elements and principles of design © 2012 project lead the way, inc.introduction to engineering...
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Elements and Principles
of Design
© 2012 Project Lead The Way, Inc.Introduction to Engineering Design
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Visual Design Elements
Eight integral components used in the creation of a design:
• Point
• Line
• Color
• Value
• Shape
• Form
• Space
• Texture
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Point
• Most basic element of design
• Has position but no dimension
• Can be described by coordinates on a plane
• Used to indicate a location
Image courtesy Autodesk, Inc.
Image courtesy Autodesk, Inc.
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Line
• Has only a length dimension
• Can be used to– Define a boundary– Indicate volume– Create perspective and depth– Create textures and patterns– Suggest movement– Imply emotion
Image courtesy Autodesk, Inc.
Image courtesy Autodesk, Inc.
Microsoft Office clipart Microsoft Office clipart
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Line
Types• Vertical - Represents dignity, formality,
stability, and strength
• Horizontal - Represents calm, peace, and relaxation
• Diagonal - Represents action, activity, excitement, and movement
• Curved - Represents freedom, the natural, having the appearance of softness, and creates a soothing feeling or mood
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Vertical Lines
Skyscraper Madrid, Spain
Microsoft Office clipart
Brandenburg Gate Berlin
The Empire State BuildingArchitect: Shreve, Lamb, and Harmon
• Vertical lines characterize dignity, formality, stability, and strength
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Horizontal LinesMicrosoft Office clipart
Falling WaterBy Frank Lloyd Wright
• Horizontal lines represent calm, peace, and relaxation
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Diagonal LinesMicrosoft Office clipart
©iStockphoto.com
• Diagonal lines give the sense of movement, action, and activity.
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Curved Lines
©iStockphoto.com
Casa Batllo, BarcelonaAntoni Gaudi
Microsoft Office clipart
Microsoft Office clipart
©iStockphoto.com
• Curved lines give the sense of freedom and a soothing mood
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Color
Described by a number of qualities– Hue: base color (e.g., red)
– Value: lightness or darkness
– Saturation: purity or intensity relative to gray
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Cool ColorsBlues, purples, greens
Color Temperature
Warm ColorsReds, oranges, yellows
Image courtesy Autodesk, Inc.
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Warm or Cool Colors?
Park Guell, Barcelona by Antoni Gaudi
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Warm or Cool Colors?
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Color
• Color has an immediate and profound effect on a design
Microsoft Office clipart
Microsoft Office clipart
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Value
• Relative lightness or darkness of a color, object, or shape
Microsoft Office clipart
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Value
• Allows us to perceive shapes and the illusion of 3D objects on a 2D surface
Image courtesy Autodesk, Inc.
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Shape
• A 2D area enclosed by lines or curves• Types
– Geometric: square, circle, triangle– Mechanical: simple shapes made of straight
and curved lines– Organic: natural or simulating nature
Image courtesy Autodesk, Inc.Microsoft clipart
Geometric
Image courtesy Autodesk, Inc.
Mechanical Organic
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Shape
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Form
• A 3D volume or solid• Often implied on a 2D surface by careful
use of value
Image courtesy Autodesk, Inc.
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Form
©iStockphoto.com
Oriental Pearl Tower ShanghaiArchitect: Jiang Huan Cheng, Shanghai Modern Architectural Design, Co.
Microsoft clipart
Ancient Egyptian Pyramids
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Space
• Areas between and around parts of an image or the implied depth in that image
• Types– Positive– Negative
Image courtesy Autodesk, Inc.©iStockphoto.com
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Space
• Evident in images with depth
• Types– Open, uncluttered– Cramped, busy
Microsoft clipart
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Texture
• The surface look or feel• Types
– Smooth• Reflects more light• More intense color
– Rough• Absorbs more light• Appears darker
Image courtesy Autodesk, Inc.
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Texture
©iStockphoto.com
Park Guell – Barcelona, Spain Architect: Antonio Gaudí
Rough
Fluffy
Microsoft clipart
Smooth©iStockphoto.com
Exterior metal façade of Disney Concert HallLos Angeles
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Principles of Design
Unity
• Contrast & Emphasis
• Rhythm (or repetition)
• Alignment & Balance
• Proximity
• Economy
• Proportion
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• The degree of relative difference between elements
Contrast & EmphasisMicrosoft Office clipart
©iStockphoto.com
Image courtesy Autodesk, Inc.
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• Can be used to emphasize an element of a design
Contrast
Image courtesy Autodesk, Inc.
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• Used to draw attention to one area• Focal Point – feature in a design that
attracts the eye• Can be achieved through
– Size– Placement – Shape– Contrast– Use of lines
Emphasis
Wikipedia.org Microsoft Office clipart
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Emphasis
Microsoft clipart ©iStockphoto.com
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• Repeated use of line, shape, color, texture or pattern
• A harmonious pattern or sequence• Types
– Regular– Random– Gradated– Graduated
Rhythm
Microsoft Office clipart
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• An element is repeated at the same repetition/interval
Regular Rhythm
Microsoft Office clipartMicrosoft Office clipart
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Random Rhythm
Microsoft Office clipart
Microsoft Office clipart
• The repetition of the element is random or situated at irregular intervals
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Gradated Rhythm
www.wikimedia.org
Left: Stack of rocks used as focal point in landscaping
Microsoft Office clipart
Right: The Chinese Tower English GardensMunich, Germany
Microsoft Office clipart
• The repeated element is identical with the exception of one detail increasing or decreasing gradually with each repetition
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Graduated Rhythm
Microsoft Office clipart
Microsoft Office clipart
• The repeated element becomes closer or further apart
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Regular, Random, Gradated or Graduated?
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Regular, Random, Gradated or Graduated?
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Regular, Random, Gradated or Graduated?
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Alignment & Balance
• Visual and physical balance• The distribution of elements within a
design to create flow or dynamism• Types
– Symmetrical (formal) – Asymmetrical (informal)– Radial
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Symmetrical (Formal) Balance
• The elements within the design are identical in visual weight in relation to a centerline or axis
The Taj Mahal MausoleumAgra, Uttar Pradesh, India
©iStockphoto.com
Microsoft clipart
©iStockphoto.com
Microsoft Office clipart
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Asymmetrical (Informal) Balance
• The elements within the design are not identical but are arranged to provide a balanced visual weight
Image courtesy Autodesk, Inc.
Microsoft Office clipart
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Radial Balance
• Distribution of components in a circular pattern around a center point
Microsoft clipart
Microsoft Office clipart
Dresden FrauenkircheDresden, Germay
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Symmetrical, Asymmetric or Radial Balance?
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Symmetrical, Asymmetric or Radial Balance?
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• Comparative relationship between elements in a design with respect to size
• Scale – The proportion or size of an element in relation to the other elements
Proximity & Proportion & Economy
Microsoft Office clipart
Microsoft Office clipart
Microsoft Office clipart
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• Use of the bare minimum of elements• Can be achieved by removing extraneous
elements• In simplicity there is beauty• Less is more• Use of white space
Economy
Image courtesy Autodesk, Inc.
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Economy
Image courtesy Autodesk, Inc.
Image courtesy Autodesk, Inc.
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• The consistent use of design elements to create overall feel
Unity
©iStockphoto.com
©iStockphoto.com
Microsoft Office clipart
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Does this hotel give you a sense of unity? How?
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Does this building give you a sense of unity? How?
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