http://j37.blogsome.com/

Klara Marsickova

http://fiesta.blogsome.com/

http://apairofbrowneyes.blogsome.com/

http://jinett.blogsome.com/

http://designformation.blogsome.com/

http://katmart.blogsome.com/

http://jar.blogsome.com/

http:/wupwup.blogsome.com/

http://davidcross.blogsome.com/

Elements of Design

1. Line

2. Value

3. Color

1. Form

2. Shape

3. Texture

4. Space

Principles:

Balance

Balance is an equilibrium that results from looking at images and judging them against our ideas of physical structure (such as mass, gravity or the sides of a page). It is the arrangement of the objects in a given design as it relates to their visual weight within a composition. Balance usually comes in two forms: symmetrical and asymmetrical.

Two Types:

Symmetrical and Asymmetrical

Rhythm

Rhythm is the repetition or alternation of elements, often with defined intervals between them. Rhythm can create a sense of movement, and can establish pattern and texture. There are many different kinds of rhythm, often defined by the feeling it evokes when looking at it.

Dominance

Dominance relates to varying degrees of emphasis in design. It determines the visual weight of a composition, establishes space and perspective, and often resolves where the eye goes first when looking at a design. There are three stages of dominance, each relating to the weight of a particular object within a composition.

Unity

The concept of unity describes the relationship between the individual parts and the whole of a composition. It investigates the aspects of a given design that are necessary to tie the composition together, to give it a sense of wholeness, or to break it apart and give it a sense of variety. Unity in design is a concept that stems from some of the Gestalt theories of visual perception and psychology, specifically those dealing with how the human brain organizes visual information into categories, or groups

Closure

Closure is the idea that the brain tends to fill in missing information when it perceives an object is missing some of its pieces. Objects can be deconstructed into groups of smaller parts, and when some of these parts are missing the brain tends to add information about an object to achieve closure. In the below examples, we compulsively fill in the missing information to create shape.

Continuance

Continuance is the idea that once you begin looking in one direction, you will continue to do so until something more significant catches your attention. Perspective, or the use of dominant directional lines, tends to successfully direct the viewers eye in a given direction. In addition, the eye direction of any subjects in the design itself can cause a similar effect. In the below example, the eye immediately goes down the direction of the road ending up in the upper right corner of the frame of reference. There is no other dominant object to catch and redirect the attention.

Similarity, Proximity and Alignment

Items of similar size, shape and color tend to be grouped together by the brain, and a semantic relationship between the items is formed. In addition, items in close proximity to or aligned with one another tend to be grouped in a similar way. In the below example, notice how much easier it is to group and define the shape of the objects in the upper left than the lower right.

Contrast or Opposition

Contrast addresses the notion of dynamic tension to the degree of conflict that exists within a given design between the visual elements in the composition.

Positive and Negative Space

Positive and negative space refers to the juxtaposition of figure and ground in a composition. The objects in the environment represent the positive space, and the environment itself is the negative space.

Rule of Thirds

The rule of thirds is a compositional tool that makes use of the notion that the most interesting compositions are those in which the primary element is off center. Basically, take any frame of reference and divide it into thirds placing the elements of the composition on the lines in between.

Marketing Terms and Practices

Focus Group

A focus group is when a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.

Demographic

A demographic refers to selected population characteristics Commonly-used demographics include race, age, income, disabilities, mobility, education, home ownership, employment status, and location.

Market Research

market research seeks to understand the behaviours, whims and preferences, of consumers in a market-based economy, and aims to understand the effects and comparative success of marketing campaigns.

Target Market

is a business term meaning the market segment to which a particular good or service is marketed. It is mainly defined by age, gender, geography, socio-economic grouping, technographic, or any other combination of demographics.

Advertising Campaign

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.

Public Relations

Public relations (PR) is the practice of managing the flow of information between an organization and the public. Public relations gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.

Brand Identity

A brand is a collection of experiences and associations connected with a service, a person or any other entity.Brands have become increasingly important components of culture and the economy, now being described as “cultural accessories and personal philosophies”.

