VCD Design
Elements.
Components
of design.
Visual communication communicates through visual language. All languages transmit meanings using components and structures. The English language uses letters, sounds and words. Mathematics uses numbers and symbols. The visual language uses various components to form compositions. These components, without which a design cannot exist, are called 'design elements'.
Students may notice that different senior high school subjects use similar but different lists of elements of design. VCE Art, CP and M&E, Visual Communication Design, Product Design & Technology each have their own lists. This page refers to the Design Elements used for VCE Visual Communication Design.
Takeaways
Good to go
Design elements
Design elements are the visual tools used to communicate ideas and messages in visual communication; each element plays a specific role in shaping a design's appearance, function, and impact.
- Colour: Colour can create mood, attract attention, and establish hierarchy, often carrying cultural or emotional connotations.
- Shape: Shape is an area enclosed by a line and can be geometric or organic, used to build structure and convey symbolic meaning.
- Line: A line connects two points and can be used to organise information, create movement, or suggest form and emotion.
- Tone: Tone refers to the lightness or darkness of a colour or surface, helping to create depth, contrast, and emphasis.
- Texture: Texture is the surface quality of an object, either real or implied, used to enhance realism or visual interest.
- Form: Form is the three-dimensional equivalent of shape, adding depth and volume to design, often used in product and environmental design.
- Point: A point is the smallest mark in visual communication, often used to create patterns, lead the eye, or mark specific positions.
- Type: Type refers to the visual representation of letters and words, which are chosen and manipulated for readability and to reinforce meaning or identity.
DESIGN Elements
Introduction
The Design elements are the fundamental components of a composition or design. They function in the same way as atomic elements in science, as all designs are built from elements. The discussion of Design elements is primarily derived from the study of communication design, but is equally relevant to the study of objects, environments, and interactive experiences. Visual Communication Design refers to the elements of design in all fields of design.
USING DESIGN ELEMENTS AND PRINCIPLES IN PRACTICAL EXERCISES
Students may be asked to demonstrate their understanding of design elements and principles by drawing a given shape or letter into a new composition. Other tasks require students to create a visual communication using constraints that include design elements and principles. Students should be mindful that they must emphasise the selected element or principle when demonstrating their understanding of design elements and principles through practical examples. To do this successfully, they should ensure that their choice of element or principle is focused on that specific element or principle. For example, shapes should be represented as continuous figures, without using line or tone.
ON CHOOSING THE BEST DESIGN ELEMENTS AND PRINCIPLES FOR ANALYSIS QUESTIONS
In written tasks requiring the analysis of design elements and principles, students should be aware that only elements and principles that clearly suit the examples should be chosen. Time spent carefully selecting the best and most emphasised elements and principles is well spent. Students should then concentrate their discussions solely on the element or principle being analysed.
When discussing the role of design elements and principles in design, the use of a correct verb is important. Students should note that an element is usually used to create an effect, while a principle is often established through the manipulation of an element. For example, different kinds of shapes (element) have been used to create contrast (principle).
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Colour
Description
Colour consists of different kinds of visible light. Colours are understood to operate using two different models. Additive colour is created by three different lights on screens (RGB) combining to create white. Subtractive colour is created by three inks or paints plus black (CMYK), which subtracts reflected light on paper to create black.
Colour communicates visually and emotionally. We discuss colour in terms of its relationship to other colours and how it impacts our feelings.
IDENTIFY
The names of the colours include groups or combinations such as primary, secondary, warm, cool, harmonious, and complementary colours. Do not confuse the discussion of tone here. Do not identify colours as light or dark when you mean warm and cool. (They may be light and dark, but this is a discussion of tone).The function of colour can be to decorate, emphasise or categorise.
Discuss
Colours and their cultural or typical associations with human emotions or experiences. (Red = passion, anger; blue = freedom).
Relationships between colours cause optical effects, including how warm colours advance and cool colours recede. Colour creates depth and hierarchy.
The overall emotional effect of a colour scheme.
Model answer
Sample Question
Describe how colour has been used to create depth in the portrait.
Sample Answer
Colour has been used to create depth in the portrait. Yellow has been applied to the areas of the face closest to the viewer, while blues have been utilised in the background. Warm colours naturally advance, and cool colours appear to recede. This enhances the effect of form in the picture.
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Shape
Description
Shape is a two-dimensional enclosure. It can be made with lines or with a 'fill' (colour, shade, or texture). A shape in VCD is usually filled. When asked to produce a shape, students should fill their shape to demonstrate their understanding of the difference between shape and line. Shape is a common component in logos and type. Shapes communicate optically and emotionally.
