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.