The document discusses the key concepts of design including elements, principles, and composition. It defines design as a rational process that translates ideas into useful objects or processes. The elements of design are the basic components, such as line, shape, and color. The principles of design, like balance, dominance and proportion, are used to apply the elements. Composition refers to arranging the visual elements in a harmonious way using principles like unity, rhythm, and contrast. The document also discusses specific compositional techniques such as repetition, alternation, and gradation that create visual rhythm.

1. design

2. DESIGN Design is essentially a rational, logical, sequential process intended to solve problems. Design could be viewed as an activity that translates an idea into a blueprint for something useful, whether it's a car, a building, a graphic, a service or a process. The important part is the translation of the idea.

3. ELEMENTS & PRINCIPLESOF DESIGN The elements and principles of design are the building blocks used to create a work of art. The elements of design can be thought of as the things that make up a painting, drawing, design etc. Good or bad - all paintings will contain most of if not all, the seven elements of design. The Principles of design can be thought of as what we do to the elements of design. How we apply the Principles of design determines how successful we are in creating a work of art.

4. ELEMENTS OF DESIGN line shape direction size texture color value

5. PRINCIPLES OF DESIGN balance dominance proportion rhythm unity

6. Balance Sourcehttp://s292.photobucket.com

7. Dominance Source: http://s292.photobucket.com

8. Proportion Source: http://s292.photobucket.com

9. Rhythm Source: http://s292.photobucket.com

10. Unity Source: http://s292.photobucket.com

11. Golden section

12. GOLDEN SECTION Golden Section (Golden Ratio) is a proportion, in which a straight line (or a rectangle) is divided into two unequal parts in such a way, that the ratio of the smaller to the greater part is the same as that of the greater part to the whole figure (AB:BC=BC:AC) A B C Similar to the mathematical value pi, Golden Section cannot be expressed as a finite number, but an approximation of 0.618 : 1. This proportion has been known since antiquity (Euclid and Vitruvius discussed it) and has been said to possess inherent aesthetic value because of an alleged correspondence with the laws of nature or the universe. The claims have been supported by an immense quantity of data, collected both from nature and arts.

13. GOLDEN SECTION From the Golden Section, can form golden rectangles, which, when arranged continuously as in the following illustration will produce a spiral pattern, like a spiral pattern on the snail.

14. Golden Ratio in Nature Source: http://www.atrise.com

15. Golden Ratio in Ancient Building Source: http://www.gomediazine.com

16. Golden Ratio in Photography Source: http://www.gomediazine.com

17. Rhythm composition

18. COMPOSITION Composition is the organization of visual elements are arranged in the design work in harmony. Harmonious composition can be obtained by following the principles of composition that includes unity, balance, rhythm, contrast, focus, and proportion.

19. RHYTHM Rhythm is a strong, regular, repeated pattern that forms a harmonious sequence or correlation of colors or elements, which usually develops from organizing the space between objects. This rhythmic flow, which is accomplished by repetition, acts as a unifying device for the composition and is often used to suggest movement. The presence of rhythm creates predictability and order in a composition. The parallels between rhythm in sound/ music are very exact to the idea of rhythm in a visual composition. The difference is that the timed "beat" is sensed by the eyes rather than the ears.

20. REPETITION Repetition involves the use of patterning to achieve timed movement and a visual "beat". This repetition may be a clear repetition of elements in a composition, or it may be a more subtle kind of repetition that can be observed in the underlying structure of the image.

21. Source: http://farm2.static.flickr.com

22. LINEAR RHYTHM Linear rhythm refers to the characteristic flow of the individual line. Accomplished artists have a recognizable manner of putting down the lines of their drawings that is a direct result of the characteristic gesture used to make those lines, which, if observed, can be seen to have a rhythm of its own. Linear rhythm is not as dependent on pattern, but is more dependent on timed movement of the viewer's eye.

23. Source: http://www.designgalleria.net

24. ALTERNATION Alternation is a specific instance of patterning in which a sequence of repeating motifs is presented in turn; (short/long; fat/thin; round/square; dark/light).

25. Source: http://vintage.cucamongatype.com

26. GRADATION Gradation employs a series of motifs patterned to relate to one another through a regular progression of steps. This may be a gradation of shape or color. Some shape gradations may in fact create a sequence of events, not unlike a series of images in a comic strip.

27. Source: http://www.designgalleria.net

28. BIBLIOGRAPHY Kusrianto, Adi. PengantarDesainKomunikasi Visual. Yogyakarta: ANDI, 2007. http://www.hku.hk http://www.designgalleria.net http://char.txa.cornell.edu http://www.atrise.com http://www.johnlovett.com