TOPIC OUTLINE

Elements and Principles of Design

Line, Shape, Form, Space, Color and Texture Balance, Emphasis, Movement, Pattern, Proportion, Rhythm, and Unity

The Color Theory

The Color Wheel Primary, Secondary and Tertiary Colors Color Harmony Meaning of Colors

PART I

ELEMENTS OF DESIGN

ELEMENTS OF DESIGN

Line is a mark with greater length than

width. Lines can be horizontal, vertical or diagonal, straight or curved, thick or thin.

ELEMENTS OF DESIGN

Shape is a closed line. Shapes

can be geometric, like squares and circles; or organic, like free formed shapes or natural shapes. Shapes are flat and can express length and width.

ELEMENTS OF DESIGN

Forms are three-dimensional shapes,

expressing length, width, and depth. Balls, cylinders, boxes and triangles are forms.

ELEMENTS OF DESIGN

Space is the area between and

around objects. Space can also refer to the feeling of depth. In visual art when we can create the feeling or illusion of depth we call it space.

ELEMENTS OF DESIGN

Color is light reflected

off objects. Color has three main characteristics: hue or its name (red, green, blue, etc.), value (how light or dark it is), and intensity (how bright or dull it is).

ELEMENTS OF DESIGN

Texture is the surface quality that can be

seen and felt. Textures can be rough or smooth, soft or hard.

PART II

PRINCIPLES OF DESIGN

PRINCIPLES OF DESIGN

Balance is the distribution of the visual

weight of objects, colors, texture, and space. If the design was a scale these elements should be balanced to make a design feel stable. In symmetrical balance, the elements used on one side of the design are similar to those on the other side; in asymmetrical balance, the sides are different but still look balanced.

PRINCIPLES OF DESIGN
Two Basic Approaches to Balance:

Symmetrical Balance Asymmetrical Balance

PRINCIPLES OF DESIGN

Emphasis is the part of the design that

catches the viewers attention. Usually the artist will make one area stand out by contrasting it with other areas. The area will be different in size, color, texture, shape, etc.

PRINCIPLES OF DESIGN

Movement is the path the

viewers eye takes through the artwork, often to focal areas. Such movement can be directed along lines edges, shape and color within the artwork.

PRINCIPLES OF DESIGN

Pattern is the repeating of an object or

symbol all over the artwork.

PRINCIPLES OF DESIGN

Proportion is the feeling of unity

created when all parts (sizes, amounts, or number) relate well with each other. When drawing the human figure, proportion can refer to the size of the head compared to the rest of the body.

PRINCIPLES OF DESIGN

Rhythm is created when one or more

elements of design are used repeatedly to create a feeling of organized movement. Rhythm creates a mood like music or dancing.

PRINCIPLES OF DESIGN

Unity is the feeling of harmony

between all parts of the artwork creating a sense of completeness.

PART III

THE COLOR THEORY

THE COLOR THEORY

Color theory encompasses a multitude of definitions, concepts and design applications. All the information would fill several encyclopedia. As an introduction, here are a few basic concepts.

THE COLOR THEORY

A color circle, based on red, yellow and blue, is traditional in the field of art. Sir Isaac Newton developed the first circular diagram of colors in 1666. Since then scientists and artists have studied and designed numerous variations of this concept. In reality, any color circle or color wheel which presents a logically arranged sequence of pure hues has merit.

THE COLOR THEORY

PRIMARY COLORS Red, yellow and blue

Primary Colors
In traditional color theory, these are the 3 pigment colors that can not be mixed or formed by any combination of other colors. All other colors are derived from these 3 hues.

THE COLOR THEORY

SECONDARY COLORS Green, orange and purple

Secondary Colors
These are the colors formed by mixing the primary colors.

THE COLOR THEORY

TERTIARY COLORS Yellow-orange, red-orange, red-purple, bluepurple, blue-green and yellow-green.

Tertiary Colors
These are the colors formed by mixing a primary and a secondary color. That's why the hue is a two word name, such as blue-green, red-violet, and yellow-orange.

THE COLOR HARMONY

Harmony can be defined as a pleasing
arrangement of parts, whether it be music, poetry, color, or even an ice cream sundae.

THE COLOR HARMONY

In visual experiences, harmony is something that is pleasing to the eye. It engages the viewer and it creates an inner sense of order, a balance in the visual experience. In summary, extreme unity leads to understimulation, extreme complexity leads to overstimulation. Harmony is a dynamic equilibrium.

THE COLOR HARMONY

There are many theories for harmony. The following illustrations and descriptions present some basic formulas .
Analogous Colors Complementary Colors Color Scheme Based on Natures

THE COLOR HARMONY

Analogous colors are any three colors which are side by side on a 12 part color wheel, such as yellowgreen, yellow, and yellow-orange. Usually one of the three colors predominates.

THE COLOR HARMONY

Complementary colors are any two colors

which are directly opposite each other, such as red and green and red-purple and yellow-green. These opposing colors create maximum contrast and maximum stability.

THE COLOR HARMONY

Nature provides a perfect departure point for

color harmony. In the illustration below, red yellow and green create a harmonious design, regardless of whether this combination fits into a technical formula for color harmony.

THE COLOR HARMONY

An abstract painting based on a Lilac flower.

THE MEANING OF COLORS

Colors have symbolism and meanings. As

you design brochures, logos, and Web sites, PPT presentations or any other visual aids, it is helpful to keep in mind how the eye and the mind associate meanings with the colors you display.

THE MEANING OF COLORS

Authority and Power Evokes strong emotions Associated with Evil Overwhelming if used in excess Purity - Cleanliness Safety (away from things that go bump in the night) Mourning for some Eastern Cultures

Practical (in moderation) Timeless (in moderation) Middle of the Road Too much depressing / nothingness Old age / death Depression / loss of direction

THE MEANING OF COLORS

Energy Movement Excitement Too much overwhelming, agitated Holidays

Calming for lighter shades Cold and Uncaring some shades or too much Steadfast Dependable Loyal Productive Growth Nature - Money Calming Forest Green = conservative, masculine and wealth)

THE MEANING OF COLORS

Wealth Prosperity Riches Sophistication Mystery Wisdom - Respect Too much Being Artificial
Cheerful Laughter Happiness Optimism better times Too much causes babies to cry and tempers to flare Speeds up metabolism and creativity increases sales Overpowering if over used or associated with cowardice

Flamboyant Fun times, happy energetic days Ambition New Dawn - Attitude

THE MEANING OF COLORS

Reliability Stability Friendship Natural or Organic Too much - Mourning

REFERENCES
Bizness Concepts, Inc. Colors and Color Combinations. Retrieved from http://www.biznessconcepts.com/colors.htm Color Matters. COLOR THEORY. Retrieved from http://www.colormatters.com/colortheory.html Kid Space Arts. Elements & Principles of Design. Retrieved from http://www.4-hcurriculum.org/projects/kidspace/E-P.htm

Enthusiasm is the best bait in chasing your creativity - MLL THANKS FOR LISTENING!