Interruption Marketing

Interruption marketing refers to the practice of interrupting someones daily life with advertisements. Banner ads, people handing out leaflets at metro stations, and television commercials are all examples of this.

Permission Marketing

Permission Marketing refers to the practice of getting someones permission before marketing a message to them. Examples of permission marketing include online surveys, sweepstakes, and free products which are given in exchange for personal information.

Web 2.0

Refers to a change in which web browsers can be used in a way previously exclusive to software applications. Web 2.0 is many times used to describe “glossy” logos and banners which are common to many sites which use web 2.0.

Audio Logo

An audio logo is the sounds that a company uses in conjunction with visual imagery in order to sell a product or service.

Tag Line

A tagline is a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience’s memory of a product.

Crash Course on the History of Design in the 20th Century.

A brief overview of the most important designers and important turning points in Design History in the 20th century.

This will be on the final test. This is what you will be given on the final test. You will be required to match the events with the years they occured. You can be within plus or minus 5 years in your answers. BE AWARE! As an example I have put the events in the correct order below. They will not look like this in the test.

design history

Heres some more background on each era, and more information that we went through in class.

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1905: Offset Printing Discovered by accident

Offset printing is a commonly used printing technique where the inked image is transferred (or “offset”) from a plate to a rubber blanket, then to the printing surface.

1909: Fillipo Marinetti Writes Fururist Manifesto

The Futurist Manifesto, written by the Italian poet Filippo Tommaso Marinetti, was published in French in Le Figaro on 20 February 1909. It launched an art movement, Futurism, that rejected the past; celebrated speed, machinery, and industry; and sought the modernisation and cultural rejuvenation of Italy.

Frank Lloyd Wright Makes Robie House

Charles Rennie Macintosh Makes “Glasgow School of Art”

1919: Walter Gropius renames his school. Bauhaus is born

Bauhaus is a school in germany where they taught crafts and the fine arts, and was famous for the approach to design that it publicized and taught. It operated from 1919 to 1933.

1919: Russian Constructivism Starts up. They want to stop making art for arts sake.

Kurt Schwitters

El Lissitzky

Rodchenko

1920: Dadaism grows.

Dada or Dadaism is a cultural movement that began in neutral Zürich, Switzerland, during World War I and peaked from 1916 to 1920. The movement primarily involved visual arts, literature (poetry, art manifestoes, art theory), theatre, and graphic design, and concentrated its anti war politics through a rejection of the prevailing standards in art through anti-art cultural works.

1925: Andre Breton Writes Surrealist Manifesto. Freud is talking about his mom.

1933: Nazis Close Bauhaus.

1934: Constructivism ends and is seen as “anti-revolutionary”.socialist realism replaces it.

1938: In fear of war, Bauhaus masters/teachers move to America. (Josef Albers, Mies Van Der Roe, Gropius, Herbert Bayer , Laszlo Moholy-Nagy, El Lissitzky )

1945: War Ends. America gets rich. Has lots of babies. Bauhaus immigrants makes stuff for American consumer culture.

1952: Swiss Modernism gets trendy

1958: Mies Van Der Roe makes skyscrapers and cubicles. Completes Seagram building in nyc.

1968: New Wave Design

In design, New Wave refers to an approach to typography that actively defies strict grid-based organizing conventions. Characteristics include inconsistent letterspacing, varying typeweights within single words and type set at unusual angles.

Dan Friedman : New Wave Typography

1985: Personal Computers become widely available

1985: Deconstructivism begins.

Deconstructivism in architecture, also called deconstruction, is a development of postmodern architecture that began in the late 1980s. It is characterized by ideas of fragmentation, an interest in manipulating ideas of a structure’s surface or skin, non-rectilinear shapes which serve to distort and dislocate some of the elements of architecture, such as structure and envelope.

Liberation Marketing is another strategy whereby a product can masquerade behind an image that appeals to a range of values, including ethical values related to lifestyle and anti-consumerism.

