Art Appreciation about elements and principle of visual design. This shows different principle of art, the functions and many more

1. Elements and Principles of
Visual Design
Errol John A. Cadelina
Instructor 1/ Science Research Specialist I
Isabela State University

2. Design
• Design is defined as an arrangement of lines or shapes created to form
a pattern or decoration (Oxfod Languages, n.d.).
• “Design is a plan for arranging elements in such a way as best to
accomplish a particular purpose.” ― Charles Eames, American designer,
architect, and filmmaker

3. Design Elements and Principles
Therightcombinationofdesignelementsusedaccordingto
designprinciplescaneffectivelycommunicateyourvisual
instructional message.
Learningaboutdesignelementsandprincipleswillhelpyou
createand evaluatevisual imagesforinstruction.

4. Design
• Design has an impact on how a piece of work is perceived,
executed, and used—and are present in design regardless of skill,
taste, or style.
• In his book, Art As Experience, American philosopher and
psychologist John Dewey concluded that everything artists and
designers create has massive implications on people’s everyday
experiences.
“In order to understand the aesthetic in its ultimate and
approved forms, one must begin with it in the raw; in the events
and scenes that hold the eye and ear.” – John Dewey

5. Elements vs. Principles of Design
Elements of design - basic building blocks of anycomposition
Principles of design - how the elements areused. These area set
of cardinal rules and techniques for composing the various
elements ofdesign.

6. Design Elements
Designelementsarethebuildingblocksorbasic
unitsintheconstructionofavisualimage.
Design elementsinclude:
• Point
• Line
• Shape
• Value
• Texture
• Color

7. Point .
• Thepointisthefirstandsimplestelementofvisualdesign.
• Thepointserves asthe focusof avisual, highlighting or
drawingattentionto important information.
• Severalpointsincombinationmayrepresentanobjector
idea.
• Aseriesofpointscanattractattention,especiallyasthey
move closertogether.
• Direct the learner's attention

9. Line
• Alinecanbethoughtof
as points so close
togetherthat they lose
their individual identity
andformanewentity.

10. Line
• Verticallinescanstopeye
movement.
• They also equate to power and
strength.

11. Line
• Horizontal lines symbolize rest and relaxation.

12. Line
• Diagonal lines are dynamic and action-oriented.

13. Line
• Lines,likepoints,candirectattentiontoaspecificlocationina
visual image.

14. Line
• Thick lines are more powerful than thin lines.

15. Line
• Linesactasabordersbetweenideas,concepts, orstepsina
sequence.

16. Line
• Linesallowyoutoquicklyvisualizeanobjectorideawitha
minimum of time and material.

17. Line
• Byemphasizingbasic
structure, objects
depicted through line
drawingsareeasyto
recognizeand can be
effective forlearning.

18. Shapes
• Ashapeisdefinedasanarea
that stands out from the space
next tooraround it due to a
defined or implied boundary,
orbecauseofdifferencesof
value, color,or texture.

19. Shapes
•

20. Shapes
• Shapescanvaryendlessly and cansuggest physicalform
and direct eye movement.

21. Shapes
• Shapes define figure/ground relationships.
Figure + Ground = Figure/Ground

22. Value
• Valueisthe relativedegreeof lightness anddarkness ina
design element.

23. Value
• Value is used to describe objects, shapes, and space.
• Line,color,texture,andshapeallneedvaluecontrastinorder
to beseen.

24. Value
• Dark areas tend to denote
• gloom
• mystery
• drama
• menace

25. Value
Lightareastendto
denote
• happiness
• fun
• gaiety
• warmth
• closeness

26. Texture
• Texture is defined as the surface
characteristicsofamaterialthatcanbe
experiencedthroughthesenseoftouch
or the illusion of touch.
• Invisual images,actualtexturescanbe
used,suchascloth,boxes,smallobjects,
and naturalitems.

27. Texture
• Texturecan be used toaccent an areaso that
itbecomesmoredominantthananother.
Whichboxis
more
dominant?
What makes
one boxstand
out from the
others?

28. Color
• Coloristhepartoflightthatisreflectedbytheobjectwe
see.
• Color appeals to children as well as adults.
• Theprimarycolorsarered,yellow,andblue.Theyarecalled
primarybecausetheyarenotmixturesofothercolors.
• Mixinganytwoprimarycolorsresultsinasecondarycolor.
• Thecolor wheeliscreatedwhenthe primary andsecondary
colors are placed in a circle.

29. Color
• Colorsdirectlyacrossfromeachotheron
the color wheel are called
complementary colors.
✓ Orange and blue are
complementary colors.
✓ Yellow and violet are
complementary colors .
✓ Red and green are
complementary colors .

30. Color
• Complementarycolorsusedtogetherprovideextreme
contrast.

31. Color
• Less contrastis achieved by using every other color on the
color wheel, such as:
• blue, red, and yellow
• orange, green, and violet.

32. Color
• More harmonious effects can be achieved by using colors
that are close together on the color wheel.

33. Color
• Anotherwaytoorganizecolorisbycolor"temperature.“
• Colors are either "warm" or "cool."

34. Color
• Red, orange, and yellow are considered warm colors.

45. Color
• Blue, green, and violet areconsidered cool colors.

46. Space
• The proper use of space can help others view your
design as you intended.
• White space or negative space is the space between
or around the focal point of an image.
• Positive space is the space that your subject matter
takes up in your composition.
• The spacing of your design is important because a
layout that’s too crowded can overwhelm the
viewer’s eye.

