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Table of Contents Design ________________________________________________________________________________________________________ 2 Elements of Design __________________________________________________________________________________________ 2 Line ________________________________________________________________________________________________________ 2 Shape and Volume ________________________________________________________________________________________ 2 Texture ____________________________________________________________________________________________________ 2 Space_______________________________________________________________________________________________________ 2 Illusion of motion _________________________________________________________________________________________ 3 Value _______________________________________________________________________________________________________ 3 Color / Hue ________________________________________________________________________________________________ 3 Light _______________________________________________________________________________________________________ 3 Principles of Design _________________________________________________________________________________________ 3 Emphasis __________________________________________________________________________________________________ 3 Balance ____________________________________________________________________________________________________ 3 Repetition _________________________________________________________________________________________________ 3 Unity _______________________________________________________________________________________________________ 3 Dominance ________________________________________________________________________________________________ 3 Contrast ___________________________________________________________________________________________________ 4 Glossary ______________________________________________________________________________________________________ 4 Assignments _________________________________________________________________________________________________ 4
Design The art of arranging parts or elements to make a creation is called design. color or value changes at the outer edge. An example is Sculpture. calmness and relaxation Angular Line – Tipping or leaning Represents movement. The position and direction of design is described by a line. Volume is the appearance of height. There are two types of (real) textured surfaces: Smooth – o Reflects light o More intense in color Rough – o Absorbs light o Appears darker in color Space It refers to creating an illusion of a 3D space on a 2D surface. strength and stability Horizontal Line – Wider than taller Represents peace. Elements of Design The things that are involved in creating a design are called the elements of design. 3D Design: Artwork which has depth in addition to height and width and takes up space is called 3D Design. An example is Drawing / Painting. A texture that appeals to touch is a real texture. There are seven elements of design: Line Shape and volume Texture and pattern Illusion of space Illusion of motion Value Color Light Curved Line – Bending or twisting Represents freedom. There may be two types of space – Module-1: The Visual Language of Design Page 2 . There are two kinds of design – 2D Design: Artwork on a flat surface which has height and width is called 2D Design. The surrounding area of the piece of art (usually in background) is negative shape. An Amorphous Shape is an ill-defined or arbitrary shape. an implied texture however are the ones that are drawn or painted to look like a real texture. Positive shape is the subject of the piece of art (usually in foreground). width and depth of the shape. A 3D shape is called a form. not crossing each other Hatched Lines – Lines drawn by an ink drawing technique where tone and texture is applied in rows of parallel lines Cross hatched lines – o Crisscrossed layers of several hatched lines Line Thickness – o Thick Line – A broad stroke o Thin Line – A narrow stroke o Shape and Volume Shape (2D) is a visually perceived area created by either an enclosed line. convey mood and feeling and define space. usually black or dark in color. A Silhouette is a solid shape. It can define a shape. dashed or pecked line usually used to indicate indefinite alignment o Parallel Lines – Multiple lines running together. softness and nature Spiral Line – A line bend onto itself several times is called spiral line Multiple Line Structures – o Interrupted Lines – A broken. Design is both a verb and a noun – as it describes the creation and the process of creation. excitement and activity Diagonal Line – o An angular Line tipped at an angle of 45 degrees with horizontal line or vertical line Zigzag Line – o A series of alternate angular lines Texture Texture is the surface quality of an object. Line A visual element of length that is created by setting a point in motion (The path of a moving dot) is called a line. Single Line Structures – o Straight Line – Vertical Line – Taller than wider Represents dignity.
