Principles and elements of design

The elements and principles of design are the building blocks used to create a work of art. The elements of design are the things that make up a painting, drawing, design etc. Good or bad - all paintings will contain most of or even all the seven elements of design. How we apply the principles of design determines how successful we are in creating a work of art.

The elements of design are line, shape, direction, size, texture, coloor, and value.
Lines are used to divide space, direct the eye, and create forms. At the most basic level, straight lines are found in layouts to separate content, such as in magazine, newspaper, and website designs. This can, of course, go much further with curved, dotted, and zigzag lines used as the defining elements on a page and as the basis for illustrations and graphics.

A shape is a self contained defined area of geometric or organic form. A positive shape in a painting automatically creates a negative shape. They are used to establish layouts, create patterns, and build countless elements on the page. All lines have direction – horizontal, vertical or oblique. Horizontal direction suggests calmness, stability and tranquillity. Vertical gives a feeling of balance, formality and alertness, where as oblique suggests movement and action.

Size is simply the relationship of the area occupied by one shape to that of another.
Texture is the surface quality of a shape - rough, smooth, soft hard glossy etc. Texture can be physical (tactile) or visual.

Colour is an interesting element of graphic design because it can be applied to any other element, changing it dramatically. Graphic designers should combine their experience with colour with an understanding of colour theory.

Value is the lightness or darkness of a colour. Value is also called tone.

There are several principles of design, which include balance, gradation, repetition, contrast, harmony, dominance, and unity.

Balance in design is similar to balance in physics.

A large shape close to the centre can be balanced by a small shape close to the edge. A large light toned shape will be balanced by a small dark toned shape (the darker the shape the heavier it appears to be).

Gradation of size and direction produces linear perspective. Gradation of colour from warm to cool and tone from dark to light produce aerial perspective. Gradation can add interest and movement to a shape. A gradation from dark to light will cause the eye to move along a shape.

Repetition with variation is interesting, without variation repetition can become monotonous.
Contrast is the juxtaposition of opposing elements, for example opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical.

The major contrast in a painting should be located at the centre of interest. Too much contrast scattered throughout a painting can destroy unity and make a work difficult to look at.

Harmony in painting is the visually satisfying effect of combining similar, related elements, for example, adjacent colours on the colour wheel, similar shapes etc.
Dominance gives a painting interest, counteracting confusion and monotony. Dominance can be applied to one or more of the elements to give emphasis.

Unity in a painting also refers to the visual linking of various elements of the work. For example a painting with an active aggressive subject would work better with a dominant oblique direction, course, rough texture, angular lines etc. whereas a quiet passive subject would benefit from horizontal lines, soft texture and less tonal contrast.

III Answer the questions:

1. What are the elements of design?

2. What principles of design do you know?

3. How is surface quality of a shape called?

4. What does gradation of size and direction produce?

5. Why is colour an interesting element of graphic design?

6. What is the purpose of dominance?

7. Where should the major contrast in a painting be located?

8. How is juxtaposition of opposing elements called?

9. What kind of repetition is interesting?

10. What produces linear perspective?

IV Complete the sentences with the words from the text:

1. … are line, shape, direction, size, texture, color, and value.

2. All … have direction – horizontal, vertical or oblique.

3. Texture is the surface … of a shape - rough, smooth, soft hard glossy etc.

4. Too much … scattered throughout a painting can destroy unity and make a work difficult to look at.

5. … in painting is the visually satisfying effect of combining similar, related elements.

V Find the English equivalents to the words:

розташування, створювати, застосовувати, форма, косий, рух, лінійна перспектива, протилежний елемент, головний контраст, якість поверхні

VI Make up the sentences with the terms:

elements of design, shape, size, colour, repetition, unity, dominance

VII Give definitions to the words:

line, direction, texture, balance, gradation, contrast, harmony

VIII Translate sentences into English:

1. Елементи та принципи дизайну використовуються для створення витворів мистецтва.

2. Кожний малюнок містить в собі більшість або навіть усі елементи дизайну.

3. Лінії ділять простір, направляють око та створюють форми.

4. Горизонтальні лінії дають відчуття спокою та стабільності.

5. Колір може бути застосований до будь-якого іншого елементу.

6. Занадто багато контрасту може знищити єдність.

7. Єдність – це візуальне поєднання різних елементів малюнка.

8. Велика форма у центрі може бути збалансована маленькою формою біля краю.

IX Speak on the topic using the following words and word-combinations:

elements and principles of design, creating a work of art, line, shape, direction, size, texture, colour, value, balance, gradation, repetition, contrast, harmony, dominance, unity.

Text B

I Read and remember:

1. unquestioning faith – безсумнівна віра

2. immortal – безсмертний

3. sheath – футляр

4. outrageously – образливо

5. supple – гнучкий

6. furthermore – крім того, більше того

7. magnificent – блискучий

8. hemline – підігнутий край виробу

9. beneath – нижче, під

10. suspenders – підтяжки

II Read the text and define the main idea:

Paul Poiret:

Дата добавления: 2015-11-16