Design Elements and Principles

Question 1

What are the primary colours?

Answer 1

• Yellow
• Blue
• Red

Question 2

What are he secondary colours?

Answer 2

• Green
• Orange
• Purple

Question 3

Describe harmonious colours

Answer 3

Colours that appear side by side on the colour wheel, when used in compositions, they create subtle variations.

Question 4

Describe complementary colours

Answer 4

Colours that are opposite on the colour wheel, these are often used together to create contrast.

Question 5

What are some key words for describing colour?

Answer 5

• Bold
• Subdued
• Vibrant
• Bright
• Subtle
• Warm
• Cool
• Primary
• Secondary
• Tertiary
• Contrasting
• Complementing
• Eye-catching
• Dominant
• Dynamic
• Calming
• Emotive

Question 6

What can colour can be used for?

Answer 6

• Define space
• Create contrast
• Create hierarchy
• Create a mood

Question 7

Describe form

Answer 7

Generally refers to objects that are three dimensional in nature, form is often depicted through rendering and the addition of shadows and highlights to enhance the objects three-dimensional qualities.

Question 8

What are some key words for describing form?

Answer 8

• Three-dimensional
• Organic
• Geometric
• Dominant
• Subtle
• Tactile
• Solid
• Fluid
• Graceful
• Irregular
• Textured
• Natural
• Manufacturer
• Modelled
• Sculpted

Question 9

What can form be used for?

Answer 9

• To define space
• To create contrast
• As a model or prototype

Question 10

What are some key words for describing line?

Answer 10

• Broken
• Flowing
• Bold
• Fine
• Medium
• Repeated
• Organic
• Eye-catching
• Dynamic
• Directional
• Static
• Curved
• Straight
• Sketchy
• Freehand
• Precise

Question 11

What can line be used for?

Answer 11

• Establishing structure
• Creating pattern
• Rendering
• Indicating
• Directing
• Conturing
  Creating formality

Question 12

What are some key uses for point?

Answer 12

• Differentiate
• Define
• Seperate
• Act as an indicator
• Identify
• Emphasise
• Highlight

Question 13

What can point be used for?

Answer 13

• A map location
• A bulleted list
• Dot points
• Texture
• Pattern

Question 14

Describe shape

Answer 14

Representational or abstract shapes that are two dimensional.

Question 15

What can shape create?

Answer 15

• Hierarchy
• Background
• Pattern
• Contrast

Question 16

What are some key words for describing shape?

Answer 16

• Two-dimensional
• Defined
• Solid
• Cropped
• Outlined
• Symmetrical
• Irregular
• Open
• Organic
• Closed
• Geometric
• Free form

Question 17

What is texture used for?

Answer 17

It assists in visually describing the detail of an object, and helps us to understand what an object is made from.

Question 18

What can texture be?

Answer 18

• Smooth
• Glossy
• Matt
• Uneven
• Metallic
• Coarse
• Tactile
• Reflective
• Dull

Question 19

What can texture be used to do?

Answer 19

• Create contrast
• Emphasise
• Create pattern
• Enhance and describe form

Question 20

What is tone used for?

Answer 20

Enhancing the appearance of an object, describing three-dimensional form and providing information about the surface textures of an object.

Question 21

What can tone be?

Answer 21

• Dark
• Light
• Medium
• Subtle
• Defined
• Dramatic
• Muted
• Soft
• Harsh

Question 22

What can tone be used to do?

Answer 22

• Render
• Contrast
• Model
• Highlight
• Emphasise
• Define
• Enhance
• Create form
• Describe texture
• Define structure

Question 23

What can type be used for?

Answer 23

A decorative device, the dominant visual element in a composition or as informative text.

Question 24

What are some examples of type styles?

Answer 24

• Serif
• Sans serif
• Slab serif
• Script
• Decorative/graphic
• Handwritten

Question 25

What can type be?

Answer 25

- Contemporary - Dominant - Serif - Sans serif - Block serif - Plain - Decorative - Script

Question 26

What can type vary in?

Answer 26

- Point size - Font - Typeface - Readability

Question 27

What can type be used to do?

Answer 27

- Identify important information - Create hierarchy - Create contrast - Create an emotive response - Create a logo

Question 28

What are the design elements?

Answer 28

- Colour - Form - Line - Point - Shape - Texture - Tone - Type

Question 29

What are the design principles?

Answer 29

- Balance - Contrast - Cropping - Hierarchy - Figure-ground - Pattern - Proportion - Scale

Question 30

What is the difference between a design element and a design principle?

Answer 30

Design elements can be described as the construction materials while the design principles would be the method of construction. The arrangement of design elements in a composition is defined and directed by the application of design principles.

Question 31

What is balance?

Answer 31

The arrangement of different aspects of a composition to create harmony and visual appeal.

Question 32

What are the two types of balance?

Answer 32

- Symmetrical | - Asymmetrical

Question 33

What are the benefits of a symmetrical balance?

Answer 33

It is seen to be stable, static or passive, giving the composition a sense of regularity or conformity.

Question 34

What are the benefits of an asymmetrical balance?

Answer 34

It creates a sense of dynamic energy that may challenge, provoke or inspire.

Question 35

What is white space?

Answer 35

A space that does not contain information the may be used to balance a composition or lead a viewer's eye to crucial information.

Question 36

What is contrast?

Answer 36

When two very different elements are used together for visual effect. Contrast can create conflict between elements - light versus dark, bold versus fine - which leads to a visually dramatic composition.

Question 37

Where can contrast occur?

Answer 37

- In type - In colour - In tone and texture - In line - In point, shape and form

Question 38

What is cropping?

Answer 38

The exclusion of parts of an element for greater visual effect, cropping adds intrigue to a composition.

Question 39

What is hierarchy?

Answer 39

Heir achy is the establishment of an order of importance. It can be established in many ways, but when done poorly, it can distract from the intended message of the visual communication.

Question 40

What is figure-ground?

Answer 40

Is used to describe the relationship between dominant and less dominant elements within a composition. Figure refers to the visual information that is most dominant when placed against the ground, or the less dominant visual information. May also be referred to as negative-postie space, form-counterform or foreground-background.

Question 41

What is pattern?

Answer 41

The repetition of elements within a composition, pattern tends to be organised, and it features elements that are repeated more than once.

Question 42

What is alternation pattern?

Answer 42

Patterns that alternate consist of several different elements used in a changing sequence.

Question 43

What is proportion?

Answer 43

Proportion in visual communication is about relationships relationships between the scale of parts of an object or a composition. Proportion that has been used effectively creates balance and in turn provides visual harmony.

Question 44

What is scale?

Answer 44

Scale concerns the size of elements within a composition, it exists because of relationships between different elements in a hierarchy. Scale enables us to make comparisons between elements and objects, and helps us to add meaning.