Elements of Design: Key Concepts and Visual Elements

Point

A point does not necessarily have a surface or area but is defined by coordinates (point A to point B). Any point has a strong visual power to attract the eye wherever it exists as a reference point or as a marker of space.

Line

The shortest distance between two points is a line. Line can be expressive, fluid, suggesting experimentation. Line can also have direction and purpose, tight and technical.

Shape

Line describes shape. There are three basic shapes: the square, the circle and the equilateral triangle.

The Square

Associated with dullness, honesty, straightforwardness, solidness, and strength.

The Triangle

Associated with action, conflict, and tension.

The Circle

Associated with endlessness, warmth, protection, youth, and innocence.

Positive and Negative Space

Shapes that are defined by the opposing color, image or shape. Our eyes seek to define the differences and emphasis of shape which were part of early humans' need to detect danger.

Direction

Every basic shape expresses three basic visual directions- horizontal, vertical and diagonal. They have strong associative meaning and are useful in conveying a feeling within a composition.

Horizontal Direction

The horizontal/vertical suggest balance and stability- human beings are vertical in their horizontal environment. Early humans needed to assess the horizontal for danger.

Vertical Direction

Vertical suggests strength and alertness.

Diagonal or Oblique Direction

Suggests tension and movement.

Size

Size is relative to the viewer's own perceptions. Large size can suggest dominance or strength while small size is obviously opposite.

Scale

All visual elements have the ability to modify and define each other and are relative- something that looks big one minute might look small when placed next to something larger.

Dimension

Everything around us has height, width, and depth.

Movement

The element of movement is often implied rather than expressed. Suggestions of motion in static visual frames depend on experiences of motion in our lives; we associate movement by an arrangement of elements that seem familiar with the concept of action.

Texture

Texture as a visual element often serves as a stand-in for another sense: Touch.

Optical Texture

Texture can also have no literal tactile quality, only optical, like the lines of type on a page or cross-hatching on a shape.

Visual Texture Experience

Most of our textural experiences are in fact visual.

Rough / Smooth

Texture can be described in terms of roughness or smoothness.