ELEMENTS &

PRINCIPLES OF
ART/DESIGN
JULS D. BATUANG
 DESIGN
visual plan/ visual product

ELEMENTS
the fundamental parts or aspects used to compose any work of design.
(Line, Shape, Color, Texture, Space)

SEMIOTICS OR SEMIOLOGY (FILM LANGUAGE)

is the study of signs, symbols, and signification. It is the study of how meaning is created, not what it is.
Lines can be horizontal, vertical, dotted, zigzag, curved, straight, diagonal, bold, or fine.
Lines can show direction, lead the eye, outline an object, divide a space, and communicate a feeling
or emotion.
 Lines

Stranger Things (2016 - present) dir. Shawn Levy et al. Elephant (2003) dir. Gus Van Sant
Lines (Semiotics)
 Shapes
- are made by connecting lines.
Circle, square, triangle, and freeform are words
used to identify shapes.

- two-dimensional area that is defined by a

change in value or some other form of contrast.

- Geometric shapes AND Free Form Shapes

 Shape (e.g. Bauhaus)

Europe Africa

Artworks by: Fabricio Lenci

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Australia America Asia

Artworks by: Fabricio Lenci

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 Color
can evoke a mood or set the tone .

Made up of three properties: hue, value,and intensity.

Portrait of A Lady on Fire Marilyn Diptych (1962) by Ethel Scull 36 Times (1963) by
(2019) dir. Celine Sciama Andy Warhol Andy Warhol

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Lost in Translation (2003) dir. Sofia Coppola
 Texture
Texture is the surface quality of an item. It’s how
something feels when touched, or looks like, when it would
feel if touched.

Insiang (1976) dir. Lino Brocka Maynila sa mga Kuko ng Liwanag

(1975) by Lino Brocka

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 Space
Space refers to the area that a shape or form
occupies.

It also refers to the background against which we see

the shape or form.

Space can be defined as positive and negative.

The positive space of a design is the filled space in the

design—often it is the shapes that make up the
design.
Negative space is the background. The negative space
in design is as important as the positive area.

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Spaces in Advertising / Graphic Design

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 Spaces in Film/ TV/ Photography
(made thru shot/ misce-en-scene)

Works:
(L): Himala (1982) dir. Ishmael Bernal
Kung Mangarap Ka’t Magising (1977) dir. Mike de Leon
(C): iJuander Jose Rizal Episode by GMA Public Affairs
(R): Requiem for a Dream (Darren Aronofsky)
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Long
Shot
is commonly used to establish a
setting, place or locale or even a
situation.

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LONG SHOT MIDSHOT

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LONG SHOT
Himala (1982) dir. Ishmael Bernal
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Want big impact?
Use big image.
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LONG SHOT VARIATIONS

EXTREME LONG
SHOT
LONG
SHOT
VERY
LONG
SHOT
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And tables
to compare data

A B C

Yellow 10 20 7

Blue 30 15 10

Orange 5 24 16
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LONG SHOT VARIATIONS

EXTREME LONG
SHOT
LONG
SHOT
VERY
LONG
SHOT
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 89,526,124
Whoa! That’s a big number, aren’t you proud?

EXTREME LONG SHOT

True Grit (2010) dir. Coen Brothers
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Medium
Shot
Mid shot/ Waist shot
-shows an actor approximately
from the waist up.

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89,526,124$
That’s a lot of money

185,244 users
And a lot of users

100%
Total success!

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Variations of Medium Shot

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Close-up
Shot
close range intended to show greater
detail to the viewer

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Mobile project
Show and explain your web,
app or software projects using
these gadget templates.

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 Mobile project
CLOSE UP SHOT | CU | MCU
Show and explain your web,
The Passion of Joan of Arc (1928)
app or software projects using
these gadget templates.
dir. Carl Dreyer

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 PRINCIPLES
guidelines to help you understand why some combinations work and
others do not work as well.

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Rhythm
visual tempo or beat

Can be achieved through:

Repetition
Variation
Progression
Shifting

Artworks by: Keith Haring

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Proportion
refers to the relationship
between one part of a design
and another part or to the
whole design.

It is a comparison of sizes,
shapes, and quantities.

Compositional tools may be

used:
e.g.
1. Rule of Thirds line
2. Fibonacci spiral (Golden
Ratio): 1:1.618.
Roma (2018) dir. Alfonso Cuaron Joker (2019) dir. Tod Phillips

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WES ANDERSON Balance
Balance gives a feeling of
stability.

There are 3 types of balance.

1. Symmetrical balance
2. Radial Balance
3. Assymetrical balance
 Emphasis
A point of interest. Emphasis is the quality that draws your attention to
a certain part of a design first.

Use a contrasting color. Make a shape very large

or very small or Use a
different shape.

Use plain background

Use a different or space.
unusual line.
 BREAK THE RULES AND FREE
THE ART FROM ITS SOCIALLY-CONSTRUCTED
CONFINES!

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REFERENCE LIST:
Stout, J. (2000). Design: Exploring the Elements and Principles (C. Ouverson, Ed.). Iowa State University - University Extension.
https://www.instagram.com/falenci/?hl=en
https://www.dezeen.com/2018/11/02/walter-gropius-bauhaus-100-founder-director-architecture-design/
https://www.archdaily.com/929457/an-architectural-guide-on-bauhaus-inspired-projects-around-the-world
https://mymodernmet.com/raymond-thi-film-compositions/
https://thevirtualinstructor.com/Shape.html

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