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Line

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a path of a moving point a mark whose length is considerably greater than its width can refer to a dominant compostional direction, to shape's contour, many variations in type and character

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Shape

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a visually perceived area dinstinct from its surroundings

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Form

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a shape in 3D also defined as the use of highlight and shadow to create the illusion of 3D

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Space

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the illusion of depth

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Value

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the degree of darkness or lightness of a given area

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Flat

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a 2D \"decorative\"value use

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Texture

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surface tactile qualities

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Pattern

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Repetition of a motif

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Color

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the visual perception to particular wavelengths of light

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Format

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the area of a design - size, dimension, space Ex: painter/ canvas interior design/space of a room apparel designer/ human body form

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Design

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the deliberate manipulation of the visual elements

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Unity

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refers to how much individual ELEMENTS work together in order to create an aesthetically pleasing composition. implies that a congruity or agreement exists among the elements in a design. Sometimes referred as \"harmony\"

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Unity w/ VARIETY

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Too unified = boring too varied = chaos Wide range between emphasis on unity and emphasis on variety. Look for balance.

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Variety

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way in which an artist achieves individualism and \"interest\" refers to the ability to arouse curiosity and hold the viewer's attention.

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Repitition

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implies something simply repeating in various parts of the design to relate the parts to one another. The elements that repeat may be almost anything: color a shape a texture a line direction

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Proximity

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making elements look as though they belong together by simply placing them close together, aka GROUPING (overlapping, abutting, interlocking, mutual tension)

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Continuation/ Directed Movement

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\"leading the eye\" the viewer eye is carried smoothly from element to the next by continuation of an edge, line, directions, etc.

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Balance

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Refers to EQUAL visual weight usually on either side of the central vertical axis

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Symmetrical Balance

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Format Balance/ Static Balance Similar shapes are repeated on either side of the central vertical axis \"mirror image\"

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Radial Balance

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composition in which all visual elements are balanced around and radiate from a central point

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Crystallographic Balance

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balance w/ equal emphasis over an entire 2D surface so that there's same visual weight/attraction wherever you look ALL OVER PATTERN

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Asymmetric Balance

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Dissimilar elements that have equal visual weight/equal eye attraction are used. informal balance- less contrived, more dynamic

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Emphasis

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aka Focal Point & Visual Dominance this captures the attention and encourages a viewer to look further acts as an entry to visually see the composition direct the eye and gives contrast, visual excitement lesser vocal points are called ACCENTS

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Emphasis by Contrast

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Incongruity calls attention to itself. Contrast of scale, line direction, type of shape, difference in texture, color, value, etc.

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Emphasis by Isolation

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When one element/item is isolated/ sits apart from the other elements, calls attention to itself. CAUTION: too centered= predictable too close to edge= affects balance, takes eye out of composition.

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Emphasis by Placement

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If many elements point to one item, our attention is directed there, and a focal point results.

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Positive Shape

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A shape that is distinguished from its background is considered a \" figure\".

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Negative shape

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the areas around/between positive shapes are called \" ground\".

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Figure-Ground Reversal

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an arrangement in which positive and negative shapes alternatively command attention

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Figure-Ground Integration

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When edges or contours of positive shapes (figures) integrate gradually into the ground.

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Actual Line

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draw lines, continuous mark these vary greatly in weight, character, and other qualities.

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Implied Lines

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created by positioning a series of points, so that the eye tends to automatically connect to them

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Psychic Line/ Compositional Line

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there is no actual line, yet we \"feel\" as if there is one line that moves us along a visual path.

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Line Direction

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Orientation WITHIN the format

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Horizontal Line

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implies quiet and repose

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Vertical

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implies strength in the line direction

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Diagonal

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implies a line of movement, dynamic

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Curving

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implies the line has movement, flowing, rhythmic, organic

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Line Quality

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Line's character, variation, is it bold and heavy? loose and chaotic? light and delicate? \"Mark-making\"

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Typography

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influenced by line quality

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Strategy of Problem Solving: Recognition of Problem

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Understanding of problem is a necessity before you begin: ß Are there specific requirements for color, size, shape? ß What is the deadline? ß Is cost a factor? ß Recognize Audience; who is this directed to? is the audience limited or open? What materials are considered? ß Are there overriding stylistic preferences?

