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Elements of Design (Conceptual Elements (Point (Indicates position, does…
Elements of Design
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Relational Elements
Direction
Direction of a shape depends on how it is related to the observer, to the frame that contains it, or to other shapes nearby.
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Space
Shapes of any size, however small, occupy space. Space can be occupied or left blank. It can be flat or illusory to suggest depth.
Gravity
The sense of gravity 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 or groups of shapes.
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Visual Elments
Shape
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Three primary planes described by Bauhaus moment where the circle, the square, and the triangle.
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Texture
Texture refers to the surface characteristics of a shape. This may be plain or decorated, smooth of touch as much as to sight.
Picture Frame
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Can appear to be above, below, or unparalleled to it because of spatial illusions
Frame of Reference
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Marks the outer limits of a design and defines an area within the created elements and left-over blank space all working together.
Physical frame
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no physical frame
Edges of a poster, the page of a magazine, the various surfaces of a package all become frames of reference for the respective designs.
Can be any shape, but usually rectangular.
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