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mark which may indicate position and location. represent a point of measure or be used in decorative manner.
e.g computer pixels, film grain, bulleted list and dot rendering |
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line repesents single dimension: length.
straight, curved, or irregular. can combine with other elements.
Create shape, form, tone and texture.
e.g pencil grades, cross hatching and etchings |
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| space contained within lines. organic or geometric and can be used with other elements to create form. 2D. |
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created by joining of two or more shapes
may be enhanced by tone, texture and colour.
3D, illustrated or constructed. |
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Tone may be used to describe form in terms of it's shadows and highlights.
create effect of 2D and 3D volume.
e.g black and white photography |
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combination of elements such as point and line.
applied in realistic or abstract style to create a pattern or to simulate finish of a material.
e.g frottage, mixed media, tapestry weaves |
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considered in conjuction with other elements.
can add interest and excitement to the visual communication piece.
specifies area, distinguish form and highlight compositional aspects such as heirachy |
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letterform can be an abstract physical representation of the spoken word.
manipulated to have an impact on quality of visual message.
express a word visually and to creativly reinforce meaning of a word or as decoration. |
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work together with images to establish importance of visual information within picture plane.
figure = image that is of more importance and dominates to groun.
ground = background, negative space or counterform. |
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symmetrical = where elements are mirrored on opposite sides of the visual axis to create stability and formal composition.
assymetrical = where balanced elements are not mirrored, creating dynamic informal composition. |
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tension between opposites: large-small, light-dark, soft-hard etc.
e.g serif and sans serif type, transparency and opacity. matt or gloss surfaces. |
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| image can be modified by selecting an area of interest to empphasise, create domincance or simply to clarify information. |
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visual information can be arranged in order of importance.
size, colour or placement of the visual components and/or arrangement of information.
focal point of composition draws attention to specific information |
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refers to size of the figure on the ground.
relative size and scale determines the hierachy of visual components within presentation. |
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| comparative relationship between size of components or parts of components with a visual presentation. |
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repetition or alternation of one or more components to create a visual unit.
any visual element can be used to create a pattern.
repetition can be very powerful in creating a sense of order in piece.
alternation can create more complex patterns than those done by repetition.
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