ART,ELEMENT AND THE

PRINCIPLES OF DESIGN
Chapter 2
Carmen Rose Castromayor
Daisy Castor
Angeline Casipe
Jade Casiple
Keeneat Cerbo
LESSON 1: The Articles and the Artisan

INTRODUCTION:
Before the industrial revolution virtually everything was made by artisans, from smiths (goldsmiths,
blacksmiths, locksmiths, gunsmiths) to weavers, dyers, carpenters, potters,etc.
In other places, this distinction is often very blurred since many farmers print, many sculptors farm or have other jobs. Most
walls are carved, most houses have decorative motifs. Art is everywhere. To them the act of creation of beautiful things is
second nature. All the ladies of a village will make the amazing decorations for templates, and the elaborate offerings, thinking
nothing of spending three days making things which will be only used for a few hours’
The Artist And the Artisan
In much of the worlds today, an artist is considered to be a person with the talent and skills to conceptualize and make creative
works. Such persons are singled out and prized for their artistic and original ideas. Their arrtworks can take many forms and fit
into numerous categories, such as architecture, ceramics, digital art, drawing, mix media, paintings, photographs, prints,
sculptures and textiles. Of greater importance, artist are the individuals who have the desire and ability to envision, design, and
fabricate the images, objects and structures we all encounter, use, occupy and enjoy everyday of our lives.
An artist is dedicated only to the creative side, making visually pleasing work only for the enjoyment and appreciation of the
viewer, but with no functional value.
An artisan is essentially a manual worker who makes items with his/her hands, and who through skill, experience and talent
can create things of great beauty as well as being functional.
Medium and techniques of artist
A medium is the material used by an artist to express his/her feelings or thoughts. Oftentimes, the material of
selecting the medium depends entirely on the artist himself. He normally selects the materials that can be handled with
ease, that would suit his plan, and adequately bring out the best he want to show. The artist must love, respect, and
understand his medium to make it easier for him to expand his knowledge and improve his skill in his choosen area.

The medium of art is classified into the visual arts and the auditory arts, or both. Visual arts are those whose mediums
that can be seen and which occupy space, Visual arts are grouped into two classes:

1. The dimensional art or two dimensional arts(2D) which include painting, drawing, printmaking and photography’
2. The three dimensional arts(3D) which include sculpture, architecture, landscape, industrial designs and crafts like
furniture.
Auditory arts are those whose medium van be heard and which are expressed in time. Example of auditory art
is music, the art of arranging sounds in time so as to produce a continues, unifiend and evocative composition, as through
melody, harmony, rhythmn, and timbre
3. Both visual and auditory are those whose mediums can be both seen and heard and which exist in both space and
time.
Technique is the manner in which the artist controls his medium to achieved the desire effect and the ability which he
fulfills the technical requirements of his particular work of art. Artist differ from one another in technique even if they
use the same medium.
Technique related to paintings
Some of the technique used by the artist in painting are follows:
1.Encaustic- The medium for the powdered color is hot was which is painted onto a wood surface with a brush. It is
then smoothed with a metal instrument resembling a spoon and then blendend and set over a flame to soften and set
the colors onto wood. This method produces durable colors and permits sculptural modeling of the paint surface.
Because of the wax medium, the colors are semi translucent and look fresh and lively. This technique is rarely used
today.

2. Fresco-This is also known as “ BUON FRESCO” OR TRUE FRESCO, Which entails painting on freshly spread, moist
plaster. First, layers of plaster are applied to the surface. While the final layer is still wet, the artist applies the colors,
which are earth pigments mixed with water. The colors penetrate the wet plaster and combine chemically with it,
producing a painted surface which does not peel when exposed to moisture. It produces a mat surface with fairly
desaturated colors. This technique was perfected in Renaissance Italy. Examples include roman wall paintings at
Pompeii, 1st century A.D; Giotto’s arena chapel at padua, 14th century; Michelangelo’s Sistine chapel ceiling 16th
century.
3..FRESCO SECCO – In the dry plaster or “fresco secco” technique, pigments are usually mixed with proper, although other substances might also be used. The paint is then applied to a dry plaster wall which has been wetted
down with water. Since the plaster is relatively dry, it is non-absorbent, and the pigment adheres to the surface of the plaster. The colors have a harder and more brilliant appearance and tend to be lighter in value than those in
true fresco. Advantages of the technique are that the painting can be done more slowly and carefully, and changes can be made simply by over- painting, since colors are opaque. Example is the Egyptian mural.

