Design Principals/Elements
Design elements are the basic units of a visual image.
Design principles organize and govern an image as a whole. All imagery can be broken down into these
elements.
Design Elements: Space, Line, Color, Shape, Texture and Value
Space- can exist in two, or three dimensions, and both
positive and negative space. Can create depth with layered elements
Line- Many different
types convey different messages. Created through light and negative space.
Color- invokes mood, time, and place. Important for message.
Shape- Recognizable
and important to give something its message and purpose (natural/organic,
manmade, geometric).
Texture- Give
palpability, can be two dimensional.
Value- creates depth and defines planes.
Design Principals: Unity, Variety, Repetition, Harmony,
Proximity, Proportion, Functionality
Unity-creates a sense of order/consistency in size and
shape.
Variety- Makes things more appealing as most people like
when things aren’t dull
Repetition- creates unity across large designs and
reinforces message.
Harmony- “everything has its place” and when everything is
in its place there is a sense of harmony
Proximity- leads eyes around image and helps keep things
engaging. Also helps show central goal of graphic.
Proportion-alters message of design and perception of the
image.
Functionality- Everything must serve a purpose. Does it give
the information needed? Is there too much going on to take away from the
functionality?
