| | Outline | Introduction | History of Graphic Communication Part 1| |
| | History of Graphic Communication Part 2 | Elements and Principle of Design | |
| | Graphic Design Method | Student's Artwork | |
In order to create an artwork that looks impressive and functional to user, graphic designer should employ the elements and principles of design. These aspects can be thought of as the building blocks that are essential in graphic communication.
THE ELEMENTS OF DESIGN
Point
Point is a single dot on a blank space. However, if there are two points, straightaway the eye will interpret them as a line (Fig. 1). Furthermore, if there are three points, more likely we will "see" a triangle shape (Fig. 2).
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| Fig. 1 |
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| Fig. 2 |
Line can be considered a row of closely spaced dots will look like a continuous line. All lines have direction either Horizontal, Vertical or Diagonal. Horizontal suggests stability and static. Vertical suggest balance. Diagonal suggests dynamic.
| Fig. 3 |
Shape or Form
A shape or form is a self contained defined area of geometric or organic form. Shape and form can be 2 dimensional or 3 dimensional.
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| Fig. 4 |
Movement
Movement is the design element which literally or figuratively suggests dynamism, speed and mobility.
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| Fig 5 |
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| Fig 6 |
Texture
Texture is the appearance quality of a surface such as rough, smooth, soft hard glossy etc. Texture can be physical (tactile) or visual.
| Fig. 7 |
Colour
Colour is the property possessed by an object of producing different sensations on the eye as a result of the way the object reflects or emits light. In context of design, colour can affect mood and expression. Fig. 8 shows a diagram that contains three type of colour, primary, secondary, and complementary.
| Fig. 8 |
Value
Value is the tone of lightness or darkness of a colour.
| Fig. 9 |
THE PRINCIPLE OF DESIGN
Balance
Balance in design is similar to balance in physics.A large shape close to the center 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)
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| Fig. 10 |
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| Fig. 11 |
Gradation
Gradation design is a visual technique of gradually transitioning from one colour hue to another, or from one shade to another, or one texture to another.
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Fig. 12 |
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| Fig 13 |
Repetition
Repetition in design can be accomplished by alternating subject matter in a composition. Repetition can create an illusion of movement and pattern (Fig. 14)
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| Fig 14 |
Contrast
Contrast is the juxtaposition of opposing elements eg. opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical.
Harmony
Harmony in visual design basically means every aspects of the visual subjects conform and relate to each other. Harmony can be achieved through balance, rhythm, pattern and unity.
Dominance
Dominance gives a painting interest, counteracting confusion and monotony. Dominance can be applied to one or more of the elements to give emphasis
Unity
Unity is the relationship among the elements of a visual that helps all the elements function together. Unity gives a sense of oneness to a visual image. In other words, the words and the images work together to create meaning.
References
Lovett, J. (1999) (http://www.johnlovett.com/test.htm)
Gestalt Theory
In addition to the Principle of Design is another visual organisation called Gestalt Principle of Design
