Learning Objectives Covered

1. Define and apply the five basic elements of design: Shape, Line, Texture, Color, and Value

Background

Last week we discussed the importance of consistency in typography. This supported the CRAP (contrast, repetition, alignment, proximity) principle of repetition and alignment while creating a cohesive look in the overall design.

This week, we are taking that one step further. In addition to typography, there are several other elements that should remain consistent within a design to create unity. Five of the basic elements of design are shape, line, texture, color, and value. These elements, along with typography and imagery, are the building blocks of graphic design.

A shape is used to define an area of interest. Shapes can be drawn with a border around them, defined by an area of color or just be implied because of other elements on the page. Shapes vary greatly, and can be used to represent a physical form. They are often used to direct attention from item to item on the page.

Line is the most fundamental of all of the elements. It is the way that we begin most designs when pen meets paper. Lines can be horizontal, vertical or diagonal. They can be curved, straight or zigzagged. A line can also be implied by aligning shapes in a row.

Texture adds dimension to artwork by bringing a representation of something tactile into play. Everything has a texture. We might describe the texture as smooth or rough, shiny or matt, fuzzy or silky. Designers utilize different textures to create interest in a composition. Utilizing two very different textures is a great way to bring contrast into a piece.

Color is also an element that designers use to create focus and generate moods. Color is produced when light reflects off an object or surface. In graphic design, color is used to support an intended message. For example, bright colors suggest happy, or positive feelings, while drab dark colors lean toward something serious in nature.

Value works hand in hand with color. Value is the overall darkness or lightness of an element. Value is used to create contrast within a composition. Without changes in value, individual pieces of a composition could not be seen.

As you can see, all of the elements of design work together. Most of the time implementation of one element isn’t possible without at least addressing one of the others as well.

Prompt

For today’s discussion, visit the website http://jayce-o.blogspot.com/2012/12/45-inspiring-examples-of-restaurant.html (Links to an external site.) OR http://inspirationfeed.com/inspiration/print-inspiration/35-beautiful-restaurant-menu-designs/ (Links to an external site.) and look through the menu art displayed there. Choose an example that illustrates either powerful or poor use of the elements of design. Embed the image in your post, using the instructions from the video below:

HowToPostPhotos.mp4Play media comment.

Discuss your evaluation of the menu. If there should have been more design elements – which would you have added? Where and how? If you feel the elements were used appropriately, describe which elements were used and how they added to the unity of the overall appearance of the menu.

For your citation, you might use articles that explain examples of good layout practices. You can also find articles from experts that describe the elements that you have found and their overall purpose.

For your reply posts, revisit the CRAP principles – contrast, repetition, alignment, and proximity. Address how the elements utilized within the examples create or diminish the CRAP principles. If the CRAP principles are weak, what elements might make them stronger?

Your initial and reply posts should work to develop a group understanding of this topic. Challenge each other. Build on each other. Always be respectful but discuss this and figure it out together.

Reply Requirements

Per the Due Dates and Participation Requirements for this course, you must submit 1 main post of 150+ words, 1 citation, and reference, as well as 2 follow-up posts of 50+ words. Responses can be addressed to both your initial thread and other threads but must be your own words (no copy and paste), each reply unique (no repeating something you already said), and substantial in nature. Remember that part of the discussion grade is submitting on time (20%) and using proper grammar, spelling, etc. (20% per post).

Remember that part of the discussion grade is submitting on time and using proper grammar, spelling, etc. You’re training to be a professional—write like it.

Click here for info on the Institution Writing Guidelines (IWG) if you have questions.

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