Unity Unity refers to the harmony of all the elements. It is simply an artistic term for light and dark. It implies the presence of primary and secondary (or subordinate) elements within the design. It affects color. There are six basic colors divided into following groups: Based on warmth – o Warm Colors – Red. Value turns things from Flat to Weighted. Balance Color / Hue Color is a property of light and not an object in itself. It shows a 3D perspective.g. Color is not essential to good design. Module-1: The Visual Language of Design Page 3 . colors and values. However. It is how an object absorbs or reflects light. It shows a linear perspective. Actual Space – Space that has overlapping shapes with differences in object size. Green Others – o Primary Colors – Red. Color that we see is the one that is not absorbed and is reflected to our eyes. bigger (or smaller). Tint refers to adding white to a color e. Yellow. Value The Value refers to the differences of a color ranging from lightest to the darkest. Maroon (red + black). Emphasis Emphasis should be given to the center of interest. Patterns can give smooth items a rough texture. Value can make or break a drawing or a painting. Dominance Dominance is the control of a design by one or more elements of it. Light Illumination (natural or artificial) is necessary for vision. Purple. Yellow. People tend to create symmetrical shapes as human beings are uncomfortable with imperfection. It is the first thing people look at.. Pink (red + white).g. Orange o Cool Colors – Blue. Purple. An object can be emphasized by being darker (or lighter). Rhythm – Rhythm is repetition of visual elements in an irregular and unanticipated sequence. color of an object has the most immediate and profound effect. An artwork may be formally (symmetrically) or informally (asymmetrically) balanced. Shallow Space – Space with a very little perspective with nothing overlapping. better the artwork will look. shadow and the visibility of the design. Principles of Design The ideas /laws that are used to put elements together in a design are called the principles of design. Green Shade refers to adding black to a color e. There are four principles of design: Emphasis Balance Repetition Unity Dominance Contrast Illusion of motion It refers to suggesting change of movement in 2D or 3D art. or a combination of these than rest of the drawing. Repetition There are two types of repetition principles – Pattern – Pattern is repetition of visual elements in a regular and anticipated sequence. Color is an added dimension that can evoke mood and make powerful statements when used wisely. The color intensity refers to the brilliance or dullness of a color.. more colorful (or duller). More value a drawing / painting has. Rhythm helps in smooth visual transition in the compositions. Proportion / Scale – Relationship of all parts to each other and to the whole. Black and White and shades of Grey can create an equivalent good design as Red and Blue. Blue o Secondary Colors – Orange. It is a combination of proportion and variety. Colors can affect how humans feel and act. Variety – Differences in the elements that give interest to the composition.
g. drawings. Are some used more than others? How do the lines add to the impact of the work? Search around your house or yard and bring in three examples of items that are same color but appear slightly different simply because they are different textures. and shape. lines. write a description of your design and how each element adds to its overall effect. color. charcoal etc. All that is required is that you can explain each of the elements you chose to use and why. Keep in mind all the elements – lines. 2. objects and materials glued down Composition – The manner in which forms lines.Contrast Contrast is the use of opposite or unlike elements to emphasize the differences and add interest.g. You have just been hired to design men’s ties for Bloomingdale’s. Write a paragraph about the ties you designed.g. paint. Glossary Abstract – Not realistic. and colors of an artwork are arranged Contour – An outline drawing of a form or object Crosshatch – To create differences in value through a crossed series of lines Design – The organization of elements in an eye pleasing way Drawings – Usually work that is done in pen. flowers or food Assignments 1. 3.. and color. Make an original. etc Modeling – Varying the values to suggest a 3D quality to a subject Non-objective – An abstract artwork not based on anything in reality Paint – Pigment held together with binder Still life – A composition featuring inanimate objects e. describe the various lines used in the structure and what they signify. pen pencils. pastels. paint. There are no guidelines as to what you can use to make your design.. Using what you learned. etc Mixed Media – work done in variety of media e. When you are finished. texture. shape. Module-1: The Visual Language of Design Page 4 . often based on something real Ariel / Atmospheric Perspective – The effect of distance shown through changes of color Collage – Grouping of different textures. creative design. explaining how your choice of design elements adds to the overall effect that you were striving for in designing each tie.. collage. design 5 ties keeping in mind the importance of texture. on a paper Foreshortening – The technique of distortion in perspective in order for the object to appear 3 dimensional Linear perspective – A technical system that allows depth to be shown on a 2D surface Media – What is used for creation e. 4. Find a picture of an ancient Greek or Roman structure. pencil. On paper.