Shape is an element.

• shape = closed line surrounds an area

• shape = can see it with colour, texture or value

• shape = defined boundary

• 2 types = free form and/or geometric

• geometric = describe mathematically, very regular, often found in man-made things

• free-form = difficult to describe, often irregular, often found in nature

• all objects have shape = line is a very long narrow shape

• positive shape = positive space, the background is the negative space (blue in image shown)

 Meanings can be attached to shapes

• shapes can organise

• add interest

• sustain interest

• direct the eye

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Texture is an element.

• is the surface

• touch it , see it, taste it = 3D texture

• food has texture, soft, crisp, creamy, crunchy

• real texture = we can feel it

• digital design is pretend texture by colour, tone or line = 2D texture

• often includes repeating an element or pattern

• smooth, rough, slimy, prickly, soft, hard, spiky, velvety

• texture = visual interest

 Meanings can be attached to texture

• links to memory of that material

• timber = rough

• glass and metal = cool, calm

• soft texture like cushions = warm

• prickly = danger

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Colour is an element. 

• is produced as a result of light

• colour models of different types = RYB, RGB, CMY, CMYK

• primary colours = red, yellow and blue. Like the old days before computers with real paint

• red, yellow and blue for primary colours

• primary colours = make all the different colours by mixing these 3 colours, with black and white as well

• colour on a monitor = Red, Green, Blue (RGB)

• monitor colour measured as a value up to 255

• monitor green = 0,255,0

• monitor red = 255,0,0

• monitor white = 255,255,255

• colour for printing presses = Cyan,Magenta,Yellow,Key (CMYK)

• CMYK is measured in % of each colour eg cyan = (100, 0, 0, 0)

• Hue = common name for a colour

• Shade = hue + black

• Tint = hue + white

• intensity = brightness of the colour (Saturation)

• value = lightness and darkness of the colour

• Colour can be defined for computing using hexadecimal as per the image to the left

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 Meanings can be attached to colour

• red, orange and yellow = warm colours

• blue, green and purple = cool colours

• bright colours = loud, action, exciting

• pale colours = peace, quiet, calm

• harmonious colours = peace and calm

• red = anger, passion

• white or blue = cleanliness, purity

• black for some cultures = death

• warm colours = closer

• cool colours = further away

• can be used as a symbol for words or numbers, eg a legend

• can create visual effects, patterns

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3D Form is an element.

• measured side to side, top to bottom and back to front (3 dimensions)

• 3D form in art = sculpture

• digital design is pretend 3D form

• 3D form on paper or on a screen = fake 3D form (2D form)

• fake it with overlapping, size larger = closer, light or dark colours

• fake it with lower position = closer, more details = closer

• often includes repeating an element or pattern

Meanings can be attached to 3D forms

• used to enhance visual

• create realism

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Tone is an element.

• dark / light

• no light = dark tones

• no dark = light tones

• create contrast with very light against very dark tones.

• gradation is changing dark tones to light tones in steps

• dense and sparse elements can create tone

• make new tones by adding white or black

Meanings can be attached to tone

• tone can be used to represent quantity. eg colour on a weather map, rain chart

• tone can assist drawing 3D objects (3D form)

• dark tones = evil, gloom, more weight

• light tones = innocence, open space

• contrasting tones = dramatic effects, visual effects

• tone = readable or unreadable text

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