Design elements and principles (line, shape, form, space, value, color, texture, balance, contrast, emphasis, movement, pattern, rhythm, unity, variety)

Design elements and principles (line, shape, form, space, value, color, texture, balance, contrast, emphasis, movement, pattern, rhythm, unity, variety)

Design Elements

Line

  • Lines can be used to represent or imply direction, motion, or physical boundaries.
  • Styles of lines can range from bold, thick lines to thin, delicate strokes, each conveying different moods.
  • They can be straight, curved, continuous, or broken and each variation has a different visual effect.

Shape

  • Shapes consist of two-dimensional objects that can be geometric, organic, abstract or realistic.
  • Shapes can be used to guide the viewer’s eye, create textures or patterns, or organise different elements of a design.

Form

  • Form applies to three-dimensional objects and can convey volume and depth through the use of shadows and perspective.
  • Lighting can greatly affect how form is perceived.

Space

  • Space refers to the distance between, around, above, below, or within objects.
  • The use of space helps to create the illusion of depth and can make designs appear more realistic.

Value

  • Value is concerned with the lightness or darkness of a colour.
  • It works in conjunction with colour to provide a sense of contrast and depth.

Colour

  • Colour is used to induce feelings and create associations; each colour and shade can convey different emotions.
  • It is important to understand colour theory, the colour wheel, and concepts such as complimentary and contrasting colours.

Texture

  • Texture describes the surface quality of an object, either visually or physically.
  • It can add interest or emphasise an element in a design.

Design Principles

Balance

  • Balance means the distribution of visual weight within a design. Two types of balance are symmetry (formal balance) and asymmetry (informal balance).
  • A well-balanced design provides stability and structure, and helps to distribute elements evenly.

Contrast

  • Contrast emphasises differences between elements.
  • Can be used to create visual interest or direct a viewer’s attention to a specific part of the design.

Emphasis

  • Emphasis determines the element that draws the viewer’s eye first.
  • This can be achieved using colour, size, weight, and position among other factors.

Movement

  • Movement directs the viewer’s eye across the design.
  • Can be smooth or abrupt and it influences the flow of the composition.

Pattern

  • Pattern refers to the repetitive arrangement of elements in a design.
  • It can be used to create rhythm, texture, or guide the viewer’s eye.

Rhythm

  • Rhythm is generated by recurring position and use of elements.
  • It can help guide the viewer’s eye around the design, and creates a sense of organised movement.

Unity

  • Unity occurs when all design elements are in agreement.
  • It creates a sense of completeness and cohesion, reinforcing the purpose of the design.

Variety

  • Variety provides interest by using differing elements within a visual presentation.
  • Using variety prevents a design from becoming too monotonous or predictable.