design elements Flashcards
colour
Colour derives from the interplay of objects, light and the human eye/brain. Colour can communicate mood and emotion; it can be used to highlight information and establish hierarchy. It can add interest and excitement to a visual communication. Colour may be used to specify areas, distinguish form, and help establish hierarchy. Colour application systems include RGB and CMYK and colour guides can be sourced in Pantone libraries.
form
Form is considered three-dimensional and can be illustrated or constructed. It can also be organic, geometric, abstract or symbolic. Form may be created by the joining of two or more shapes and enhanced by tone, texture and colour.
Examples of application include packaging forms, interior fit outs, signage,
architecture and industrial design.
line
Line represents a single dimension, length, which connects one point to another. It can be straight, curved or irregular and combined with other elements. The weight and quality of the
line may vary depending on its intended use and the tool used to create it, giving it character and meaning. Digitally drawn line can be clean and precise while one drawn with a brush and ink can be loose and relaxed. Examples of application include diagrams and illustration, printmaking techniques and technical drawing.
point
A mark that may be used to indicate position and location. Point is small in relation to the whole of the design and is not necessarily circular. It can represent a point of measure or be used as decoration. It can add texture or tone. Examples of application include half tone printing, pixilation, dot rendering and map indicators.
shape
Shape is two-dimensional. It is the defined space contained within lines. It can be organic, geometric, abstract or symbolic and can be used in conjunction with other elements to create form or pattern. It can used to simplify complex objects for effective communication. Examples of application include logo, symbols, graphic design and stencil work.
texture
Texture communicates a tactile aspect – it can be real or implied. It may be achieved
using a combination of elements such as point and line. It may be applied in a realistic or an abstract style to create an arbitrary pattern or to stimulate the finish of a material. Texture can be conveyed through media and materials and can be combined with tone. Applications include drawing and rendering.
tone
Tone may be used to describe the three-dimensional nature of form in terms of its shadows and highlights, created by a light source. It can be smooth and gradual
or built by point or line (dot rendering and cross hatching), subtle or dramatic, depending on its intended use. Examples of application include drawing, and rendering and photography.
type
Type is the visual representation of word, number and character. It can be
manipulated to have an impact on the delivery of the visual message or reinforce the meaning of a word. Sets of type or ‘typefaces’ belong to families and can be serif, sans serif, regular, bold or italic. Type can be sourced from digital libraries, manipulated and reorganised, or hand generated. Examples of application include logos, film credits, books and magazine production.
