Visual Grammar & Elements of Design

Every language has grammar, to define its basic elements, describe its patterns and processes, and to understand the relationship between the individual elements in the system. Visual Grammar is simply the grammar of Design.

(Presented as a part of a course in March 2012)

Transcript

2. Visual Grammar and Elements of Design Siddharth Kshetrapal @siddharthkp
3. : to define its basic elements, describe its patterns and processes, and to understand the relationship between the individual elements in the system.
4. Point Line Shape Texture Color Value Space Design Elements * *
5. POINT The point serves as the focus of a visual, highlighting or drawing attention to important information.
7. Several points in combination may represent a different object or idea.
10. A line is just a collection of closely placed points LINE
11. Vertical Lines are usually related to power and strength.
12. Horizontal lines symbolize rest and relaxation.
13. Diagonal lines are dynamic and action-oriented.
14. Deep, acute curves, on the other hand, confusion turbulence frenzy Soft, shallow curves suggest comfort relaxation safety familiarity
15. Soft, Comfortable Acute, Turbulent
16. A shape is defined as an 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. SHAPE
17. Mechanical shapes Organic shapes
18. Texture can be defined as the appearance and feel of a surface. An objects function will also determine the texture and type of materials used in design TEXTURE
19. Color is one of the most powerful of elements. It has tremendous expressive qualities. COLOR
20. V a l u e Value is the relative degree of lightness and darkness in a design element. COLOR Photography
21. Gloom/mystery Happiness/Warmth
23. Hue Web Design
24. Monochromatic
25. Complementary
26. Because a website's content is primarily there to be read. CONTRAST
29. BRO TIP #243
30. Good Contrast Bad Contrast
31. Psychological Implications of Color Fashion design
32. Peaceful, Calm Blue is a color that can be both peaceful and calming as well as cold and standoffish.
33. Joyous Sunny shades of yellow are the perfect thing to cheer you up on a bad day.
34. The color Red empowers and draws attention toward the wearer. It’s also strongly associated with romance and passion.
35. Space is defined and determined by shapes and forms. Ground/-ve space SPACE
41. ?
43. Negative Space = Positive Space => Good Design
44. Negative space does not always have to be complimentary
45. Rubin’s Vase
46. Using Positive Space to Define Negative Space
47. Negative Space in Photography
48. • Photography
50. Negative space in logos
52. fin @siddharthkp