The document discusses design elements that create mood and impression, focusing on color. It defines color as having three dimensions - hue, value, and intensity. Hue is the pure pigment, value is the lightness or darkness from black/white, and intensity is the brightness or dullness. Color can physically exaggerate differences and psychologically associate with temperature, density, and loudness/quietness. It also discusses eight directional design principles: repetition, parallelism, sequence, alternation, gradation, transition, radiation, and rhythm.
The document discusses design elements that create mood and impression, focusing on color. It defines color as having three dimensions - hue, value, and intensity. Hue is the pure pigment, value is the lightness or darkness from black/white, and intensity is the brightness or dullness. Color can physically exaggerate differences and psychologically associate with temperature, density, and loudness/quietness. It also discusses eight directional design principles: repetition, parallelism, sequence, alternation, gradation, transition, radiation, and rhythm.
Original Description:
Visual merchandising
Original Title
Design elements to create mood and impression – colour, angle, motion, simplicity
The document discusses design elements that create mood and impression, focusing on color. It defines color as having three dimensions - hue, value, and intensity. Hue is the pure pigment, value is the lightness or darkness from black/white, and intensity is the brightness or dullness. Color can physically exaggerate differences and psychologically associate with temperature, density, and loudness/quietness. It also discusses eight directional design principles: repetition, parallelism, sequence, alternation, gradation, transition, radiation, and rhythm.
The document discusses design elements that create mood and impression, focusing on color. It defines color as having three dimensions - hue, value, and intensity. Hue is the pure pigment, value is the lightness or darkness from black/white, and intensity is the brightness or dullness. Color can physically exaggerate differences and psychologically associate with temperature, density, and loudness/quietness. It also discusses eight directional design principles: repetition, parallelism, sequence, alternation, gradation, transition, radiation, and rhythm.
simplicity, and repetition Colour COLOR DEFINITIONS: Color is both an external occurrence and an internal sensation of three basic dimensions – hues and their relative values and intensities. Hue: 1. A hue is a pure pigment and the basic quality that distinguishes one “color” from another. 2.A pigment is derived from the earth in rocks, plants, minerals. Value: The lightness or darkness of a hue can be altered by the addition of black or white pigment. Intensity : The relative brightness or dullness of a hue. The closer to pure hue the brighter a color is PHYSICAL EFFECT OF COLOR 1. Actual differences between colors appear exaggerated when colors are just aposed 2. Dominate color pushes or manipulates the smaller area of color 3. Depending on the dominate background color a. Identical colors may appear to be different b. Different colors may appear to be the same. PSYCHO-PHYSICAL EFFECT OF COLOR • Temperature Color is associated with temperatures from warm to cool. • Dark values suggest greater density and make things appear heavier. • Light values appear to weigh less. • Loud Warm hues, bright intensities, light values. • Quiet Cool hues, dark values, dull intensities. DIRECTIONAL PRINCIPLES There are eight directional principles of design which include: _ Repetition _ Parallelism _ Sequence _ Alternation/Variation _ Gradation _ Transition _ Radiation _ Rhythm 1.REPETITION: Use of the same thing arranged in different locations; the simplest and most fundamental of all design principles. 2.PARALLELISM: Use of lines lying on the same plane equidistant at all points and never meeting or having the potential of meeting. 3.ALTERNATION: Repeated sequence of two and only two things that change back and forth in the same order; a specific combination of repetition and sequence 4.GRADATION: Sequence of adjacent units usually alike in all respects except one that changes consistently and distinctly in steps from one unit to the next. 5.TRANSITION: A smooth, flowing passage from one condition and position to another with no break point, step or distinct place to pinpoint the change. Transition is a linear principle, emphasizing its direction on the object. 6.RADIATION: The feeling of movement steadily bursting outward in all directions from a visible or suggested central point — the emission of rays from a central source. 7.RHYTHM: The feeling of organized movement or an arrangement of internally organized motion. Rhythm can be clearly stated, subtly suggested, repeated, vaguely similar, etc. Rhythm does not require repetition but gains strength from it. 8.CONCENTRICITY: A progressive increase in size of layers of the same shape, each with the same center e.g. Bull’s eye target.