Design Elements and Principles

Question 1

Design Elements

Answer 1

Components of visual language used by designers to communicate information and ideas. Including:
* Point
* Line
* Shape
* Form
* Tone
* Texture
* Colour
* Type

Question 2

Design Elements

Point

Answer 2

Can be a dot but is not necessarily alway circular

Examples include half-tone printing, pixilation and dot rendering

Question 3

Design Elements

Line

Answer 3

A continuous mark with various characterisitcs, such as straight or curvy, consistent weight or textured, created by manual or digital methods. Lines denote direction and boundaries

Lines exist in perspectives and grid layouts In technical drawings, line thickness is controlled for outlines, cutting edges, folds, hidden details, symbols or dimensions

Question 4

Design Elements

Shape

Answer 4

Is an enclosure. It can be organic, geometric, hard-edged or feathered, abstract or symboli, as well as used with other elements to create form or pattern

Question 5

Design Elements

Form

Answer 5

A three-dimensional entity, either real as in a construction, or in the form of an illustration. Form in illustrations may be created by point, line or shape and can be enhanced in tone, texture or colour

Question 6

Design Elements

Tone

Answer 6

It is a light or dark variation of any colour, used to describe the three-dimensional nature of form in terms of its shadows and highlights, created by a light source.

A variation in tone is a ‘gradient’ in digital media. It can be smooth and gradual or created by point of line (dot rendering and cross hatching), subtle or dramatic, demanding on its intended use

Question 7

Design Elements

Texture

Answer 7

Communicates a tactile aspect. It may be achieved through point and line, and applied in a realistic or an abstract style to create a pattern or simulate the finish of a material

It may also be combined with tone

Question 8

Design Elements

Colour

Answer 8

Colours are determined by the colour wheel, with terms such as hue, complementary, contrasting, harmonious, and high/low key. Colour enhances form, attracts attention, creates hierarchy.

Colour model, RGB is used for TV and computer screens and CMYK is used for painting and print media. Both are used in the design industry, alongside Pantone and hexadecimal libraries (for precise colour mixes)

Question 9

Design Elements

Type

Answer 9

The visual expressive reprentation of a word, number or character. Communicated through literal meanings of words and visual type form, sets of ‘typefaces’ belong to famililies and can be extended, condensed, bold, italic or 3D, all with different intentions

Examples include serif, san serif, decorative or script font

Question 10

Design Principles

Answer 10

The conventions used to arrange and organise the design elements. Including:
* Figure-ground
* Balance
* Contrast
* Cropping
* Hierarchy
* Scale
* Proportion
* Pattern

Question 11

Design Principles

Figure-Ground

Answer 11

The ability to seperate a visual scene into two parts: the main object (figure) and the background (ground). This is distinguished through contrast, colour, size, and position

For example, if we see a black bird on a white backgound, we perceive the bird as the figure and the white as the ground

Question 12

Design Principles

Balance

Answer 12

Components of an image arranged in relation to a central axis, whether real or implied. There are two types of balance: symmetrical and asymmetrical. Symmetrical balance involving mirroring on either side of the axis, with centred and stable composition and asymmetrical balance involves placing components of different sizes and weights off-cenrre to create a more dynamic composition.

Question 13

Design Principles

Constrast

Answer 13

The deliberate use of opposing aesthetic qualities in design components to create visually striking composition. Contrast is a poweful tool to create emphasis, to establish a focal point, and to generate visual tension. It helps to sperate different parts of a design and adds interest to monotonous layout, making a design more memorable, engaging and effective

Question 14

Design Principles

Cropping

Answer 14

Involves removing, framing or concealing a portion of a visual message. Used to imporve the visual impact and balance and create a specific focus or emphasis on a particular element

Question 15

Design Principles

Scale

Answer 15

Refers to the relative size of two or more components in a visual communication. Variation in size between two or more components of the same kind is used to create depth in composition, as well as create hierarchy

Examples of where scale may be expressed as ratio is when discussing or producing maps, diagrams, illustrations, technical drawings, models or mock-ups

Question 16

Design Principles

Hierarchy

Answer 16

Refers to the sequence in which a design is viewed or read. This allows the desugner to first capture a viewers attention and then progressively convey ideas and indormation

Examples of various forms hierarchy can be applied to are print media layouts like posters, newspapers, as well as environmental and industrial design, where elements such as form, contrast, position and scale are used to create hierarchy

Question 17

Design Principles

Pattern

Answer 17

Refers to the repetition or alternation of design elements in a systematic and organised way. Such can be conveyed through lines, shapes and colours to add visual interest, create movement, or establish a sense of balance in a design

Question 18

Design Principles

Proportion

Answer 18

Relates to the size, scale and ration of different design elements in relation to the overal design and each other. This creates a harmonious relationship and draw emphasis to a particular aspect of the design

Question 19

Gestalt Principles of Visual Perception