The following Design Elements, Principles, and Concepts will be addressed in a sequence of Projects

Line:

  • Understand line as an expressive tool for artists and designers.
  • Use lines to create directional movement and rhythm in abstract composition Use lines to suggest space and give emotional impact

Shape:

  • The recognition of positive and negative shapes through an analytic study based on the organic subjects.
  • Figure/Ground principles, including Stable and Ambiguous composition
  • Organic vs. Geometric shape recognition, inquiry, and development

Symmetry:

  • Radial, bilateral, Asymmetry, Rhythm, Repetition. Outcomes:
  • Identify Symmetrical and Asymmetrical structures when analyzing photographs and in advertising. Create symmetrical structures/designs based on geometric and organic forms.

Repetition:

  • Implementation of repetition and rhythm as design principles

Value

  • Gradation and Contrast: Recognize and discuss the use of gradation and contrast in advertising and art
  • Light to Dark in achromatic and chromatic variations and uses in a variety of media.

Form:

  • 3-dimensional structures, drawing, and digital-based construction:
  • Recognize the properties of form as differentiated from shape
  • Be able to draw basic geometric forms such as spheres, cylinders, and cubes and compose a design using hierarchy.

Hierarchy/Emphasis:

  • Order of importance
  • Study of ideas regarding emphasis, focal point, and hierarchy.:
  • Ability to recognize and use visual means to create emphasis and readability in a communication design.

Elements of Color:

  • Intro to Color Theory. Color Contrasts, Color WheelColor Attributes.
  • Hue/Value/Chroma -A variety of exercises and design problems incorporating color theory into Design thinking, in order to use color in a formal and expressive way.
  • Color/Value:
  • Color to Value translation. tints and shades, tones.
  • Color/Temperature
  • Cool/Warm emphasis: relative placement/ Mood Color/Chroma-(Intensity/Saturation)
  • Complimentary Color Mixing, chromatic grays
  • Color/ Simultaneous Contrast Chromatic palettes. Triads, varying intensities,

Transparency:

  • Using overlap of shapes to create new shapes and middle mixtures.
  • Transparency as a visual tool in design and observation studies.

Communication/Pictographs:

  • Begin to explore communication in design through the language of symbols, hieroglyphs, pictograms, letters, and typography
  • Self-designed pictogram/logo.

DigitalMedia: ePortfolio

Discussion throughout the course of interrelation between media. Project-based experimentation using programs such as Adobe Photoshop and Illustrator.

Understand the basic concepts of electronic color systems used in publication and web design. Discussion of CMYK and RGB color concepts and technology.