Elements of DESIGN

Design in
nature

Design in
nature

Design in nature

Buddha the Tibetan and Ankor vat style

Indian Style

Can you identify 5 differences in the style

ELEMENTS OF DESIGN
The elements of design are the basic components used as part of any
composition. They are the objects to be arranged, the constituent parts
used to create the composition itself. In most situations the elements of
design build upon one another, the former element helping to create the
later, and the elements described in this column are arranged as such.
Point
Line
Shape
Space
Texture
Color

In the fields of art and design, there are five essential elements
that contribute to the composition of all objects. These five
elements are:

Point: The beginning of any Design, Object, Composition,

Structure
Line: An elongated mark, a connection between two points, or
an effect made by the edge of an object.
Shape: A two-or three-dimensional area enclosed by a line.
Texture: The visible and tactile surface of a substance or
material.
Color: Range of visible wavelengths from red through the
spectrum to violet, perceivable by the eye and the brain.

Dots in nature

Dots in Fashion

Lines in nature

Lines in nature

Lines in Fashion

Characteristic of Line are:

Width- thick, thin, tapering, uneven
Length - long, short, continuous, broken .
Direction- horizontal, vertical, diagonal, curving,
perpendicular, oblique, parallel, radial, zigzag .
Focus- sharp, blurry, fuzzy, choppy .
Feeling- sharp, jagged, graceful, smooth .

Natural Shapes E.g.:

Natural Shapes E.g.:

Stylized Shapes
These are simplified or
modified natural shapes
that can be distorted or
exaggerated. (also
referred as
conventionalized). It is a
replica of the natural
object but it does not
possess the detailing of a
natural shape
A stylized drawing of an Oak
leaf may have fewer
points than an actual leaf
or the points may be
rounded or the lines
connecting the points
many be straight instead
of the slightly curved lines
of a natural Oak leaf.

Stylized Shapes

A child drawing of a house may not posses

all the details of an actual house and may
be slightly distorted in its dimensions and
proportions, but we still recognize it as a
house because it is a stylized drawing.
Public symbols are another examples of
stylized shapes.

Stylized Shapes E.g.:

Children drawings are examples of Stylized
shapes:

Stylized Shapes E.g.:

Stylized Shapes E.g.:

All symbols are examples of Stylized
shapes:

Geometric
shapes
They can be mathematically
formed or have the illusion of
being mathematically formed
using squares, circles,
rectangles etc.

PEACOCK

Shapes in Fashion

Shapes in Fashion

Texture

Every shape has a surface and every surface must have certain
characteristics which may be described as smooth or rough, plain
or decorated, matt or glossy, soft or hard.
Texture is a visual element.
It can be classified as visual texture: type of texture which can be
seen by our eyes. And Tactile textures: which is not only visible to
the eyes but also can be felt with the hands.
Visual textures: can be made by drawing , painting, rubbing,
spraying, spilling, pouring, scratching burning etc.
Tactile Textures: Natural texturesPaper , Fabric, Branches,
Leaves ,Sand , strings etc.

VISUAL TEXTURES

Textures
Tactile Textures: Natural texturesPaper , Fabric, Branches,
Leaves ,Sand , strings etc.
Modified Natural Textures: When natural materials are slightly
reformed but not beyond recognitionPaper can be crushed,
teared etc.
All kinds of tactile textures can be modified into the visual textures
by photographic technique.

PRINCIPLES OF DESIGN
Proportion
Balance
Rhythm
Composition

Balance:
The equilibrium of the elements of design.
Proportion:
The relationship of size between objects and the space the object
occupies.
Rhythm:
The movement or natural eye flow caused by the regular reoccurrence of elated
elements.

Balance
(Leaning tower of Pisa is famous because
its out of balance.)

Balance is identified as an equilibrium of the

elements.
We have a deep need for balance or
equilibrium
Balance can be seen in nature., in human
figure, in man made structures.
We expect it in art as well as life.

Principal of balance can fall into three categories

Symmetric Balance
Asymmetric Balance
Radial Balance

Symmetric Balance
Its a correspondence in size, shape and relative position on
opposite side of an imaginary dividing line

Asymmetric Balance

It has parts that are different in

size, shape and numberor
relative position on opposite sides
of a dividing line
They still have balance , they still
have similar weight or substance,
but the elements are not the
same.

