Module-1: The visual Language of Design

Table of Contents Design ________________________________________________________________________________________________________ 2 Elements of Design __________________________________________________________________________________________ 2 Line ________________________________________________________________________________________________________ 2 Shape and Volume ________________________________________________________________________________________ 2 Texture ____________________________________________________________________________________________________ 2 Space_______________________________________________________________________________________________________ 2 Illusion of motion _________________________________________________________________________________________ 3 Value _______________________________________________________________________________________________________ 3 Color / Hue ________________________________________________________________________________________________ 3 Light _______________________________________________________________________________________________________ 3 Principles of Design _________________________________________________________________________________________ 3 Emphasis __________________________________________________________________________________________________ 3 Balance ____________________________________________________________________________________________________ 3 Repetition _________________________________________________________________________________________________ 3 Unity _______________________________________________________________________________________________________ 3 Dominance ________________________________________________________________________________________________ 3 Contrast ___________________________________________________________________________________________________ 4 Glossary ______________________________________________________________________________________________________ 4 Assignments _________________________________________________________________________________________________ 4

Design
The art of arranging parts or elements to make a creation is called design. Design is both a verb and a noun as it describes the creation and the process of creation. There are two kinds of design 2D Design: Artwork on a flat surface which has height and width is called 2D Design. An example is Drawing / Painting. 3D Design: Artwork which has depth in addition to height and width and takes up space is called 3D Design. An example is Sculpture.

Elements of Design
The things that are involved in creating a design are called the elements of design. There are seven elements of design: Line Shape and volume Texture and pattern Illusion of space Illusion of motion Value Color Light

Curved Line Bending or twisting Represents freedom, softness and nature Spiral Line A line bend onto itself several times is called spiral line Multiple Line Structures o Interrupted Lines A broken, dashed or pecked line usually used to indicate indefinite alignment o Parallel Lines Multiple lines running together, not crossing each other Hatched Lines Lines drawn by an ink drawing technique where tone and texture is applied in rows of parallel lines Cross hatched lines o Crisscrossed layers of several hatched lines Line Thickness o Thick Line A broad stroke o Thin Line A narrow stroke o

Shape and Volume

Shape (2D) is a visually perceived area created by either an enclosed line, color or value changes at the outer edge. A 3D shape is called a form. Volume is the appearance of height, width and depth of the shape. An Amorphous Shape is an ill-defined or arbitrary shape. A Silhouette is a solid shape, usually black or dark in color. Positive shape is the subject of the piece of art (usually in foreground). The surrounding area of the piece of art (usually in background) is negative shape.

Line
A visual element of length that is created by setting a point in motion (The path of a moving dot) is called a line. The position and direction of design is described by a line. It can define a shape, convey mood and feeling and define space. Single Line Structures o Straight Line Vertical Line Taller than wider Represents dignity, strength and stability Horizontal Line Wider than taller Represents peace, calmness and relaxation Angular Line Tipping or leaning Represents movement, excitement and activity Diagonal Line o An angular Line tipped at an angle of 45 degrees with horizontal line or vertical line Zigzag Line o A series of alternate angular lines

Texture
Texture is the surface quality of an object. A texture that appeals to touch is a real texture; an implied texture however are the ones that are drawn or painted to look like a real texture. There are two types of (real) textured surfaces: Smooth o Reflects light o More intense in color Rough o Absorbs light o Appears darker in color

Space
It refers to creating an illusion of a 3D space on a 2D surface. There may be two types of space

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Shallow Space Space with a very little perspective with nothing overlapping. It shows a linear perspective. Actual Space Space that has overlapping shapes with differences in object size, colors and values. It shows a 3D perspective.

Principles of Design
The ideas /laws that are used to put elements together in a design are called the principles of design. There are four principles of design: Emphasis Balance Repetition Unity Dominance Contrast

Illusion of motion
It refers to suggesting change of movement in 2D or 3D art.

