DESIGN PRINCIPLES

Paper Code: 
BMA 111
Credits: 
04
Periods/week: 
04
Max. Marks: 
100.00
Objective: 

This course will enable the students to

  1. Enhance practical knowledge about Color relationships, composition, and Color mixture.
  2. Study the effects of Color on the development of design as well as the psychology of Color and its power to deliver effective marketing messages.

Course Outcomes (COs):

Learning Outcomes

 (at course level)

 

Learning and teaching strategies

Assessment Strategies

Students will  :

CO1.   Classify, compare and interpret the concepts of colour theory using famous paintings from art history.

CO2.   Analyze famous design layouts and renowned art work from history.

CO3.   Implement design elements and principles, color Theory, typography on their own projects.

CO4.   Design and create illustrations and design forms.

CO5.   Create & design compositions using perspectives and colors, with speed, accuracy and dexterity and variety of media.

Approach in teaching:

Interactive Lectures, Discussions, Reading Assignments, Group Activities, Creative thinking exercises, Demonstrations, Brainstorming, Audio Visual aids.

 

Learning activities for the students:

Composition Designs, Creative Assignments, Brainstorming, Seminars, presentations, Tasks.

 

Assessment Strategies

Class tests, Semester end examinations, Quizzes, Solving problems in tutorials, Assignments, Presentations, Individual and group projects

 

 

 

12.00
Unit I: 

Introduction to Colors. Color Palettes- Primary Colors, Secondary Colors, Tertiary Colors. The Color Wheel. Color Schemes supported by Color Wheel: Complementary Color Scheme. Analogous Scheme, Complementary Scheme, Split- Complementary Scheme, Triadic Scheme, Rectangle or Square Color Scheme.

 

12.00
Unit II: 

Monochromatic, Achromatic and Neutral colors, Color Temperature: hot, warm, cold, cool. Hue. Saturation. Intensity: light, pale, bright, dark. RGB and CMYK.Vector and Bitmap/Raster Graphics, Image Formats, Color Modes.

 

12.00
Unit III: 

Introduction to Elements of Design- Color, Line, Shape, Space, Texture, Value.Introduction to basic shapes- Circle, Square, and Triangle.Playing with shade and shadow. Lights & Texture- Texture through light, Patterns. Introduction to Principles of Design- Balance, Contrast, Emphasis/Dominance, Harmony, Movement/Rhythm, Proportion, Repetition/Pattern, Unity, Variety.

 

12.00
Unit IV: 

Introduction to Perspective: Definition, Uses and Types of perspective: One-point perspective, Two-point perspective, Three-point perspective, Four-point perspective, Zero-point perspective. Bird’s eye view, Insect’s eye view, Forced Perspective.Converging Points, Vanishing Points, Observer’s Points.

 

12.00
Unit V: 

Typography- typeface, typeface family, font, anatomy of type, typographic measurement –point and pica, text type and display type, classification of type - old style, transitional period, modern, slab serif, sans serif, script, decorative etc. selection of a type face in design-clarity: readability and legibility, integration with visuals, concept and theme etc.

 

ESSENTIAL READINGS: 
  1. Timothy Samara, “Design Elements: A Graphic Style Manual”, Rockport Publishers; First Edition (April 1, 2007)
  2. MilindMulick, “ Perspective”, JyotsnaPrakashan
  3. James Craig, “Basic Typography: A Design Manual”, Watson- Guptill, New Edition ( 1 September 1990)

 

 

REFERENCES: 
  1. Faber Birren, “Principles of Color: A Review of Past Traditions and Modern Theories of Color Harmony Revised edition (Paperback)”, Schiffer Publishing.

 

Academic Year: 
2021-22
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