Design Lexicons
As with any language, “design language” is composed of a multitude of words, phrases, and principles - these form the essence of a design lexicon.
Basics of Form
- composition: the arrangement of visual elements so as to form a unified aesthetic whole*.
- hierarchy: the categorization of visual contrast in the elements of a piece of design, from greatest level of contrast to the lowest level of contrast.
- visual contrast: the qualities of visual form that are unlike, different, or opposite. Differences in value are the way form creates distinctions between visual elements in a piece of design.
- value: the difference in intensity of one color compared to another.
- scale: the relative difference in the size of visual elements.
- color: the appearance of objects or light sources described in terms of the individual’s perception of them, involving hue, lightness, and saturation*.
- line: a thin continuous mark. The weight of a line can be crucial in establishing visual contrast*.
- texture: a simulation or imitation through the visual form of the sense of touch or other senses**.
- direction: the visual weight and concentration of a composition that creates stability or dynamism.
- movement: a visual quality, somewhat analogous to texture, that imitates or simulates movement in a static piece of design.
- legibility: the visual quality of text or image that makes it clearly readable and understandable. Sometimes referred to as readability.
- readability: The quality of text or images being clear enough to read and/or understand.
- sharpening: A strategy of increasing levels of visual contrast within a composition or design work. A sharpening approach to composition will make use of asymmetry, a strong axis or sense of direction, or objects feeling like they are in motion, floating or off-balance.
- leveling: involves decreasing levels of visual contrast to create a more harmonious, but still visually interesting composition. A leveling approach to composition will move towards greater stability and balance.
- figure/ground: describes the relationship between an object (figure) and the background behind it (ground). This relationship can also be described in terms of positive space (figure) and negative space (ground).
- sequence: a particular order in which events or things follow each other. This is a general term that includes different types of sequences, including narratives and stories.
- narrative: a type of sequence that presents a situation or series of events (a story) from a particular point of view or based on certain values.
Meaning and Concept
- denotation: the direct, obvious, primary meaning of a word, image, symbol or piece of design.
- connotation: the indirect or secondary meaning of a word, image, symbol or piece of design. The cultural or contextual meaning of a work of design.
- icon: a sign, image, or object that looks exactly like what it is supposed to represent.
- simile: use of a person, place, thing or concept that suggests similarity or likeness. one thing is like another thing.
- symbol: use of an object or image to represent an abstract idea.
- metaphor: functions much like a simile, except that metaphors uses substitution, one thing is another thing.
- theme: an organizing principle or idea of a work of design. Theme is often articulated using similes, symbols, and metaphor. Also referred to within this course as meaning or concept.
- cliche: an overused expression or idea.
- appropriation: the act of taking something without permission, not quite stealing since it should involve some kind of transformation of the original.
- pastiche: a piece of design that imitates the style of some previous design work.
- parody: a design that imitates the style of another work for comic effect (this can be positive or negative).
- satire: uses parody to specifically attack or expose human foolishness, stupidity or vice. Satire often uses irony and sarcasm.