VISUAL PERCEPTION

THE ELEMENTS OF
DESIGN
 Elements of design are the basic
elements forming a design , which
consists of a line, plane , shape , space ,
motion , light , color and texture . These
basic elements can be combined in
various ways and principles to produce
a wide variety of compositions .
LINE
 Line is an important element in the
design , its properties can be used
as a symbol to communicate
certain ideas . Line properties are
usually studied from nature . Under
his direction , there are three types
of lines , namely :
1 . vertical line , as it stands out in
a tree , pole or tall buildings . Form
which is dominated by the vertical
line can produce the impression
of a formal , noble or authority .

Horizontal line
 2 . horizontal lines , as can be seen on
the horizon line . Horizontal line can
produce the impression of quiet,
calm and friendly .
Diagonal Line
 3 . diagonal line , the line between the vertical and
horizontal lines . Diagonal line can produce the
impression of dynamic movement .

 Type of line so much , but in general it can be

grouped into two , namely : 1 ) a straight line . A
bamboo chair shape tends to be dominated by
straight lines , caused by the bamboo material itself
is straight . Form is dominated by straight lines tend
to produce the impression of rigid . 2 ) curved lines .
A chair made ​of rattan forms tend to be dominated
by curved lines , which can produce the impression
of bending .
Form and shape
Form is the most immediately visible element
of a design , and also the most challenging for
a designer . ` Shape ' is the image displayed
by the outer surface of an object or objects ,
as well as how the image is received . There is
a two- dimensional shapes , which consists of
the elements of line and plane . There is a
three- dimensional shape , which is composed
of elements of line, plane and space . Image of
an object is influenced by our perception of the
object . A circle will appear as an ellipse if we
look from the side .
Shape 2
 Likewise line, type of shape very diverse , but in general it
can be grouped into two .
 First , geometric shapes , which form the basis of a more
scalable , regular and rational , both two- dimensional and
three- dimensional . Among the basic two- dimensional
shape is a circle , triangle , square . Among the basic
three- dimensional shape is a sphere , cylinder , cone ,
cube .
 Second , organic shapes, which forms refer to the nature
and tend to be unrestrained , more complex, irregular .
Forms of human organs is an example of organic forms ,
so a product that is designed to adjust to the contours of
the human hand will tend to have an organic shape .
 Likewise , rattan chairs tend to also have an organic
shape , due to the form of the chair is very influenced by
the organic nature of the rattan itself.
Form 3
 Basic shapes can produce certain impressions . For
example , a cube shape tends to produce the
impression of static , stable and sturdy .
 Meanwhile, the impression of ball shape can
generate dynamic and unstable .
 In addition , form may convey message or specific
meanings , according to the product objectives .
Among the messages and meanings are: fast ,
casual , modern , classic , feminine , soft , hard ,
masculine , macho , elegant , etc.
 These meanings are usually tailored to the target
user or consumer product segment , for example,
masculine designs for the market segment of
atletic posture
Organis
Colour
 Theories about color has been developed by
color experts . Physicist studies the
relationship between colors, and between
color and light . When the color red , for
example , mixed with yellow orange color will
be formed .