“Liberation marketing takes the old mass culture critique — consumerism as conformity — fully into account, acknowledges it, addresses it, and solves it. Liberation marketing imagines consumers breaking free from the old enforcers of order, tearing loose from the shackles with which capitalism has bound us, escaping the routine of bureaucracy and hierarchy, getting in touch with our true selves, and finally, finding authenticity, that holiest of consumer grails.”

Thomas Frank

Liberation Marketing is used in an attempt to market to people whose values are traditionally against marketing.

Viral Marketing:  The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The basic form of viral marketing is not infinitely sustainable.

Examples

Subservient Chicken: The TenderCrisp sandwich was first advertised using the Subservient Chicken character in a commercial called the Subservient Chicken Vest. The commercial was the first in a series of ads for the sandwich utilizing a line of viral marketing promotions by Crispin Porter + Bogusky for Burger King. In the ad, a man is sitting in his living room directing a person in a chicken suit to behave in any way he wants. The tag line was “Chicken the way you like it.” According to Jeff Benjamin, an Executive Creative Director at CP+B, the campaign evolved from a television idea into an interactive one. After the success of the Subservient Chicken, Burger King used the character in several subsequent advertising campaigns.

Cadbury Dairy Milk/ Phil Collins

Amazing Catch – Gatorade Girl

Guerrilla Marketing

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive[1]; and consumers are targeted in unexpected places.[2] The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.

Examples

Aqua Teen Hunger Force

Banner Ads

The class will split into three groups and you will work as teams to create banner ads for the other students blogs. The intention is to create an appropriate banner ad advertising someone elses blog. You must take into consideration the genre of posts and style of the other students blog and create an appropriate ad for them.  You will be making sketches, assigning members of your groups to specific tasks, and completing the ads in Ryan’s Introduction to Computer Applications class.

Audio Branding.

Sound Teacher Bethany Lackterine will give a lecture on the history of audio logos and how sound realtes to visual imagery.

Examples of audio branding

After the lecture you will be have your first quiz on the Principles and Elements of Design. See Week Four for what will be covered on the test. You will be required to match the proper word with the definition.

Second Hour: Beginning sketches for your logos. We will be generating logo ideas for a campany of your choosing. The sketches need to be finished and scanned in two weeks as the second part of the class will be done with Gavin where you will take your scanned images and manipulate them further in photoshop and illustrator.

Graffiti

Brief discussion of the history of Grafitti and how it got sucked and incorporated into mainstream culture.

Photo By Martha Cooper

Martha Cooper on Current.

Kings and Toys

Using critical analysis, we will disect a two works of graffiti using the elements and principles of design.

You will also be required to make a design of your name (or a name of your choosing) using these same principles and elements.

General Goal(s): Students will understand the Princples and Elements of Design, and incorporate them into a header image for their blog.

Step-By-Step Procedures: After we have reviewed the Principles and Elements of Design we will then begin creating an illustration which will serve as the header image in their blogs.

Assessment: Assesment will be based upon how well the student uses the principles and elements of design into creating a header image.

Possible Connections To Other Subjects: This coursework will coincide with Ryan Cole’s Introduction to  Design Applications.

Review These! You will be tested on them during week 6!

The Principles of Design

here are many basic concepts that underly the field of design. They are often categorized differently depending on philosophy or teaching methodology. The first thing we need to do is organize them, so that we have a framework for this discussion.

We can group all of the basic tenets of design into two categories: principles and elements. For this article, the principles of design are the overarching truths of the profession. They represent the basic assumptions of the world that guide the design practice, and affect the arrangement of objects within a composition. By comparison, the elements of design are the components of design themselves, the objects to be arranged.

Let’s begin by focusing on the principles of design, the axioms of our profession. Specifically, we will be looking at the following principles:

• Balance
• Rhythm
• Proportion
• Dominance
• Unity

Balance

Balance is an equilibrium that results from looking at images and judging them against our ideas of physical structure (such as mass, gravity or the sides of a page). It is the arrangement of the objects in a given design as it relates to their visual weight within a composition. Balance usually comes in two forms: symmetrical and asymmetrical.

