The Design Process

The Elements and Principles of Design

 

The design process is an important editing function that is often overlooked.

 

The designerÕs job is to act as a strategic thinker whose job it is to package content so that it can be read.

 

There are many strategies a designer employs in the design process.

 

What is Design?

Design can refer either to the way a piece is organized or to the piece itself.

 

When someone says ÒThat is a great design!Ó they are recognizing a sense of visual order - different parts brought together to make a whole.

 

The Elements of Design

Every creative process has its own tools and ingredients.

Writers use paper and pen or computers to put together the ingredients of language such as nouns and verbs.

Designers use pens, markers and paper or computers to combine the basic ingredients of design:  the elements of design

 

The Elements of Design

n LINE

n  SHAPE and FORM

n  VALUE

n  COLOUR

n  SPACE

n  TEXTURE

 

Line

Lines may be the path made by a pencil or brush, lines are also formed when two objects meet or overlap

 

Types of line

Structural       Hold the design together

Outline                       Are the contour

 

Line Personality       Characteristics that  convey mood

Implied Line

Suggested lines

 

Shape and Form

 

Similar to a silhouette or an outline a SHAPE is two dimensional

 

FORM describes something with three dimensions; length, width, and depth.

 

Categories of Shape

Geometric and Organic

Curved and Angular

Positive and Negative

Static and Dynamic

 

Value

The range of light and dark.

 

Light values              Depict happiness or warmth.

Dark values              Depict gloominess or cold.

Value contrast          Help distinguish different parts of a design.

 

Colour

One of the most exciting and powerful aspects of our environment is colour.

 

Properties of Colour

 

The colour wheel best illustrates the relationships among colours.

 

Primary Colours

 

Secondary Colours

 

Intermediate Colours

 

Complementary Colours

 

Analogous Colours

 

Split Complementary Colours

 

Triadic Colours

 

Warm and Cool Colours

 

Space

 

In two dimensional work space relates to:

 

Positive and Negative Space

Positive is the object itself.

Negative is the area around it.

 

Illusion of Depth

Illusion of depth is achieved by position, overlapping, size, variation, colour and value.

 

Texture

Texture relates to the surface qualities of a design.

Implied textures are those that are simulated, or invented.

 

Principles of Design

 

To help them combine the elements of design effectively, designers follow certain guidelines or principles.

 

These principles are like recipes for design that have worked for a long time.

¥       Balance

Symmetrical balance

Approximate symmetry

Asymmetrical balance

Radial balance

¥        Unity

The combination of parts to create a wholeness.

 

¥        Dominance

A single element that plays a major part in the design.

 

¥        Contrast

The larger differences in the elements of a design.

The use of shape, form and size allow a designer many opportunities           to create contrast.

 

¥        Emphasis

The significance or importance that is given to something.

Emphasis can be achieved through placement an grouping

 

¥       Unity Pattern

Pattern is the repetition of one or more elements.

There are:

Planned patterns which are a precise, regular repetition of motifs.

Alternating patterns which use more than one motif or form of repetition.

Radial patterns which are based on branching our from a central point. Boarders and Bands are a decorative way to add pattern and enrich a surface

¥        Movement

          & Rhythm

Wholeness or harmony can be achieved through the use of colour or repetition of forms.

 

Movement creates a path for the viewerÕs eyes to follow across a composition.

 

Visual Rhythm is produced by the repetition of one or several elements of a design.

 

There are a variety of visual rhythms.

- Regular

- Flowing

- Alternating

 

Using Placement and Grouping

In Western culture, we read from left to right and top to bottom.  The significance of this eye movement from upper left to lower right permits

designers to create emphasis through placement

 

The concept of ideal locations for the placement of subject matter has been

an important part of design since ancient Greece.

 

The rule of thirds shows the ideal positions for an artworks centre

         of interest.

 

The rule of thirds or triadic grid can be seen in art throughout time.

 

Typography as an element of design

Typography is an important  compositional element.

Readable type communicates content clearly.

 

Serif - tiny marks at the end of a letter stroke

San serif - letter strokes have no serifs

Script & Decorative type looks like handwriting or art work, they are novelty or display styles

 

Dominance

The typography calls attention to itself and becomes the focal point.

Movement

 

The typography moves the reader across the page.

 

Contrast

The typography alternates in size, format, shape, weight, and/or colour to spark visual interest.

 

Emphasis

The typography varies in size and placement producing an order in the the hierarchy of typography.

 

Dynamic compositions employ the elements and principles of design in their

visual and typographical structure.