Elements and Principles of Design

Elements of Design

1. Line

2. Form/Shape

3. Texture

4. Color

Line

Directs the eye to follow. There are several types: horizontal, vertical, etc.

Shape

A 2D contained area that can be man made or natural. It is created when a line is enclosed and has height and width dimensions.

Form

A 3D contained area that can be man made or natural. It is created when a form encloses volume and has height, width, and depth dimensions.

Texture

The appearance of how a surface feels. Examples include rough, smooth and sharp.

Color

Used to alter the overall mood/feeling of a design. There are three characteristics: hue, saturations, and temperature.

Warm Colors

•Orange, red and yellow colours
(Colors that make you think of warm things - sunlight, fire, heat)

Cool Colors

•Blue, green, purple
(Colors that calm - water, sky, ice, snow)

Pattern

An element that occurs over and over again in a design, repeats an element in a consistent way.

Principles of Design

Emphasis
Balance
Unity
Contrast
Movement/Rhythm
Pattern
Scale/Proportion

Emphasis

Creates a focal point to pull the viewer's eye to an important part of the design. The object which catches our attention first.

Symmetrical balance

Two halves of a style; form a mirror image of one another.

Radial Balance

Distribution of components in a circular pattern around a center point

Asymmetrical Balance

When objects are placed unequally on either side of an imaginary vertical line in the center of the page.

Unity

Possesses a sense of completion. Separate components are linked, similar, and in common and come together to equal a whole.

Proportion or Scale

Compares the relative size of various elements in a design. Compares objects or parts, of a whole design.

Pattern

An element that occurs over and over again in a design, repeats an element in a consistent way.

Balance

Gives the impression of stability or equality in composition.

Movement or Rhythm

Motion that leads the eye from one element to another through curves, arrows, or other objects.

Contrast

The use of opposites and differences in composition. Achieved by using different shapes, textures, or colors.