An Egyptian Mural
Painting
(2500-1000 BC)

4. EGG TEMPERA- In this method, the pigment is mixed with egg yolk or both the yolk and white of an egg. It is thinned with water and applied to a gesso ground ( plaster mixed with a binding) on a panel. It was also used on
parchment or paper to illustrate or embellish books in the era before the 15 th century development of the printing press. This type of painting dries very quickly and produces an opaque, matte surface. . Egg tempera was used
for panel painting until the 15th century. Examples of artists who worked in egg tempera include Cimabue ( 14 th century ); duccio (14th century ); Andrew wyeth (20th century ).
5. MOSAIC - The design is created by small pieces of colored glass, stone, or ceramic ( called tesserae ), embedded in
wet mortar which has been spread over the surface to be decorated. Their slightly irregular placement on a surface
creates a very lively, reflective surface when viewed at a distance. This was often used to decorate walls, floors, and
ceilings.

6. OIL PAINT - Prior to the 15th century oil paints were thick and hard to control, so they were initially used only for
utilitarian purposes. In the 15th century turpentine was discovered to be effective thinning agent. The van eyck
brothers were credited with perfecting the technique of oil painting, which they initially attempted to keep secret.
Powdered colors are with a fine oil, usually linseed oil. A solvent, traditionally turpentine, is also used to thin the
colors as desired, so that the paint can be applied thickly and opaquely, or thinly and transparently.
The oil paint is applied to a prepared ground, usually a stretched canvas with a coating of neutral pigment. The earliest
technique of oil painting involved building up layers of colors, moving from darker to lighter values. Fine brushes were used,
and a glossy, smooth finish was achieved. When applied in this way, the colors are somewhat translucent, so that the darker
layers of color below added depth and luminosity to the surface, and permitted a remarkable degree of realism. Jan van eyck
( 15th c.), hans Holbein the younger ( 16th c., above), Bouguereau ( 19th century ), and Salvador dali ( 20th c.) are among the
artists who worked in this manner. Other artists came to discover that because of its slow drying, oil paints could actually be
re- worked on the surface to blend colors, and when applied thickly, with a larger brush or palette knife, could also add real
surface texture to the image. This technique of applying oils lent itself to more expressive, dramatic effects in which fine
detail was less important than total effect. Artists who worked in this way include Rembrandt, (17 th century ); monet ( 19th
century ), cezanne (19th century, above ) William de kooning, ( 20th century ).
7. WATER COLOR - Powdered pigments are mixed with gum-arabic or a similar substance that will help them, adhere to a
surface. The artist then mixes them with water and applies them to a ground, usually paper, with a soft brush. The final effect
is that of translucent washes of colors. This method was the most important method of painting in china and Japan from an
early date, but did not become popular with European artists until after the 16 th century. Chinese and Japanese painting
techniques have had a great deal of influence on modern watercolorists. Examples: Albrecht durer, 16 th century; john marin,
20th century. Below is an example of watercolor painting.

BAHAY KUBO
BY ANNA BAKER
8.Acrylic- Acrylics are artificial conpounds derveloped in the twentiethcentury. The binder used includes water, and the paints can
be thinned with water, but once the paints dry, they have a glossy, permanent surface that resembles the surface created by oils.
These paints can create most of the effects accomplished in oils, and have the advantage of not requiring the use of turpentine,
which is toxic. The major disadvantage of acrylicsis that unless a retarding agent is mixed into the paint, it will dry much more
guickly. Since many artists prefer to be able to re-work the colors, many prefer oils to acrylics. However, many modern artists do
choose acrylics.

