Design Principles and Elements

Flashcards covering key concepts and terminology from design principles and organization.

Novelty

Perceived newness of the units and their organization, based on comparison of the present form with past experiences.

Complexity and Order

Adding a high level of complexity and organization to design elements.

Cohesion of Units

Refers to the whole relationship or blending of units due to sameness and regularity of arrangement.

Part Relationship

Form consists of a number of units with little cohesion.

Design Codes

Reflect a certain level of complexity, order, and novelty desired by the brand's target consumer.

Principles of Design

The elements that arrange and organize the components of design.

Gestalt Principles of Perceptual Organization

Processes through which the brain interprets certain patterns of visual information, leading to a decrease in complexity.

Design Principles of Organization

Arrangements of design units that produce cohesion and lead to a decrease in complexity.

Motif

A recurring theme or element in a design.

Pattern Layout and Arrangement

The way elements are organized in a predictable pattern, such as through rhythm and balance.

Predictable Pattern

Rhythm, achieved by alternating or repeating regular, predictable sequences.

Balance

The visual weight distribution in a design, which can be symmetrical or asymmetrical.

Contrast

Creates focus in a design through emphasis by highlighting differences.

Similarity of Size

Relates to proportion and scale placement in design.

Gradual Change of Units

The smooth transition and change of design elements.

Expressive qualities of texture

may arise through associations with the formal qualities of materials

Symbolic qualities of texture

mary arise through cultural conventions

high relief

a carving that stands high above its background

impasto

adds texture, movement, and sculptual quality to art, appears to imerge from canvas

trompe l’oeil

“to fool the eye”

3 types of tactile sensation

pain, touch, temperature

space

availible area within a given two dimensional boundary

formal qualities of space

2D space- flat plane; colors, shapes, lines. 3D space- has height, width, depth

decorative space

emphasizing the flatness of a surface

plastic space

creates the illusion of the third dimension on a two-dimensional surface

shallow-space

the illusion of limited depth

deep or infinite space

sfumato- colors gradually shade into one another, producing a softened, hazy background

atmospheric perspective

the infinite special concept was perfected by western painter like Bierstadt

filled 2D space

very little area is visible, Paul Cezanne

unfilled 2D space

a lot of area is visible

filled versus unfilled space- products/people

relationship between clothing and body shape influences perception of space

body primary

visual focus on body shapes, surfaces, contours

clothing primary

visual focus on the product

spatial density

amount of crowdness

human density

number of people in a space

symbolic qualities of space

open space- sign of status

right-angled space

provides a sense of safety and predictability

unusual angles or shapes

are seen as more creative

fashion is used to…

expand personal space

kinesthetics

movement may increase awarness of a product on a human or in/through an enviorment

Cubism & Dada

show the concept of an object, shows different views of an object at once, to simplify objects

Blue period

reflecting light detail showing impasto, used cool colors

rose period

much happier art, circus people, reds and warmer colors

analytical cubism

little contrast in color, complex design, fauceted shapes, differing viewss, invented by Picasso and Braque

synthetic cubism

By braque and picasso, puts forms back together after breaking them apart, make it look like a real surface

DADA

a reaction to WW2, word itself has no meaning, reject tradition, the idea of chance comes from the unconsiousness influenced by Freud

Marcel Duchamp

central figure in NY dada scene

unit (motif in textile design)

identifiable part of the aesthetic form, such as color/geometric space

complexity

degree of stimulation from the; number of units, physical quality of units, degree of dissimilarity, level of organization

balance- felt axes

are invisible horizontal or vertical axes

symmetrical balance

the same on both sides

assymetrical balance

not the same on both sides

radial balance

placement may affect balance of units

proportion

relative size relationship among the units ex. modular man

modular man

Le Corbusier, divine ratio, golden mean

scale

size relationship between standard measure and another compositional unit