Basic Design 1

BASIC DESIGN 1
TWO DIMENSIONAL DESIGN
What is Design?
? It is some kind of effort in beautifying the appearance of things.
? Is it enough definition?
Look around yourself and think
It is different from painting and sculpture
? Design is an industrial product that must fill practical needs

? It should not only be just aesthetic, but also functional
? Design is practical. The designer is a practical man.
The Visual Language

? The visual language is the basis of design creation .
? There are principles, rules, or concepts in respect of visual
organization that may concern a designer.
? The course of Basic Design or Two-Dimensional Design
deals with the grammar of this visual language.
Interpreting the Visual Language

? There are numerous ways of interpreting the visual
language.
? The visual language has no laws.
? Each design theorist may have a completely different set of
discoveries.
? The designer is a problem-solving person.
Elements of Design
Visual
elements
Conceptual
elements
Relational
elements
Practical
elements
Elements of Design
1. Conceptual elements
? Conceptual elements are not visible.
? Point line plane Volume
? If they are really there, they are no longer conceptual.
Elements of Design
1. Conceptual elements: Point

Point: has no length, breadth or depth.
It marks:
? the 2 ends of a line,
? the single place where lines intersect,
? the meeting of lines at a corner of a plane, and
? the angle of a solid form.
Elements of Design
1. Conceptual elements: Line

? Created as a movement of a point. Its path becomes a line.
? A conceptual line has length no breadth or depth.
? It has position and direction.
It marks:
? The border of a plane,
? the place where 2 planes join or intersect each other.
Elements of Design
1. Conceptual elements: Plane

? Created as a movement of a line in a directional movement.
? A conceptual plane has length and breadth, but no depth.
? It defines the external limits of a volume.
Elements of Design
1. Conceptual elements: Volume

? Created as a movement of a plane in a directional movement.
? A conceptual volume has length, breadth and depth. But no weight.
? It defines the amount of space contained or displaced by the volume.
Elements of Design
2. Visual elements
? When conceptual elements become visible, they have
shape, size, color and texture
accordingly
? The visible line not only has length, but also breadth.
? Its color and texture are determined by the material we use.
Elements of Design
2. Visual elements: Shape

? Anything that can be seen has a shape.
? This shape provides the main identification in our
perception.
Elements of Design
2. Visual elements: Size

? All shapes have size.
? Size is relative if we describe it in terms of bigness and
smallness.
? It is also physically measurable.
Elements of Design
2. Visual elements: Color

A shape is distinguished from its surroundings because of color.
Elements of Design
2. Visual elements: Texture
Texture refers to the surface characteristics of a shape.

Plain or decorated.smooth or rough
Elements of Design
3. Relational elements
? Direction;
? Position;
? Space; and
? Gravity.
Elements of Design
3. Relational elements: Direction

It depends on how it is related to the observer, to the
frame that contains it, or to other shapes nearby.
Elements of Design
3. Relational elements: Position

It is judged by its relationship to the frame or the
structure.
Elements of Design
3. Relational elements: Space

? Shapes of any size, however small, occupy space.
? Thus it can be occupied or left blank.
? It can also be flat or illusory to suggest depth.
Elements of Design
3. Relational elements: Gravity

? It is not visual but psychological.
? As we are pulled by the gravity of the earth, we tend
to attribute heaviness or lightness, stability or
instability to individual shapes.
Elements of Design
4. Practical elements
Representation:
? when a shape is derived from nature or the manmade world, it is representational.
? It may be realistic, stylized, or near abstract.
Meaning:
It is present when the design conveys a message.
Function:
It is present when a design is to serve a purpose.
The Framal Reference
? All the elements of design normally exist within a

boundary which call a framal reference.
? The framal reference marks the outer limits of a design.
? The framal reference is not necessarily an actual frame.
Picture Plane
? Within the framal reference lies the picture plane.
? The picture plane is actually the plane surface of the
paper.
? Shapes are directly painted or printed on this picture
plane.
Form & Structure
? All the visual elements have a form.

? Form is not just a shape that is seen, but a shape of
definite size, color and texture.
? The way form is created, constructed, or organized
along with other forms is oven governed by a certain
discipline which called structure.

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BASIC DESIGN 1

TWO DIMENSIONAL DESIGN

Look around yourself and think

It is different from painting and sculpture

? Design is an industrial product that must fill practical needs

The Visual Language

Interpreting the Visual Language

1. Conceptual elements: Point

1. Conceptual elements: Line

1. Conceptual elements: Plane

? It defines the external limits of a volume.

1. Conceptual elements: Volume

? It defines the amount of space contained or displaced by the volume.

2. Visual elements: Shape

2. Visual elements: Size

2. Visual elements: Color

2. Visual elements: Texture

Texture refers to the surface characteristics of a shape.

3. Relational elements: Direction

3. Relational elements: Position

3. Relational elements: Space

3. Relational elements: Gravity

The Framal Reference

? All the elements of design normally exist within a

Form & Structure

? All the visual elements have a form.

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