The Principles
of Design
Learn how to create and introduce graphic designs in terms
of graphic design principles.

For feedback, communications or questions feel free to contact via
Abanoub M. Nassief
Alexandria, Egypt
E-mail: abanoubcs@gmail.com
LinkedIn: http://eg.linkedin.com/in/abanoubmelad/
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Elements
of Design

1) Line
2) Shape
3) Direction
4) Size
5) Texture
6) Color
The elements of design are the things that
make up a design.
Elements Of Design – Definition

Line
• The linear marks made with a pen or brush or the
edge created when two shapes meet.
Elements Of Design - Line

Shape
• A shape is a self contained defined area ex. Squares,
circles, free formed shapes or natural shapes.
Elements Of Design - Shape

Shape
• A positive shape automatically creates a negative
shape.
Elements Of Design - Shape

Shape
• A positive shape automatically creates a negative
shape.
Elements Of Design - Shape

Shape
• A positive shape automatically creates a negative
shape.
Elements Of Design - Shape

Shape
• A positive shape automatically creates a negative
shape.
Elements Of Design - Shape

Direction
• All lines have direction Horizontal, Vertical or
Oblique.
• Horizontal suggests calmness, stability and
tranquility.
• Vertical gives a feeling of balance, formality and
alertness.
• Oblique suggests movement and action
Elements Of Design - Direction

Size
• Size is simply the relationship of the area
occupied by one shape to that of another.
Elements Of Design - Size

Texture
• Texture is the surface quality of a shape - rough,
smooth, soft hard glossy etc.
Elements Of Design - Texture

Color
• Color is light reflected off objects.
• Color has three main characteristics:
• hue or its name (red, green, blue, etc.)
• value (how light or dark it is)
• intensity (how bright or dull it is).
Elements Of Design - Color

Principles
of Design

1) Balance
2) Proximity
3) Alignment
4) Repetition
5) Contrast
6) Space
The Principles of design are what we do to
design elements. How we apply the principles
of design determines how successful the
design is.
Principles Of Design – Definition

Balance
• Balance in design is similar to balance in physics.
A large shape close to the center can be
balanced by a small shape close to the edge.
• Balance provides stability and structure to a
design.
• It’s the weight distributed in the design by the
placement of your elements.
Principles Of Design – Balance

Balance
Principles Of Design – Balance
Is the design
balanced ?

Balance
Principles Of Design – Balance
Balance in graphic
design can be
achieved by
adjusting the visual
weight of each
element, in terms
of scale, color,
contrast, etc.

Balance
Principles Of Design – Balance
balance in
graphic design
can be divided
to two types.

Balance - Symmetrical balance
Principles Of Design – Balance
occurs when the visual weight of design elements
evenly divided in terms of horizontal, vertical, or
radial. This style relies on a balance of two similar
elements from two different sides.

Balance - Symmetrical balance
Principles Of Design – Balance

Balance - Asymmetrical balance
Principles Of Design – Balance
• occurs when the visual weight of design elements
are not evenly distributed in the central axis of the
page.
• This style relies on visual games such as scale,
contrast, color to achieve a balance.
• We often see a design with the big picture offset
by the small but visible text balanced because of
the visual games.

Balance - Asymmetrical balance
Principles Of Design – Balance

Balance – before & after
Principles Of Design – Balance

Balance by value
Principles Of Design – Balance
occurs when a small area with
bright/high value colors is
combined with a large area
with a dark/low value color.

Balance by value
Principles Of Design – Balance
a man and a dog that has a high value (solid black)
with a broad area that has a lower value (gray).

Balance by shape
Principles Of Design – Balance
• Created through field of
complex composition
with a flat field.
• Complex/more detailed
field will appear in
balance with the flat area
in the opposite side.

Balance by texture
Principles Of Design – Balance
Small area with an interesting
texture looks balanced when
combined with a large flat
area (no texture).
Rippling water has a water
texture which attracts the
focus, appears balanced with
a wider area but not textured.

Proximity
• Proximity creates relationship between elements.
• It provides a focal point.
• Proximity doesn’t mean that elements have to be
placed together, it means they should be visually
connected in someway.
Principles Of Design – Proximity

Balance by position
Principles Of Design – Balance
another example of Asymmetric balance, where a
large object on one side balanced by putting the
smaller objects on the other side.

Balance by position
Principles Of Design – Balance

Balance by eye direction
Principles Of Design – Balance
help guide the eye and mind movement of the viewer.
They can also bind the work into a single entity.

Balance by eye direction
Principles Of Design – Balance
• Can also occur when we lead
the reader's eyes to the main
content.
• The objects are used as "tools"
to guide the reader's eyes
composed with a larger area,
while the main content
displayed in a smaller area.

Proximity
Principles Of Design – Proximity

Proximity
Principles Of Design – Proximity

Proximity
Principles Of Design – Proximity

Proximity
Principles Of Design – Proximity

Proximity
Principles Of Design – Proximity

Proximity
Principles Of Design – Proximity

Alignment
• Allows us to create order and organization.
• Aligning elements allows them to create a
visual connection with each other.
Principles Of Design – Alignment

Alignment
Principles Of Design – Alignment

Alignment
Principles Of Design – Alignment

Alignment
Principles Of Design – Alignment

Alignment
Principles Of Design – Alignment

Alignment
Principles Of Design – Alignment

Alignment
Principles Of Design – Alignment

Repetition
• Repetition strengthens a design by tying
together individual elements.
• It helps to create association and
consistency.
• Repetition can create rhythm (a feeling of
organized movement).
Principles Of Design – Repetition

Repetition
Principles Of Design – Repetition

Repetition
Principles Of Design – Repetition

Repetition
Principles Of Design – Repetition

Repetition
Principles Of Design – Repetition

Repetition
Principles Of Design – Repetition

Repetition
Principles Of Design – Repetition

Repetition
Principles Of Design – Repetition

Contrast
• Contrast is the juxtaposition of opposing
elements (opposite colors on the color wheel, or
value light / dark, or direction - horizontal /
vertical).
• Contrast allows us to emphasize or highlight key
elements in your design.
Principles Of Design – Contrast

Contrast
Simply contrast tells the viewer where to look first
Principles Of Design – Contrast

Contrast
Some types of contrast to keep in mind are the
relative darkness (called value in color theory),
weight, form, placement, quantity, texture, and
scale.
Principles Of Design – Contrast

Contrast in size
Principles Of Design – Contrast

Contrast in value
Principles Of Design – Contrast

Contrast in quantity
Principles Of Design – Contrast

Contrast in weight
Principles Of Design – Contrast

Contrast in placement
Principles Of Design – Contrast

Contrast in texture
Principles Of Design – Contrast

Contrast
Without contrast, a designed piece may appear
static, uninteresting, and hard for the reader to
access because it is not immediately clear what to
look at first.
Principles Of Design – Contrast

Space
• Space in art refers to the distance or area
between, around, above, below, or within
elements.
• Both positive and negative space are important
factors to be considered in every design.
Principles Of Design – Contrast

Space
Principles Of Design – Space

Space
Principles Of Design – Space

Space
Principles Of Design – Space

Space
Principles Of Design – Space

Thank You