Principles of desgin

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The Elements Principles of Design
By ADMEC Multimedia Institute
www.admecindia.co.in

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Introduction

• Hi..here I'm giving you the basic
• overview about the Elements and
• Principles of Designing.
• The presentation will give you a
• good understanding about the
• significance, meaning and the
• types of designing elements and
• principles .

What are they?? Why they were used??
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Significance of the Topic
Sometimes we have to give our opinion
about likes or dislikes on a piece of art or
a design, and its easy to say just I like
this, or I dont like that. But if we are
asked to give the reasons for it , then it
proves to be a very difficult to find out the
reason. This generally happens because we
judge the designs on its appeal rather
than on its articulate sub-factors.
Therefore its imperative to know the meaning
and the types of the designing elements and
principles.
Can you evaluate this piece of art???
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A designer can express his thought intentions
with the elements of design and does it
effectively along with the design principles,
i.e. they serves as an expressing tool for
designers.
Designer who knows the design Elements
Principles can evaluate the design/page in
terms of line, color, balance, texture, etc.
Designing Elements and Principles proves to be
an analyzing frame for the designers.
Now, let us discus these Elements Principles!!!
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Elements Of Design
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Meaning

• Elements of Design are the components or part
  which can be isolated defined in any visual
  design or work of art. They structure and carry
  the work.

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Basic Elements of Design

• Following are the seven basic elements of design
  which are common throughout the field of
  designing.
• Point / Mark
• Line
• Shape
• Forms
• Space
• Color
• Texture

Can someone tell us about the Elements of
Design???
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Point (Mark)

• A point or mark is the smallest and most basic
  element . It can vary in size, value, regularity
  or irregularity, and can be used alone as a unit
  in a group.
• Marks can be used to form a value or pattern (
  placed close together forms a darker value,
  further apart forms a lighter value), or to
  delineate space ( larger means closer,etc.)

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Line

• A line is a form with width and length, but no
  depth.
• Artist use lines to create edges, the outlines of
  objects. The direction of a line can convey mood.
  
• Broadly lines can be categorized into three types
• Horizontal
• Vertical
• Diagonal

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Example of Horizontal Lines

• Horizontal lines are calm and quiet.

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Example of Vertical Lines

• Vertical lines suggest more of a potential for
  movement.

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Example of Diagonal Lines

• Diagonal lines strongly suggest movements and
  give more of a
• feeling of vitality to a picture.

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Shape

• Shape is defined as an area that stands out from
  the space next to or around it due to a defined
  or implied boundary, or because of differences of
  value, color, or texture.
• A shape is formed when a line encloses an area.
• Shapes have two dimensions, length and width and
  can be geometric or free-form.

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Forms

• Forms describes volumes and mass, or the 3D
  aspects of objects that take up space.
• Forms can and should be viewed from any angles.
• For example When you hold a baseball, or a
  small sculpture, you are aware of their curves,
  angles, indentations, edges i.e. their forms.

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Space

• Space is a 3D volume that can be empty or filled
  with objects. It has width, height, and depth.
• Space that appears three- dimensional in a 2D
  painting is an illusion that creates a feeling of
  actual depth.
• Several techniques can be used to show such
  visual depth or space, for example, overlapping,
  linear perspective, etc..

Example for Overlapping
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Other Examples

Detail (aerial or atmospheric perspective)
Linear perspective ( converging lines )
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Color

• Color has three properties. The first is hue,
  which is the name of the colors.
• - the primary hue are Yellow, Red, and
  Blue.
• - secondary colors are made by mixing two
  primaries.
• - intermediate colors are mixtures of a
  primary adjacent secondary
• color.
• The second property is Value, which refers to the
  lightness or darkness of hue.
• The third property is Intensity, which refers to
  the purity of the hue also known as Chroma.

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Examples

Value Scale
Color Wheel
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Texture

• Texture refers to the surface quality, both
  simulated and actual, of
• artwork.

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Principles Of Design
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Meaning

• The Principles of Design are the artistic
  guidelines used to organize or arrange the
  structural elements of design.

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Basic Principles of Designing

• Following are the six basic principles of
  effective design which are common throughout the
  field of designing (i.e. from print design to
  lithography, typography, industrial design).
• Balance
• Contrast
• Emphasis
• Pattern
• Rhythm/Movement
• Unity

Principles ??????
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Balance

• Balance refers to the appropriate arrangement of
  objects in a design to create the impression of
  equality in weight or importance. Balance
  provides stability and structure to a design.
  Balance may be symmetrical and asymmetrical, but
  the goal should be to achieve equilibrium.
• Symmetrical Balance can be described as having
  equal weight on equal sides of a centrally
  placed fulcrum. It is also known as formal
  balance.
• Asymmetrical Balance is more complex and
  difficult top envisage. It involves placement of
  objects in a way that will allow objects of
  varying visual weight to balance one another
  around a fulcrum point. It is also known as
  informal balance.

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Examples

Balance is formal when both sides are symmetrical
in terms of arrangement.
Balance is informal when sides are not exactly
symmetrical, but the resulting image is still
balanced.
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Rhythm

• Rhythm or movement is regarded as a visual temp
  or beat. It refers to a regular repetition of
  elements to produce the look and feel of a
  movement.
• Rhythm can be achieved through the careful
  placement of repeated components. It can be
  directed for example, along edges by means of
  shape and colour.
• Rhythm can be categorized Random, Regular,
  Alternating, Progressive, and Flowing.

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Emphasis

• The term emphasis literally means to give
  importance.
• Emphasis in designing refers to give special
  attention to one part of a work of art.
• It can be achieved through placement, contrast,
  colour, size, repetition, etc.
• For example A dark shape in a light
  composition

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Contrast

• Contrast refers to the juxtaposition of different
  elements of design (for example rough smooth
  textures, dark light values)in order to
  highlight their differences or create visual
  interest , or a focal point.
• Contrast allows us to emphasize or highlight key
  elements in your design.

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Pattern

• Pattern in a design simply refers to keeping your
  design in a certain format.
• It is often described as a regular arrangement of
  alternated or repeated elements (shapes, lines,
  colors) or motifs.
• For example One could plan to have curved
  lines all around a design as
• a pattern.

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Unity

• Unity refers to the arrangement of elements to
  give the viewer the feeling that all the parts of
  the design or piece form a coherent whole i.e.
  designs must be in harmony in which all sections
  of the pattern make other sections feel complete.
• It enables the design to be seen as one complete
  piece of art or design.

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Absolute examples of Designing Elements
Principles!!!
One can create such aesthetic piece of art if he
strictly adhere to all Elements Principles of
Designing.
Paintings by student of ADMEC
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• Compiled By
• Pooja Jindal
• ADMEC Multimedia Institute
• For more info you can visit
• www.admecindia.co.in
• For course related enquiry, ring us at
• 9811-81-81-22, 011-3130-5055, 011-3203-5055

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