Symmetrical

Symmetrical balance occurs when the weight of a composition is evenly distributed around a central vertical or horizontal axis. Under normal circumstances it assumes identical forms on both sides of the axis. When symmetry occurs with similar, but not identical, forms it is called approximate symmetry. In addition, it is possible to build a composition equally around a central point resulting in radial symmetry¹. Symmetrical balance is also known as formal balance.

Asymmetrical

Asymmetrical balance occurs when the weight of a composition is not evenly distributed around a central axis. It involves the arranging of objects of differing size in a composition such that they balance one another with their respective visual weights. Often there is one dominant form that is offset by many smaller forms. In general, asymmetrical compositions tend to have a greater sense of visual tension. Asymmetrical balance is also known as informal balance.

Horizontal
symmetry

Approximate
horizontal symmetry

Radial
symmetry

Rhythm

Rhythm is the repetition or alternation of elements, often with defined intervals between them. Rhythm can create a sense of movement, and can establish pattern and texture. There are many different kinds of rhythm, often defined by the feeling it evokes when looking at it.

• Regular: A regular rhythm occurs when the intervals between the elements, and often the elements themselves, are similar in size or length.
• Flowing: A flowing rhythm gives a sense of movement, and is often more organic in nature.
• Progressive: A progressive rhythm shows a sequence of forms through a progression of steps.

Regular
rhythm

Flowing
rhythm

Progressive
rhythm

Proportion

Proportion is the comparison of dimensions or distribution of forms. It is the relationship in scale between one element and another, or between a whole object and one of its parts. Differing proportions within a composition can relate to different kinds of balance or symmetry, and can help establish visual weight and depth. In the below examples, notice how the smaller elements seem to recede into the background while the larger elements come to the front.

Dominance

Dominance relates to varying degrees of emphasis in design. It determines the visual weight of a composition, establishes space and perspective, and often resolves where the eye goes first when looking at a design. There are three stages of dominance, each relating to the weight of a particular object within a composition.

• Dominant: The object given the most visual weight, the element of primary emphasis that advances to the foreground in the composition.
• Sub-dominant: The element of secondary emphasis, the elements in the middle ground of the composition.
• Subordinate: The object given the least visual weight, the element of tertiary emphasis that recedes to the background of the composition.

In the below example, the trees act as the dominant element, the house and hills as the secondary element, and the mountains as the tertiary element.

Unity

The concept of unity describes the relationship between the individual parts and the whole of a composition. It investigates the aspects of a given design that are necessary to tie the composition together, to give it a sense of wholeness, or to break it apart and give it a sense of variety. Unity in design is a concept that stems from some of the Gestalt theories of visual perception and psychology, specifically those dealing with how the human brain organizes visual information into categories, or groups².

Gestalt theory itself is rather lengthy and complex, dealing in various levels of abstraction and generalization, but some of the basic ideas that come out of this kind of thinking are more universal.

Closure

Closure is the idea that the brain tends to fill in missing information when it perceives an object is missing some of its pieces. Objects can be deconstructed into groups of smaller parts, and when some of these parts are missing the brain tends to add information about an object to achieve closure. In the below examples, we compulsively fill in the missing information to create shape.

Continuance

Continuance is the idea that once you begin looking in one direction, you will continue to do so until something more significant catches your attention. Perspective, or the use of dominant directional lines, tends to successfully direct the viewers eye in a given direction. In addition, the eye direction of any subjects in the design itself can cause a similar effect. In the below example, the eye immediately goes down the direction of the road ending up in the upper right corner of the frame of reference. There is no other dominant object to catch and redirect the attention.

Similarity, Proximity and Alignment

Items of similar size, shape and color tend to be grouped together by the brain, and a semantic relationship between the items is formed. In addition, items in close proximity to or aligned with one another tend to be grouped in a similar way. In the below example, notice how much easier it is to group and define the shape of the objects in the upper left than the lower right.

Related concepts

There are many additional concepts that are related to the principles of design. These can include specific terms and/or techniques that are in some way based on one or more of the above tenets. In they end, they add to the collection of compositional tools available for use by the designer.

