What to do with this PowerPoint When you download this file in your computer, save it as

design_elements_yourlastname.ppt (or pptx) Follow each slide For most of the slides, you will stay in PowerPoint Normal

View mode (the one you have now) and follow activities, but when there is a hyperlink, you may need to change to PowerPoint Slide Show mode (or you can simply copy and paste the URL into a browser).

In some slides (not all), you need to type your thoughts. Just do your best. Your answer will NOT be graded, but I will check your thoughts. I want you to learn from this exercise without worrying about whether you answer is right or wrong.

After finishing this PowerPoint, upload it into BB.

Graphic Elements:components of visuals

Fall, 2013

Fundamental elements of graphics Let’s think about fundamental

components used to develop images and graphics, just like words in text-based information. As we cannot write a text-based message without words, without these graphic components, we cannot create any images. See the picture.

What graphic components comprise this advertisement? Do you see lines and different colors? Do you see the bright area and dark background? These are fundamental components of graphics we will think about. Let’s start.

http://stratocasteruk.deviantart.com/art/Adidas-Advertisement-70726379

Graphic Elements

Point Line Shape Form Space

Texture Light Position Size Color

We will think about these ten components one by one. They are not separate, independent things; they build upon one another, or get mixed together. For example, points are used to create lines, and lines to create shapes, and color and texture are used together to create a certain feeling.

Point (Dot): Points (dots) are the first element of design. Actually, a point is a precise location, and has no length or

width of its own Often, it is represented by a small dot (filled-in circle). However, we will use the terms (point and dot)

interchangeably. A TV/computer screen is a collection of dots as we talked

about last week. A series of multiple points adjacent each other makes a line.

For more information about points, check this http://www.vanseodesign.com/web-design/points-dots-lines/

Line A line can be thought of as points very close together Our eyes follow the line or the space created by lines. In Picture #1, which line is the dominant line?

Diagonal line? What about Picture #2?Horizontal lines?

Often, lines are used to convey specific kinds of feeling(s) and message(s).

Picture #2Picture #1

Line (continued) Let’s talk more about lines and their paths and the feelings they

create. What types of lines can you think of? Write down the types of lines you can think of here. (Hint: I

already mentioned about some of them in the previous slide.) Vertical , perpendicular, horizontal, diagonal , parallel, dotted

and straight lines

• Multiple horizontal lines that create a music staff.• Vertical and horizontal lines that outline a doorway.• Lines that interconnect to create a star pattern.

Did you write horizontal line? When you picture horizontal lines like in these pictures, in

which horizontal lines are dominant, what kind of feelings/messages do you receive?

• Horizontal lines are more dominant in the picture on the left. It is very structured and has a modern, clear cut design. The picture on the right, although it does have a slightly slopped horizontal line, there is a sense of fresh air and fluidity. The emotional response, although both having horizontal lines is quite opposite when comparing the two pictures.

Your responses would be more likely: Rest, Relaxation, Quiet, Peaceful, Casual,

Did you write vertical line in Slide 7? When you picture vertical lines, what kind of

feelings/messages do you receive? Write them down here. Also find and insert an image (picture, artwork, or ad.) from the Internet that supports your feeling about vertical line.

• Vertical lines gives me an up and lifting sense. I guess because the lines can reach high into the clouds. Often vertical doors represent that feeling of openness as you walk through.

Your responses would be more likely: Power, Strength, Loftiness, Success-oriented, Formal

Did you write diagonal line in Slide 7?When you picture diagonal lines, what kind of feelings/messages do you receive? Write them down here. Also find and insert Also find and insert an image (picture, artwork, or ad.) that supports your feeling about diagonal line.

When I see diagonal lines of abstract or something that is trying to challenge my mind. You could relate that challenge feeling to the picture I chose, a car climbing up a steep hill.

Your responses would be more likely: Dynamic, Action-oriented,

Did you write curved lines? (Mathematics people may say a curved line is not a line.

Well, let’s say they are a type of lines in Visual Design.) When you picture curved lines, what kind of

feelings/messages do you receive? Write them down here. Do NOT insert Also find and insert an image yet.