Radial Balance

whose parts are arranged with a

central axis, whose parts are located
equally or correspondingly around a
central pointsimilar to sun rays.

Rhythm
Words and music use
rhythm employing the
sense of sound. The
composer is in control
of the melodic flow. In
design, we appeal to
the visual sense in
rhythm because all
design is visual.
Involves the repetition
of elements to create
the illusion of
movement.

Rhythm is the movement or

natural eye flow caused by the
regular reoccurrence of related
elements.

Those elements in design that are

related-that is, similar in color,
texture, line, shape, or spacecreate eye movement.

A grouping of related elements

causes the eye to naturally flow
from one element to another in
an organized manner.

This eye movement or rhythm

gives unity to the composition.

A break or change in the rhythm

provides contrast.

Rhythm
This visual rhythm or eye flow is achieved through three
arrangements:

Regular Rhythm

Alternative Rhythm

Progressive Rhythm

Continuous Rhythm

Random Rhythm

Regular
AB-AB-AB
ABC-ABC-ABC
ABBB-ABBB-ABBB
ABCB-ABCB-ABCB
ABCDCDA-ABCDCDA-ABCDCDA

Alternating
ABA-CDC-ABA-EFE-ABA-CDC-ABA-EFEABC-ABC-ABC-DEF-DEF-DEF-ABC-ABC-ABC-DEF-DEF-DEFABCD-DCCBBA-ABCD-DCCBBA

Progressive
AB-AABB-AAABBB-AAAABBBB
AB-AB-AB-AB-AB-AB
AB-AB-AB-AB-AB-ABABC-ABD-ABE-ABF-ABG-ABH-ABI

Continuous
ABABABABABABABABABA
AAAAAAAAAAAAAAAAAAA

Random
A- ABBB- AC- ABC AAACC AC
AA-AAAAAAAAA- AA- AAAAAAAA

PROPORTION
Proportion in art is the comparative harmonious relationship between two
or more elements in a composition.
It can be size, color, quantity, degree, setting, etc.;
height,

width and depth of one element to that of another

size of one area to the size of another area
size of one element to the size of another element
amount of space between two or more elements

Proportion used to give the majestic feel in

mountains & trees

COLOUR

More than any element of design , colour has the ability to

make us aware of what we see,for nothing has meening
without colour
Color is a form of to visual communication. Its a basic
property of light. Form and color are the two basic
elements in visual communication Form affects the intellect
Color affects the emotions

Primary, Secondary and Tertiary Colors

primary colors are red, yellow and blue. cannot mix to
get these colors
secondary colors (green, orange and purple) are
created by mixing two primary colors. orange, green,
purple
primary + primary = secondary
red + yellow = orange
yellow + blue = green
blue + red = purple
tertiary colors are created by mixing primary and
secondary colors. - red-orange, yellow-orange, yellowgreen, blue-green, blue-purple, red-purple
primary + secondary = intermediate

Colour Values
If

a color is made lighter by adding

white, the result is called a tint.
If black is added, the darker version is
called a shade.
And if gray is added, the result is a
different tone.

Tints - adding white to a pure hue:

Tones - adding gray to a pure hue:

For example, pink is a tint of the
primary color red.
The incremental addition of black or
gray to a hue results in darker
values of the hue known as shades. Shades - adding black to a pure hue:
A shade of red is burgundy.

Color Harmonies
How colour reacts with each other.
- Basic techniques for creating color schemes
Below are shown the basic color chords based on the color wheel.
Complementary color scheme
Colors that are opposite each other on
the color wheel are considered to be
complementary colors (example: red
and green).
The high contrast of complementary
colors creates a vibrant look especially
when used at full saturation. This color
scheme must be managed well so it is
not jarring.
Complementary color schemes are
tricky to use in large doses, but work
well when you want something to stand
out.
Complementary colors are really bad
for text.

Complementary (com-pluh-MEN-tuh-ree) colors

sit opposite each other on the color wheel.
Because they are opposites, they tend to look
especially lively when used together. When you
put complementary colors together, each color
looks more noticeable.

Split-Complementary color scheme

The split-complementary color scheme

is a variation of the complementary
color scheme. In addition to the base
color, it uses the two colors adjacent to
its complement.
This color scheme has the same strong
visual contrast as the complementary
color scheme, but has less tension.
The split-complimentary color scheme is
often a good choice for beginners,
because it is difficult to mess up.

