Principles and elements of design

Elements of design

line, space, texture, color

Line

A line connects two points and can create movement, direction, and emphasis in a design. 

Space

• Space refers to the area around and within elements in a design, and can be used to create a sense of depth or openness. 

Texture

Texture refers to the visual or tactile surface quality of an element, adding depth and interest to a design. 

Color

Color is a fundamental element used to evoke emotions, create contrast, and guide the viewer's eye. 

Principles of design

balance, contrast, emphasis, harmony, movement, pattern, repetition, scale and rhythm—serve as guidelines for the creative team in generating artistic ideas.

Scale

Relationship between sizes of objects

Balance

occurs when elements are arranged symmetrically, though arrangements can also be asymmetrical yet balanced if the audience experiences a psychological sense of equilibrium.

Contrast

emerges when one element or group of elements is juxtaposed against another, creating visual opposition that viewers can perceive.

Harmony

exists when design elements relate to one another, typically by sharing common traits or similar usage patterns.

Emphasis

occurs when an element is positioned to draw the viewer's eye to it. This focal point is usually accentuated due to its importance. In visual arts, emphasis is often called dominance.

Movement

appears when elements are used to create a sense of activity in a static design. Diagonals, changes in light and dark, and overlapping similar shapes can suggest movement.

Pattern

emerges through consistent, repeated use of elements in recognizable ways, creating connections within the work through regular repetition. Irregular repetitions may create a disjointed effect or lack of connection.

Repetition

involves duplicating an element consistently throughout all or several parts of the design, helping create cohesiveness and unity.

Rhythm

occurs when elements are used to suggest not just movement within a design, but ongoing movement.