Graphic Design/Elements of Design

The Elements of Visual Design

The Elements of Design are the basic building blocks of any design or composition.

The Elements of Design include:

• Line : can be used to create shapes, lead the viewer's eye, and define form. Lines can vary in weight, length, and direction to create different visual effects.
• Shapes : Shapes are enclosed areas defined by lines or changes in color/value. Shapes can be geometric (e.g. squares, circles) or organic (e.g. flowing, irregular).
• Form : Form refers to the three-dimensional quality of an object, created through the use of light, shadow, and perspective.
• Space : Positive space refers to the subject or focal point, while negative space is the empty area surrounding the subject. The balance between positive and negative space is important.
• Value : Value refers to the lightness or darkness of a color or tone. Contrasting values can create depth, define form, and highlight focal points.
• Color : Color is a powerful design element that can evoke emotions, draw attention, and create contrast. Color has properties of hue, value, and saturation.
• Movement: Movement in a design can be implied through the use of lines, shapes, and the positioning of elements. This can guide the viewer's eye through the composition.
• Pattern: Patterns are repeated designs using any of the above elements. Patterns can create visual interest, rhythm, and a sense of unity.

The Principles of Design:

The Principles of Design are guidelines for organization.

The Principles of Visual Design include:

• Rhythm
• Unity (harmony)
• Economy (deletion)
• Repetition
• Similarity
• Concentration
• Radiation
• Gradation
• Anomaly
• Proximity
• Texture (pattern)
• Closure
• Direction

Unity

Unity (harmony) is the similarity between the design elements. Its function is to organize design elements. It is created through repetitive or limited use of design elements. The weakness of unity is that it is boring and monotonous.

There are two types of unity: Dominant and Subordinate.

• Dominant Unity is the group of elements repeated less.
• Subordinate Unity is the group of elements that is repeated more.

Contrast

Contrast, on the other hand, is the difference between design elements. The function of contrast is to create visual interest; it is a break in Repetition.

Emphasis

Emphasis is contrast that clarifies.

Focal Point

Is an area of extreme contrast.

Movement

Movement is visual arrangements that create visual pathways. Movement is created through repetition or the use of lines.

Format

Format is the space in which a composition is created.

Balance

Balance is the equalization of elements.

• Symmetrical Balance has equal weights and equal distance from the center.
• Asymmetrical Balance has unequal weights with the larger weight closer to the center.
• Radial Balance has design elements radiating from a point.
• Intuitive Balance elements spread uniformly through a space.

Many other factors are important in your final presentation of your design, but are not design principles or elements such as:

• Usability
• Functionality
• Materials
• Finishing quality
• Lighting and presentation

Assignment 1:

Create a composition for each of the Design Principles listed above, utilizing the design elements.

(Example: Create a composition using the design principle rhythm, by using a line (a design element).

Assignment 2:

Create a composition that demonstrates the design principle of balance, using shape (a design element) as the primary focus.

Assignment 3:

Design a composition that conveys the principle of emphasis, utilizing value (a design element) to draw the viewer's attention.