47. Design Principles
Designprincipleshelpmakevisualimagespleasingand
interestingtolookat.Designprinciplesinclude:
• Balance
• Perspective
• Harmony
• Unity
• Movement
• Variety

48. Balance
• Balanceisapsychological
senseofequilibrium.
• Asadesignprinciple,balance
placesthepartsofavisualin
an aesthetically pleasing
arrangement.

49. Balance
• Objects in design carry weight just like in the physical world, but it’s called visual
weight. The visual weight of a design needs to have balance.
• It’s like putting two objects on a seesaw: If one side is too heavy, the viewer’s eye
goes directly to the heavy part. If it’s weighted with all things equal, the seesaw is
perfectly suspended without either side touching the ground.
• Balance can be implied by size, shape, or even contrast.
• While it can utilize symmetry or equality, balance can also be achieved through
asymmetry.
– Think of asymmetry as the opposite of mirroring: Instead of seeing the reflection, you
see something that evenly distributes the elements.

50. Perspective
• Perspectiveiscreatedthroughthearrangementofobjectsin
two-dimensional space tolook likethey appear inreallife.
• Perspectiveisalearnedmeaningoftherelationship
between different objects seen in space.
• Perspective adds realism to a visual image.

51. Perspective
• Perception can be achieved through the use of:
Relative
sizes of
objects

52. Perspective
• and blurring or sharpening objects.

53. Unity
• Unityistherelationship amongthe elements of avisual
that helps all theelements function together.
• Unity gives a sense of oneness to a visual image.
• In other words, the words and the images work together
to createmeaning.
• Unity helps organize a visual image, facilitating
interpretation andunderstanding.
• It gives a feeling of harmony and completeness

54. Unity
• Unity can be achieved through the use of similar shapes.

55. Unity
• Unitycanbeachievedthrough
theuseofacommonpattern.
• Unitycanbeachievedthrough
the use of space.
• Unitycanbeachievedthrough
the use of a common
background.

56. Contrast
• The difference between two or more objects in a design is referred to as contrast.
• The difference in objects could be light and dark, thin and thick, small and large, bright
and dull, etc.
• Contrast is most commonly associated with readability, legibility, and accessibility.
• The most important element in a design should have the most contrast. A bright blue
button on a stark white background with a lot of white space is considered high contrast. If
the button was almost the same color as the background or was a 1px stroke versus a fill,
it would have less contrast.

57. a|DcS UI
tSDJtU 0
tSDJtUO@
ad DqS UI
tSDJSUOP

58. Movement
• Motion or movement in a visual image occurs when objects
seem to be moving in a visual image.

59. Movement
• Movementinavisual
image comes from the
kindsofshapes,forms,
lines,andcurvesthat
are used.
• Diagonal linestendto
createtheillusionof
movementormotion.

60. Movement
Changesindirection
or change in the
darknessorlightness
ofanimagecanalso
create a sense of
motion.

61. Emphasis
• Emphasis can be created by size, weight, position, color, shape, and style. Sometimes
referred to as dominance, emphasis might seem similar to contrast, but it’s not quite the
same.
• Contrast deals with the difference between two objects, and emphasis deals with the
impact of an object.
• Addingemphasistoanobjectcreatesafocalpoint,whichgrabsanaudience’sattention.
• It’s where you want the viewer to look first, but doesn’t overpower the rest of the
design (or it would be out of balance).
• Emphasiscanbeachievedbygivingthefocalpointadifferentsize,color,shape,etc.

62. Emphasis
Creating a FOOOI POiOt

63. Hierarchy of Information
• Thearrangementofelements orcontentona page/screeninsucha waythatit
reveals an order ofimportance (either ascending or descending).
• Oneofthemostimportantprinciplesindesign,hierarchyisawaytovisually
rank your design elements.
• Hierarchyisnotbasedonadesignstyles,butrathertheorderofimportance.
• A good design leads the eye through each area in priority order.
• A good rule of thumb for hierarchy is that your most important elements should
be the most prominent.

64. Hierarchy
No Hierarchy Hierarchy

65. • Withthehierarchyprinciple,adesignercan‘shoutout’whathethinksis
mostimportant onthepage/screenbeforetheviewergetsboredandmoves
on.
• Ifthehierarchyisdonewell,thenthecontentshouldnaturallybecomean
easy read.
• Itcreatesapathfortheviewer’seyetofollowthroughthepage/screen.
• The viewer should be able to scan through the document and still get the
picture.Whenitcomestodesigninglayoutthisprincipleisfunctionaland
very effective.

66. 'fr- W 6 isu.edu.ph/#
GOVPH Home AboutUs Administration Academics Research Extension Global
“ ISABELA STATE UNIVERSITY
I L A G A N C A M P U S
Campuses
UNIVERSITY NEWS AND EVENTS
Instruction
Teachers’ Day 2022: Making the Celebration
Extra Special- the ISU way!
APRIL 2022 MIDWIFERY LICENSURE EXAMINATION
T O P P E R F O R M I N G S C H O O L