Elements and Principles Questions

Below are questions to test your knowledge and understanding of Elements and Principles.

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Questions

Question 1

Question 1

A webpage for a bike company is shown. a. Describe four design elements or principles that have been used to make the webpage easy to navigate.Do not repeat any design element or principle.Do not refer to dynamic effects in your answer. (4 marks)

Answers

a. Do not award marks for repeated answers, ie marks cannot be given for two examples of a line. Answer must directly link to the example given.

Line has been used to clearly separate sections of the website, making key information easily identified
Arrow shapes make it clear that something will be actioned when clicking on them
The use of simple silhouettes for icons simplifies the graphic for the user and easily identifies the purpose of the home and search buttons
Contrast has been used for the select buttons (orange on white). This makes these stand out and makes it clear to the user how to select specific options
The orange icons contrast against the dark background, making the buttons stand out clearly to the user so that they know what each is for
The use of a common colour scheme of white/black/orange creates unity, linking key elements within the page to make it easy to follow
The use of repeated circular/ square/rectangular shapes creates unity
Rhythm has been created by the use of repeated rectangular/ circular shapes, simplifying the graphic, making it easy for the user to interpret and follow
Rhythm has been created by the equal spacing of sections across the website, simplifying the graphic, making it easy for the user to interpret and follow

Emphasis is placed on headings by making them bold, which makes key information easily identifiable for the viewer
Emphasis on selected images within the image wheel by making them the largest and having the others transparent/smaller allows the viewer to understand what they are selecting/viewing
The use of white space across the webpage reduces how busy it is, simplifying the graphic and making it easy to identify key information
A symmetrical balance ensures the graphic is easy to follow, where elements are easily placed throughout to support easy navigation.
The rule of thirds has been used to divide up the top and middle sections of the webpage. This organises the images/information, creates unity and leads the eye from the top to the middle sections
Establishing a clear focal point directs the user’s attention to the most important element on the page. Through techniques such as using bright colours, larger images or text (eg, a bold “FIND OUT MORE” button). The eye is naturally drawn to this focal area first, before navigating other parts
The webpage employs a grid-based alignment, meaning that navigation links, images, and text blocks line up neatly along common edges. This consistency produces a clear structure that helps users quickly locate key features
The design is organised on a well-defined grid that segments the page into consistent sections. Users can quickly scan and interpret the structure, making it easier to locate navigation elements
The webpage achieves a steady pace by breaking the content into defined segments and providing white space between them. This ensures the information is easy to digest and the webpage is simpler to navigate

Question 2

JPG images were used for the background of the webpage. a. Describe how the use of depth of field and rule of thirds have enhanced the visual impact of images 1 and 2. (2 marks)The company logo is shown below.

b. Describe, giving two examples, how dynamic effects have been used in the logo. (2 marks)

Answers

Depth of field has been used on images 1 and 2 by blurring the background, ensuring the cyclist at the front stands out. This creates a focal point
The rule of thirds has been used on image 1 by placing the cyclist in the first third on the left of the page. This draws the eye toward the cyclist
The rule of thirds has been used on image 2 by placing the cyclist on the third right of the page. This draws the eye toward the cyclist, emphasising the subject of the picture/webpage

Dynamic effects have been created by using triangle/lighting shapes to suggest that the bike is moving/create an aerodynamic look
Dynamic effects have been added to the wheels by making them elliptical and tilting them to emphasise the idea of movement
Negative space makes it looks like it is travelling through the box/ extending beyond the box

Question 3

The company have produced the digital advert shown.a. Describe two ways the radial balance in the digital advertisement helps to emphasise the environmentally friendly message. (2 marks)

Answers

Radial balance is around the globe image in the background, emphasising the message of protecting the planet
Radial balance is used in positioning the letters in text along a path, with the key message being connected to the circular shape and focusing on the message to save the Earth
The radial leaf design follows the shape of the primary graphic and emphasises the natural/environmental qualities of the product
The recycling logos, etc., are connected to the main circle through radial balance, emphasising the qualities of the product
Radial balance emphasises the cyclical nature of recycling/the recycling symbol

Question 4

A travel company is producing a series of retro posters to celebrate their upcoming anniversary event. a. Describe, with reference to the relevant posters, two ways that silhouettes enhance the visual impact of the posters. (2 marks)

Answers

The simplified silhouettes make key landmarks easily identifiable to the viewer, which makes it clear what city is being referenced
Silhouettes create a contrast, adding a dramatic effect to the design and enhancing visual impact
Silhouettes can be in different tones, creating depth

