Module 4

Aesthetic Aspects

The entire design process is to understand customer voice, then convert the customer voice
into engineering specification, then try to make sure all the functional requirements are
met. Proceed further to make several conception prototypes, if conceptual prototype along
the functional requirement are accepted, then the major emphasis is given to form and form
shape, form colour, texture. These are the four things which play very important role.
Though they are not primary significant parameters, they are secondary, and still they
dictate the sale, they dictate the pricing of the product also

Principles of Design
How does a product really impress?
The shape and form impresses the sale of a product and the packaging. Looking at a
product we can have a feel for the product without touching the product ex: we get
impressed by looking at a television or by looking at a magazine or by looking at some of
the advertisements which come through apps, apps or mobile phone etc. by looking at
the colour, shape, size, form. Just by looking we try to have an imagination just by
representing the design. By giving this a proper colour, proper shape, proper size, proper
texture we can try to create an impression
Primary aim of any product is to meet out the functional requirements, earlier people have
a thought processing the designer means its only focusing towards this, but today the
secondary parameters have to be also considered
Factors affecting the aesthetic design are:
1) Forms/ Shapes (psychology, model making, ease of production etc)
2) Form Transition (Product Theme)
3) Proportions (Phi, Fractals)
4) Colors (Contrast similar, graduation, separation)
5) Textures (contrast, similar, graduation, separation etc)
6) Product Graphics (Time style, Basic Psyche)
7) Inclined curved lines/surfaces

Colour
colour is basically the classification of pigments and in digital world, so, its all pigments
and resolutions.
 They are divided as

 Primary colour,

 Secondary,

 Tertiary

 Quaternary.

Elements of design
4 elements of design
• Line
• Form
• Colour
• Texture : Gives Feel/impression of surface
Two types of texture
• Tactile
• Visual texturing
Texture is basically given to expresses the appearance or it gives a feel for the surface. By
just looking at the surface many a times we try to have illusion saying that the surface is
smooth, the surfaces is rough. Texture plays a very important role. they can basically create
variety of feelings with customers. There are two types of textures; tactile, visual.
Tactile texturing a feel by rubbing the surface, with your hand/leg
visual texting that tries to have a feel that you can see and experience. You try to have a
feel in the sense feeling just by seeing and here it is not by touching feel or your
impression.
Basically textures communicate, they generally communicate the surroundings ;
surroundings means it can be exterior or it can also be interior. For example, inside a room,
inside a box, inside AC theatre, inside a virtual work all these things textures just give a feel

Product Message

1) Form follow function (basic functionally etc) concept

2) Lightness/weight (balance , base, shape, size, color etc)

3) Stability (lines, balance etc)

4) Speed /motion (direction, dominance etc)

5) Power / strength

6) Dominance

Form plays a important function first that fulfill all the functional requirement and then try
to do the form for it, the basic functionality etc and concept has to be maintained. The
stability means, to say the line balancing with respect to the background color of the used
color. Speed and motion tries to talk about the direction, power and strength and
dominance, these are all messages which is given.

Visual Design

visual design is a new method of technical knowledge developed rapidly by following the
scientific discovery . Visual design is an applied art, it is an art, whereby the principles of
visual communication are used for effective design of a product. It is not that randomly
draw something and its get accepted, we need to follow the visual communication
principles. The basic elements which have already discussed is form, content, arrangement,
light and colour.
The emotions that drives visual communication are the emotions which is seduction,
conviction and inspiration. Certain things what happens is you start remembering The
visual techniques such as scales, cropping, juxtapositioning, abstraction, magnification,
orientation and typography.
 Form is the shape, content , all present in the particular seen or in a particular shot is the
content and arrangement whether something has to put in the front end or something else
to do the back end, an arrangement such a way such that it can look very interesting. Color
,light, direction of light which is thrown on the object, its shadow which is created that
gives an impression about product

Example 1: why are the comics book more accepted? they are more accepted than textual
books whatever kids study. Today government of India has made it a point that the
textbooks have to be more pictorial.

