with your design solutions.
This research should be related to a style direction identified in the design brief, after consultation with your client.
It should influence your designs but should not be a copy of an existing design. You could 'borrow' stylistic elements or features from one or more historical/cultural styles and blend them together in your designs.
Annotate your design to highlight these influences.
Historical
Cultural
Bauhaus
Art Deco
Gothic
Oriental
Memphis
Industrial
Modernism
Surrealism
Arts & Crafts
Music genres
Hippy
Steam-Punk
Tribal
Manga
Techno
Sporting themes
Retro (50s, 70s ect)
Romantic
Individual research tasks to be added to your folio:
Each team member to choose a design movement or style to research.
1. Give a brief history of the style or movement and explain its style and its social background.
Some main people involved (designers, artists, musicians etc)
When did it happen?
What was happening in the world at the time?
Does it have an underlying philosophy?
2. Find 4-8 images
3. Identify the common design features, elements and principles used across the style.
4. Annotate your images to highlight above.
5 Explain how this could influence your project.
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