PORTRAIT OF A LADY
(FERNANDO AMORSOLO)

9. Collage- The word "collage" comes from the French verb "coller meaning "to paste. In this technique photographs,
news clippings or other objects are pasted on the painting surface and may be combined with painted areas. The
cuttings and objects may be selected for their associative or representational values, or for the formal and textural
qualities of the result. This technique was first accepted as a legitimate medium that could augment or be substituted
10. Drawing-1he materials and methods of drawing are the most basic tool of the artist and the designer,. Work that is
intended to be executed in almost any material paint, stone, steel, or fabric-may first be envisioned in a drawing.
However, this basic character of drawing skills may tend to trivialize what can be a highly developed art in its own right.
However, there are some characteristics of drawing that make it particularly attractive to the artist in many situatíons.
First, drawing materials are very portable. Therefore, it is possible to bring these materials out ot the studio, to the
subject, or to the workplace or the client, wherever the artist wishes to use his ability to make images. Also, since the
materials are so portable at a minimum, a sketch pad and a pencil or pen- drawings tend to have a kind of immediacy,
and an intimate quality that cannot often be see in painting or printmaking, It is possible to capture the candid moment
the action, or the mood, without the obtrusive paraphernaliä required tor other metheds. When used in this way, the
drawing may also be a more economical way to capture an idea that may simply remain a drawing, or may later be
developed in the studio in another medium.

RAOUL HAUSMAN TATTIN

11.1 Relief-Relief prints are made by removing material from the matrix, the surface the image has been carved into, which is
often wood, linoleum, or metal. The remaining surface is covered with ink or pigment and then paper is pressed onto the surface,
picking up the ink. Letterpress is a relief printing process that transfers ink to paper but also indents an impression into the
surface of the paper, creating a texture to the print that is often considered a sign of high quality
11.2 Intaglio prints- hey are made when a design is scratched into a matrix, usually a metal plate. Ink is wiped across the surface,
and collects in the scratches. Excess ink is wiped off and paper is pressed onto the plate, picking up the ink from the scratches.
Intaglio prints may also include texture.
11.3 Stencil prints-They are made by Passing inks through a porous fine Raoul aunn Tatin at Hoan 1920 Collage mesh matrix.
11.4 Woodcut-This kind of technique of printing designs from planks of wood incised Parallel to the vertical axis of the wood's
grain. It is one of the oldest methods of making primts from a relief surtace having been used in uhina to decorate textiles since
the 5th century. In Europe, printing from wood blocks on textiles was known trom 45 the early 14th century, but it had itle
development until paper began to be manyfactured in France and Germany at the, end of the 14th century. Cuts with heavy
outline and little shading, as the Christ Before Herod, may date from 1400, while the earliest dated print of German origin is the
St. Christopher print of 1423 from the Buxheim Monastery In Bavaria, Austria, and Bohemia, religious images and playing cards
were first made from wood blocks in the early 15th century, and the development of printing from movable type led to
widespread use of woodcut illustrations in the Netherlands and in Italy. With the 16th century, black-line woodcut reached its
greatest perfection. In the early 19th céntury it was replaced by wood engraving, which reproduced paintings and sculpture more
easily and accurately than did woodcuts.
Hereunder are some of the GAMABA awardees and their work of art:

1.Darhata Sawabi- a tausug weaver of Pis Syabit ,the traditional cloth tapestry worn as a head cover.
2. Eduardo Mutue- an artist from Apalit, Pampanga who has dedicated his life to creating religious and secular art in silver,
bronze and wood.
3. Haja Amina Appi – recognize a master mat weaver among the Sama indigenous community for her unique design,
straightness of her edging (tabig), and fineness of her sasa and kima-kima.
4.Alonzo Saclag – a kalinga master of dance and the performing arts who mastered not only the kalinga musical instruments
but also her dance patterns and movements associated with her people ritual.
5. Federico Caballero- a sulod bukidnon epic chanter from kalinog, Iloilo who ceaselessly works for the documentation of the
oral literature, particularly the epics of his people.
6. Uwang Ahadas – a Yakan musicians who is a master of the kwintangan, tayu and tuntungan instruments.
7. Lang Dulay – a T’boli traditional weaver of T’nalak or T’boli cloth made of colorful abaca fabrics.
8. Salinta Monon – a tagbanua Bagobo traditional weaver of distinct abaca fabrics called inabal.
9. Ginaw Bilog -is a Hinunuo Mangyan poet who is considered as a master of ambahan poetry.
10. Masino Intaray – a prolific and pre- Eminent epic chanter and story teller recognize for his outstanding mastery of various
traditional musical instruments of the Palawan people such as basal, kulilal and bagil.
11.5. Engraving-In engraving the design is cut into metal with a graver or burin. The burin is a steel rod with a
square or lozenge-shaped ion and a slightly bent shank. The cutting is accomplished by pushing the burin into the
metal plate. The deeper it penetrates into the metal, the wider the line; variations in depth create the swelling
tapering character ot the engraved line. After the engraving is finished, the slight burr raised by the graver is cleaned
off with a scraper.

