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Elements of Design
Principles of DesignInGraphic Design
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+Elements of Design
SHAPE A shape is a geometric figure.
COLOURAlso called Hue
TONETone is the lightness or darkness of a colour.
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+BALANCE
spread out; one area not over loaded
Symmetrical
Asymmetrical
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+Balance examples…
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+Contrast
light/dark
horizontal/vertical
Big to little
Fat to thin
Rough to smooth
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+Contrast examples…
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+Emphasis
Establishing centers of interest which focus the viewer’s attention.
If all the elements are given relatively equal weight, there will be no emphasis.
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+Directional Forces
Both implied and actual, they help guide the eye and mind movement of the viewer.
They can also bind the work into a single entity (being or thing).
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+Scale and Proportion
The real, apparent size of an object seen in relation to other objects, people, its environment, or the proportions of the picture plane.
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+Repetition
The recurrence of a design element coupled with a certain order to the repetition.
Provides continuity, flow, direction forces etc.
BUT… too much of the same becomes monotonous
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+Gradation
from light to dark/dark to light
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+Harmony
similar and related elements (makes sense)
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+Unity
The force operating within a work of art which can give it the appearance of oneness or resolution. The consistency of the concept.
When any variety of these principles are combined a design becomes very successful and hard to ignore. That design commands your attention, it guides your eye through and keeps you visually entertained.
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+Unity continued…
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+Line
Line can be the linear marks made with a pen or brush tool or the edge created when two shapes meet.
DirectionHorizontal, Vertical or Oblique (slanting or sloping)
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+Texture
Surface is or looks:
rough,
smooth,
soft,
hard,
glossy
etc.