Question 5

Graphics for a new Scottish boutique hotel chain are shown below.

a. Describe, giving two examples, how the golden ratio has been used in the design of the key card. (2 marks) b. Describe two ways focal point has been used across the range of graphics (2 marks) c. Describe two ways negative space has been used across the range of graphics (2 marks)d. Describe two ways silhouettes have been used across the range of graphics (2 marks)

Answers

a. (1 mark for each answer for a total of 2 marks)

The boxes/squares/rectangles on the front of the key card have been sized/positioned/proportioned to reflect the golden ratio, which ensures a well-balanced graphic item is produced
The boxes on the rear of the card, in terms of size/position/proportion, reflect the golden ratio
The images on both sides of the key card are scaled according to the golden ratio, with images gradually getting larger
The text is distributed and sized according to the golden ratio, going from small at the bottom to large at the top

b. (1 mark for each answer for a total of 2 marks)

The highland cow logo is dominant and instantly draws the eye into the hotel brand
On the reverse side, the key items are positioned according to the rule of thirds, creating focal points at key positions. For example, the ‘2’ in the room number, the centre of the piper image
The large ‘210’ on the reverse draws your eye to the room number
The ‘210’ on the front is a focal point from its location in the golden section
The words ‘taigh-osta’ provide a focal point due to their central location

c. (1 mark for each answer for a total of 2 marks)

The cut-outs/white areas in the highland cattle logo create the effect of hair, making the logo look realistic
The piper cut into a blue background enhances the theme of the brand/relates to the location of the hotel

d. (1 mark for each answer for a total of 2 marks)

The silhouette of the city emphasises that this is a city hotel
The silhouettes of different tones/transparency create depth
The silhouette on the reverse of the business card provides an easy-to-interpret icon for social media, etc
The silhouette of the distinctive buildings indicates the location of the city hotel
The silhouette of the cow creates unity with the negative space image

Question 6

Screenshots from the app in use are shown below.

a. Describe how contrast, white space, balance and shape make the app easy to use. (4 marks)

Answers

a. (1 mark for each correct answer for a total of 4 marks)Contrast

Orange buttons/text/slide bar against blue identifies something has been actioned/selected
Text/icon changing from white to yellow and small/thin to large/thick lines indicates SFX has been selected on screen 4
Complex shape of the ‘bots’ contrasts with the geometric buttons/screen
Contrast between the circular and the rectangle

Shape

Simple shapes make buttons easily identifiable and simplify understanding for the user
Icon shapes make it clear what each button does.

White space

Sparse layout of items makes it easier for the user to navigate the screens and identify functions/operations

Balance (must mention symmetrical or asymmetrical)

Use asymmetrical balance on screen one to create visual interest and naturally draw your eye to the buttons on the right
Largely symmetrical balance across Screen 2-4 creates an organised layout that is easy to follow and understand

Question 7

A suite of graphic items has been produced for the Climb On activity centre.

a. Explain the purpose of including the company logo on each graphic item. (2 marks)

b. Describe three ways negative space has been used across the suite of graphics. (3 marks)

Answers

It creates a brand identity
It ensures brand consistency.
The Company is instantly and easily recognisable.
It ensures all graphics are associated with the company and not with competitor products.
It creates unity between each graphic item.

The triangles on the logo introduce a new graphic in the form of a mountain range.
The female climber makes the climbing context easily recognisable.
The climbing rope enhances the climber graphic and underlines the ‘climb on’ title.
The lines of negative space divide up the content of the entrance hall poster and the car window sticker.
The rock/rough texture in the “climb on” text ties in with the climbing theme.

Question 8

When the character is correctly assembled and rigged, an animation is activated, showing the character completing a task. The images below show screenshots of an animation sequence.

a. Describe how the following design elements and principles have been used to enhance the animation (3 marks)

dynamic effects
depth of field
rule of thirds.

Answers

a. Dynamic effects

the blurred effect behind the character in screenshot 3 give the impression of speed/movement.

Depth of field

Created by the blurred foreground in screenshot 1 or 3 this helps to create a focus on the character.

Rule of Thirds

Screenshot 2 uses rule of thirds as the phone/facial expression is 1/3 in and 1/3 up from the bottom right corner
Screenshot 1 uses rule of thirds : 1/3 fore0ground, 1/3 character, background in

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