Elements of Design = Basic building blocks for design
- Line - draw eyes to focal point
- Shape - recognizable boundary. (geometric vs. organic)
- Colour - creates mood/atmosphere, sends a message.
- Value - degree of light & dark
- Texture - feel
- Space
Used to: Entice viewer, convey mood, tell story, create identity.
Principles of Design = rules when using elements
- Balance - symmetrical/ asymmetrical. 'Visual Weight' -by colour, shape, size, distance. Detail = interest.
- Movement - gives the eye direction to focal point. linear and directed/curved and subtle.
- Contrast - emphasis of differences in elements
- Rhythm - Repetition of element, flow and movement. Even/uneven organisation decides the rhythm.
- Emphasis - Focal point, the central element -where you want the viewer to look.
- Pattern - repeated element. Regular/irregular.
- Unity - harmony within a picture. Similarities and complementary aspects and elements bring the picture together.
Imagery in Design
Descriptive Image
- visual representation - object/place/action/situation
- no emotion
- clear, simple, uncomplicated
- Eg. stop sign, maps, diagrams
Emotive Image
- Evokes an emotion or reaction
- has many levels of meaning, is complex
- can be ambiguous/abstract
- forces the viewer to think about what they see
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