Elements of Design

Getting Ready

Digital technology has become integrated into every aspect of visual communications. New digital techniques and tools for designers and artists are being invented every day. Many more options and solutions for design and art projects can be explored in greater detail and in less time. The ease of use and inexpensive cost of hardware and software has given the public the ability to create computer-generated graphics and artwork. However, the availability of technology advances in imaging and production techniques will not cover up what is essentially a bad design. The history of design teaches us the same elements and principles of design have always existed, regardless of the medium or technique.

As the marketplace and exhibition rooms become saturated with digitally produced images, knowledge of the fundamentals of design becomes even more important. To create sophisticated visuals, which entertain and communicate effectively; sell ideas, events, and consumables, an artist or designer cannot ignore what defines design.

The Element of Design

This section of the course introduces the most basic ideas concerning the elements that make up visual design. The elements of design are the building blocks used to create a work of visual communication. Good or bad - all visual communication will contain most of if not all, the elements of design. There are many lists of what the elements are and although they don’t always agree on the exact same terms and definitions they are very similar.

For our purposes we will be looking at:

These elements can be found in photography, animation, posters, web sites and even video. Once you understand what these basic units are you will be ready to learn how to apply the principles in the next section to them to assist you in the creation of effective visual communication.

Prerequisites:

There are no prerequisites for this lesson

Lesson Outcomes:

By the end of Session 1: "Elements of Design", students should be able to:

• define the elements of design

• identify the elements of design using examples

• describe the impact of each element on the visual message; e.g., line, shape (2D) or form (3D), colour, texture, depth (perspective), light, direction (motion), mass (visual weight), tone (black and white) or value (colour), space (positive and negative)

• identify copyright restrictions and permissions and put them into practice