Reading and Interpreting Product Design

Lesson 3
Reading and interpreting

product design
 Structural design – this design is formed
by stitching pieces together , like collar,
cuff , yoke , pleats etc.
 Decorative design – it is made after the
dress is stitched example by putting
buttons, frills or lace.
Principles of Design
1. Balance – according to this
principle , from the
centered of the dress ,
design should be identified
on both side.
a. Formal Balance
 When structure
and accessories are
almost ideals calls
on both sides from
the center of the
dress.
b. Informal Balance
 When the structure
decoration and
accessories are
different both sides
from the center of
the dress.
2. Rhythm
 It is an important principle of art. It is
created by repeated use of the design. If
there is rhythm in a design , the eye
would move easily from one part to the
other.
a. By repetition of lines , colors or
accessories
 Parallel lines are
formed by the use
of seams , buttons,
embroidery, lace
which helps
uninterrupted eye
movement.
b. Radiation
 Rhythm can
also be created
by the use of
radiated lines.
These lines are
created by
gathers.
c. Gradation
 Rhythm can be
created by
gradual change
of lines , shape
or shade of the
color.
3. Emphasis
 There is some
portion in every
dress which is the
center of
attraction. This
portion is called
point of emphasis.
4. Harmony
 It means relationship
of different portion
of the dress.
Harmony should be
achieved through
judicious use of
color, shapes and
texture to give a
feeling of oneness.
5. Unity
 Unityin dress can be achieved
through repeated use of lines
and shapes.
Elements of design
 Line – there are many instances of lines in
fashion design. The creation 0f a garment
means that there will be seam lines to
hold fabric sections together , the outline
of a garments silhouette is another line ,
and lines in the fabric , which make up
various patterns, must all be considered.
Psychological effects of lines
 1. Horizontal lines
– are lines parallel
to the earth. By
the use of these
lines , a taller
person appears to
be shorter and
lean and thin, a
little fatter.
2.Vertical lines
 Are lines
perpendicular
to the earth.
The shorter
and fatter
person appears
to be taller and
thinner by the
use of these
lines.
3. Diagonal lines
 The effect of diagonal lines is in their
angle. This lines give an illusion of length
and breadth. These should be used to
subdue defects of the body figure and
supplement the personality by highlighting
the attractive body features.
 A. the V shape neckline gives a slandering
look to face and neck
 B. the square neckline gives broaden look
to the face and shoulders. The round
shape neckline gives an illusion of
roundness.
 C. round and long collars subdue the
drooping and slender defect of the
shoulders.
 D. curved lines – these lines are curved .
 E. Crossed lines – are lines used to add
variety and lessening the length. For
example length can be reduced with the
help of belt.
 F. Broken lines – both vertical and
horizontal lines are used in broken lines.
An illusion of length or breadth can be
created by the judicious use of these lines
 G. Silhouette – in other types of design ,
shape and form are considered elements ;
in fashion design , shape and form amount
to the silhouette of a garment and or a
fashion accessory item.
 H. texture
Psychological Effects of colors
1. Black – authority , power , evil for some people
2. Red – energy , power , strength
3. Blue – can cause calmness and relaxation. Loyal
, trustworthy
4. White – innocence , purity
5. Green – relaxing color
6. Yellow – catch attention , increase heart rate
and metabolism
7. Purple – power of red and calmness of blue.
Elegance , wealth and authority
8. Pink – innocence and kindness
Theories of color
 Brewster – newton theory
- Simplifies the colors that exist in nature
into 4 groups , primary , secondary ,
tertiary and neutral colors.
Young – Helmholtz theory
 It has 3 fundamental uses that correspond
to the three nerve elements of the retina.
 Red , green and violet are the nerve
elements
 If all these elements are excited white is
produced , if green and violet are excited
blue is produced , green and red are
excited orange is produced.
Color system
a. Prang system is a commonly used
mechanical arrangement that uses the
twelve basic hues.
Primary hues are placed at equal distance
on the color wheel
Secondary colors are placed halfway
between the primary and intermediate
colors.
Primary
colors –
(red ,
yellow ,
blue)
Secondary
colors
(green ,
purple ,
orange)
Munsell system
 Is a color space
that specifies
colors based on
three color
dimensions : hue (
color / shade) ,
value ( lightness),
chroma (degree of
vividness /
brightness of
color)
Classes of colors in pigment
 Pigments are coloring materials
that are found in crayons ,
watercolors , tempera and oil
paint.
1. Primary colors – (red , yellow , blue)
basic of all colors, also called as
independent colors
2. Secondary colors – (green , purple ,
orange) produced by mixing 2 primary
colors
3. Intermediate / tertiary colors – ( red
violet , red orange , yellow orange …)
found between the primary and
secondary colors
4. Quarternary colors – Mixture of 2
tertiary colors
Properties of Color
a. Hue – Name of color or family of colors
b. Value – degree of lightness or darkness ,
the amount of white and dark added to
a pure hue.
Ex. White and red = pink
Red and black = maroon
c. Intensity – brightness or dullness
of colors.
Ex.
Low intense color – blue
High intense color - red
Color harmonies
Related color harmonies
 Monochromatic harmony – uses
one hue in varied values and
intensities.
 Analogous color harmony – uses
3 colors that are next to each
other in the color wheel.
Contrasting color harmony
 Complementary color harmony uses
colors that are opposite in the color
wheel.
 Double complementary harmony
combination of 2 directly adjacent colors
and their adjacent
Ex.Violet – orange – blue – yellow
 Split complementary harmony is a
variation of the complementary color
scheme.
 Triad
harmony –
uses colors
in a triad
scheme
spaced
equally
apart on the
color wheel.
 Neutral color harmony consists of the
following colors brown , beige , tan , black
, gray and white.

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Lesson 3

Reading and interpreting

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