Contrast or Opposition

Contrast addresses the notion of dynamic tensionÔthe degree of conflict that exists within a given design between the visual elements in the composition.

Positive and Negative Space

Positive and negative space refers to the juxtaposition of figure and ground in a composition. The objects in the environment represent the positive space, and the environment itself is the negative space.

Rule of Thirds

The rule of thirds is a compositional tool that makes use of the notion that the most interesting compositions are those in which the primary element is off center. Basically, take any frame of reference and divide it into thirds placing the elements of the composition on the lines in between.

Visual Center

The visual center of any page is just slightly above and to the right of the actual (mathematical) center. This tends to be the natural placement of visual focus, and is also sometimes referred to as museum height.

Color and Typography

Many would place color and typography along side the five principals I have outlined above. I personally believe both to be elements of design, so I’ll give them some attention in my next column. In addition, both topics are so robust that I plan on writing an entire article about each of them in the future.

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AND HERE WE HAVE OUR ELEMENTS OF DESIGN

Line

Line:  An element of art that is used to define shape, contours, and outlines, also to suggest mass and volume.  It may be a continuous mark made on a surface with a pointed tool or implied by the edges of shapes and forms.

Characteristic of Line are:

• Width- thick, thin, tapering, uneven
• Length – long, short, continuous, broken
• Direction- horizontal, vertical, diagonal, curving, perpendicular, oblique, parallel, radial, zigzag
• Focus- sharp, blurry, fuzzy, choppy
• Feeling- sharp, jagged, graceful, smooth

Types of Line:

1. Outlines- Lines made by the edge of an object or its silhouette.
2. Contour Lines- Lines that describe the shape of an object and the interior detail.
3. Gesture Lines- Line that are energetic and catches the movement and gestures of an active figure.
4. Sketch Lines- Lines that captures the appearance of an object or impression of a place.
5. Calligraphic Lines- Greek word meaning “beautiful writing.”  Precise, elegant handwriting or lettering done by hand. Also artwork that has flowing lines like an elegant handwriting.
6. Implied Line- Lines that are not actually drawn but created by a group of objects seen from a distance.  The direction an object is pointing to, or the direction a person is looking at.

Name the Line:

1.    Below are five boxes.  Create a different type of line for each box.

2.    In the blank under the box come up with a name for that line that describes it.

_____________    ____________    _____________    _____________    _____________

Color

Color comes form light; if it weren’t for light we would have no color.  Light rays move in a straight path from a light source.  Within this light rays are all the rays of colors in the spectrum or rainbow.  Shining a light into a prism will create a rainbow of colors because it separates the color of the spectrum.  When the light rays hits an object our eyes responds to the light that is bounced back and we see that color.  For example a red ball reflects all the red light rays.  As artist we use pigments in the form of powder or liquid paints to create color.

Categories of Color

Color Wheels a tool used to organize color.  It is made up of:

·        Primary Colors-Red, Yellow, Blue these color cannot be mixed, they must be bought in some form.

·      Secondary Color-Orange, Violet, Green, these colors are created by mixing two primaries.

·      Intermediate Colors- Red Orange, Yellow Green, Blue Violet, etc.; mixing a primary with a secondary creates these colors.

·      Complementary Colors-are colors that are opposite each other on the color wheel.  When placed next to each other they look bright and when mixed together they neutralize each other. 

Color Harmonies

Color Harmonies is when an artist uses certain combinations of colors that create different looks or feelings.

·       Analogous Colors are colors that are next to each other on the color wheel for example red, red orange, and orange are analogous colors.

·      Triadic Harmony is where three equally spaced colors on the color wheel are used for example, yellow, Red, Blue is a triadic harmony color scheme.

·      Monochromatic is where one color is used but in different values and intensity.

·      Warm colors are on one side of the color wheel and they give the felling of warmth for example red, orange and yellow are the color of fire and feel warm.

·      Cool colors are on the other side of the color wheel and they give the feeling of coolness for example blue, violet, are the color of water, and green are the color of cool grass.