The Gawad sa Manlilikha ng Bayan Award (GAMABA)

Gawad sa Manlilikha ng Bayan Awards or GAMABA is an award that adknowledges folk and indigenous
artists who, despite the modern times, remain true to their traditions. It is administered by the National
Commission for Culture and the Arts (NCCA) through Gawad sa Manlilikha ng Bayan Committee.
GAMABA began as a project of the Philippine Rotary Club Makati-Ayala. In 1992, it was adopted by the
government and institutionalized through Republic Act No. 7535, This award aims to support and
motivate these artists to preserve their artistic heritage for the present and future generations. These
artists are als0 recognized as the country's National Living Treasures. As a group, these folk and
traditional artists reflect the diverse heritage and cultural traditions that tranecend their beginnings to
become part of our nationa character. As Filipinos, they bring age-old customs, crafts and ways of living
t the attention and appreciation of Filipino life. They provide us with a vision Of ourselves and of our
nation. A vision we might be able to realize someday, once we are given the opportunity to be true to
ourselves as these artist have remained truthful to their art. They are our National Living Treasures.
Performance Art
Performance art is an interdisciplinary art from the brings together elements of time, space, bodies, and audiences . The performance can be live or via
media the performer can be present or absent. It can be any situation that involves four basic elements time, space, the performers body or presence in
the medium and a relationship between performer and audience. Performance art can happen anywhere, in any type of venue or setting and for any
length of time.
The major types of performing arts:

 Music – is a form of art whose medium is silence and sound. The word music was derived from Greek word “mousike” which means the art of muses.
The common elements of music include rhythm, pitch, dynamics, timbre and texture. The, performance creation, significance and definition of this art
depends on social context and culture. Music can range from organized composition up to improvisational music to aleatoric forms.

 Opera – is a form of performing arts wherein musicians and singers perform a dramatic work that combines text, which is called the libretto and
musical score. This form of art is a popular part of the western classical music tradition. The art incorporates a lot of elements of spoken theatre,
including scenery, acting and costumes. Sometimes it includes dance. The performance in an opera is usually done in an opera house.

 Dance – is a form of performing arts refers to the art of moving the body rhythmically and usually in accordance in music. It is used as a form of social
interaction and expression, or it is commonly presented in performance or spiritual setting. It is also seen as form of nonverbal communication, a type
of communication where words are not used. Definition of what dance is really all about usually varies in each culture, society or person.

 Drama – refers to a mode of fiction represented in a performance. The word “drama” originated from the Greek word “drao” which means action,
Dramas are usually enacted by actors on a stage for audience. The structure of the text for dramas is usually influence by collective reception and
collaborative production. Masterpieces that can be considered to be in this form include the classical Athenian tragedy, “Oedipus tha king” Sophocles
and “Hamlet” of William Shakespeare.

 Spoken word – is often used an entertainment or musical term, referring to works that are intended to be performed by a single person who will speak
by himself naturally. Musically, this is different from rapping for the latter involves rhythm while spoken words do not follow such. Spoken words is said
to be more akin to speaking or narration.
 
