ELEMENTS OF DESIGN

-The elements and principles of design are building blocks used to create and establish an understanding of not only art, but design as well. Elements can be learned and developed as supporting aspects of a design for all medias of artwork.

Line
   -Line can be considered marks made that have an edge created when two shapes meet.

Shape
   -A shape is a self-contained defined area of geometric and organic forms. A positive shape in a design can also create a negative shape at the same time. It can have a powerful and proportional influence on a design as well.

Direction
   -All lines have a direction whether it being horizontal, vertical or oblique. Direction can correlate to different feelings or purposes such as calmness, tranquility and stability. Other directions, such as vertical, gives a vibe of balance and structure. Oblique suggests more movement and direct action.


Size
   -Size is the relationship of the area occupied by a shape of another. Size relationship can be equal, largest to smaller, asymmetrical, etc...

Texture
   -Surface quality of a shape. Texture creates substance and can be seen as rough, smooth, hard, rigid, furry and many other textural surfaces. It can actually be physical or even visual.

Color
   -Also known as hue. Design can be based off of thousands of different color systems and patterns. Kuler is a fantastic website to obtain color patterns and palettes from.
http://kuler.adobe.com/

   -A color wheel is based on the three primary colors (red yellow and blue) placed evenly around a circle
   -Between the three primary colors are secondary colors (green, orange and violet) which are mixtures of the two primary colors they sit between.
   -The tertiary colors fall between each primary and secondary color. Between blue and green is blue-green for example.

Value
   -Lightness or darkness of value which is also known as tone.


--> Check out this website for more in-depth information and ideas about the elements and basics of design!
http://www.online.tusc.k12.al.us/tutorials/grdesign/grdesign.htm#elemdes

GRID STRUCTURES

Grid Structure- Structure of intersecting vertical, horizontal, and diagonal axes used to organize and arrange content. It serves as a system that the designer utilizes to place text and images in a rational and easy way.

Personal Grid system

-The main idea behind a grid-based system in the design world is the solid visual and structural balance that you can use to base an idea or composition from. Proficient layout structures offer more flexibility and enhance the design for a potential pleasing visual experience to the audience. It can be easier to follow the consistency of the layout, while developers can update the layout in a well thought-out and consistent manner.


-As a tool, grids are useful for organizing and presenting information. If they are used in the correct manner, they can enhance by creating predictable patterns for users to follow. From a designer's point of view, they allow for an organized approach for planning systematic layouts. As from the audience's point of view, the result from using a grid system can appear to the eye as visually appealing, relevant, controlled, and accessible for retaining information.


-Grids also maintain chaos, confusion and disorder...but that isn't necessarily a bad thing. The purpose of the grid is to create a system for presenting the intended use of information. They suggest ordered hierarchies, proportional relationships, clear visual paths for the eye to travel, and more.


-The first rule to understanding and using a grid system is to be aware and familiar with the programs and tools used to create them. This means you should study the grid and understand how to successfully use it to create the layout.

Below are a few basic and helpful pointers on successfully utilizing a grid structure in a design element.

      1. Utilize Angles
          a. The use of angles can break up a design in an interesting way and create appeal. If you restrict the use of lines and angles, you could lose interest to the audience.

     2. Break Boundaries
          a. Although a grid is available to guide you, it doesn't hurt to break the boundaries of the grid. Thinking 'outside the box can create a masterpiece and provide many more possibilities.
   
     3. Use Space
          a. Arrange the composition so the empty space creates a message and is visually appealing. Create interest by using elements such as symmetry and asymmetry. These elements can equalize, even though they may be completely different approaches
          b.Vertical and horizontal images, lines, rules, etc...can break up the page and allow space and opportunities for a successful piece to be produced. The designer uses this precision as an eye to fill unused and/or creative space.

-Below is an illustration based off a grid system created for a symbology project in an Identity Systems class I was enrolled in.

-The example above and to the right is a product based off of the grid system using those pointers and skills suggested. Notice the grid system is mathematically arranged and complicated. Grid structures (especially for a beginning designer) can be much more simplified and limited.
http://www.spd.org/images/blog/TimeCom-Home-Article-grid.jpg

-Creating this in the Adobe Illustrator program and using the 'pen tool' allowed me to easily construct the grid.


-If you were to align the image and the grid up, it probably isn't the same to the grid layout exactly, but still creates structure and an appealing end product. By using design elements of asymmetry, negative/positive, and directive symbology, I was able to create a visually attractive piece that was structured around the grid system and successful for the project assignment given.


-These tips are only the beginning! There are many articles, summaries, and tutorials that can give tips, hints, and suggestions on the fundamentals of not only grid structures, but for design elements in general!

http://www.poynter.org/how-tos/newsgathering-storytelling/visual-voice/12369/the-grid-the-structure-of-design/   is a great place to start!