Typography 1 / Arts 242 The Elements and Principles of...
Transcript of Typography 1 / Arts 242 The Elements and Principles of...
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The Elements and Principles of Design
Typography 1 / Arts 242
ALSO KNOWN AS THE FUNDAMENTALS
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are the basic visual toolbox of design tactics in every visual design discipline
form the basic vocabulary of visual design constitute the broader structural aspects of composition
Design Elements and
Principles
The Elements
The Principles
In practice they often overlap and mix
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Elements of Design
Texture Space Value
PointLineShape
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Points and lines can come together as Type
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Here lines construct a word in an expressive manner
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Shape
An area enclosed by line, giving it form
Shape is two dimensional. Geometric or Organic
Shape automatically creates a negative space around it
geometric
organic Mnegative space
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Texture
Look and feel of the surface. Tactile, (touch) or visual
Visual surfaces in two dimensions can imply richness and suggest dimension
Different tactile qualities can be abstract or concrete
Yeohyun Ahn
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Type can be textured
Michelle Bowers /Rick Valicenti / John Stucker
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SgSpace
Space refers to the distance between shapes and forms
Empty areas void of visual elements are referred to as negative or white space
negative space
negative space
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Size / Scale
Size is the relative proportion of objects to each other
Larger sizes appear nearer or of greater importance
Smaller sizes appear far away or less important
We
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Elements of the same size can feel flat.
Contrast in size and placement can create a sense of tension as well as a feeling of depth and movement.
Scale is relative. Depending on size, placement and color.
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Value
Value is the light or dark character of color
Using value is one of the most potent ways to create contrast and to direct the eye
algeso
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Principles of Design
BalanceRhythm / MovementContrast Emphasis Unity
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Balance / Rhythm
Balance is a fundamental human condition In Design, it anchors and activates elements in space
Balance can be Symmetrical or Asymmetrical
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above: Symmetry — horizontal or vertical or both, along a common axis.
below: Asymmetry — organically positioned, relying on relationships or interaction.
Symmetrical elements suggest stability or static motion
Asymmetrical elements suggest tension, dynamic motion or varity
Asymmetry:Visual Balance using scale, negative space and tension
Symmetry:Visual Balance using scale and cropping
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Symmetrically balanced
Asymmetrically balanced
Balanced visual interest keeps viewers engaged with the design.
An unbalanced composition can feel uncomfortable for the viewer.
Visual weight is a measure of the visual interest of an element or area in a design
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Rhythm or Movement (repetition / pattern)
The recurrence or repeating of elements — lines, shapes, values, etc. denotes movement
Paula Scher
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Contrast
Stressing of the visual difference of elements by shape, color, size, to enhance the message
Herb Lubalin
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Emphasis
Selecting something to stand out — creating a focal point
Achieved by using contrast (larger / bolder/darker/ textured/ or ornate) or space
Alvin Lustig
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Unity
Postioning design elements to relate to one another will give a project a sense of completeness or order
Paula Scher
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Gestalt
Gestalt is a psychological process by which the viewer sees the pieces of the design as a whole Visual perception — the whole is greater than the sum of the parts Gestalt employs 5 principles of Design Theory Proximity Similiarity Continuity Closure Figure Ground
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Gestalt / Figure Ground Identifying an object as a shape distinctive from its background
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yossi lemel / art director
figure/ground
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lisa reinermann
figure/ground
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joanna gorska and jerzsey skakun
figure/ground
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Grouping related elements together so that items are seen as one cohesive group rather than a bunch of unrelated elements.
achieved by: grouping or overlapping items
Gestalt / Proximity
P R O X I M I T Y
Proximity
Denise Bosler / Mastering Type
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Repeating colors, shapes, values, textures, to create a visual relationship between elements.
Repetition works to unify all parts of a design because it creates a sense of consistency and completenessco
mpleteness. achieved by: shared visual characteristics (size, color, shape)
Gestalt / Similarity
Denise Bosler / Mastering Type
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Continuity helps to create “family resemblances” between different forms.
Tie them together by creating an uninterrupted connection or union.
achieved by: movement or direction to create a flow
Gestalt / Continuity
Denise Bosler / Mastering Type
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Similar to continuity in that it asks the eye to complete the path.
achieved by: asking the mind complete the missing forms
Gestalt / Closure
Denise Bosler / Mastering Type
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Undertanding these relationships —elements and principles — is vital to creation of successful design solutions.
Designers drive the decisions made to achieve appropriate scale and proportion, as well as unity, tension, balance and contrast. There are no real rules for their use.