 Psychologist studies color in relation to

perception , feeling and atmosphere . Orange ,
for example , can create a warm atmosphere .
 Designers learn colors in relation to the
various functions within the design
The function of colour
 In general, there are four functions in the
design theory , namely :
 1 ) structural function ,
 2 ) ergonomics function,
 3 ) communication function and
 4 ) aesthetic function .
In the design , these four functions are
combined in such a way to create a
totality of design images .
Colour -->Structural Function
 Structural functions related to the ability of color to
influence how an object is perceived.
 There are various ways that can be used to give this effect.
 First, the color can be used as a 'center of attention'. For
example, a red color on handle of the cup can direct our
attention .
 Second, the color can be seperator or dividing mark
between the various parts or components of a product. For
example, to diferentiate between the body and the base of
a table lamp using yellow, then the bottom parts are
colored black.
 Third, the color can be guiding the direction and
orientation of a design, to impress its verticality or
horizontality
Ergonomic function
 Ergonomic function , related to the role of color in
informing safety , clarity of usage , as well as the
function of a product legibility .
 There are some principles that can be used 
 First , safety principles , namely the use of a
particular colour for example red to indicate the
dangerous part .
 Second , the principle of clarity , the use of certain
colors to emphasize the importance of the function of
a product . For example , a surface table is
stained ​lighter colour to contrast the color of its feet
, as to emphasize its function as a working area.
 EX.: TRAFFIC SIGNS
Socio - cultural functions
 Socio - cultural functions , relating to the role
of color as a medium for communicating ideas
and socio - cultural significance . In general
there are two groups of meanings that can be
communicated through color .
 First , perceptual impression , such as hot /
cold , hard / soft , heavy / light , strong /
weak .
 Second . cultural significance , such as high /
low , masculine / feminine , classic /
modern , formal / casual
 IMPORTANT FOR FASHION DESIGN
ColourAesthetic Function
 Aesthetic function , related to the role of color in
producing a particular style.
 There are a variety of styles in the design Modern
style for example , is characterized by using
primary colours to indicate its functionality .
 Classic style is characterized by natural colors ,
organic
 Darker colours, like black , dark blue , red tends to
impress masculinity .
 While the soft colors like pink , light green , or beige
tend to connote feminiety.
Kontras
Texture
 Texture is the surface properties of a material that is
formed from the structure of the material itself or as a
result of the coating on the material .
 Rough or smooth texture usually associated with the
character of certain materials . For example , a textile
craft product made ​of wool material tends to coarse
textured , while silk is smootly textured
 A pottery product that is not glazed will look roughly
textured , while the glazed is inclined to finely textured .
Although the texture is due to the nature of the material ,
but it is often associated with the surface quality of a
product .
 Therefore , there are textures that are natural , such as
stone or wool texture , there is also a replica or imitation ,
such as vinyl wood coatings . Natural texture is a real
texture , while texture imitation is the image alone .
Texture  Structural function

