DESIGN THEORY

EMOTIONAL PROPERTIES OF DESIGN ELEMENTS

LINE:

Dominant Horizontal: Restful, Peaceful, Calm, Little or No Movement

Dominant Vertical: Strength, Potential for Movement

Dominant Diagonal: Active, Strong Movement, Progressive

Line Quality: Smooth Curves = Calm; Angular Sharp Points = Aggression

COLOR:

Hue: This is another word for color

Warm Color Palette (Reds, Oranges and Yellows): Active, Joyous, Love, Passion, Anger, Agression, Hate

Cool Color Palette (Blues, Greens and Violets): Calm, Peaceful, Serene, Solitude, Lonely, Sorrowful, Grief, Isolated

Value: Tint or Shade of the Color

Tint (light versions of the color): Softer versions of the color’s emotional attribute

Shade (dark versions of the color): Stronger versions of the color’s emotional attribute

Saturation: Visual intensity or strength of the color.

Saturated Color: Present, Youthful, Visually Loud, Stronger versions of the color’s emotional attribute,

Desaturated Color: Aged, Memories, Past, Visually Quiet, Softer versions of the color’s emotional attribute

VALUE CONTRAST:

High Contrast: Active, Visually Loud, Strong, Forceful

Low Contrast: Calm, Visually Quiet, Serene

TEXTURE:

Hard: Power, Strength, Progressive, Visually Active

Soft: Calm, Mellow, Visually Peaceful

Extreme: Very Active, Visually Demanding

SHAPE:

Organic: Nurturing, Lifegiving, Natural

Angular: Forceful, Mechanical, Aggressive, Technical

FORMAT:

Open Format: Movement, Open, Free, Progressive

Closed Format: Confined, Regimented, Secure, Stability, etc

EMOTIONAL PROPERTIES OF DESIGN PRINCIPLES

BALANCE:

Symmetrical (Formal): Permanence, Strength, Stability

Asymmetrical (Informal): Active, Movement, Progressive

Radial: Movement, Motion, Can be contrived and unnatural

Allover Balance: No Movement, No Focus

RHYTHM:

Legato: Connecting, Slowing, Smooth, Calm, Relaxing, Nurturing

Staccato: Abrupt, Dynamic, Forceful

Progressive: Forward Moving, Anticipation, Predictable Movement,

Alternating: No Movement, No Focus, Can be contrived and unnatural

SCALE:

Representational: Predictable

Hieratic: Thematic or Symbolic Importance, Strength, Permanence

Scale Confusion: Unpredictable, Startling, Unsettling

Scale Contrast: Dramatic, Increase Visual Interest

VISUAL UNITY:

Harmonious: Visual connection of elements and principles (intentional)

Not Harmonious: Visual disconnection of elements and principles (intentional)

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