2. Defining “Elements of Design”
The elements of design are the
basic components used as part of
any composition.
They are the objects to be arranged,
the constituent parts used to create
the composition itself.
The building blocks of design
Source: http://www.digital-web.com/articles/elements_of_design/
3. 2 Design Elements
Color
Typography
Source:http://www.digital-web.com/articles/elements_of_design/
4. Other Design Elements
Line
Shape
Texture
Source:http://www.digital-web.com/articles/elements_of_design/
5. Defining “Principles of Design”
Principles of design are the
laws of designing anything.
It relates to how the elements
are used.
To have a good design, you
should consider these principles
for the best design possible.
Source: http://www.jiskha.com/art/visual_arts/ped.html
7. Contrast
• Contrast occurs when two elements
Poor are different.
Contrast • The greater the difference the greater
the contrast.
Better • The key to working with contrast is to make
sure the differences are obvious.
Contrast
• Four common methods of creating contrast
are by using differences in size, value, color,
and type.
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
8. Repetition
• Repetition occurs when one or a few visual
elements are repeated a number times or with
great or total consistency.
• Repeating visual elements such as line, color,
shape, texture, value or image tends to unify the
total effect of a work of art as well as create
rhythm.
• Repetition can take the form of an exact
duplication (pattern), a near duplication, or
duplication with variety.
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
9. Alignment
• Alignment refers to the positioning of visual
elements relative to one another so that their
edges or axes line up.
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
10. Proximity
• Proximity refers to elements near each other,
in spatial proximity, are perceived as belonging
together.
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
11. Balance
• Balance refers to a feeling of visual
equality in shape, form, value, color, etc.
• Balance can be symmetrical or evenly
balanced, asymmetrical and un-evenly
balanced, or radial emanating from a
central point.
• Objects, values, colors, textures, shapes,
forms, etc., can be used in creating a balance
in a composition.
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
12. Hierarchy
• The arrangement of visual elements according to importance
• The designer determines which graphic elements the viewer will
see first, second, third, and so on.
• Sometimes referred to as Visual Dominance
• Can be achieved through isolation, placement, scale, contrast
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
13. Economy
•The Principle of Economy is the idea that you use
as much as you need to communicate the message.
• It only contains the essentials.
• Ask yourself:
• Is each element used to its maximum potential
and impact by not over-using it?
• If I remove this object, element or item, will it
make the message clearer?
• If I remove this object, element or item, will it
make the design stronger?
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
14. Focal Point
• The (center of interest) is an area that first
attracts attention in a composition.
• This area is more important when compared to
the other objects or elements in a composition.
• This can be by contrast of values, more colors,
and placement in the format
• Says, “See me FIRST!”
• Also referred to as Visual Emphasis
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
15. Color
• Color is the response of the eye to differing
wavelengths of radiation within the visible spectrum.
• Color can create a focal point & often used
symbolically.
• Color can have cultural and emotional associations.
• Color can be associated with a brand and be chosen to
express a brand’s personality
• Color selection should enhance the readability of type.
• A color should always be selected in relation to the
other colors in the piece.
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
16. Typography
• Typography is the art of arranging typefaces, selecting
style, line spacing, layout and design as a means of
solidifying language.
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
17. Principles & Elements of Design
• Contrast • Hierarchy
• Repetition • Focal Point
• Alignment • Economy
• Proximity • Color
• Balance • Typography
Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm
