Beruflich Dokumente
Kultur Dokumente
Aesthetic Experience
Aesthetic experiences result from
Sensitive selection or Appreciation of.
Formal qualities Expressive qualities Symbolic qualities
Color
Most important aesthetic criterion
Product & brand differentiation
Color
Formal qualities of color
Hue vs. color Value Intensity
Value
The lightness or darkness of a hue To achieve lighter hues To darken hues
Color Harmonies
Monochromatic
Analogous
Complementary
Color Harmonies
Split complimentary Double complimentary Triad
Color Harmonies
Split complimentary Double complimentary Triad
Color Harmonies
Split complimentary Double complimentary Triad
Intensity/Chroma
The saturation or purity of a hue
Color Symbolism
May be due to:
physiological states associated meaning with nature
Light
Interacts with other elements of design May create aesthetic interest
Line
A point set in motion A structure with a greater length than width Qualities of Line
Length Width (thick vs. thin) Uniformity Direction Direct or meandering Softness of edge
Line
Organic vs. straight & geometric Optimal beauty is when the two types of line work together Lines create moods and feelings
Vertical vs. horizontal lines Curved Diagonal
Implied lines
Shape
An enclosed space created by the union of lines Formal qualities of shape
Type of shape placement Size Silhouette Placement (ordered or random)
Proportion/scale
Refers to relative size-size measured against other elements or against come mental norm or standard The pleasing interrelationship of the size of all elements of the display
Balance
Distribution of visual weight in design Symmetrical/formal balance Asymmetrical/informal balance
Emphasis
The center of interest, which draws attention to the focal point of a display Must create more visual attraction than any other design element in the display
Rhythm
Flow or movement is a smooth transition from one part of the display to another Executed through the use of
Repetition Line Progression Radiation Alteration
Repetition
A sense of movement in one direction
Progression
Ranges of sizes Progression of colors
Radiation
Movement radiates from the central point
Alternation
Shapes or colors used alternatively produce design rhythm