More pictorial tries to explain the concepts more easily and then on top of it they have also
try to make this pictorial more impressive. In kindergarten school children books, the color
of the book will be very-very impressive, individual photos will impressive. So, it creates
inspiration for reading the book. Moment you have lot of color pictures in a given book. So,
then the students are able to correlate the picture color, the picture and the content to it very
easily compared to fully textual ones . That is why you see cartoons are very impressive, the
advertisements are very attractive, it is the impression the emotion what they cover plays a
very important role.

Example 2: In a movie of 2 and half hours the add is only for 90 seconds or may be 60
seconds. The add will have impressive colors, will have impressive song, it is only going to
create an impression about the product to the customer

The visual techniques

 scales,

 cropping, visual communication used for effective designing of

 juxtapositioning, product.

 abstraction,

 magnification,

 orientation and typography- Typography, which people do and by looking at it putting

at the proper background you can convey messages

Basic Elements of Design

  Point

 Line

 Color

 Shape

 Size

 Mass

 Change

Point
This is an image ,which is completely made out of points. Example, try to take a
photograph and then converting this photograph data into a pixel data, then almost we will
have same type of image. This is only points, most basic of elements, manifested in the
materials world with just slightly more gusto than the mathematical point. Atomic
components of the visual work is the points, it is dimensioning also it is perspective.

A region for the focus from eye to the viewer it is taken, more number of points creates a
shape.

Line
Line is a mark made by a moving point and having psychological impact, according to the
directions spiral. Directions can be vertical , horizontal, circular .By moving a point in any
of those three directions and having a psychological impact according to its direction
weight (means thickness of the line color) line can be formed .The function in both visual
and verbal ways it tries to convey both, it acts as a symbolic language, drawing is a
symbolic language, lines can be combined to give form and shape. For example, from a
 line to edge; edge to surface; surface to a volume that gives a form and shape to it.

Color
Generally terms for the Quality of the color are
• Hue : Name of colour like red, green, blue etc. a
• Chroma: Intensity , strength or saturation – Brightness or dullness, distinguishing the
chromatic color from black and white is chroma .
• Saturation: Degree of vividness of hue from its concentration used
• Value: the value is the range from light to dark including white, grey black; Range
from light to dark 0-Black 10white, Generally, higher values are considered to be
light and lower values are considered to be dark.

 Terminology:

 A tint is given hue with added white.

 A tone is given hue with added black.

 A shade is given hue with added complement

COLOR- representation using hue:

Cool color meanings (calming): blue, green, silver, turquoise, etc.

Warm color meanings (exciting) : red, pink, yellow, gold, orange.

sun in color of orange means it is evening sun, looking at the sun itself we will understand
it is warm not hot. So, choose the color and these colors will try to convey to the customer
without speaking. Choosing color for the required spot, or the situation is very important.

Shape

Line can be horizontal, can be vertical, can be diagonal, it can be zigzag; it can be curved,
it can be straight, it can be dotted, it can be bold, and it can be fine. These are all different
lines, which are used to draw basic elements of the design.So, line can show direction, line
can lead the eye, line can lead the outline of an object, line can divide the surrounding, it
can also communicate both feelings and textures.

The shapes are basically extension of these lines. Shapes are made by joining lines, arcs,
to form 3-D objects or 3-D shapes. So, the 3-D objects, or 2-D extended to 3-D can be
circle, it can be square, it can be triangle, it can be, or it can be any freeform surface, create
in 2-D, extend to 3-D to identify a shape.
 Geometric: It represents the shape of the product made from typical geometric
 shapes like triangular, square and circular, etc. (Emotionally passive, esthetically
decorative, spatial active)

 Natural: The shapes available in the natural shapes and are used to make the
products. (Emotionally active, esthetically dynamic, spatial depth)