TRANSCREATION
 
Transcreation is a term use chiefly by advertising and marketing professionals to refer to the process of
adapting of message from one language to another, while maintaining it’s intent, style, stone and context . A
successful transcreated message evokes the same emotional and carries the same implications in the target
language as it does in the source language. Increasingly, transcreation is used in global marketing and
advertising campaignes as advertisers seek to transcend the boundaries of culture and language.
Lesson 2
The Elements of Art and Principle of Design
 Introduction

The elements of art are sort of like atoms in that both serve as “building blocks” for creating
something

You know that atoms combine and form other things . Sometimes they will casually make a
simple molecule , as when hydrogen and oxygen form water (H₂ O). If hydrogen and oxygen
take more aggressive career path and bring carbon along as a co worker , together they might
form something more complex , like a molecule of sucrose (C₁₂ H₂₂ O₁₁).
The Elements of Art
The elements of art are the basic components of art – making. It is impossible to create a work of art without
using at least one of the seven elements of art. Every piece of art ever created includes one or more of these
elements. Learn about line, color , shape , form , value ,space ,and texture.

1. LINE – A line is an element of art. It is a marks length must be longer than it’s worth. There are many different types of
lines, including horizontal, vertical, wavy, diagonal and more. Line may be two or three dimensional, descriptive, implied, or
abstract.

Example of Abstract
Line Art
2. SHAPES- these are areas of enclosed space that are two dimensional. Shapes are flat, and can only have
height and width. The two different categories of shapes are geometric and organic. Geometric shapes are
mathematical, like circles and squares. Organic shapes came from nature, like clouds and leaves. This collage by
Henri Matisse uses a collection of organic shapes.

3.SPACE- It deals with the illusion of depth on a flat surface. You might overlap shapes to make some look
closer, or make objects in the distance smaller to look like they are farther away.
 4. VALUE- This refers to the lightness and darkness of areas in artwork. White is the lightest value, while black is the
darkest. The value halfway between these extremes is called middle gray.

 5.COLOR- Is the most prominent element of design and is one of the most powerful and yet subjective elements in
art. Color is an element of art made up of three properties : Hue, value, and intensity.

 •Hue: Name of color

 •Value: Hues lightness and darkness

 •Intensity: Quality of brightness and purity (high intensity=color is strong and bright; low intensity = color is faint
and dull).

 6. TEXTURE- An element of that art refers to the way things feel, or look as if they might feel it touched. The term
texture describes the surface quality of an artwork. Texture is an important element design because it engages the
sense of touch as well as vision. The two main approaches to texture are actual texture and implied or simulated
texture.

 •Actual Texture is primarily though not exclusively sculptural, while Implied texture is primarily used in two-
dimensional works of art.

 7. FORM- An element of art that three-dimensional and encloses volume; includes height, width and depth( as in
cube, a sphere, a pyramid, or a cylinder). Form may also be free flowing.
 PRINCIPLES OF DESIGN

The principles of design are the rules a designer must follow to create an effective composition that clearly delivers a message
to its audience. Hereunder at the different principles of design:

 1.BALANCE- Is the distribution of the visual weight of objects, colors, textures, and space. If the design was a scale, this
elements should be balanced to make a design feel a stable.

 2.EMPHASIS- Is the part of the design that catches the viewers attention. Usually the artist will make one area standout by
contrasting it with other areas. The area could be different in size, color, texture, shape etc.

 3.PATTERN- Is the repeating of an object or symbol allover the work of art.

 4. REPETITION – Works with pattern to mak3 the work of art seem active. The repetition of elements of design creates unity
within the work of art.

 5.PROPORTION- Is the feeling of unity created when all parts(sizes, amounts or number)relate well with each other. When
drawing the human figure, proportion can refer to the size of the head compared to the rest of the body.

 6.RYTHM- Is created with one or more elements of design are use repeatedly to create a feeling of organized movement.
Rhythm creates mood like music or dancing.

 7. VARIETY- is the used of several elements of design to hold the viewers attention and to guide the viewers eye through
and around the work of art.

 8.UNITY – Is the feeling of harmony between all parts of the work of art, which creates a sense of completeness
 Lesson 3
Reading Image and Rule of the Third

INTRODUCTION
 We begin with  the basic premise the there are two interrelated aspect in the study of art.The first is that art
specificity:that is, its particular aspect language or vucabulary that has to do with the medium,technique,and
visual elements of art that constitute it as a distinct area of human knowledge and signifying practice.This is not
just what commonly called the formal aspect of art ,but it is what constitute art as a particular human activity
different from the others.
 For the study of the formal elements alone  well not lead to a full understanding of the work.

