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Learning Activity Sheets
Arts 6 Quarter 4– Week 1- 4
Elements and Principles Applied in Product Design using Basic Concepts of New Technologies

At the end of this Learning Activity Sheet, you are expected to:
1. Know the concept that design principles and elements relates to everyday objects.
2. Apply the elements and principles applied in product design
3. Understand of concepts on the use of software (commands, menu, etc.).
4. Apply art skills in using new technologies (hardware and software) in package design.
5. Produce an actual 3-D digitally –enhanced product design for a paper bag.
6. Appreciate the truism that art processes, elements and principles still apply even with the use of technologies.
7. Enumerate the elements and principles applied in audio-video arts

ELEMENTS AND PRINCIPLES APPLIED IN PRODUCT DESIGN

ELEMENTS

1. Point
A point is the smallest and most basic element of design and it can be used alone or as a
unit in a group (forming a line or a shape). It has position, but no extension, it is a single
mark in a space with a precise and limited location and it provides a powerful relation
between positive and negative space.

2. Line
If we place many points one next to the other we obtain a line, which can have length and
direction, but no depth. Lines, besides to be used to create a shape, can be used to create
perspective and dominant directional lines (which create a sense of continuance in a composition). Also,
they can be grouped to create a sense of value, density or texture.

3. Shape
Shape is an element defined by its perimeter, a closed contour. It is the area that is
contained within implied line and it has have two dimensions: height and width. A
shape can be geometric (triangle, square, circle, etc.), realistic (animal, human, etc.)
or abstract (icons, stylizations, etc.).

4. Form
The Form is derived from the combination of point, line and shape. A form describe
volume, the 3D aspect of an object that take up space and it can be viewed from any
angle (a cube, a sphere, etc.), it has width, height and depth.

5. Color
The color is the response of the eye to differing wavelengths of radiation within the visible spectrum. Colors
are used to generate emotions, define hierarchy, create interest, etc. There are many different kinds of color
systems and theories but we will focus on the
3 properties: Hue, Value and Saturation.
Hue: is the color name.
Value: it refers to the lightness or darkness, to how close to black or white the Hue is.
Saturation: It refers to the intensity of a hue, the less gray a color has in it, the more
Chroma it has.

6. Value
Is defined as the relative lightness or darkness, which suggests the depth or volume of a
particular object or area, it is the degree of light and dark in a design, the contrast
between black and white and all the tones in between.
7. Texture
Texture is the surface quality (simulated and/or actual) that can be seen and felt,
can be rough or smooth, soft or hard, etc. It exists as a surface we can feel, but
also as a surface we can see and imagine the sensation we might have if we touch
it, is both a tactile and a visual phenomenon.

8. Space
Is the area between and around objects (negative space) but it also refers to variations
in the perspective and proportions of objects, lines or shapes and it is used for the
comparative relation between different objects or areas. The real space is three
dimensional, but in Design when we create the feeling of depth we call it space.

PRINCIPLES
The principles of design combine the elements to create a composition, they are the guidelines used to
arrange the elements. Each principle is a concept used to organize or arrange the structural elements of a
design and it applies to each element of a composition and to the composition as a whole. Again, without
turning to a specific discipline, we can say that the basic Design Principles are composed by:

1. Balance
Balance is the concept of visual equilibrium of similar, opposing, or contrasting elements
that together create a unified whole. It refers to the appropriate arrangement of the
objects in a design to create the impression of equality in weight or importance. It comes
in 2 forms: Symmetrical (when the weight of a composition is evenly distributed around a
central vertical or horizontal axis) and Asymmetrical (when the weight of a composition is
not evenly distributed around a central axis)

2. Emphasis
It marks the location in a composition which most strongly draw the viewer attention,
it is also referred as the focal point. It is the most important area or object when
compared to the other objects or areas in a composition. There are three stages of
emphasis, related to the weight of a particular object within a composition: Dominant
(the object with the most visual weight), Subdominant (the object or element of
secondary emphasis) and Subordinate (the object with the least visual weight, which is usually the
background).

3. Movement
Is the visual flow through the composition, where (depending on the elements
placement) the designer can direct the viewer´s eye over the surface of the design.
The movement can be directed along edges, shapes, lines, color, etc and the purpose
of movement is to create unity with eye travel. By arranging the composition
elements in a certain way, a designer can control and force the movement of the viewer's eyes in and
around the composition.

4. Pattern
An object or symbol that repeats in the design is a pattern. It can be a pattern with a precise
and regular repetition or an alternate pattern, which uses more than a single object or form of
repetition. We can say that is simply keeping your design in a certain format.

5. Repetition
Repetition creates unity and consistency in the composition; it is the reuse of the same,
similar or different objects throughout the design. The repetition can be irregular, regular,
uneven or even and can be in the form of Radiation (where the repeated elements spread out
from a central point) or Gradation (where the repeated elements become smaller or larger). It
often works with a pattern to make it seem active and along with the Rhythm helps to create
different types of it.
6. Proportion
Proportion is the comparative relationship in between two or more elements in a
composition with respect to size, color, quantity, degree, etc, or between a whole object
and one of its parts. The purpose of the proportion principle is to create a sense that has
order between the elements used and to have a visual construction; and it can occur in
two ways: Harmonious (when the elements are in proportion) or Unbalanced (when the
disproportion is forced).

