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Design Psychology - Week 2

by: Anastasia Penn

Design Psychology - Week 2 DSN 173

Marketplace > Radford University > DSN 173 > Design Psychology Week 2
Anastasia Penn
GPA 3.2

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Notes: Psychological Attributes
design psychology
Class Notes
Design, Psychology
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This 3 page Class Notes was uploaded by Anastasia Penn on Wednesday January 13, 2016. The Class Notes belongs to DSN 173 at Radford University taught by Temple in Spring 2016. Since its upload, it has received 8 views.


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Date Created: 01/13/16
Psychological Attributes (Elements and Principles) Attributes: 1. Create different aspects 2. Judge good or bad design Element: Components to create an object Principles: Methods to organize elements Elements:  Line: One dimensional stroke that is greater in length than width. o Created by movement giving direction  “an infinite number of points” (geometry)  “moving dot” (art) o Straight: restful, solid, formal, masculine o Angular: most movement to the eye o Curved: soft, lively, gentle movement  Shape: Created by a plane or line and is two dimensional. o Created by an enclosed line or by color/value o Defines the contour of lines  Geometric (regular)  Organic (irregular) o Defines meaning – we seek shapes, not lines o Circle: feminine, unity o Square: formal, well-balanced o Triangle: Energetic o Organic: amorphous (no shape), biomorphic (human), zoomorphic (animals), botanical (plants)  Form: Shapes with dimension and is three dimensional. o Mass: solid, matter, density  Optical Density: Accomplished with pattern, texture, and color creating illusions  Massing: Grouping together o Volume: capacity or quantity o Changes as it moves and as we move  Texture: the surface quality of an item than can be seen or felt. o Tactile (touch) or visual  Relief: difference in high and low areas  Low: softer  High: courser o Pattern is related to create illusion  Works great with light o Smooth: high style, formal o Shiny: reveals imperfections o Rough: casual  Time: a measureable period o Objects can change over time  Appear different at different times o People alter their opinions These gives us insight into our own designs → for our design work and others. Principles:  Scale: refers to size of an object o Human scale “actual” o Visual scale “other objects”  Proportion: refers to relative size, based on reference o Correct: visually relates well with one another o “Golden Section” 1:1.68 Both of these are closely ties to emphasis and focal point.  Balance: the visual weight of the elements within a space or composition o Symmetrical: shapes repeated on either side of the axis  Easiest to recognize  “mirror image” aka “formal balance” o Asymmetrical: dissimilar on both sides of the axis  Difficult to achieve  Adds great interest  “informal balance” o Radial: elements arranged around a central point  Emphasis: catches the viewers’ attention o Created by contrast, scale, color, texture, and shape o “focal point” aka “center of interest”  Rhythm: a repetition of one or more elements in a way that creates movement o Elements can be repeated without creating movement o Sense of bouncing o Creates a pattern o Progression: moves the eye towards a object or creating a path o Gradation: progression of steps  EX. Small to BIG  Shape, line, space  Unity: an agreement between all parts of a space or composition  Harmony: “Gestalt Principle” o Achieved through unity and variety  Variety: the use of several different elements; to hold attention o Guides the eye o Can become overwhelming and should be used carefully


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