Value
The Value refers to the differences of a color ranging from lightest to the darkest. Value can make or break a drawing or a painting. It is simply an artistic term for light and dark. More value a drawing / painting has, better the artwork will look. Value turns things from Flat to Weighted.

Emphasis
Emphasis should be given to the center of interest. An object can be emphasized by being darker (or lighter), bigger (or smaller), more colorful (or duller), or a combination of these than rest of the drawing. It is the first thing people look at.

Balance Color / Hue

Color is a property of light and not an object in itself. It is how an object absorbs or reflects light. Color is not essential to good design. Black and White and shades of Grey can create an equivalent good design as Red and Blue. However, color of an object has the most immediate and profound effect. Color is an added dimension that can evoke mood and make powerful statements when used wisely. Color that we see is the one that is not absorbed and is reflected to our eyes. There are six basic colors divided into following groups: Based on warmth o Warm Colors Red, Yellow, Orange o Cool Colors Blue, Purple, Green Others o Primary Colors Red, Yellow, Blue o Secondary Colors Orange, Purple, Green Shade refers to adding black to a color e.g., Maroon (red + black). Tint refers to adding white to a color e.g., Pink (red + white). The color intensity refers to the brilliance or dullness of a color. Colors can affect how humans feel and act. An artwork may be formally (symmetrically) or informally (asymmetrically) balanced. People tend to create symmetrical shapes as human beings are uncomfortable with imperfection.

Repetition
There are two types of repetition principles Pattern Pattern is repetition of visual elements in a regular and anticipated sequence. Patterns can give smooth items a rough texture. Rhythm Rhythm is repetition of visual elements in an irregular and unanticipated sequence. Rhythm helps in smooth visual transition in the compositions.

Unity
Unity refers to the harmony of all the elements. It is a combination of proportion and variety. Proportion / Scale Relationship of all parts to each other and to the whole. Variety Differences in the elements that give interest to the composition.

Light
Illumination (natural or artificial) is necessary for vision. It affects color, shadow and the visibility of the design.

Dominance
Dominance is the control of a design by one or more elements of it. It implies the presence of primary and secondary (or subordinate) elements within the design.

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Contrast
Contrast is the use of opposite or unlike elements to emphasize the differences and add interest.

Glossary
Abstract Not realistic; often based on something real Ariel / Atmospheric Perspective The effect of distance shown through changes of color Collage Grouping of different textures, objects and materials glued down Composition The manner in which forms lines, and colors of an artwork are arranged Contour An outline drawing of a form or object Crosshatch To create differences in value through a crossed series of lines Design The organization of elements in an eye pleasing way

Drawings Usually work that is done in pen, pencil, charcoal etc. on a paper Foreshortening The technique of distortion in perspective in order for the object to appear 3 dimensional Linear perspective A technical system that allows depth to be shown on a 2D surface Media What is used for creation e.g., pen pencils, paint, pastels, etc Mixed Media work done in variety of media e.g., paint, drawings, collage, etc Modeling Varying the values to suggest a 3D quality to a subject Non-objective An abstract artwork not based on anything in reality Paint Pigment held together with binder Still life A composition featuring inanimate objects e.g., flowers or food

Assignments
1. You have just been hired to design mens ties for Bloomingdales. On paper, design 5 ties keeping in mind the importance of texture, color, lines, and shape. Write a paragraph about the ties you designed, explaining how your choice of design elements adds to the overall effect that you were striving for in designing each tie. Find a picture of an ancient Greek or Roman structure. Using what you learned, describe the various lines used in the structure and what they signify. Are some used more than others? How do the lines add to the impact of the work? Search around your house or yard and bring in three examples of items that are same color but appear slightly different simply because they are different textures. Make an original, creative design. Keep in mind all the elements lines, shape, texture, and color. There are no guidelines as to what you can use to make your design. All that is required is that you can explain each of the elements you chose to use and why. When you are finished, write a description of your design and how each element adds to its overall effect.

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