THE LANGUAGE OF DESIGN

Unit 1: Fundamentals
 LINE
• A straight or curved mark that connects two
points.
• Lines vary in weight (thickness or thinness),
direction, and length. Lines can also be
implied.
 FORM AND SPACE
• A shape that exhibits height, width, and
depth. It can be geometric or organic.
• Seeing is important! Perception – eyes and
brain working together towards visual input.
• Figure and ground
• 2D forms (height, width)
• 3D forms (height, width, and depth)
• Balance (symmetrical, asymmetrical, radial)
Geometric or Organic?
Symmetric, asymmetric, or radial?
 NEGATIVE AND POSITIVE SPACE
• Space is the distances and areas around,
between, and within components of a design.
• Negative space: space that is not filled or
occupied.
• Positive space: space that is occupied by a
shape or form.
 COMPOSITION
• Structure and organization of the design
• Crucial in effective visual communication
• Central, grid, random
 LAYOUT
• The way in which content is arranged in a
design
• Present in a logical, coherent way
• Make the elements stand out
• Styles: clean and structured, authoritative,
Cutting edge
• May include heading, text, and bullet points.
Describe the layout:
 TEXTURE
• The surface quality of an object that we can
sense through touch.
• Tactile or visual.
COLOR
VALUE