 Abstract: An indicative or abstract shape showing the product characteristics like

logo, cartoons, etc. (indicator, symbol)
shapes forms

The shapes forms are aspect of perception, we can have vertical or horizontal lines or
standard angles or Gestalt (a German Psychologist), gave a basic principle of form or
shape. Gestalt logics: positive (depth feature) or negative space that is theory of perception

Size
 Increasing size:

 Loftiness, beyond human measure

 Feeling of specialty/dominance

 Relative, can be obtained by color and contrast

 Creates illusion:

 Produce a feeling of feeling of depth

 Feeling of strength/weight

 Feeling of power

Mass:

Aspect of Perception:

 Mass is implied rather than actual.

 Size implies normally weight. Each piece has got its own weight and thenindividually
weight in the total component.
  To accommodate normal size restraints or expectations.

 To convey a mood or provide emphasis.

 To create contrast.

Change:
 Change determine the way how the forms/ shape, size or mass are changingwithin the
product.
 The changes can be actual, as in the case of graphics, etc. or it can be virtual, likea cartoons,
illustration, etc.
 The principles of tempo or rhythm guides the use of change.
 Change can be in term of shape/form, size, color or value, etc.

Guidance for design Principles

• Rhythm
• Proportion
• Emphasis
• Balance
• Unity

Rhythm:
Rhythm allows the eye to move from one part of your design to another part. Rhythm is
not only for music, it is also there for design. Rhythm can be created by using some
color, shape, texture, etc.

Proportions: it refers to the relationship between one part of your design to another
part of the same design.

Emphasis: it is the quality of the drawing, where attention is brought, trying to force the
customer to look at a particular drawing, because it has something peculiar. Trying to
emphasis, may be an abstract, can be created by lines, shapes, etc.

Balancing: symmetry and asymmetry.

Balancing is looking for symmetrical, and for asymmetrical, symmetry and asymmetry
 balance is created in the drawing, such that it will try to attract the customer to look at it.

Unity: the line and shapes are repeated and we use the same style and color, all along
the drawing

The Principles of Visual Design

The principles of visual design is ideal arrangement of the elements of design for any
given visual work.
1. Balance
2. Propositions
3. Emphasis
4. Juxtaposition
5. Rhythm
6. Concept
7. Function
8. Epilogue

1. Balance

Balance: it is the principle of design that places elements in such a way that these elements
are evenly distributed, the concept of balance is fundamental to well formed design.

In balance, the design places the elements in such a way that these elements are evenly
distributed. Most of the principles work opposite to each other; hence this principle
basically tries to balance. Balancing is very important and this concept has to be followed.
Balancing of design elements, which are used in figure. There are three kinds of balancing
which we saw one is Symmetrical, Asymmetrical and Radial balance.
Symmetrical balance: a balance which is created through the mirror image about an axis
or a plane or about two axis or planes etc. is called as Symmetric balancing. They are
further divided into:-

 Horizontal Balance.

 Vertical Balance

 Horizontal & Vertical Balance.

Interestingly when we try to take a photograph , we have to follow the rule of third. We
have to try to take an image and try to divide this image into two horizontal lines and two
 vertical lines and focus should be at horizontal, vertical or diagonal. So, you try to keep
your image where exactly focus has to be made such that you get the best out of the
photograph or image.

If object is balanced properly, the surrounding can be given more weightage, the object
can be more a given more weightage when compared to the surrounding and that’s all by
just balancing. In system symmetric balancing
 horizontal balancing,
 vertical balancing and
 horizontal &vertical balancing

Asymmetrical Balance: Asymmetrical balance, is created through an odd or mismatched

figures of elements that are further divided into:-

 All over balance.

 Asymmetric tension.

In the figure, the number of petals will be in odd or there is a mismatch, but overall it
will try to have a symmetry and it will try to balance.