On the back of this sheet of paper create a color wheel.  Be sure to include the primary, secondary and intermediate colors.  Use colored pencils to create your colors.

Shape

Shape: When a line crosses itself or intersects with other lines to enclose a space it creates a shape.  Shape is two-dimensional it has heights and width but no depth.

Categories of Shapes:

• Geometric Shapes-Circles, Squares, rectangles and triangles.  We see them in architecture and manufactured items.
• Organic Shapes-Leaf, seashells, flowers.  We see them in nature and with characteristics that are free flowing, informal and irregular.
• Positive Shapes-In a drawing or painting positive shapes are the solid forms in a design such as a bowl of fruit.  In a sculpture it is the solid form of the sculpture.
• Negative Shapes-In a drawing it is the space around the positive shape or the shape around the bowl of fruit.  In sculpture it is the empty shape around and between the sculptures.
• Static Shape-Shapes that appears stable and resting.
• Dynamic Shape-Shapes that appears moving and active.

Create a Shape

In box 1 create a design with Geometrical Shapes

In box 2 create a design with Organic Shapes

1                                                                              2

In these two boxes below draw the same picture in each box.  The first box shade the positive space and the second box shade the negative space.

Space

Space is the three-dimensionality of a sculpture.  With a sculpture or architecture you can walk around them, look above them, and enter them, this refers to the space of the sculpture or architecture.  A three-dimensional object will have height, width, and depth.

Space in a two-dimensional drawing or painting refers to the arrangement of objects on the picture plane.  The picture plane is the surface of your drawing paper or canvas.  You can have a picture plane that is a crowded space with lots of objects or an empty space with very few objects in the picture plane.  A two-dimensional piece of art has heights and width but no depth.  The illusion of depth can be achieved by using perspective.  This is the technique used to have your picture look likes it is moving to the distance like a landscape or cityscape.

Categories of Space

·        Positive space-Like in positive shape it is the actual sculpture or building.

·        Negative space-Also like negative shape it is the space around the sculpture or building.

·        Picture Plane is the flat surface of your drawing paper or canvas.

·        Composition is the organization and placement of the elements on your picture plane.

·        Focal Point is the object or area you want the viewer to look at first.

Types of Perspective

·        Nonlinear Perspective is the method of showing depth that incorporates the following techniques.

o      Position-Placing an object higher on the page makes it appear farther back then objects placed lower on the page.

o      Overlapping-When an object overlaps another object it appears closer to the viewer, and the object behind the object appears farther away.

o      Size Variation-Smaller objects look farther away in the distance.  Larger objects look closer.

o      Color-Bright colors look like they are closer to you and neutral colors look like they are farther away.

o      Value-Lighter values look like they are farther back and darker value look like they are closer.  For example in a landscape the mountains often look bluish and lighter then the trees or houses that are closer to you.

·        Linear Perspective is the method of using lines to show the illusion of depth in a picture.  The following are types of linear perspective.

o     One-point perspective-When lines created by the sides of tables or building look like that are pointing to the distance and they all meet at one point on the horizon this is one-point perspective. To see an example stand in the middle of the hallway and look at the horizontal lines in the brick or the corner where the ceiling meets the wall.  See how they move to one point on the horizon.

o     Two-point perspective-Here the lines look like they are meeting at two points on the horizon line.

Texture

Texture is the surface quality of an object.  A rock may be rough and jagged.  A piece of silk may be soft and smooth and your desk may feel hard and smooth.  Texture also refers to the way a picture is made to look rough or smooth.

Categories of Texture

·        Real Texture is the actual texture of an object.  Artist may create real texture in art to give it visual interest or evoke a feeling.  A piece of pottery may have a rough texture so that it will look like it came from nature or a smooth texture to make it look like it is machine made.

·      Implied Texture is the where a two-dimensional piece of art is made to look like a certain texture but in fact is just a smooth piece of paper.  Like a drawing of a tree trunk may look rough but in fact it is just a smooth piece of paper

Using your pencil create different types of textures in the boxes below.

Explain what the texture is at the bottom of each box.