As with color , there are some functions in

the texture in the design . First , structural
function , namely the role of texture in
influencing how a product is perceived .
Texture can also be used as a ' center of
attention ' . For example , the handle of a
kitchen knife made ​textured rather than the
rough part of the blade , so that people get
the impression as a handle . Texture can
also act as a touch sensor in of a product .
Texture  Ergonomic function
 The function of texture in design is to
create clarity , legibility and functionality
of a product, and quality of comfort . For
example part of the handle of a kitchen
knife that is textured on the bottom will
give you the information when it
contacts with your palm. As a result it
provides information about the
conveniency of the handle.
Texture  Aesthetic function
 Third , aesthetic function , namely the
role of texture in affecting the
composition or the proportion of a
product . A ceramic vase that was given
to the overall smooth textured surface
would seem more monotonous than
when given a rough texture on certain
parts .
 Design
Principles
Design Principles
 The principle of the design is how to
organize the design elements so as to
produce a particular composition. The
quality of a design is strongly influenced
by an understanding of some principles
of design.
Proportion
 Proportion means equivalence . In the design theory,
proportion means equivalence between the elements
that make up a design , ie equivalence size or
volume of the parts and products to other parts of the
whole . The proportion of a design influenced by the
ratio between design elements as follows :
• size ( ratio of length to width and height )
• color ( the ratio of the coloured area proporstionate
to the white color )
• mass ( the ratio of the blanks against the filled area
)
• shape ( the ratio of small against the large area
• texture ( smooth surface area against the ratio of
the rough surface)
Proportions
 Proportions can be learned from nature .
For example, the proportion of the
human body . The proportion between
the size of the eye of the head , or the
size of the head to the body . High ratio
of head size to body usually is one-
seventh . Another example , is the
proportion of a tree , where the ratio of
the size of twigs smaller than the limb or
trunk
Proporsi
Proporsi
 Di dalam desain prinsip kesetaraan tidak hanya di
antara elemen-elemen sebuah produk, tetapi juga
kesetaraan antara elemen-elemen tersebut dengan
ukuran-ukuran manusia clan lingkungannya.
Misalnya, untuk mencapai proporsi yang baik pada
desain sebuah sendok, perbandingan antara besar
pegangan dengan sendoknya, perbandingan tekstur,
perbandingan bidang warna, serta perbandingan
ukuran di antara elemen-elemen sendok tersebut
haruslah setara. Akan tetapi, oleh karena sendok
tersebut digunakan oleh kita sebagai pemakai, maka
ukuran bagian-bagiannya harus sesuai dengan
ukuran tangan dan mulut kita.
Proportion
 The principle of equality not only among the
elements of a product , but also equality
between the elements of the human
dimensions and their environment. For
example , to achieve a good proportion of the
design of a spoon , a comparison between the
large handle with its scoop ; texture ratio; ratio
of color fields , as well as a comparison
between the size of the spoon elements must
be equal . However , because of the spoon is
used by us as a user , then the size of the
parts must fit the size of our hand grip and
mouth.
Balance
 One of the criteria of a ' good design ' is
how the design has the impression of `
balanced ' . Balance equilibrium is the
impression or image that appears as a
result of the processing elements of a form
proportionally . The balance can be
generated from the composing such
elements of form , color , shape, space , or
texture .
 Whereas the aspects of the balance
enablers are : stability , symmetry ,
repetition
Stability
 ' Stability ' is the principle of the use of shapes
in a way that produces the impression of `
stable ' .
 Unstable form would cast doubt on the wearer
. For example , a table whose surface area are
made ​of solid marble and heavy seems to be
unstable if it is supported by legs made ​of
small iron pipe , although the pipeline structure
can indeed support heavy weight.
 Stability can also be affected by the
proportions of the elements form a product .
 Stability is also due to the gravitational point.
Balance
Symmetry
 Symmetry ' is a principle of visual balance generated
as a result of the balanced two- sided ( left and right)
a form . The principle of symmetry can be likened to
an object placed in front of a mirror , so as to create
the image of a twin of the object. There is a center
line ( real or imaginary ) that divides the two a
symmetrical object .
 There is a trend in the craft product design to
produce a design that forms symmetrical . For
example , wicker basket , that there are similarities
between the left and the right shape . Symmetrical
shape products tend to show the impression of static
and formal .
Asymmetrical balance
 Nevertheless , the balance in the design are not
always generated by symmetry . Impression of
balance can also be generated through the principle
of ' asymmetry 'which is a principle in which the
elements of the shape or size of an object left and
right are not exactly the same , but can produce the
impression of ' equilibrium.
 Balance is precisely the impression generated by `
interaction of visual measures , such as weight ,
mass , and volume is the color . For example , a
tapestry whose volume is smaller than the left field
right field , left field but heavier color ( like black )
compared to right field can also produce balance or
equilibrium.
` Rhythm '
` Rhythm ' is continuation or repetition of some
elements of irregular shape , resulting in a
visual impression of movement . As with the
rhythm of the music , there is a kind of
rhythmic impression that emerged and a visual
rhythm .
 The movement of the line that is not
interupted will generate a rhythm .
 Curved lines flowing continuously in a vase
creates rhythm.
 Repetition of the same element over and over
will result a ` monotonous rhythm ' .
Rhytim
 Repetition of this kind tend to occur in
traditional design patterns , such as
patterns of batik ‘parang rusak’ , or
traditional house Toraja carving wall .
However , the repetition of these elements
can be done by simultaneously applying
the changes , such as zoom in , zoom out,
widening , narrowing , etc. .
Such changes will be able to create a
rhythm that is more ' dynamic ' and live .
Change from one element to another
element uniformly called gradation.
Accentuation
 It is common in the practice of designing to stress
particular element to be made ​more prominent than
the others. This is called the ' accentuation ‘.
 To accentuate or emphasize an element can be done
in various ways . For example , by changing the
position of one of the elements in an array tilted, so
that it looks different from the other elements of the
same shape ( straight ) .
 Another way is to put an element at position ' point of
interest ' , such as in the middle or at the front .
 Accentuation can produce ` contrast ' .
Unity
 Unity in a composition is harmony among the
elements with other elements and between the
elements of the whole . Unity in a composition can
be formed through form , color , texture , or field .
Unity in a design is produced when all elements of
the design and the character has the same
impression .
 Unity will produce a ` harmony ' . For example , a
rattan chair tends to produce a unified and
harmonious forms when all elements of line and
shape utilizing pliability of rattan. Likewise , a
wooden chair which is dominated by straight lines
and shapes can also look unified and harmonious.