Design elements and principles

Design Elements

Design Elements are the building blocks that designers compiles to create a piece.

Line: This can define shapes or forms. It can also indicate movement and can convey mood. Remember that lines can vary in length, direction, width, and curvature.
Shape: This is an enclosed area defined and created by other art elements such as color, line and texture. Shapes can be geometric (like squares and circles) or organic (like free-form or natural).
Colour: Colour, or hue, is a property of light that reflects when it strikes an object. It can be used to attract attention, convey mood, or create harmony.
Texture: Refers to the tactile qualities of the physical surface of the design. Can be real (textiles, wood) or visual (2D images that appear like a certain texture).
Form: This implies a three-dimensional object in space. It has volume and thickness and can be geometric or free-form.
Value: Refers to the lightness or darkness of a colour. Can be utilised to create depth and perspective.
Space: Either positive (containing forms or structures) or negative (voids or gaps) within a design. Can be used to create depth or visual interest.

Design Principles are rules a designer applies to arrange the elements for effective design.

Unity/Harmony: Creates a sense of consistency and integration in a design. Forms a visual link between elements.
Balance: Refers to an equal distribution of visual weight in a design. Can be symmetrical (even weight), asymmetrical (uneven weight), or radial (radiating from a centre point).
Hierarchy: Creates an order of importance within the visual elements, guiding the viewer’s eye to where it should first look.
Scale/Proportion: Involves the relationship of size between objects or components within a design. It determines how well the parts relate to each other.
Dominance/Emphasis: Gives elements a visual weight. The ‘dominant’ element is where you want to draw the viewer’s attention.
Contrast: Highlights differences in the design, to create variety or focal point. It can be applied with colour, shape, size and other elements.
Repetition: Involves repeating visual elements to create a sense of unity and consistency.
Movement/Flow: Guides the viewer’s eye through and to the elements of the layout.