The elements and principles of design

DESIGN AND COLOUR

The elements and principles of design are the building blocks used to create a work of art. The elements of design can be thought of as the things that make up a painting, drawing, design etc. Good or bad - all paintings will contain most of if not all, the seven elements of design.

The Principles of design can be thought of as what we do to the elements of design. How we apply the Principles of design determines how successful we are in creating a work of art.

note - the hyperlinks within the text of this page will open information in a new browser window. After you have read that information the window can then be closed leaving this window open.

THE ELEMENTS OF DESIGN
LINE
Line can be considered in two ways. The linear marks made with a pen or brush or the edge created when two shapes meet.

SHAPE
A shape is a self contained defined area of geometric or organic form. A positive shape in a painting automatically creates a negative shape.

DIRECTION
All lines have direction - Horizontal, Vertical or Oblique. Horizontal suggests calmness, stability and tranquillity. Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action
see notes on direction

SIZE
Size is simply the relationship of the area occupied by one shape to that of another.

TEXTURE
Texture is the surface quality of a shape - rough, smooth, soft hard glossy etc. Texture can be physical (tactile) or visual.
see notes on texture

COLOUR
Also called Hue
see notes on colour

VALUE
Value is the lightness or darkness of a colour. Value is also called Tone
see notes on tonal contrast

THE PRINCIPLES OF DESIGN
BALANCE
Balance in design is similar to balance in physics

A large shape close to the center can be balanced
by a small shape close to the edge. A large light
toned shape will be balanced by a small dark toned
shape (the darker the shape the heavier it appears to be)

GRADATION
Gradation of size and direction produce linear perspective. Gradation of of colour from warm to cool and tone from dark to light produce aerial perspective. Gradation can add interest and movement to a shape. A gradation from dark to light will cause the eye to move along a shape.


REPETITION
Repetition with variation is interesting, without variation repetition can become monotonous.



The five squares above are all the same. They can be taken in and understood with a single glance.



When variation is introduced, the five squares, although similar, are much more interesting to look at. They can no longer be absorbed properly with a single glance. The individual character of each square needs to be considered.

If you wish to create interest, any repeating element should include a degree of variation.


CONTRAST
Contrast is the juxtaposition of opposing elements eg. opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical.
The major contrast in a painting should be located at the center of interest. Too much contrast scattered throughout a painting can destroy unity and make a work difficult to look at. Unless a feeling of chaos and confusion are what you are seeking, it is a good idea to carefully consider where to place your areas of maximum contrast.

HARMONY
Harmony in painting is the visually satisfying effect of combining similar, related elements. eg.adjacent colours on the colour wheel, similar shapes etc.

DOMINANCE
Dominance gives a painting interest, counteracting confusion and monotony. Dominance can be applied to one or more of the elements to give emphasis


UNITY
Relating the design elements to the the idea being expressed in a painting reinforces the principal of unity.eg. a painting with an active aggressive subject would work better with a dominant oblique direction, course, rough texture, angular lines etc. whereas a quiet passive subject would benefit from horizontal lines, soft texture and less tonal contrast.

Unity in a painting also refers to the visual linking of various elements of the work.

Everyday Object Vector Assignment - TGG 3M1

When you have completed both your vector tracing and your freeform illustration of the object, create a few of each using colour. You can try one colour, two colours, or many colours. Avoid using gimmicky swatches and styles, like leopard print or rainbow.

Your first one should be dynamic, show variety in line type, quality and width. Be precise with your lines and vary the blacks and the whites in the illustration. Your second illustration should be more free and loose and should express more emotion. Your colour illustrations do not have to be realistic colour only. Try being abstract with the colours. Think Pop Art like Andy Warhol. Look it up if you don't know what I'm talking about.

Make sure you save your work in the illustrator format. It should have your name in the file and .ai at the end. DO NOT ADD ANYTHING TO THE .ai! namevectortrace.ai and namevectorfreehand.ai, and namevectortracecolour.ai etc.

Your next step is to post your illustrations to the blog and write a brief paragraph about them. 1. From Illustrator, save your illustrations under Save for Web (as a jpg) 2. From your blog, create a new post. Write a paragraph that describes the process you went through to create your illustrations, what tools you used, what you learned, which illustration you think turned out the best and why. 3. To add an image, find the icon of the picture in the New post window and browse for your saved jpg files.

TGG3M1 - Communication Technology: Print and Graphic Communication (Yearbook), Grade 11,

TGG3M1

These courses examine the fundamentals and principles of graphic design as it applies the the world of communication and print media. Students will develop their drawing skills through the design process and later work with various software to create thier final output for print.

TGG 3M1 - Culminating Project

AND NOW…..YOUR CULMINATING ACTIVITY!
TGG 3M1

Create a package design and logo for one of the following companies:

1. Gourmet snack food.
Logo plus container/package for the snack food

2. Clothing store with its own line (e.g. H&M)
Logo plus box or shopping bag

3. Hip urban coffee shop.
Logo plus coffee cup

*Bonus activity – if you’re a graphics superstar and can’t get enough – once you have completed this entire culminating activity, you can also design a sign for the store and decide on a location (street, mall, strip mall, web only?)

Note: Pay attention to the suggestions in both your logo and package design handouts. Read through them carefully!

Procedure:
Step I
· Invent your brand. Come up with a name and the spirit and personality of your company.
· Research similar products.
· Find examples of similar products.
· Write an objectives statement. Define the purpose and function of the packaging, the audience, and the information to be communicated. On a sticky note or index card write two or three adjectives that describe the spirit or personality of your company and product line. Keep this in front of you while sketching.

Step II

Design a logo for your snack food, clothing line, or coffee.
· Your logo can be in any of the following configurations – logotype, initials, pictorial visual, abstract visual or any combination.
· Produce at least twenty sketches of your logo ideas (at least four sketches for each logo configuration i.e. 4 initials, 4 logotypes, 4 pictorials, 4 abstracts)
· The logo should be self-contained and be able to “float” anywhere; for example, it should not be dependent upon being positioned in the corner of a page.
· Design a package or container for your company’s product.
· The packages must include the following information: logo and brand name.
· Produce at least twenty sketches of your package ideas

Step III

· Produce at least two roughs for the package before creating a preliminary mock-up.
· Create a preliminary mock-up to see how it will look in three-dimensions. (you can print it on the black and white printer, or sketch it by hand)
· Produce three roughs of your logos on the computer.


Step IV
· Create a finished mock-up for the package (Print in colour and fold to its specifications).
· The size of the package should be similar to the sizes of other products in its category.
· Create your final logo on the computer program that you think is most appropriate.

Step V
· Write a brief statement explaining your design choices and why you feel they communicate the intended message.
· Briefly explain your technical process (in a few sentences – programs used, original images/photos, alterations, original drawing, scanning etc.

Presentation – meet with your client one on one (Wed. Jan. 20 orThurs Jan. 21)
· Print the flattened pre-folded version in colour (Max. 7”)
· Print your logo in colour and black and white (Max 5”)
· Mount the finished package and logos on a black board
· Present the prints and the mock-up of the package with your initial objectives statement and final written statement.


Submission requirements:

1.Drop your originals into the drop folder.
· Create a folder with your final work that has your name on it!
· You should have one file for your logos and one for your package.

2.Post your finished work onto your blog with your objectives statement and final statement in the posting.
· Remember to convert your original .ai or .psd files to .jpgs for the web.

3. Hand in your mounted printed work and mock-up. (you can do this when you present it to your ‘client’) Print your statements and glue them to the back of the board.

This assignment must be completed by your presentation time (on the 20th or 21st) I will not accept any work past the 21st.