DESIGN CRITICISM Lecture 4

Understanding Design
How to understand DESIGN?

Tips:

Design could be understood through deep understanding of:

The Elements of Design

&
The Principles of Design
Elements of DESIGN

The Elements of Design are the things that

artists and designers work with to create a
design, or composition.
Elements of DESIGN
Line … The Graphic Unifier, Curved, Straight. Directional
Thrust: Horizontal, Vertical, and Diagonal. A curved line is dynamic, ever
changing, and more natural, than the static straight line .The diagonal line is more dynamic and is
quicker to draw the eye (use to create movement and depth). Horizontal lines are more static and
tranquil therefore calmer, more passive. Vertical lines evoke strength, power, but less dynamic than
diagonals.

Shape … Naturalistic, Geometric. (The Golden Mean)

Space / Size … Large, Medium, Small. Proportion or Scale.

(The Golden Mean)(Perspective) Size can be used to make things appear
nearer and of greater importance. Size relationships can be used to create depth (Perspective).
(Show perspective I movies)
Elements of DESIGN

Value … Light, Dark. (Value Patterns)(Arial Perspective)

Value can be used to create mood, i.e. dark and mysterious, light and airy, gray and dull. High
contrast in value moves things forward; low contrast makes them recede. (Arial Perspective) (Show
movie on aerial perspective)

Color … Hue, Chroma, and Value. (The Color Wheel)

Hue is the specific name of a color, red, yellow, blue (primary colors).
Chroma, also called saturation, often called intensity, refers to a colors strength or weakness, bright
or grayed.
Color Value refers to the lightness or darkness of the color, not to its intensity or to a specific hue.

Texture … Rough, Smooth, Soft, Hard.

Texture shows at the edges and in the play of light and shadow on the surface
principles of DESIGN

The Principles of Design are achieved

through the use of the Elements of Design.
Each principle applies to each element
and to the composition as a whole.
principles of DESIGN

Unity …

Echoes of all elements relating.

Harmony …

Within each element and as a whole.

Balance …

With the "weights" of the segments of each element.

Rhythm …

Variety and Repetition

principles of DESIGN

Contrast … Alternation.

Dominance … Within each element. (Center of Interest,

Focal Point)

Gradation … Modeling, (3-D effect), Transitions.

principles of DESIGN

A COMPOSITION is an arrangement of all the elements,

which achieves a unified whole.

It is a tool to create form and content. Content relates to

human emotion and the intellect and is the end result of the
reasons for painting. Design is a means to that end.

ATTRIBUTES are defined as the qualities that the art or design

conveys to the observer. Emotional … Active,
Passive Esthetic … Realistic, Impressionistic, Abstract,
Decorative Spatial … Depth, Flat
elements of DESIGN
principles of DESIGN
Last WORDS

“Uncertainty has a unique place in the activity of design.

The designer's ability to deploy it has implications for the
activity and outcome. For this reason, students of design
need to be introduced to the principle of uncertainty and
the unique ways it is employed by the designer in the pursuit
of the yet to be. They will then be better placed to take a
more informed and holistic approach to the use of the
various design tools available to the contemporary
designer”

James Self (2012)

That is us for the week….…
Remember to stay intuitive like a kid….