Value

Value is the range of lightness and darkness within a picture.  Value is created by a light source that shines on an object creating highlights and shadows.  It also illuminates the local or actual color of the subject.  Value creates depth within a picture making an object look three dimensional with highlights and cast shadows, or in a landscape where it gets lighter in value as it recedes to the background giving the illusion of depth.

Categories of Values

·            Tint is adding white to color paint to create lighter values such as light blue or pink.

·        Shade is adding black to paint to create dark values such as dark blue or dark red.

·        High-Key is where the picture is all light values.

·        Low-Key is where the picture is all dark values.

·        Value Contrast is where light values are placed next to dark values to create contrast or strong differences.

·        Value Scale is a scale that shows the gradual change in value from its lightest value, white to its darkest value black.

Create a 5 value, Value Scale.

Beginning with the box on the right leave it blank, it will be the lightest value of the value scale.  The box on the far left will be the darkest value, so shade it in completely black.  The three remaining shade in to show a gradual change form the lightest to the darkest.

Form

Form is the three-dimensionality of an object.  Shape is only two-dimensional; form is three-dimensional.  You can hold a form; walk around a form and in some cases walk inside a form.  In drawing or painting using value can imply form.  Shading a circle in a certain manner can turn it into a sphere.

Types of Form

Draw and correctly shade the four basic Forms.

Cube,

Cylinder

Cone

You will then be introduced to the Elements and Principles of Design. It is important to know this as you will be quized on it in week 6.

General Goal(s): Students will design a simple logo utilizing the elements and principles of design. We will begin to study The Elements and Principles of Design.

Specific Objectives: Understand how the principles and elements of design correspond to good design.

Required Materials: Black and white paper. Exacto Knives. (I will provide this)

Step-By-Step Procedures: Students will draw up 5 differents sketches for a logo. They will then cut this design out of paper.

Assessment Based On Objectives: Assesment will be based upon how well the student utilizes simple shapes, and lines in their logo.

Possible Connections To Other Subjects:  This class will work in conjunction with Ryan Cole’s Introduction to Design Applications

Line

• Vary the thickness of the lines.

• Make lines of dots, dashes, or combinations.

• Look at the patterns that a series of lines make.

• Use lines to direct eye flow.

• Use lines to form barriers.

• Use lines to indicate connections.

• Use lines to show movement.

Shape

Everything has a shape but the basic shapes of circles, squares, and triangles can be very effective in logo design, in part because of their simplicity. These shapes have certain sub-conscious meanings as well.

• The circle is protective or infinite.

• The square denotes stability, equality, and honesty.

• The triangle suggests tension or conflict or action.

Combine Lines and Shapes in Logo Design

Simple combinations of line and shape can create effective logos.

Use Symbols which convey the meaning of the product/service

Think of what symbols can correctly describe what you are making the logo for. Do you want a grizzly bear, or a panda bear. A hand, or mouth. Or do you not want to incorporate any symbolism into your logo? If so, why?

Assignment

For this assignment you will be creating a simple logo using simple shapes and lines. You will be given three “colors” (actually value gradations) Black, White, and Grey on Paper. From these pieces of paper you will cut out lines and shapes in order to design your logo.

First Step: Knowing the genre for which you are designing the logo.

Before you do anything you will need to answer these 5 questions.

1. Name of your blog:
2. 2. Slogan
   
3. 3. Any specific color schemes in mind?:
4. 4. What are you trying to convey through the logo?:
5. 5. Any other specifics:

Now that you’ve got a basic idea of what you are creating a logo for it’s time to start sketching ideas. Using the storyboards provided make a minimum of 5 sketches using simple shapes and lines. Keep the sketches loose and don’t worry about perfecting everything. These are just ideas. From these 5 sketches you will choose one which you think is the strongest and begin cutting your design in paper.

Finalizing your logo in cut paper. Using your sketch as an example you will cut the different colored paper to create your logo. Remember that you’ve got three different colors (values) to work with. Black, Grey, and White. Don’t forget that the white space is also an important element as to how the logo will function. Once your logo is finished you will scan it for use in conjunction with your header image.