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CHAPTER

Design Elements and Principles

This chapter looks at the use of the design elements and principles and the ways they assist in producing visual communications. Design elements and principles can be used as starting points for the exploration of ideas and can assist in developing and generating solutions for design problems. They can be specifically mentioned in a design

brief from a client or purposefully selected by a designer to fulfil a stated purpose. In your own design work, look upon the design elements and principles as a working toolbox of tricks to assist in broadening your ideas or as a means of keeping your design work on track.

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party

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Activity 1
The Paper Clip
Using the paper clip as your image, complete the following tasks using black ink. When completing each task ensure that you consider the entire space allocated for your composition. 1 2 3 4 Create a composition that includes a cropped image of the paper clip. Create a composition that emphasises figure-ground. Create a composition that emphasises tone. Create a composition that emphasises pattern.

Figure 1

Cropped image

Figure-ground

Tone

Pattern

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Activity 2
The Elements of Design

Figure 2

Colour, form, type, line, point, shape, texture, tone

Write a brief description to explain each of the design elements. 

Using the examples above as inspiration, create your own image for each of the design elements. Your finished solution may be produced using digital media or from coloured paper and pen.

Generation of ideas

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party

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Activity 3
The Principles of Design

Figure 3

Balance, contrast, cropping, figure dominant, ground dominant, hierarchy, pattern repetition, pattern alternation, proportion and scale

Write a brief description to explain each of the design principles. 

Using the examples above as inspiration, create your own image for each of the design principles. Your finished solution may be produced using digital media or from coloured paper and pen.

Generation of ideas

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Activity 4
Celebrate the Ordinary
Brief
You are required to select an object from the list below and make it seem extraordinary. Your starting point is to look at each design element and principle to see if they can be used to make your ordinary object extraordinary. Your final solution is to be A4 in size. The choice of media, materials and methods is your choice. Commence your research for ideas with the design work of illustrator Shaun Tan. A link can be found at www. cambridge.edu.au/viscommweblinks.

Activity 5
Line and Pattern
Select a photograph of an animal, insect or fish. Using the answer spaces on page 34 redraw and remove areas of tone. Keeping body parts and distinct shapes of your subject clearly visible, add a variety of different patterns to fill the body. Be aware of open and closed patterns. Closed patterns can assist in representing dark areas such as shadows and more open patterns can be used for highlights.

Ordinary objects
a pencil a paper clip a peg a fork or spoon a bull dog clip a safety pin a cup

Generation of ideas

Figure 4 Tightly drawn lines in these patterns appear to make them more closed

Figure 5 Lines are drawn further apart and make this pattern appear more open

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Open pattern

Closed pattern

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Activity 6
Contrast
In each of the boxes below illustrate the meaning of the word.

Simple

Complicated

Big

Small

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Curly

Straight

Organic

Geometric

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Left

Right

Front

Back

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Up

Down

Liquid

Solid

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Bright

Dull

Whole

Broken

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Activity 7
Coffee Cup Pattern
By simply repeating an element such as point, line or shape you instantly create a pattern. Patterns can be alternating or repetitive in their design. You are required to design a pattern that will be featured around the circumference of a takeaway coffee cup.

Embark
Extension
Take your design and reproduce using digital means. Print out and wrap around an existing takeaway coffee cup for a nished presentation.

Figure 7

Figure 6 The pattern: must be black and white can be geometric or organic can have a repetitive or alternating direction must cover the entire circumference of the cup does not need to feature on the lid.

Tasks
1 Research organic and geometric patterns. 2 Develop six ideas for potential patterns. 3 Select two and draw more formally using the grid in Figure 7. 4 Refine and select one design. 5 Redraw or photocopy and enlarge the pencil sketch of the coffee cup. Draw your pattern onto the cup.

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party Cambridge University Press

Activity 8
This Is Not Art

Evaluation

Instruct
Pictographs are simplied pictures of an object. They are usually two-dimensional, produced in black on a coloured background. Their meaning is instantly recognisable, even from a distance and used worldwide. Pictographs rely on the success of their shape to convey their meaning.

This Is Not Music


Using the postcard design in Figure 8 as inspiration you are required to design a postcard for another festival: This is not music. Use the answer space below to generate your ideas.

Figure 8 This image is a postcard for an arts festival title: This is not art. You are required to answer the following questions. 1 Identify and describe one dominant design element and discuss how it has been used effectively.

Element _____________________________________________ Discussion

Choose a dominant design principle which has been used in this poster. Evaluate its effectiveness in conveying information and/or ideas.

Design principle ______________________________________

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Select three objects that relate to music and design three pictographs.