IDENTIFY
The name of shapes (Circle, square, abstract). The kind of shape exists in two main categories: organic and geometric. Organic refers to natural, random, biomorphic, or flowing shapes. Geometric includes 'manmade' or mathematical forms like squares, triangles, or circles. Consider the edges of the shape: are they hard-edged or soft and blurred? Lastly, consider the function of shape. Has it been used to organise space, create an effect, or serve as a symbol to aid in recognition (e.g., a stop sign or the shape of a Coke bottle)?
Discuss
Organic and biomorphic shapes resemble those found in animals and nature. In contrast, geometric, rectilinear, sharp, hard-edged shapes are commonly associated with industrial design.
Model answer
Sample Question
Sample Answer
A simple, rectilinear, geometric shape was chosen for the iPad's screen. The corners are slightly rounded to lead our eyes to move smoothly around the surface. This shape is repeated at a larger scale for the frame surrounding the screen. The use of rectangles with rounded corners fosters consistent brand recognition across all of Apple's devices.
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Line
Description
Line is a continuous mark on a surface. There are many useful adjectives that can be used to describe a line. Line can be used to:
- emphasise something (an outline on a character, underline),
- to divide components in a composition (column line),
- to create a figure (lines in an observational sketch),
- to create tone and texture (crosshatching, shading),
- to create form (lines on an angle),
- to organise space (visible or hidden grid lines in a webpage).
IDENTIFY
The purpose of the line is to ask what the line is being used for. The kind of line can be described with adjectives to precisely indicate its nature. Additionally, describe the media used to create the line. The characteristics of the line will vary depending on whether it was made by computer, pen, pencil, brush, etc. Explain the method employed in making the line. Does it appear freehand or was it made by computer? Both the media and the method used influence the character of the line and are essential for communicating the specific intentions of the designer.
Discuss
Lines can be geometric or organic. They can be ruled or freehand, thick or curved, solid, dotted, dashed, sensitive, or flowing. Lines can be visible or implied (as in a grid layout). The use of lines can follow conventions for technical drawing, such as line work for 3rd Angle Orthogonal plans and elevations. The characteristics of the lines reflect the purpose of the visual communication.
Model answer
Sample Question
Sample Answer
The sketch of the old building was created freehand with a dip pen. The drawing consists of organic lines of uneven strength and length. This haphazard and random approach to building up the drawing, characterised by the hesitant outlines and grey cross-hatched shadows, captures the decaying nature of the old building.
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Tone
Description
Tone is a variation of the value (intensity)of colour. Tone is described with adjectives such as light and dark. The discussion of tone can include value, percentage, tint, or shade. Tone refers to variation in range in a monochromatic field and can apply to any colour except white. Tone can be used to create or emphasise form with linear or radial gradients. These terms are usually connected with digital artwork.
IDENTIFY
The purpose of tone: has it been used to create or emphasise form? When we shade a drawing to make it look three-dimensional, we are using tone. Ask how tone emphasises the direction and intensity of a light source.
Discuss
The nature of tone. Is the tone used in an image harsh, dramatic, chiaroscuro, soft, gradual, or subtle? What is the role of tone in emphasising or creating form? What is the relationship between the type of tone and the media used to create it? How does this relate to the purpose of the image?
Model answer
Sample Question
Sample Answer
Soft, gently modulating tones were used throughout the image of the baby sleeping. Although the darker shades of grey remained quite light, there was a consistent variation between the highlights on the baby's forehead and the shadow beneath her chin. This steady yet gradual shading across the head suggested a soft light coming from the window above and to the right of her head.
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Texture
Description
Texture refers to the surface of an object or an image. It can be actual or implied. Actual texture can be felt with our hands (checker-plate aluminium, rough oil paint), while implied texture appears similar to real texture but may be printed on gloss paper. Texture can be created from raised or lowered sections of a surface (relief, embossing, etching) or through the use of pen, pencil, or points (cross-hatching, dot rendering).
IDENTIFY
The type of texture—actual or implied. What is the purpose of the texture? Is it for function or visual appeal? Consider how the texture has been created—materials, methods, and/or media.
Discuss
The nature of the texture: is it regular or random? Is it deep or shallow, rough or smooth? Describe the surface sheen. Is it matte, satin, or gloss? Is the texture that of the actual material, or has it been created to resemble another (woodgrain made on aluminium or plastic)? The presence of texture in visual communication is often associated with a more human or friendly feel to an image. Similarly, a lack of texture creates a corporate, professional feel.
Model answer
Sample Question
Sample Answer
The cardboard beer package was printed with an old-fashioned woodgrain texture, similar to that seen on an old fence. This gave it the appearance of an antique packing case that might have been used to transport bottles in the past. This rustic effect greatly suited the character of the strong craft beer.
