CCT204H5 Lecture Notes - Lecture 3: Pentagon, Wella, Cmyk Color Model
21 Jun 2018
School
Department
Course
Professor
CCT204H5F - DESIGN THINKING I (SUMMER 2018)
University of Toronto Mississauga | Sheridan College
Professor Ann Donor
LECTURE NOTES
Notes by Jonathan Ho
Week 2 Lecture 3: Design Elements and Principles (May 14, 2018)
Recap (Art Direction):
Art Direction - Taking art from a visual standpoint.
Why is an art direction important?
●Keep the design you're doing focused. But why is the focus important?
○Helps to communicate with your target audience (communicative standpoint)
○Connect to aesthetics of the visual piece (develop the artistic style)
●Style is closely related to personality; will give a certain look and feel (psychological and
emotional).
Why is personality important?
The more you can define your personality and communicate it, the clearer your brand image with.
You would use adjectives to describe your personality or the art piece. You would usually use a
couple of words but not too much otherwise it will become to much.
ie. Unique, Bright, Joyful, Shy etc.
Design Elements
Categories of building blocks used in a visual design.
Lines
●Describe shape or outline
●Create texture
●Divide space
●Thick or thin
●Actual, implied, vertical, horizontal, diagonal, contour, symbolic, boundary
○Implied Lines - Lines that are created unintentionally or is implied that is created in
the design.
○(Imagine a logo on a white background. Which lines are white)
Sometimes, you may need to "kill two birds with one stone". Have one design that could contain two
or more elements (hidden or visible)
ie. Realtor.com
The implied lines are the white lines on the logo.
The turquoise coloured pentagon in the middle represents a house
The white lines implies the roads
Document Summary
Week 2 lecture 3: design elements and principles (may 14, 2018) Art direction - taking art from a visual standpoint. Helps to communicate with your target audience (communicative standpoint) Connect to aesthetics of the visual piece (develop the artistic style ) Style is closely related to personality; will give a certain look and feel (psychological and emotional). The more you can define your personality and communicate it, the clearer your brand image with. You would use adjectives to describe your personality or the art piece. You would usually use a couple of words but not too much otherwise it will become to much. ie. unique, bright, joyful, shy etc. Categories of building blocks used in a visual design. Actual, implied, vertical, horizontal, diagonal, contour, symbolic, boundary. Implied lines - lines that are created unintentionally or is implied that is created in the design. (imagine a logo on a white background.