• Although I didn’t state curved lines, I like curved lines and get a sense of fun and play. Balls are curved, hula hoops are curved and many fun toys utilize the curve shape.

Your thoughts about curved lines would be very different based on loose or tight curve.

Insert an image using loosely curved line on the left side and an image using tightly curved line on the right side.

Also using different weight of line (thick line vs. thin line), you can emphasize your messages and feelings in the visual.

Loose Line Tight Line

Comfort, Playful, Supple

Turbulence, Confusion

Mix and Match Also using different types of lines in

one image, you can express multiple feelings and messages.

Let’s check this ad again. Definitely we see a diagonal line. Besides that, do you see any different type of lines in this ad? Curve lines? Yes. In this ad, you see a diagonal line and curve lines.

Write down your thoughts about the message that this ad tries to deliver by incorporating diagonal and curly lines.

• This ad is depicting power through the downward diagonal. It will reach the horizontal floor and power off of it. The curved lines are an extension of that power allowing the energy to escape from the sole (diagonal line) of the shoe.

Shape Which one do you call a shape? Left one or right one? Yes,

left one. By definition, a shape is a closed area. Like lines, each shape presents different symbolization,

messages, and feelings.

Shape (continued) What does a square tell you

(feeling/message)? In other words, when would you use a square shape? When you draw a boring man, you may choose a square or rectangle shape as opposed to a triangle or freeform shape? If so, squares represents (symbolize) boring? Maybe.

Picture squares or rectangles in your mind; what kind of feelings you do think they represent? Write down here. And insert an example image.

• Squares and rectangles represent structure. They are a finite space that is defined on all sides. They provide limitations and boundaries.

What does a circle tell you? And insert an example image.

• A circle never-ending with no beginning and no end. The circle reminds me of my wedding ring and how your love continues through the good and bad.

What does a triangle tell you? And insert an example image.

• A triangle is equal in length on all three sides. Three points emerge from the configuration of the equal lines making it visual versatile.

Your responses are more likely Square/ rectangles

Stable, boring, honest, equal, rigid, uniformed, Circle

Infinite, well-rounded, playful, peace, secure, complete Triangle

Growing, hierarchical, power, action, tension

Form Definition: Three-dimensional shape

Space There are two types of space: positive and negative. Positive space: the space of a shape representing the

subject. Negative space: the space around and between the subject.

Scroll down and watch this 3 minute video clip in this page talking about positive and negative space

http://thevirtualinstructor.com/positive-and-negative-space.html

(sorry for the commercial and ad in that video)

Find and insert two photographs here. One photo with mostly positive space One photo with mostly negative space

Texture Definition: The visual equivalent of the sense of touch

Smooth vs. Rough Hard vs. Soft Heavy vs. Light Sharp vs. Flat

Texture provides realism

Light Picture “dark image” and “light image” in your mind. Dark images/areas tend to denote

gloom mystery cold danger

Light areas images/areas tend to denote happiness fun warmth closeness

Find and insert two images (photo, ad., or painting) here. One image representing danger, mystery, cold or gloom by

using darkness One image representing fun, happiness, warmth, or

closeness by using lightness.

Position (motion) guides the eye though a visual

See these identical fish. Depending on where and how it is positioned, each fish is heading to a different place.

Size Helps promote the illusion of distance and depth In this picture, the smaller school looks farther away than

the bigger school.

Color The last, but not the least, element of graphics we will think

about.

Color Terminology Spectrum: All the possible colors in a color space, such as

RGB or CMYK Color is identified by three characteristics: hue, value, and

saturation. Hue: commonly referred to “ the color name”

Red, orange, purple, etc. Value: the range from light to dark

Saturation: the intensity of a color Muted: very little saturation Desaturated colors are often called pastel colors.

Or desaturated colors may look faded or washed away

Value

Hue

Value vs. Saturation in one Hue

http://www.ncsu.edu/scivis/lessons/colormodels/color_models2.html

Color Wheels Have you heard about a color wheel? Color wheel is an

organized color circle based on color theory. Do you know who invented the first circular diagram of colors? Find the person and write her/his name here. Also white the purpose of a color wheel here.

