4. Art
• a diverse range of human activities in creating visual, auditory or performing
artifacts (artworks), expressing the author's imaginative or technical skill,
intended to be appreciated for their beauty or emotional power.
5. Form
• The form of a work is its shape, including its volume or perceived volume. A
three-dimensional artwork has depth as well as width and height. Three-
dimensional form is the basis of sculpture. However, two-dimensional artwork
can achieve the illusion of form with the use of perspective and/or shading or
modelling techniques.Formalism is the analysis of works by their form or shapes
in art history or archeology.
6. Line
• Lines and curves are marks that span a distance between two points (or the path
of a moving point). As an element of visual art, line is the use of various marks,
outlines and implied lines in artwork and design. A line has a width, direction,
and length. A line's width is sometimes called its "thickness". Lines are sometimes
called "strokes", especially when referring to lines in digital artwork.
7. Color
• the element of art that is produced when light, striking an object, is reflected back
to the eye.
Properties of Color
• Hue- the name we give to a colour (red, yellow, blue, green, etc.).
• Intensity- refers to the vividness of the colour. A colour's intensity is sometimes
referred to as its "colourfulness", its "saturation", its "purity" or its "strength".
• Value- It shows how light or dark it is.
• Shade and Tint- refer to value changes in colours. In painting, shades are created
by adding black to a colour, while tints are created by adding white to a colour.
8. Texture
• used to describe either the way a work actually feels when touched, or the
depiction of textures in works.
Types of texture
• Tactile texture is the actual three-dimension feel of a surface that can be touched.
Painter can use impasto to build peaks and create texture.
• Visual texture is the illusion of the surfaces peaks and valleys, like the tree
pictured. Any texture shown in a photo is a visual texture, meaning the paper is
smooth no matter how rough the image perceives it to be.
9. Shape
• It is defined as a two or more dimensional area that stands out from the space
next to or around it due to a defined or implied boundary, or because of
differences of value, color, or texture.
Categories of Shape
• Mechanical Shapes or Geometric Shapes are the shapes that can be drawn using a
ruler or compass. Mechanical shapes, whether simple or complex, produce a
feeling of control or order.
• Organic Shapes are freehand drawn shapes that are complex and normally found
in nature. Organic shapes produce a natural feel.
11. Harmony
• According to Alex White, author of The Elements of Graphic Design, to achieve visual unity is a
main goal of graphic design. When all elements are in agreement, a design is considered
unified. No individual part is viewed as more important than the whole design. A good balance
between unity and variety must be established to avoid a chaotic or a lifeless design.
Methods
• Perspective: sense of distance between elements.
• Similarity: ability to seem repeatable with other elements.
• Continuation: the sense of having a line or pattern extend.
• Repetition: elements being copied or mimicked numerous times.
• Rhythm: is achieved when recurring position, size, color, and use of a graphic element has a
focal point interruption.
Altering the basic theme achieves unity and helps keep interest.
12. Balance
• a state of qualized tension and equilibrium, which may not always be calm.
Types
• Symmetry- refers to a sense of harmonious and beautiful proportion and balance.
• Asymmetrical balance produces an informal balance that is attention attracting
and dynamic.
• Radial balance is arranged around a central element. The elements placed in a
radial balance seem to 'radiate' out from a central point in a circular fashion.
• Overall is a mosaic form of balance which normally arises from too many
elements being put on a page. Due to the lack of hierarchy and contrast, this form
of balance can look noisy but sometimes quiet.
13. Proportion
• Using the relative size of elements against each other can attract attention to a
focal point. When elements are designed larger than life, scale is being used to
show drama.
14. Emphasis
• It is created by contrasting size, positioning, color, style, or shape. The focal point
should dominate the design with scale and contrast without sacrificing the unity
of the whole.
15. Similarity And contrast
• Planning a consistent and similar design is an important aspect of a designer's
work to make their focal point visible. Too much similarity is boring but without
similarity important elements will not exist and an image without contrast is
uneventful so the key is to find the balance between similarity and contrast.
