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.