• Isaac Newton• The purpose of the color wheel is to have an organized

illustration of which the various colors show their relationship (primary, secondary, complementary).

Recommended color combinations Read this site. It explains color combinations. http://www.tigercolor.com/color-lab/color-theory/color-theory-in

tro.htm Check this website http://www.lacountyarts.org

It has many different hues, which can look loud or too much, but used similar value and saturation of colors to provide consistent, balanced look.

Colors in our life How many colors do you think we are able to see? Write

here Red, orange, yellow, green, blue and violet What is your favorite color? Why?

• I know this sounds boring but I like basic colors that blend and go with everything- such as black and gray. Once I have this base then I like adding in the “pop” with purple and other vibrant colors. In one sense you can say I think about the color scheme as a whole rather than just one individual color.

Color and culture Usually, what color does a bride wear in western countries?

Yes, white color.

http://en.wikipedia.org/wiki/File:The_bride_-_New_Orleans.jpg

Korean Traditional Wedding Color Not white color.

http://lh4.ggpht.com/_hckMCbM6-YQ/Rl8-hR6TjqI/AAAAAAAAAiA/0hE0iPIcrL0/IMG_3936.JPG

http://cafe.naver.com/wjsxhddpwjf.cafe?iframe_url=/ArticleRead.nhn%3Farticleid=6

Quiz Look at this picture. What kind of event

do you think it is? Yes, it is a funeral in Korea.

What colors of clothes do you see? Yes, white and black

Look carefully. Think about why some people chose to wear white, and others chose to wear black. What makes the color choice? Write your thoughts and reasoning here. (Don’t worry if you cannot find out. We will talk in class next week.)

• Some are dressed in white to represent purity and cleanliness (usually of their sins entering upon entering heaven). Others are dressed in black because in todays society, the black suit is depicted as the formal attire for such events.

Color meanings by culture Check this http://www.cimh.org/Handouts/June%2027-28,%202011%20

Cultural%20Competence%20Summit/Tues.Jun28_300-430_WS-8A_Blanch_Handout1.pdf

Besides Korea, which country(countries) use white as a mourning color?

China and Japan Do you have any interesting story related to color to share

with us? (if not, that is fine.)• In the US it is standard to wear black to a funeral or

memorial service. However in my Christian background, people tend to wear colors as more of a celebration that they are headed home to Heaven with the Father. The service, rather than morning of a person, celebrates their life and the colors help in providing for that celebration.

Colors in our life Check this website http://www.colormatters.com

And read these interesting stories http://www.colormatters.com/color-and-the-body/color-and-appetit

e-matters http://www.colormatters.com/color-and-the-body/drunk-tank-pink http://www.colormatters.com/color-and-vision/color-and-accident-

matters Which story impressed you? Briefly tell me the story and why you

like the story.• The story discussing the pink jail cells was interesting. First

off I can’t even imagine walking into that overwhelming color and not smiling or laughing. However, as you read the story, you are informed of so many issues due to lack of research on the exact color, over exposure, etc. I just can see the poor guard continuing to work in this pink world saying “why did this color therapist even exist.” The most important aspect of that article is the color linkage that occurs in people. One linkage is not always the same as the other and that is important to consider when contemplating color selection.

As a conclusion: “Visual communicators often position

the graphic elements in a design to take advantage of the eyes’ movement over a picture.” (Lester, 2006)

The more you know, the more you see.

After finishing this Upload your ppt to the bb assignment Open William’s book exercise 1 ppt file and follow the

directions.

Reference Lester, Paul Martin (2006). Visual Communication : Images

With Messages, Wadsworth Pub Co. Moore, M. & Dwyer, F. (1994). Visual Literacy: A Spectrum of

Visual Learning. Englewood Cliff, NJ: Educational Technology Publication

http://www.getty.edu/education/teachers/building_lessons/formal_analysis.html

http://www.digital-web.com/articles/elements_of_design/