Radial Balance: is something which is spirally going out and out, this is generally created
for having hallucination or feelings, the balancing is created through the balance axis point
visual center, balance Centre that are further divided into:-

 Same shape.

 Different shapes.

these are called as radial balance, which you can also follow while trying to developa design
or while trying to develop a image.
 2. Propositions/Ratio
It defines the relative size and the ratio of various elements used in design and hence the
relative size of the object in the product, here they talkabout the relative sizes and the ratio
of the various elements. The relative size of things can be adjusted for the purpose of creating
a perspective illusion, exaggerating, comparative, apparent attributes, such as message or
metaphor, or simply to achieve a balance layout in terms of the distribution of mass and space
is done.
Maintaining propositions are very important.overall proportion may ruin the basic
configuration, very standard human body. Proportion can be taken by taking this as a
reference, while using visual tension in the product makes it more appealing, fractal design is
also using proportions

Examples:

Going back to proportions, the self-similarity means, the building unit contained in the
pattern, is the same as the overall complete shape. in the figure, these two patterns are self
similar the shape of the units are same, as the shape as a whole. The Fractal is a shape that
 is self similar and has a fractional dimension is called as fractals. Fractals are taken from the
nature. For example, a branch is fractal, fractals can be used to create a infinite variants of
shapes, simple fractal became a tree within a few iterations. The fractal can be used to
visually reproduce almost anything found in nature is under the fractal. Snowflake is another
simple fractal using a two equilateral triangle to create a star in the first iteration. When
each iteration is reduced to two third, it then fits within the previous shape and creates a
new iteration, you see two- third again and again makes a Snowflake, Koch Snowflakes are
created follows the fractal.

3. The Direction, Emphasis and Contrast

The course or path, a viewers eye will take through a composition is shaped by actual or
implied lines, and actual or implied geometric shapes. There are certain points, lines, curves,
areas and volumes, which need utmost attention from the customer and hence must be made
different or distinct say for

Contrast: the viewer’s eye, to contrast is to set elements in definite opposition, in order to
highlight different attributes. For example white in color, dark in color. We see a very clear
distinction between white and then along the edges. In a building entry doors are generally
dark in colour.

4. Proximity/Juxtaposition: the producibility, it reflects the ease with which product can
be made, a measure of how easily a product can be manufactured to engineering design
with a premium quality and low investment in order to maximize profit, this is
producibility or proximity. Proximity/Juxtaposition is a variation, here is a repetition,
and here is a pattern. This pattern is repeated here, all these things are repeated here,
except the projections, positive impressions which are regularly arranged in sequence.
Variation is, you see them, they are there but projections are also there, but they do not
follow any regular repetition.

It contains the flavor of one of the early contribution during the development of a product
development process, which includes the following guidelines

 Reduction in the number, type of parts and the part features.

 Selection of components having preferred size, weight, material and near net
shape.

 Ensuring testability, reparability by using pre-built test methods, modularity, test

points, and accessibility
  Testing on the basis of development to assure improvement in quality,
performance during environmental stress and screening.

Repetition: a process of creating an identical instance of the same element and assembled
one after the other, is called as repetition.

Variation: there are two elements. second element is repeated at regular intervals of time
that is called as a variation, is a process of creating a non identical instant of elements or
assembly of elements by adjusting one or more of the attributes

Patterning: is regularly assembling of repeated or other varying elements

Discord use large, contrasting intervals between the elements to maximize tension and
heighten recognition

This is pattern, these are identical elements which are, Discord use large, contrasting
intervals between the elements to maximize tension and heighten recognition, you see
here they have given red color, blue color and yellow color, there is a size change. So,
here your focus in this entire object goes to these four points and the information is
expressed.
Naturally, as more and more elements are added to a composition, the likeliness of one or
more being repeated increases. As these elements are repeated, a designer needs a way to
organize them to bring a sense of semblance to the design. This effect is achieved by
implementing a pattern that is visually consistent throughout the artwork.
In more complex designs, multiple patterns will arise, and the designer will then have to
consider how to best organize them to achieve unity with variety.

