Multiuse Design Elements

1.01 Understand typography, multiuse design

principles and elements.
Lines
• Can be any size, shape, texture, pattern or direction
• Can be straight or curved
Lines Can Organize

Apple Grapes Oranges

Red Delicious White Navel

Fuji Red Hamlin

Lines Can Create Movement
Lines Can Connect
Leaves

Speaker
X’s

Post
Hat

Box

Fence
Lines Can Separate
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Lines Can Provide Texture
Lines Can Convey a Mood or Emotion
Lines Can Define Shapes
Lines Can Provide Emphasis

Magazine Article Title

Newspaper Title
Lines Can Provide a Frame
Space
• Positive Space – length, width, and depth of
objects
• Negative Space – “white space”
▫ the distance between objects
▫ Necessary to avoid clutter; gives a design
breathing room
• Example: Two shapes on a page are positive
space. The space between them is negative
space.
Examples of space
Space improves readability
Shapes
• 2-dimensional space
• Enhances a publication
• Shapes can be:
▫ Geometric – triangles, squares, circles.
▫ Organic – natural or man-made shapes
 leaves, flowers, cars
▫ Abstract – a blend of both
Form
• 3-dimensional space
added to objects by
the addition of
shadows, tone, or 3-D space because of
shadow added
color transitions

2-D Shape 3-D Form

Mass
• The size or amount of space taken up by an
element.
• Used for emphasis
Texture
• Used to convey a sense of touch or feel
Color
▫ Evokes Emotion
Color as a Design
 Sets tone or mood
Element
 Color Themes
 Cool Colors - blue, green, violet
▫ Considered calming
 Warm Colors – red, orange, yellow
▫ Considered exciting
 Neutral Colors – beige, ivory, taupe, black, gray, white
▫ Unify a design
▫ Can add or detract
▫ Can create movement and lead the eye
Color Harmony
• Create harmony by choosing pleasing color
combinations from a color palette

Color Wheel Color Palette

Color Schemes
• Complementary color scheme – any 2 colors
directly opposite each other on the color wheel
▫ Examples: Red/Green, Purple/Yellow
Color Schemes
• Analogous color scheme - any three colors
which are side by side on a 12 part color wheel
▫ Example: yellow-green, yellow, and yellow-
orange.
▫ Usually one of the three colors predominates.
Color Schemes
• Monochromatic color scheme - uses variations
in lightness and saturation of a single color.
▫ Produces a soothing effect
▫ Easy on the eyes; however, can be difficult to
highlight important elements
Color on Monitors
• Measured in RGB – red, green, blue
▫ Each color is assigned a number between 0
and 255.
▫ 255, 255, 255 = black
• Additive color – as color, or light, is added the
result gets lighter
Color and Printers
• Printers use a color model called CMYK.
▫ Cyan, Magenta, Yellow and Black
• They are based on percentages.
▫ If each is set to 100%, the color is black.
• Subtractive Color – as color is added, the
result gets darker
Color Matching
• matching the printed ink color to the color
displayed on the monitor
▫ Change your color model to:
 CMYK for printed material
 RGB for on-screen displays
Color Terms
• Hue – a color
• Value – the brightness of a color
• Tint – a hue plus white
• Shade – a hue plus black
• Saturation - the amount of the hue used; a
color’s intensity

Pink: A tint of red Red is the hue Burgandy: A shade of red

What have you learned?