Activity 9
Hierarchy in the Composition
The elements within a composition can be ordered according to their importance. A hierarchy may be determined by the scale, colour or placement and arrangement of elements in a composition. Look at the image below and discuss how colour and contrast have been used to create hierarchy in this composition. Refer to the imagery in your response.

Pictograph 1

Pictograph 2

Figure 9

Pictograph 3 Using these three pictographs produce a similar layout to the This is not art postcard. Incorporate a complementary colour scheme. After generating and developing your ideas, finish your design using digital media.

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party Cambridge University Press

Use the following shapes to create a composition in the space provided that demonstrates hierarchy visually.

Constraints include: The imagery cannot cover the entire stool. You must include three colours plus black.

Figure 10

Answer space

Activity 10
Advertising, Branding and Form
A Design Project Looking at Advertising and Branding: The Paper Tiger Stool
As part of the end-of-year celebrations for year 12 students, your school captains have decided to purchase a Paper Tiger stool for each graduating student. You have been given the opportunity to design the images that will be printed onto the stools. Your imagery could include: school colours the initials of your school school logo or motto cropped imagery cropped photographs selection of text imagery related to students. Figure 11

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party

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Sketch your image design onto the three-dimensional drawing. Re-draw or photocopy and enlarge this drawing if required.

Sketch a freehand third-angle orthogonal drawing of the stool, below. Transfer your image design onto the views.

Discover
About the Paper Tiger Stool
Paper Tiger Products was established by Australian designer Anthony Dann. The stools are created from cardboard, fold seamlessly and are at packed for easy transportation. They are easily assembled and the triangular folding can survive heavy use. Paper Tiger Products are home furnishings inspired by folded forms and seamless construction. They are made of materials such as cardboard and, like the stools, are packed at for easy transportation. They assemble quickly and easily. Taking advantage of the deceptive strength of triangular folding, the designs are engineered to withstand all the rigors of tough treatment. The stools are environmentally friendly and won the 2007 Launch Pad award for Sustainability. Paper Tiger Products are made in Australia, and the tools are certied by Ecospecier. You can nd out more at www.cambridge.edu.au/viscommweblinks

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party Cambridge University Press

Activity 11
Paint Colour Chip Design Problem
B21

Your final solution must be produced on the actual paint colour chip and will therefore be at the same scale. There is no limitation with media and you may try ink, gouache, marker and pencil. Your final design solution needs to be scanned, enlarged to A5 and mounted with the original.

Dulux

Tasks
1 First, you are required to go to your local hardware or paint store and select a paint colour chip. As well as looking at the colours, look closely at the names of the colours. You can also go to www.cambridge.edu.au/ viscommweblinks for links to websites where you can print out a paint colour chip. 2 Complete your research; for example: the meanings associated with this colour colour theories colour associations photograph the colour out in the environment and how/where colour is used photograph or draw objects associated with the name of the paint colour chip research any objects associated with the name of the paint colour chip.

3 Brainstorm both the name of your paint colour chip and the actual colour. Incorporate thumbnail and concept sketches and annotations.

Seed Pearl W
Figure 12

4 Select several ideas and develop these further with freehand drawing. 5 Experiment with different media (remember your restrictions with colour and materials). Explore different ways to use the paper including creating layers of images or cutting the paint colour swatch.

Design Brief
The world of colours and the way that they are named is a fascinating area in the design and marketing world. To gain insight into this area you are required to undertake research into colour and the naming of colours that are found on paint colour chips and then produce a visual solution to the design problem outlined below. Design an image for a paint colour chip to emphasise the chips colour and name.

6 Select two ideas and refine further. 7 Select a solution and produce a mock-up. 8 Produce the final solution. Scan, enlarge to A5 and colour print. See theadvice in the textbook on printing your paint colour chip as accurately as possible.

Requirements
Your design needs to use one colour (however, black and white may be used to assist in communicating ideas). You can incorporate multiple paint colour chips as long as they are your selected paint colour chip. There is no limitation as to what you do to the paint chip (except for the scale). For example, you might explore tearing, ripping or cutting the paper.

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party

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Final Solution
Mount both your original paint colour chip with design solution along with your enlarged A5 version. Use the name of your paint colour chip as thetitle.