Analogous color scheme

Analogous color schemes use
colors that are next to each other
on the color wheel. They usually
match well and create serene and
comfortable designs.
Analogous color schemes are
often found in nature and are
harmonious and pleasing to the
eye.
Make sure you have enough
contrast when choosing an
analogous color scheme.
Choose one color to dominate, a
second to support. The third color
is used (along with black, white or
gray) as an accent.

Triadic color scheme

A triadic color scheme uses colors that

are evenly spaced around the color
wheel.
Triadic color schemes tend to be quite
vibrant, even if you use pale or
unsaturated versions of your hues.
To use a triadic harmony successfully,
the colors should be carefully balanced let one color dominate and use the two
others for

Rectangle (tetradic) color

scheme

The rectangle or tetradic color

scheme uses four colors
arranged into two
complementary pairs.
This rich color scheme offers
plenty of possibilities for
variation.
Tetradic color schemes works
best if you let one color be
dominant.
You should also pay attention to
the balance between warm and
cool colors in your design.

Square color scheme

The square color scheme is similar to the
rectangle, but with all four colors spaced
evenly around the color circle.
Square color schemes works best if you let
one color be dominant.
You should also pay attention to the balance
between warm and cool colors in your
design.

Warm and cool colors

The color circle can be divided into warm and cool colors.

Warm colors are vivid and energetic, and tend to advance in space.
Cool colors give an impression of calm, and create a soothing impression.
White, black and gray are considered to be neutral.

Black
Colors often have different meanings in various cultures. And
even in Western societies, the meanings of various colors
have changed over the years.

Black is the color of authority and power. It is popular in fashion because it makes
people appear thinner. It is also stylish and timeless. Black also implies
submission. Priests wear black to signify submission to God. Black outfits can also
be overpowering, or make the wearer seem aloof or evil. Villains, such as Dracula,
often wear black.

Lacking hue and brightness; absorbing

light without reflecting any of the rays
composing it. The color at one
extreme end of the scale of grays,
opposite to white
Produces a feeling of solidarity and
formality. Black is a natural classic.The
color of authority and power, yet also
implies submission
.Aloof, evil, death, unknown, fear,
mystery, dark, night, sad, murky,
sinful, inhuman, fiendish, devilish,
infernal, monstrous, horrible,
nefarious, treacherous, traitorous,
villainous, depressing, somber,
doleful, mournful, funereal,
disastrous, calamitous, harmful,
deliberate, pessimistic, dismal,
hostile, threatening, wicked,
disgrace, morbid, grotesque,
undesirable, dangerous, false

White
:Brides wear white to symbolize
innocence and purity. White
reflects light and is considered
a summer color. White is
popular in decorating and in
fashion because it is light,
neutral, and goes with
everything. However, white
shows dirt and is therefore
more difficult to keep clean
than other colors. Doctors and
nurses wear white to imply
sterility.

A color without hue at one extreme end of

the scale of grays, opposite to black. A white
surface reflects light of all hues completely
and diffusely. Most so-called whites are very
light grays: fresh snow, for example, reflects
about 80 percent of the incident light, but to
be strictly white, snow would have to reflect
100 percent of the incident light. It is the
ultimate limit of a series of shades of any
color
Never underestimate the power of this super
neutral. It works with any other color, in any
context, anywhere. One color plus white
equals an almost foolproof color scheme.
White would be an inappropriate color for a
wedding in China. It is the color of mourning.
If a bride chooses a white wedding gown, her
parents would probably not allow her to get
married.
Innocence, purity, sterility, fairness,
snow, frost, milk, ghostly,
ultraconservative, blank, empty,
transparent, honorable, dependable,
auspicious, fortunate, harmless

Red

The most emotionally intense color, red stimulates a faster heartbeat and
breathing. It is also the color of love. Red clothing gets noticed and makes
the wearer appear heavier. Since it is an extreme color, red clothing might
not help people in negotiations or confrontations. Red cars are popular
targets for thieves. In decorating, red is usually used as an accent.
Decorators say that red furniture should be perfect since it will attract
attention.
The most romantic color, pink, is more tranquilizing. Sports teams
sometimes paint the locker rooms used by opposing teams bright pink so
their opponents will lose energy.

Colors resembling the color of blood; the

primary color at one extreme end of the
visible spectrum, an effect of light with a
wavelength between 610 and 780 nm.