A visual work, as an iconic or pictorial sign has a unique and highly naunced meaning and this uniqueness and
semantic richness arises from the original use of elements and resources of art.
 The meaning signification , or system of signification of a work is not statemental , nor is understanding of a work
of reductive process which reduces  meaning to a summary , statement, or single insight . Meaning in art is a
complex in intellectual,emotional and sensory signification in which the work conveys and to which the viewers
responds.bringing in the breadth of his or her cultural background , artistics exposure and training and human
experience in a dialogic relationship with the art work.
Reading the Image
In the visual arts, one has to read the image presented to the viewers. The viewers does not only stand
infront of a picture without knowing what it is. One had to begin with the basic premise that there are two
interrelated aspects in the study of art. The first is that the art has its spicifity; that is, its particular language
or vocabulary has to do with the mediums , techniques and visual elements of art that constitute it as a
distinct area of human knowledge and signifying practice. To fully appreciate and understand art the
following are to be taken into consideration;
1. The basic semiotic plane- According to the acclaimed art critic Alice Guillermo, the basic semiotic palne
covers “the elements and the general technical and physical, aspects of the work with their semantic
(meaning-conveying potential)”. The term “semiotic” has has something to do with signs. In this case, the
painting is the sign- a pictorial sign . Just like body which is comprise of many parts , a sign is compoded of
elements which connote meaning and significance.
2. The Ironic Plane- According to Guillermo, while the semiotic plane deals with the material elements of
the image, the iconic plane is concerned with its particular aspects and features. In this plane, the subjects
and objects of the painting and their interrelationship with each other are scrutinized in detail. How the
subject are choosen and the figures relates to the viewer is analyzed in the iconic plane.
3.The Conceptual Plane- According to Guillermo “resituating the work in its context will bring out the meaning of the work in
terms of its human and social implications”. This is where the contextual plane came into the picture. This plane brings fore the
social political implication of the work. It drags out the relationship between the art and society. Further it makes an art touched
with reality.

The assasination of
Governor bustamante
By hidalgo

Hidalgos La Tragedia is an interesting painting as far as how lines and color used. The scene is set in stairway . A such horizontal
and vertical lines are evident. The windows and banners accentuate and lower parts of the painting as depicted by the bending
human figures- friars and guards like caught in chaotic situation. Oblique lines are also shown by the thick, diagonally-oriented
stair railings and risers illustrated in the right portion of the painting. Tilted lines are also seen through the spears of the guards.
The Rule of the Third

The rule of thirds is a rule of “thumb’’ or guideline which applies to the process of composing visual
images such as designs, films, paintings, and photographs
(Meech, 2007).

The guideline proposes that an image should be imagined as divided into nine equal parts by two
equally spaced horizontal line and two equally spaced vertical lines, and that important compositional elements
should be placed along these lines or their intersections (Peterson, 2003). Proponents of the technique claim that
aligning a subject with these points creates more tension, energy and interest in the composition than simply
centering the subject.

The photograph to the left demonstrates the application of the rule of thirds. Divide the picture into nine equal
parts as shown above. The horizon sits at the horizontal line dividing the dividing the lower third of the photo
from the upper two- thirds. The tree sits at the intersection of two lines, sometimes called a power point or a
crash point. Points of interest in the photo don not have to actually touch one of these lines to take advantage of
the rule of thirds. For example, the brightest part of the sky near the horizon where the sun recently set does not
fall directly on one of the lines, but does not fall directly the sun recently set does not fall directly on one of the
lines, but does fall near the on one of the lines, but does fall near the intersection of two of the line, close enough
to take advantage of the rule.
 The rule of thirds is applied by aligning a subject with the guide line and
their intersection points, placing the horizon on the top or bottom line, or
allowing linear feature in the image to flow from section to section. The
main reason for observing the rule of thirds is to discourage placement of
the subject at the center, or prevent a horizon from appearing to divide the
picture in half. Michael Ryan and Melissa Lenos, authors of the book “An
introduction to Film Analysis: Technique and Meaning in Narrative Film”
state that the use of rule of thirds I favored by cinematographers in their
effort to design balanced and unified image”(Krages, 2008)
THANK YOU!!