1. Design Elements & Principles

2. Line
Lines 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.

3. 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.

4. 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.

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

6. Texture
Texture 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.

7. 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.

8. Light
Light 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.

9. 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.

10. 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.

11. 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.

12. Value
Value 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.

13. 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.

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

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

16. 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.

17. 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.

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

19. 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.

20. 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.

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

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