Figure 13

Paste a paint chip here and brainstorm ideas around it

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Activity 12
An Object in Six Ways
Select an object. Choose six of the design elements and principles and draw your object six times. Each drawing is to reflect a different element or principle of your choice. For example:

Figure 14 Exploration of nuts and bolts using the design elements and principles

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party

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Activity 13
The Senses
Your local council wishes to highlight their communitys awareness of people who have lost one or more of their senses. They wish to do this through a marketing campaign which needs to begin with the design images for each of the senses. The five senses are touch, smell, sight, sound and taste. You are required to develop a set of images to represent each one. Your target audience is non-gender specific and people of all ages throughout your local community. Your images must clearly identify each of the five senses. You need to: use the design elements of shape, colour and texture use the design principles of contrast, pattern and figure-ground experiment with a variety of media and materials use the computer to produce your final solutions. You developmental folio needs to include the following tasks: 1 research and brainstorming 2 generation of ideas 3 developing ideas further 4 refinement of ideas 5 mock-ups. Use the spaces provided to present your initial ideas.

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Embark
Activity 13 Extension
Take your ideas and produce them in a vector-based program like Illustrator. Create your composition in a similar way as shown and print A3.

Activity 14
Design Your Own Typeface
Brief
You are required to design a unique typeface that reflects your personality or reflects something that you are fond of or enjoy.

THE SENSES

Tasks
Research the history of type and how typefaces were designed. Look at famous fonts and the people who designed them. Create a mind map of ideas. Generate concept sketches and annotate how they reflect your personality. When exploring ideas use a wide range of letters from the alphabet to encourage a wider range of design possibilities. Select two directions and create your concept using three letters from the alphabet. You may use the grid provided to draw your designs. Select one concept and refine. Create mock-ups to discuss with your class and teacher.

Final Solution
Make amendments to your mock-ups. Scan and place into a vector-based software program. Trace the scanned image and create a new vectorbased image of each letter. Create layout. Print and mount for assessment.

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Figure 15 Examples of creative type

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Activity 15
Line, Pattern and Type
Complete the empty type outlines using your own patterns.

Figure 16

Activity 16
Colour Design
Colour is one of the most powerful design elements, since it has the ability to have a significant impact on peoples emotions. Colour theories are used to explain different colour combinations and the results that these combinations have when used in specific ways. Review the different colour theories in the viscomm textbook. Select six different colour theories and illustrate these in the spaces provided on page52. For this task you are required to use colour paper of any weight or texture. You might even want to use paint chip samples. You can tear or cut shapes, strips and lines to represent your colour theories. Glue, weave or carefully place your layers of coloured paper. Label each colour theory when finished.

Figure 17 Colour theories explored

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party

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Activity 17
Scale and Proportion
Scale is the size you may choose to draw or place an object in relation to the ground it is placed upon. Scale is used to assist in drawing large objects such as houses and furniture and is used to describe the dimensions of such objects. Proportion is the comparative relationship between components within a visual communication. It is the relationship between parts within a whole. For example, if you are drawing the human body, you try to keep the head in proportion with the rest of the body.

Scale

These terms are often confused and sometimes both are used to describe the physical appearance of an object. However, both mean completely different things. Using visual imagery only, describe the difference between these two design principles.

Proportion

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Activity 18
Constructivism: Design Elements and Principles
Brief
Create an information poster that illustrates the design elements and design principles in a Constructivist layout.

Tasks
1 Explore the Constructivist art movement and find four historical and four contemporary examples of posters or print design that employ typographic rules (printed lines that direct the readers eye). Paste these into your workbook. 2 Write the name of the elements and principles that you are exploring, and a definition, as a resource to work from for your poster. 3 Create freehand drawings in your sketchbook that illustrate each of the listed design elements and principles, using type. 4 Generate potential layouts for the design elements and principles poster that employs a Constructivist layout. 5 Prepare two concepts using freehand drawing and discuss these with your teacher and classmates. 6 Select the best option and construct your poster using digital media.

Instruct
Constructivism
Constructivism was a movement that originated in Russia in the early 1900s. It had an impact on architecture, graphic and industrial design, theatre, lm, dance, fashion and to some extent music. Many graphic designers worked on the design of posters for everything from cinema to political propaganda. Posters for cinemas were often brightly coloured with geometric imagery and included photomontage. Other distinctions of the Constructivist style included jagged angles, contrasts, an emphasis on geometric shapes and experimentation with subject matter and media. Constructivist design work could also be quite minimal. Constructivist typography had its own unique style with letters and words at right angles to each other and often framed by bold rules and borders printed in one or two primary colours.

Assessment
Refined and fully resolved A3 poster that includes the elements and principles of design, illustrated using type. The final poster must employ a Constructivist layout where typographic rules apply, to direct the viewers eye. All research including collected Constructivist examples x 8 (four historical and four contemporary) thumbnails, concept development, samples and rejected compositions should be submitted as part of your developmental work.

