Design elements to create mood and

impression – colour, angle, motion,

simplicity, and repetition
 Colour
COLOR DEFINITIONS:
Color is both an external occurrence and an
internal sensation of three basic dimensions –
hues and their relative values and intensities.
Hue:
1. A hue is a pure pigment and the basic quality
that distinguishes one “color” from another.
2.A pigment is derived from the earth in rocks,
plants, minerals.
Value:
The lightness or darkness of a hue can be
altered by the addition of black or white
pigment.
Intensity :
The relative brightness or dullness of a hue. The
closer to pure hue the brighter a color is
 PHYSICAL EFFECT OF COLOR
1. Actual differences between colors appear
exaggerated when colors are just aposed
2. Dominate color pushes or manipulates the
smaller area of color
3. Depending on the dominate background color
a. Identical colors may appear to be different
b. Different colors may appear to be the
same.
 PSYCHO-PHYSICAL EFFECT OF COLOR
• Temperature Color is associated with
temperatures from warm to cool.
• Dark values suggest greater density and make
things appear heavier.
• Light values appear to weigh less.
• Loud Warm hues, bright intensities, light
values.
• Quiet Cool hues, dark values, dull intensities.
 DIRECTIONAL PRINCIPLES
There are eight directional principles of design
which include:
_ Repetition
_ Parallelism
_ Sequence
_ Alternation/Variation
_ Gradation
_ Transition
_ Radiation
_ Rhythm
1.REPETITION:
Use of the same thing arranged in different
locations; the simplest and most fundamental of all
design principles.
2.PARALLELISM:
Use of lines lying on the same plane equidistant at all
points and never meeting or having the potential
of meeting.
3.ALTERNATION:
Repeated sequence of two and only two things that
change back and forth in the same order; a specific
combination of repetition and sequence
4.GRADATION:
Sequence of adjacent units usually alike in all
respects except one that changes consistently
and distinctly in steps from one unit to the next.
5.TRANSITION:
A smooth, flowing passage from one condition
and position to another with no break point,
step or distinct place to pinpoint the change.
Transition is a linear principle, emphasizing its
direction on the object.
6.RADIATION:
The feeling of movement steadily bursting
outward in all directions from a visible or
suggested central point — the emission of rays
from a central source.
7.RHYTHM:
The feeling of organized movement or an
arrangement of internally organized motion.
Rhythm can be clearly stated, subtly suggested,
repeated, vaguely similar, etc.
Rhythm does not require repetition but gains
strength from it.
8.CONCENTRICITY:
A progressive increase in size of layers of the
same shape, each with the same center e.g.
Bull’s eye target.