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Strategy of Problem Solving: Spontaneous Trials

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\"thumbnail sketches\" - a valuable first step in problem-solving. ß a rapid series of trial sketches ß not concentration on a single idea ß \"brainstorming\"

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Strategy for Problem Solving: Research

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ß Expand idea by looking at similar artistic solutions: historical details? technological advances? Etc (the temptation to imitate must be resisted)

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Strategy for Problem Solving: Clarification

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Which idea to develop? (making a decision) Idea is examined and refined.

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Strategy for Problem Solving: Implementation

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production, consider craftsmanship! Be flexible throughout.

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Texture

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refers to surface quality every surface has this adjective its an element that can add richness to a design (variety) \" rough vs. smooth\"

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Actual Texture

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a surface that can be experienced through the sense of touch aka tactile _____

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Visual Texture

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Copying/imitating of textural surfaces. Implied Simulated

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Trompe L' Oeil

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a texture technique involving the copying of nature with such exactile that the subject depicted can be mistaken for natural forms (realistic)

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Collage

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a texture process of pasting/adhering pieces of paper, fabric, or other flat materials onto a surface.

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Impasto

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applying paint in a thick, paste-like manner

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Pattern Texture

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repition of motif, textures can create these and can be read texturally

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Scale

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refers to size Large = big small = small

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Proportion

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refers to relative/comparative size

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Scale of Design

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the scale fo work ( in relation to surroundings, other designs, and human scale)

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Scale within a Design

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scale of elements in relation to its format

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Golden Ratio ( aka Golden Mean)

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proportionality relationship where sum of quantities to larger quantity is equal to the ration of the smaller quantity to the larger.

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Generic Scale

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element relative to other form in its context

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Human scale

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the size relaive to the dimensions and proportions of the human body.

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scale confusion

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the irrational use of scale relationships to intrigue or mystify

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hieratic scale

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scale used to signify importance in a subject. Bigger=better

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Scale &Spatial Illusion

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we typically perceive repeated elements which progressively change from larger to smaller scale as moving into a spatial environment

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Abstraction

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type of distortion based on simplification process of selective elimination of details moving from the individual to the generic

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Naturalism

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realism, an accurate representation

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Distortion

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designer disregards the shapes and forms of nature, purposely changing or exaggerating them. provoke emotional responses emphasize design elements

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Non objective

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shapes that have no object reference/subject matter suggestion. to be solely appreciated as visual design, not a story telling narrative.

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Logo

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bring our minds a set of positive associations for vast, complex, impersonal enterprise

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Trade Figures

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usually people or animals, to escape the depersonalize and \"sameness\" of commercial products

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Symbols

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as a means to communicate virtues

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Value (Scale)

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degree of darkness/lightness of a given area high key- values above a mid-tone (lighter) low key - value below a mid-tone (darker)

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Value to create form

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using value to create the illusion of 3D space (aka \"shading\")

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Chiaroscuro

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technique of representation that emphasize the blending of light and shade to create the illusion of form

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Value and Line

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hatching and cross hatching

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value and dots

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printing, phot grai, digital strippling

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value contrast

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a matter of degree

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high contrast

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creates greater illusion of depth dramatic

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low contrast

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shallower in space (flatter ) calmer

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Overlapping

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object partially hidden by another seems to exist behind it in space

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Diminishing Scale

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usually interprets largeness of scale as meaning nearness smaller scale suggesting spatial distance

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Position

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position of forms relative to the picture plane

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linear perspective

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spatial illusion based on the convergence of parallel lines at a vanishing point on a horizontal line

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atmospheric perspective

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illusion of deep space produced in 2D designs by reducing contrasts in objects as they appear to recede

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picture plane

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the 2D format of a design analogous to a window when creating the illusion of space

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horizontal line perspective

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distant edge of where sky and ground seem to meet, eye level

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vanishing point

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point on the horizontal line where converging parallels seem to meet

Art 110: Vocabulary for 2D Design

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