Repetition: a process of creating an identical instance of the same element and assembled
one after the other, is called as repetition.

Variation: there are two elements. second element is repeated at regular intervals of time
 that is called as a variation, is a process of creating a non identical instant of elements or
assembly of elements by adjusting one or more of the attributes

Patterning: is regularly assembling of repeated or other varying elements, there are identical
elements which are, Discord use large, contrasting intervals between the elements to
maximize tension and heighten recognition

5. Rhythm/Tempo/Harmony:
Rhythm is a variation of the duration of sound or visual effect or other events over time.
When governed by a rule, it is called meter. In a harmonious composition, even the
element that stands in the opposition shares enough common attributes with their
surroundings to seem a part of the whole, that is harmony; harmony in the design is
about finding a kind of visual rhythm scheme expresses through a single attribute or a set
of attributes is harmony.

Harmony is the sense of cohesiveness between the elements in a composition. The elements
shouldn’t be exactly the same or completely different but related in some way. Color palettes
or similar textures can create a sense of unity between different components. Using similarly
shaped items will create harmony because they will seem related. Not enough or too much
harmony can make a design dull; there needs to be some kind of variety for it to be visually
interesting.
 6. Unity/Belonging: unity defines the basic concept with the help of which the whole
product or the item is seen as a single unit. The basic concept defines basic idea, basic
shape, basic size, color, texture which has been the first food for thought of the
product. So, this is unity. Visual sense of oneness, each element of art is arranged to
contribute to the composition, too much variety create chaos; however, too much order
creates boredom.

Break the boredom, break the chaos and have some variation. The elements and the
principles can be selected to support the intended function of the design object; the purpose
of the object unifies the design.
Unity principle of design best practices

1. Whenever adding a new element, object, or component to a design, first decide what
its relationship is with the others that already exist in your design.
2. Take a step back from your design and assess: how do the design’s internal parts
interact with one another?
3. Create a checklist that includes all seven design principles and evaluate how each
principle is being used in your design, and whether or not they are working together
harmoniously.
4. Have someone look at your design and then break it down for you. You will quickly
discover whether the expected intent of your design is what people actually experience
when looking at or interacting with it.

Examples

unity examples for form and color, for connectedness and curved,
unity is defined as the basic concept with the help of which the whole product or item is
seen as a single unit. So, unity means you look at things when things look right together.
By using repetition with design elements such as components or symbolic colors, the user
becomes better at identifying what they mean each time they see them, thus reducing
cognitive load. Consider creating visually consistent design elements when said elements
are related to one another; this applies regardless of whether or not the elements are in close
proximity.
· Proximity, which often goes hand-in-hand with repetition, also helps to create unity.
Users understand that objects that are close together are related or similar.
· Alignment refers to aligning design elements on a common axis. Elements that are
“lined up” are said to “follow on” from one another. For example, alignment (or the lack of
it) can be used to illustrate the relation between different blocks of text.
· Singleness doesn’t always mean equality; in fact, design principles such as repetition
are often meant to suggest choice amongst a group of options, each of which may have
wildly different outcomes.
Contrast, whether implied using color, typography, alignment, or some other slight
variation, is what differentiates a variety of options.

Variety : variety is defined as a variation in the product layout in one way or the other. So,
the boredom associated with much unity can be accommodated. can have numbers, can
arrange them, can have dimensions, shapes, color which are varying.

All these varieties try to kill the boredom which is done because of the repetitive patterns.
By varying the component of a visual design, the artist creates an interest and avoids
monotony. The way of accomplishing this is to establish an approach which involves theme
and variation-repeating the shape and image built in the different size, color, values and
shapes.

7. Function: function suggests no art for art sake. Function is very very important. In the
real life world problem, things have to work, design should serve the purpose. No matter
how beautiful it is , but it is not functionally effective, the design would be discarded..