BY DESIGNIntroduction to Creative Industry I

Definition of DesignElements of Design

'Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.’

Sir George CoxThe Cox

Review

WHAT IS DESIGN?noun: design; plural noun: designs1.a plan or drawing produced to show the look and function or workings of a building, garment, or other object before it is built or made."he has just unveiled his design for the new museum"synonyms: plan, blueprint, drawing, sketch, outline, map, plot, diagram, draft, representation, scheme, model

"a design for the offices"

the art or action of conceiving of and producing a plan or drawing."good design can help the reader understand complicated information"

an arrangement of lines or shapes created to form a pattern or decoration."pottery with a lovely blue and white design"synonyms: pattern, motif, device; More

2.purpose, planning, or intention that exists or is thought to exist behind an action, fact, or material object."the appearance of design in the universe"synonyms: intention, aim, purpose, plan, intent, objective, object, goal, end, target;

WHAT IS DESIGN?verbverb: design; 3rd person present: designs; past tense: designed; past participle: designed; gerund or present participle: designing1.decide upon the look and functioning of (a building, garment, or other object), typically by making a detailed drawing of it."a number of architectural students were designing a factory"synonyms: plan, outline, map out, draft, draw

do or plan (something) with a specific purpose or intention in mind."the tax changes were designed to stimulate economic growth"synonyms: intend, aim; devise, contrive, purpose, plan; tailor, fashion, adapt, gear; mean, destine"this paper is designed to provoke discussion“

Source: Google.com

ANOTHER DEFINITION OF DESIGN TO CONSIDER

Design is the PROCESS of SELECTING and ORGANIZING elements or components in

order to fulfill a specific purpose. This purpose may be functional or aesthetic,

or (frequently) both.

Source: http://char.txa.cornell.edu/language/introlan.htm

DESIGN IN APPLIED ARTSThe application of design and decoration to everyday objects to make them aesthetically pleasing.

The term is applied in distinction to the fine arts which aims to produce objects which are beautiful and/or provide intellectual stimulation. In practice, the two often overlap.

The fields of industrial design, graphic design, fashion design, interior design, and the decorative arts are considered applied arts.

In a creative and/or abstract context, the fields of architecture and photography are also considered applied arts

ELEMENTS OF DESIGN The building blocks of a design (almost

similar to the Elements of Art) The elements are components or parts

which can be isolated and defined in any visual design or work of art.

They are the structure of the work, and can carry a wide variety of messages.

The Elements of Design: Point & Line Direction Space & Size Texture Shape & Form Color & Value

This is the most basic and technically, same asThe Elements of Art

However, there are a fewmore additional Elementsthat are specializedsuch as the following:PointSize Direction

Line, Shape, Form, Texturemay be Real or ImpliedMeaning it can be seen orImagined in our mind.

OTHER ELEMENTS OF DESIGNPOINT The beginning of a line or tangible mark on a surface;

can be a dot, dash, stipple and pixel; it can be any solitary shape in a minute size in a large surface area

DIRECTION All lines have direction - Horizontal, Vertical or

Oblique. Horizontal suggests calmness, stability and tranquillity. Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action

SIZE Size is simply the relationship of the area occupied by

one shape to that of another. Can present contrast in design if size is varied.

LINE Line is most easily defined as a mark that spans

a distance between two points (or the path of a moving point), taking any form along the way.

As an art element, line pertains to the use of various marks, outlines and implied lines in artwork and design, most often used to define shape in two-dimensional work.

Implied Line is the path that the viewer's eye takes as it follows shapes, colours, and form along a path, but may not be continuous or physically connected, such as the line created by a dancer's arms, torso, and legs when performing an arabesque.

EXAMPLE OF LINE

SHAPE Shape pertains to the use of areas in

two dimensional space that can be defined by edges, setting one flat specific space apart from another.

Shapes can be geometric (e.g.: square, circle, triangle, hexagon, etc.) or organic (such as the shape of a puddle, blob, leaf, boomerang, etc.) in nature.

Shapes are defined by other elements of art: Space, Line, Texture, Value, Color, Form.

EXAMPLE OF SHAPE

FORMForm may be created by the forming of two or more shapes or as three-dimensional shape (cube, pyramid, sphere, etc.). It may be enhanced by tone, texture and colour. Form is considered three-dimensional showing height, width and depth. Examples of these are sculpture, theatre play and figurines

EXAMPLE OF FORM

TEXTUREThe texture is the quality of a surface or the way any work of art is represented. Lines and shading can be used to create different textures as well. For example, if one is portraying certain fabrics, one needs to give the feeling of the right texture so that it closely resembles what the artist is trying to convey.

EXAMPLE OF TEXTURE

SPACE Space is the area provided for a particular

purpose. It may have two dimensions (length and width),

such as a floor, or it may have three dimensions (length, width, and height).

Space includes the background, foreground and middle ground. Space refers to the distances or areas around, between or within components of a piece.

Two types of space: Positive space refers to the space of a shape

representing the subject matter. Negative space refers to the space around and between the subject matter.

EXAMPLE OF SPACE

COLOR Color pertains to the use of hue in artwork

and design. Defined as primary colors (red, yellow,

blue) which cannot be mixed in pigment from other hues, secondary colors (green, orange, purple) which are directly mixed from combinations of primary colors.

Further combinations of primary and secondary colors create tertiary (and more) hues.

Tint, Tone and Shade are references to adding variations in Value;

EXAMPLE OF COLOR

VALUEValue, or tone, refers to the use of light and dark, shade and highlight, in an artwork.

Value is directly related to contrast.

EXAMPLE OF VALUE

PLATE 1: ELEMENTS OF DESIGN CHART Create an original lay-out and painted chart of

the Elements of Design It must contain an illustration, label and a short

definition of the Element of Design Portrait or Landscape follow the proper margin

and presentation: Plate Number and Title, Score, Materials and Date Submitted; Name and Section will be placed on the back of each work

Criteria:Factual Representation 10 ptsCraftmanship 5 ptsLay-Out of Design 5 pts

PROPER PRESENTATION OF PLATES BASED ON ORIENTATION

Portrait Landscape

Plate No. 1: Elements of Design Chart Score: _____Materials: Pencil, Techpen Date Submitted: ______

Plate No. 1: Elements of Design Chart Score: _____Materials: Pencil, Watercolor, Techpen Date Submitted:_____

Remember: Name and Section will be set on the back of the Oslo Paper