Increases pulse rate and breathing and

causes blood pressure to rise. Infants and
children respond well to red. Red is for the
amorous, outspoken, and optimistic.
People who love red, love life.

The food color. Ever notice that restaurants

use red a lot? It makes you hungry by
increasing your body's metabolism.

Hot, passionate, urgent, danger,

blood, devil, angry, enraged, amorous,
outspoken, optimistic

A color varying from light

crimson to pale reddish purple
Makes one feel prosperous, a
bit pampered. "Baker Miller"
pink (deep shade of pink,
similar to Pepto Bismol) is
used in jail holding cells to
calm prisoners. Pink is also
used to treat patients
suffering from headache
disorders.
Femininity, sweetness,
prime, left-wing

Blue

The color of the sky and the ocean, blue is one of the most popular colors.
Peaceful, tranquil blue causes the body to produce calming chemicals, so it is
often used in bedrooms. Blue can also be cold and depressing. Fashion
consultants recommend wearing blue to job interviews because it symbolizes
loyalty. People are more productive in blue rooms. Studies show weightlifters are
able to handle heavier weights in blue gyms.

Green

Currently the most popular decorating color, green symbolizes

nature. It is the easiest color on the eye and can improve vision.
It is a calming, refreshing color. People waiting to appear on TV sit
in "green rooms" to relax. Hospitals often use green because it
relaxes patients. Dark green is masculine, conservative, and
implies wealth.

color intermediate in the spectrum between

yellow and blue, an effect of light with a
wavelength between 500 and 570 nm.; found
in nature as the color of most grasses and
leaves while growing, of some fruits while
ripening, and of the sea. A secondary color
that has been formed by the mixture of blue
and yellow pigments

A good color for people in transition. Green is

Mother Nature's color, lover's of green may
be fickle.

The money color--bound to influence.

In Celtic myths the Green man was the God
of fertility.

Universal symbolism: Nature, freshness

Contemporary symbolism: Ecologically
beneficial
Nature, health, regeneration,
contentment, harmony,cheerful, lively,
friendly, fresh, sickly, unripe, immature,
simple, unsophisticated, gullible, new

Color between white and

black; having a neutral hue
A good color for offices. It
promotes productivity and
stimulates creativity.
Neutral, ambiguous,
intermediate, apathetic,
dull, drab, monotonous,
mature, sober, somber,
mousy, smoky

Yellow

Yellow
Cheerful sunny yellow is an attention getter. While it is considered
an optimistic color, people lose their tempers more often in yellow
rooms, and babies will cry more. It is the most difficult color for the
eye to take in, so it can be overpowering if overused. Yellow
enhances concentration, hence its use for legal pads. It also
speeds metabolism.

A color between yellow and

red in the spectrum, an effect
of light with a wavelength
between 590 and 610 nm;
reddish yellow. A secondary
color that has been formed by
the mixture of red and yellow
pigments
Not a color that everyone
loves, but those who do are
generally social and fun
loving.
Confident, creative,
adventurous, fun loving,
sociable

color like that of egg yolk, ripe lemons, etc.; the

primary color between green and orange in the visible
spectrum, an effect of light with a wavelength between
570 and 590 nm.

The color of the sunny disposition, the idealist.

Intellectuals love yellow. It takes more chemicals in
the eye to see the color yellow. Yellow can have some
negative effects -- babies cry more often and longer in
yellow rooms; in convalescent homes it makes older
people shake as it affects their minor motor
movement. As you get older you tend to dislike yellow
because it can make you feel anxious or angry.

Yellow enhances concentration and speeds

metabolism.

Warm, cowardice, caution, fearful, bright

Purple

The color of royalty, purple connotes luxury, wealth, and

sophistication. It is also feminine and romantic. However,
because it is rare in nature, purple can appear artificial.

Any color having components

of both red and blue, such as
lavender, esp. one deep in
tone
The color of fantasy. Most
men dislike purple.
Royalty, intelligence,
wealth, beauty,
inspiration, sophistication,
high rank, exalted,
imperial, princely,
excessively ornate
rhetoric, profane, shocking

Brown

Solid, reliable brown is the color of earth and is abundant in nature.

Light brown implies genuineness while dark brown is similar to wood
or leather. Brown can also be sad and wistful. Men are more apt to
say brown is one of their favorite colors.