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Fundamentals in Design
This section will deal with in depth learning and understanding of topics related to design
arranged into various sections for learning at faster pace.
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Elements of Design
• An introduction to basic elements: Line, texture, colour, form, symmetry, balance, scale, mass, unity and variety.• Concept of visual language and visual design.• Introduction to Gestalt laws, composition and figure and ground relationships. • Introduction to concept of negative space.• Use of symmetry. Generation of patterns and textures using simple elements.• Introduction to typography and fonts.• Use of grids in graphic composition.• Colour circle, colour combinations and its dimensions: hue, value and chroma.• Colour meanings in traditions and psychological use of colours.
An introduction to basic elements:
Recommended Reference Books
● Riley, N., & Bayer, P. (2003). The elements of design: the development of design and stylistic elements from the Renaissance to the postmodern era. London, Mitchell ● Hannah, G. G. (2006). Elements of design: Rowena Reed Kostellow and the structure of visual relationships. New York, Princeton Architectural Press. ● Ways of Seeing, John Berger 1972, Published by BBC, Printed edition by Penguin Books ● ROWLAND, K. F. (1968). Looking and seeing Part 1-4. Aylesbury, England, Ginn. ● FEISNER, E. A., & REED, R. (2014). Color studies. ● CLELAND, T. M., BIRREN, F., & MUNSELL, A. H. (1977). A grammar of color. (A basic treatise on the color system of Albert H. Munsell.) Edited and with an introduction by Faber Birren. New York, etc, Van Nostrand Reinhold Co. ● Beazley.Design -The Key Concepts, Catherine McDermott, 2007, Routledge New York and London, Design Elements- Form and Space, Dennis M Puhalla, 2011, Rockport Publication. ● PEARCE, P., & PEARCE, S. (1980). Experiments in form: a foundation course in threedimensional design. New York, Van Nostrand Reinhold. ● J. Bowers; Introduction to Two-Dimensional Design: Understanding Form and function, John Wiley & Sons, 1999
Color Value Relationship
• An introduction to Color Value: Relation between brand and colors.• Interactive effects of colors.• Psychology behind colors.• Color blindness alternatives.• Use of shades and hues.• Introduction to Hex color codes.• Discover personality style.
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