Visual Elements of Design

Upon completing this lesson segment, you will be able to: Write down at least three design elements,

Write down at least two characteristics of a given design element, and

Sketch a visual image dependent upon a given situation, such as, 'Sketch a visual image using at least three design

elements that conveys the idea of strength or power.'

The Visual elements arePoint Line

Shape Value (tone) Texture Colour

Design Elements - Point

• The point is the first and simplest element of visual design.

• The point serves as the focus of a visual, highlighting or drawing attention to important information.

• Several points in combination may represent a more complicated object or idea. For example, constellations can be thought of as points in the sky representing the figure we "see."

• A series of points can attract attention, especially as they move closer together.

Design Elements - Line

• A line can be thought of as points so close together that they lose their individual identity and form a new entity.

• Since lines can be straight, curved, or irregularly shaped, you can also think of a line as the track of a point in motion.

• Vertical lines can stop eye movement

• They also equate to power and strength.

• Horizontal lines symbolize rest and relaxation.

• Diagonal lines are dynamic and action-oriented.

• Lines, like points, can direct attention to a specific location in a visual image.

• Thick lines are more powerful than thin lines.

• Lines act as a borders between ideas, concepts, or steps in a sequence.

• Lines allow you to quickly visualize an object or idea with a minimum of time and material.

Lines serve a multitude of purposes in visual displays. They also form shapes.

• By emphasizing basic structure, objects depicted through line drawings are easy to recognize and can be effective for learning.

Design Elements - Shape

• A shape is defined as an area that stands out from the space next to or around it due to a defined or implied boundary, or because of differences of value, colour, or texture.

• A shape is formed when a line encloses an area.

• Shapes can vary endlessly and can suggest physical form and direct eye movement

• Simple shapes are remembered and understood more easily than complex shapes.

Form occurs when shapes are given the third dimension of depth. In design, depth can be implied by graphic

techniques or by modelling techniques.

Shapes serve many purposes in visual images. Value, texture, and color help us see different shapes. Next is value. (Tone)

Design Elements - Value

• Value is the relative degree of lightness and darkness in a design element.

• Line, colour, texture, and shape all need value contrast in order to be seen.

• Value is used to describe objects, shapes, and space.

• Dark areas tend to denote • gloom • mystery • drama • menace

• Light areas tend to denote

• happiness

• fun

• gaiety

• warmth

• closeness

Design Elements - Texture

• Texture is defined as the surface characteristics of a material that can be experienced through the sense of touch or the illusion of touch.

• Texture can be used to accent an area so that it becomes more dominant than another.

• Which box is more dominant? What makes one box stand out from the others?

Texture can be defined as the appearance and feel of a surface. An objects function will also determine the texture and type of materials used in design

Design Elements - Colour

• Colour is the part of light that is reflected by the object we see

• The primary colours are red, yellow, and blue. They are called primary because they are not mixtures of other colours.

• Mixing any two primary colours results in a secondary colour.

• The colour wheel is created when the primary and secondary colours are placed in a circle.

• Colours directly across from each other on the colour wheel are called complementary colours.

• Complementary colours used together provide extreme contrast.

• When complementary colours are used together the resulting image is difficult to look at for any length of time.

• Less contrast is achieved by using every other colour on the colour wheel, such as

• blue, red, and yellow

• orange, green, and violet.

• More harmonious effects can be achieved by using colours that are close together on the colour wheel.

• Another way to organize color is by colour "temperature." Colours are either "warm" or "cool."

• Red, orange, and yellow are considered warm colours.

• Blue, green, and violet are considered cool colours.