Figure 18 An example of Constructivist art by Lyubov Popova

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Figure 19 A contemporary poster for the American 5th Ave store Saks created by Shepard Fairey, who has used the graphic design and propaganda style of Constructivistart

Figure 20 Poster designs by Ben Wright and Raelene Ong

Activity 19
Custom Textures: Movement
This activity requires you to generate images that explore movement using line and texture. Using black fine liner and the spaces provided, create two images for each of the adjectives listed. An example is provided for you.

Figure 21 Swift

Swift

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Figure 22 Fluidity

Figure 23 Falling

Fluidity

Falling

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Figure 24 Rapid

Figure 25 Rotational

Rapid

Rotational

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Activity 20
Creating a Pattern Repeat
Task 1: Create Your Image
1 Visit a park, local garden or the botanical gardens with your sketchbook and a variety of grey-lead and coloured pencils. In your visual diary, complete a series of sketches of both flowers and leaves. 2 Back in the classroom, select one sketch and redraw the image, removing all areas of tone so that you are left with outlines.

3 Taking each section of your drawing, experiment with adding lines to create patterns and solid areas of colour. Figure 26 Linear

Figure 27

Task 2: Create Your Pattern


Using the image created in Task 1, use the following steps to create a pattern that can then be used to generate a pattern repeat. Once you have worked out your pattern you can screenprint lengths of fabric or paper, or transfer into a vector program like Adobe Illustrator.

Linear

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Process
1 Make several copies of your image. 2 Take one of the images and cut it into four pieces, as seen in Figure 28. 3 Rotate each of the four pieces 180. You should now find that the original edges of each piece are in the centre of the new design. And the centre of the original design is at the edges. 4 Take another of your images and again cut into four pieces. Taking one piece at a time, match to the new edges created in step 3 (see Figure 29). 5 Continue to cut more original images into four pieces and add to your pattern (Figure 30).

Figure 29 Rotate your four pieces 180 and place down again with the original corner pieces now in the centre

Figure 28

Figure 30 Continue to add more pieces to create your pattern repeat

Create an Example
1 Redraw or trace the image found in Figure 31; or you may wish to use an image of your own. 2 Cut into four pieces and rotate each piece 180 and paste down. 3 Continue to cut and paste down more pieces to create your pattern repeat.

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Figure 31 Use this image to create a pattern repeat or draw another image here

Your image

Paste your pattern repeat in this space

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Activity 21
Books Upon Books
Freehand Drawing from Observation and Using Tone to Create Form
Tasks
Collect a range of different books. Look especially for ones with interesting covers, shapes, widths old books are very interesting to draw. Create a pile with your books and arrange in different directions. Experiment with studio lights (if you have access to these) to create different shadows and highlights. Alternatively use natural light from a window. Complete three freehand two-point perspective sketches of books in a pile in your visual diary using different horizon lines and vanishing points. Use the space below to generate your ideas.

Figure 32

Next
Using a 2B pencil, complete a series of freehand sketches of the books in your visual diary. Sketch from different angles and add tone to emphasise form. Select your favourite perspective drawing and make several photocopies. Render each one using different light sources and rendering techniques. Trial markers, pencils and ink in your explorations. Select your best image and redraw onto A3 cartridge paper and complete as a presentation drawing for assessment.

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party Cambridge University Press

Activity 22
A Sans Serif Design Task
Research via the internet the designer Jonathon Yule, whose seriously fun Font-bots are created from individual letters. Selecting a sans serif typeface you are invited to design your own Font-bot in the style of Jonathon Yule. Use the space allocated on this page to generate your design. When you have a sketched design concept, create your solution in a software program like Illustrator . And do not forget to give your Font-bot a name.

Instruct
Dont have access to a vector-based program like Illustrator? Use a program like Microsoft Word to generate your letters. Print these out and then carefully cut and paste your arrangement together. You could also use the Word Art tools featured in Microsoft Word. Figure 33 An example inspired by Jonathon Yule

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party

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Activity 23
Melbourne City Logo Design
City of Melbourne
Research the City of Melbournes M logo. Find as many examples of the logos variations as you can and answer the following questions: 1 Discuss two requirements that may have been given during the brief.

5 The logo is a creative example of a successful combination of the elements and principles of design. Select one element and describe how it has been used effectively.

Element _____________________________________________ Description

Select one design principle and describe how it has been used effectively.

Design principle ______________________________________ 2 Name two resources that may have been used to generate ideas/research. Description

3 Discuss the target audience. After receiving the brief the design team may have started the design process off with brainstorming and producing a mind map. In the space provided on page 63, draw and write your own mind map for this project.

4 How do you think the final logo concept relates to the target audience?

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ISBN 978-1-107-62635-5 Jacinta Patterson, Joanne Saville 2012 Photocopying is restricted under law and this material must not be transferred to another party

Cambridge University Press

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