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Form
Description
Form is a three-dimensional entity. It is often made from design elements such as shape, line, or even colour. Form creates space and depth. Discussing form includes actual form as it relates to objects in each design field, particularly in industrial and environmental design. Form can also be created in a two-dimensional space, as seen in illustrations or photographs.
IDENTIFY
The names of forms (cube, sphere, tetrahedron, etc.) describe the kind of form, using similar terminology as shape (geometric, biomorphic, abstract). Consider the purpose of the form and its relationship with other design elements.
Discuss
Use adjectives that describe shape. Additional adjectives include solid, slender, cylindrical, rectangular, and conical. Consider how forms have been constructed, the materials that may have been used, and the reasons for their use.
Model answer
Sample Question
Sample Answer
The chair was made from two contrasting kinds of forms. The body of the chair was a beautiful, soft biomorphic form reminiscent of a bent jellybean. The designer contrasted the bulk of this form with four slender legs, resembling those found on insects. A plastic sheet material like vinyl was chosen for the surface of the chair's body as it would stretch to cover the foam that constituted the form, and chrome steel was selected for the legs as it could be bent into shape yet was strong enough to retain its form when supporting a person.
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Point
Description
A point is the smallest mark in visual communication. It is usually a dot or circle in shape. A point can be used to create tone or texture in a rendering. Points can be strung together to create a line. A point can be used to show a location or emphasise information. (Dot points).
IDENTIFY
The purpose of the point, the shape of the point, and the visual characteristics of the point (methods or media).
Discuss
The visual characteristics of the point are described using similar adjectives for shape or line, including its placement and colour.
Model answer
Sample Question
Sample Answer
Large red dots are used on the map to indicate the intersections of train lines that feature a physical interchange for passengers. The size and colour of these points contrast with the grey background, ensuring clarity.
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Type
Description
Type is writing in visual communications. It is a special design element because it communicates through the meaning of words and the aesthetics of the type forms themselves. Type has a long history and is associated with various uses and methods of manufacture, including wood and metal blocks, digital and hand generation, and the locations from which type forms originate. Type forms are embedded with meanings. Type is classified into certain groups, and type forms can be broken into anatomical parts. The construction of these parts forms the basis of discussions about type forms. Designers who use type (typographers) make many stylistic and functional adjustments to the appearance of type in a visual communication message.
IDENTIFY
The examination of type rests on our ability to determine how a chosen type form communicates ideas to an audience. One must identify the precise characteristics of a type form, as distinct from another. The classification of type forms includes serif, sans serif, display, and decorative. The associations these classifications have in relation to the meanings of the words they are forming include contemporary, objective, authoritative, judgmental, European, American, retro, futuristic, military, digital, 3d, etc. The position a type resides in a type family is considered. Is it light, Roman, bold, heavy or black, condensed, regular, or extended? Consider the function and use of the type form, such as headline, subheading, or body copy. Consider the method used to form the type. Consider the aesthetic quality and anatomy of the type form, including the ratio of stroke weights to each other and the proportions of anatomical parts - ascenders, x-height, etc. Consider the adjustments that have been made to the arrangement of type, known as typesetting, such as case, alignment, colour, size, leading, tracking, kerning, etc.
Discuss
The functional and aesthetic qualities of type forms. Look for the ways type forms and typesetting conventions and processes are used to engage audiences. How have shape, colour, and weight been used to attract a particular age, gender, or cultural group? A knowledge of all aspects of type shown here is essential for a detailed analysis of type.
Model answer
Sample Question
Sample Answer
The flyer uses a large heading for the name of the film 'The Hurt Locker. ' In the upper half of the format are three lines of modern, bold, sans-serif capitalised type in a face like Helvetica Black. The type is force justified, bringing the ends of each line to fill the space, and is tightly tracked with very tight leading to make it appear as a block. Like an impenetrable wall. The almost solid positive form of the type, set against a black background, is ideal for the technique of making it transparent, revealing action from the film through the letters. Beneath this super strong title are several rows of reversed-out (white) extremely condensed capitals in a light version of the same font. This light type counterbalances the weight of the title.
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task
Show I know ...
The following tasks are designed to assist students in staging their writing by separating the command functions of analysis. Choose appropriate examples of visual communication from the fields of Messages, Objects, Environments, and Interactive Experiences.
1.1 Identify
Identify design elements that have been emphasised in visual communication.
1.2 Describe
(This is typically a difficult step that students omit when they go directly to explain how...)
Describe the characteristics of design elements that are emphasised in a visual communication.
1.3 Explain, discuss
Explain or discuss how two design elements have been used together to communicate information, ideas, or concepts in visual communication.