Midterm Design Vocab

Elements of Design

The fundamentals to all designs: form, shape, line, texture, color, space, movement. The discipline of learning the power of these elements and formatting them within the principles of design is the responsibility of the designer.

Color

Typically known as hue. The aspect of the appearance of objects and light sources that may be described in terms of hue, lightness, and saturation. White light may be separated into these categories through a prism. Does not include black or white.

Achromatic

Not including color. Black, white, grey.

Line

As a geometric conception: a point in motion, with only one dimension - length. The variables are: size, shape, position, direction, number, interval and density.

Mass

A solid body or a grouping of visual elements (line, color, texture, etc.) that compose a solid form. It is the two-dimensional appearance of a three-dimensional form.

Movement

Also known as motion. This element portrays the act or process of changing place or direction, orientation, and/or position through the visual illustration of starting or stopping points, blurring of action, etc.

Space

A two- or three-dimensional element defined by other elements of design. The dimensions of height, depth, and width within which all things exist and move.

Texture

A technique used in two-dimensional design to replicate three-dimensional surfaces qualities through various drawing and media techniques. On three-dimensional surfaces, it is experienced by touch or by visual experience.

Value

The word for the lightness or darkness of an area. It is a graded scale from white to black, but also exists as the corresponding lightness or darkness of colors.

Principles of Design

Applicable to all design disciplines. They are tools used to format the elements of design. An example of these might include unity, harmony, balance, rhythm, contrast, pattern and et cetera.

Balance

The designer organizes this to create a design or arrangement of parts that appear to be a whole with equilibrium.

Symmetrical balance

Visual balance that exists as a mirror or near mirror balance about a medial line, such as a human face seen directly.

Asymmetrical balance

Visual balance that exists as a balance that does not exists as a mirror or near mirror balance about a medial line. It is balanced as forms of weight equalize.

Radial Balance

Visual balance that is visually formed about a central point, such as a spider web.

Contrast

An element that presents an opposition such as, light and dark value. It may be presented as size, shape, color, texture, etc., etc. It offers variety within a visual format.

Direction

Utilizing movement to create the visual illusion of displacement via optical forces.

Economy

A principle operating on the "slim." Especially important when dealing with clients, where their product or service is more important than the elaboration of design elements. Can also be considered "precise," or "simplistic."

Emphasis

Denotes an area where elements are called to attention above other areas. It may be endowed in a variety of ways including arrangement, contrast, content ( such as a finger pointing to something).

Proportion

A two- or three-dimensional element where forms are directly related through known relationships such as a part to the whole. Generally utilized in comparison of known scales. E.g. Nose to a face.

Repetition

Elements that are presented multiple times within the design.

Rhythm

A recurrence or repetition of one or more elements within a visual format, creating harmony.

Unity

- "Oneness," "Harmony," "Gestalt." The condition of completeness with the use of all visual elements within a design.

Traditional Color Wheel

Color theory instrument utilizing Red, Yellow, and Blue for primary colors. Secondary colors are violet, green and orange. This implement is used to navigate color harmonies and tint, tone, and shades.

Color Harmony

Specific groupings of colors that enhance one-another when paired together. The groups are called complements, split-complements, triads, tetrads, and monochromatic.

Complementary Color

Color Harmony that identifies two colors that are directly across from one-another on the color wheel.

Split Complement

Color Harmony utilizing three colors. It is comprised of one color plus the colors on each side of its complement.

Triad Harmony

Color Harmony that includes three colors that are equidistant from one-another.

Tetrad Harmony

Color Harmony that utilizes four colors either in a square or rectangular orientation.

Monochromatic

Color Harmony that utilizes any one color, but may also include white, black and/or gray.

Analogous Color

Color Harmony that utilizes three colors that are adjacent to one-another.

Primary

Color that cannot be made from using other colors. Red, Yellow, and Blue are examples.

Secondary

Color that is admixture of two primary colors. Orange, Violet and Green are examples.