7. Rhythm
Rhythm is the alternation or repetition of elements with defined intervals between them, it
creates a sense of movement and it is used to establish a pattern and/or a texture. There can
be 3 different types of rhythm: Regular, Flowing or Progressive. The Regular rhythm occurs
when the intervals between elements are similar, the Flowing rhythm gives a sense of
movement while the Progressive rhythm shows a sequence of forms through a progression of
steps.

8. Variety
Variety is the principle that refers to the combination of elements in an intricate and complex
relationship using different values, lines, textures, shapes, hues, etc. It is complementary to unity
and often needed to create visual interest or to call the attention to a specific area in the
composition.

9. Unity
Unity it is used to describe the relationship between the individual elements and the whole of
a composition (which creates a sense of completeness, that all of the parts belong together)
and it is a concept that comes from the Gestalt theory of visual perception and psychology.
Three of the most well-known concepts of this theory are the Closure (is the idea that the brain
tends to fill in missing information when it perceives an object is missing some of its pieces),
Continuance (is the idea that once you begin looking in one direction, you will continue to do
so until something more significant catches your attention) and Similarity, Proximity and
Alignment (is the idea that elements of similar size, shape and color tend to be grouped together by the
brain).

Creating an Actual 3-Digitally -Enhanced Paper Bag for a Product or Brand

Microsoft Word or MS-WORD (often called Word) is a graphical word processing

program that users can type with. It is made by the computer company Microsoft.
Its purpose is to allow users to type and save documents.

Similar to other word processors, it has helpful tools to make documents.

 Spelling & grammar checker, word count (this also counts letters and lines)
 Speech recognition
 Inserts pictures in documents
 Web pages, graphs, etc.
 Tables
 Displays synonyms of words and can read out the text
 Prints in different ways

How Do I Create a 3D Object in Microsoft Word?

Step 1
Select a shape from the Shapes icon under the Insert tab.
Drag the cursor over the page to draw that shape on the document.

Step 2
Right-click the shape to change its fill and outline colors. Select "Style" to select a color
scheme based on Word's themes, or change the fill and outline separately. The outline
color may be thin now, but as you apply 3D effects to the shape, it will become much
more prominent
Step 3
Click the shape and then click the Drawing Tools "Format" tab. Click "Shape Effects."
While you can select any of the presets, including bevels and 3D rotations in this
menu, it's far faster if you select "3D Rotation" and then click "3D Rotation Options."
The Format Shape menu then opens on the right, with all of the 3D options displayed
in one place.

Step 4
Expand both the "3D Format" and "3D Rotation" options in the Format Shape menu.
Begin by adding a Top Bevel to the object. This gives the flat object a third dimension.

Step 5
Change the rotation of the object to make its third dimension more prevalent. Just
like looking at the flat surface of a penny, it's difficult to see a shape's depth until it's
rotated. Once you rotate the object at the angle you want, go back to the 3D Format
options to set its depth and any other settings you prefer.

Step 6
Add additional shapes and apply 3D effects to them using the 3D Format and 3D
Rotation options. To place one shape behind another, right-click the shape and select
"Move Backward" or "Send to Back." To group shapes, Ctrl-click each shape, right-click
one of the shapes and select "Group."

Step 7
Click the "Insert" menu and then click the WordArt icon near the right end of the
Ribbon. Select a WordArt style from the drop-down menu and enter your text

Step 8
Right-click the WordArt text box near the edge and select "Format Shape." Select "Text
Options" in the Format Shape menu and then click the "Text Effect" icon, which is the
second A-shaped icon. Expand the "Shadow," "Reflection," 3D Format" and "3D Rotation"
options to specify the 3D effects you want for the text.

Assessment
Directions: Choose the letter of the correct answer.
1.A ______ is the smallest and most basic element of design and it can be used alone or as a unit in a group
(forming a line or a shape) a.Point b. Color c. shape d. line
2.It marks the location in a composition which most strongly draw the viewer attention, it is also referred as
the focal point a.Point b. Emphasis c. shape d. line
3.._________ creates unity and consistency in the composition; it is the reuse of the same, similar or
different objects throughout the design. a.Point b. Color c. Repetition d. Line
4._________ is an element defined by its perimeter, a closed contour
a.Point b. Color c. shape d. line
5. The _________ is derived from the combination of point, line and shape.
a.Point b. Form c. Shape d. Line
6. ________is the alternation or repetition of elements with defined intervals between them, it creates a
sense of movement and it is used to establish a pattern and/or a texture
a.Point b. Rhythm c. Shape d. Line
7. If we place many points one next to the other we obtain a________ , which can have length and direction,
but no depth. a.Point b. Color c. Shape d. Line
8.The _________is the response of the eye to differing wavelengths of radiation within the visible spectrum
a.Point b. Color c. Shape d. Line
9.________is the surface quality (simulated and/or actual) that can be seen and felt, can be rough or
smooth, soft or hard, etc a.Texture b. Color c. Shape d. Point
10._________ is the principle that refers to the combination of elements in an intricate and complex
relationship using different values, lines, textures, shapes, hues, etc.
a.Point b. Color c. Shape d. Variety