CHAPTER 6

• Shape


  An element of art that refers to an area clearly set off by one or more of the other elements of art
• Form


  An element of art that refers to an object with three dimensions
• Space


  Refers to the distance between around, above, below and within things
• Texture


  Generally used as the tactile element of the use of sense of touch
• Color


  What the eyes see when light is reflected off an object, including hue, value, and intensity
• Characteristics of colors


  • Hue - the name of a color
  • Value - lightness or darkness of a color
• Line


  The path of a moving point through space, with different types like horizontal, vertical, diagonal, curved, and zigzag
• Principles of art


  • Balance
  • Variety
  • Harmony
  • Emphasis
  • Proportion
  • Movement
  • Rhythm
• Music


  A type of auditory art with its own components like rhythm, dynamics, melody, harmony, timbre, and texture
• Musical components


  • Rhythm
  • Dynamics
  • Melody
  • Harmony
  • Timbre
  • Texture
• Combined arts/performance art


  A variety of performances that incorporate multiple media and exist in both space and time, including dance, poetry, theatre, music, film, and cultural events
• Examples of combined arts

  • Performance
  • Theatre
  • Music
  • Film/movie
• Art fusion


  When an artist collaborates with a brand to create a product, service, concept or piece for the benefit of both parties and society
• Art fusion has proliferated over the past decade, with examples dating back to the 1930s
• Art fusion benefits


  • For brands - brings newness, talk-value, innovation, and reaches new audiences
  • For artists - amplifies their voice, allows them to reach new audiences, and gain notoriety
• Overlapping


  A technique in 2D art to provide a sense of depth and perspective by arranging elements over one another
• Interrelated arts


  Arts that use forms with identical characteristics
• Examples of interrelated arts

  • Graffiti visual communication
  • Poetry performance
  • Performance art
• Digital art


  Art created using digital technologies like computer-generated, scanned, or tablet/mouse-drawn images, as well as manipulated video
• Transcreation


  The process of re-evaluating and reconfiguring marketing material to appeal to a different cultural audience, beyond just translation
• Areas where transcreation is useful

  • Marketing and advertising
  • Websites
  • Product catalogues
  • Newsletters
  • Press releases
  • Corporate communications in social media
• Music to text


  Music can be composed based on literary works
• Examples of music to text

  • Prokofiev's "Romeo and Juliet"
  • Verdi's "The Lady of the Camellias"
  • Doyle's "My Father's Favorite"
• Text to dance


  Literary works can inspire choreography and dance performances
• Examples of text to dance

  • "Sleeping Beauty" ballet
  • "Swans Unveiling" dance
  • Balanchine's "Midsummer Night's Dream"
• Dance to visual


  Dance has been represented through visual art forms like sculpture and painting since ancient times
• Harmony


  An art principle that creates unity by emphasizing the similarities of separate but related parts
• Harmony is not the same as unity, but harmony strengthens the unity of a work of art
• Harmony


  • Uses the elements of art (color, line, firm, form, value, space, texture) as a means of creating unity between separate parts
  • A series of colors associated according to a certain scheme creates harmony
  • The uniform texture of brush strokes across the surface of the canvas creates harmony
• Rhythm


  Visual tempo or beat. Design principles related to regularly repeating art elements to create a look and feel of movement.
• Types of rhythm


  • Alternating
  • Flowing
  • Gradual
  • Random
  • Regular
• Alternating rhythm


  • Uses 2 or more interchangeable patterns or designs that are repeated throughout a piece
• Flowing rhythm


  • Shows movement, most often with organic shapes
• Progressive rhythm


  • Shows a sequence of motifs/forms through a progression of steps
• Random rhythm


  • Has no pattern whatsoever
• Regular rhythm


  • Has a regular arrangement of parallel lines, identical motifs and equal amounts of space between
• Variety


  The principle of art that adds interest to an artwork through juxtaposition and contrast
• Methods to add variety

  • Contrast
  • Difference and change
  • Elaboration
• Contrast


  Using shapes, forms, color, texture or other elements that are very different from each other
• Difference and change


  Repeating similar elements but varying one aspect, such as size, color or position