Design Elements & Principles

LineLines can aid in the readability, appearance, and message of a design. A line is a mark connecting two points. Lines can be long, short, straight, curved, horizontal, vertical, diagonal, solid, dashed, thick, or thin. The endings of lines can be ragged, blunt, or

curved.

Shape (2D)

Alone or in combination with other shapes or lines, shapes can convey universal meanings as well as guide the eye or organize information. The three basic types of shapes are geometric, natural, and abstract.

Form (3D)Form is a three-dimensionality of an object. Shape is only two-dimensional. You can hold a form; walk around a form and in some cases walk inside a form.

Color

Colors affect us emotionally, with different colors evoking different emotions. Color has the capacity to affect the human nervous system.

TextureTexture is always a part of our designs whether intentional or not. It’s the visual or tactile surface characteristics of a piece. The texture on the bedroom wall makes the wall appear wavy.

Depth (Perspective)The world is three-dimensional. When we look around us, some things seem close, some further away. Size and vertical location, overlapping, detail, and linear perspective are all illusions of depth used by artists.

LightLight and dark areas within an image provide contrast that can suggest volume. Factors that can affect our feelings towards and image include the direction of the light source, from above or below, and the gentleness or abruptness of the half tones.

Direction (Motion)

Anticipated movement, fuzzy outlines, multiple images, optical movement, optical illusions such as the bottom image, and rhythm and movement are all tricks we rely on to show movement in images.

Mass (Visual Weight)Each element within a design have their own mass relative to the whole piece. Every piece you create has a physical mass.

The image of the leaves make you think lightweight and the image on the right shows heaviness.

Tone (Black and White)

Tone can also be regarded as value, as both terms refer to the various degrees of lightness or darkness. The element of value or tone is, in its simplest form, the juxtaposition of light and dark.

ValueValue refers to the relative lightness or darkness of a certain area. Value can be used for emphasis. Variations in value are used to created a focal point.

Space (Positive and Negative)

Positive space refers to the space of a shape representing the subject matter. Negative space refers to the space around and between the subject matter. Space is the area provided for a particular purpose.

Balance

Primarily there are three types of balance in page design. • Symmetrical• Asymmetrical• Radial

EmphasisEmphasis provides the focal point for the piece. It’s the way of making the element that is most important stand out in the design.

Proportion (Scale)

Proportion refers to the relative size and scale of the various elements in a design. The issue is the relationship between objects, or parts, of a whole.

Repetition (Rhythm)

Readers expect to find page numbers in the same location on each page when reading newsletters, magazines, brochures, and books. When all the text in a given article has a consistent look, including column width, it enhances readability.

UnityUnity is a way to make objects in a piece seem as if they are related to each other.

Contrast

Contrast occurs when two elements are different. The greater the difference the greater the contrast. The key is to make sure the differences are obvious.

Harmony

Harmony in painting is the visually satisfying effect of combining similar, related elements. The principle of design concerned with combining similar art elements to create a pleasing image.

Proximity

Proximity simply means that related items should appear close together than items that are not related.

Variety

Variety means “to change the character” of an element, to make it different. Ways to vary elements include:• Line• Shape• Color• Value• Texture