Principles and Elements of Design

1. Principles and Elements of
Design

2. What makes something visually
appealing?
• The way in which elements (your ingredients)
and your principles (the way in which you
prepare those ingredients) are arranged.

3. Website Home Page

4. Line
• Types
– Vertical-Represents dignity, formality, stability and
strength.
– Horizontal-Represents calm, peace and relaxation.
– Diagonal-Represents action, activity, excitement
and movement.
– Curved- Represents freedom, the natural, having
the appearance of softness, and creates a
soothing feeling or mood

5. Elements of Design
• Line
• Color
• Form and shape
• Space
• Texture
• Value

6. Examples of Line Design

7. Color
• Color has an immediate and profound effect
on design
– Warm colors: Reds, oranges, yellows
– Cool colors: Blues, purples, greens

8. Example of Color Design

9. Form and Shape
• Form (3D)- the shape and structure of
something as distinguished from its substance
or material
• Shape (2D)- The two-dimensional contour that
characterizes an object or area

10. Examples of Form and Shape Design

11. Space
• Enlarging or reducing visual space
Types
-Open
-Unused
-Cramped

12. Examples of Space Design

13. Texture
• The look and feel of an object
– Smooth: Reflects more light (more intense)
– Rough: Absorbs more light (appears darker)

14. Examples of
Texture Design

15. Value
• The relative lightness or darkness of a color
Methods
-Shade: degree of darkness of a color
-Tint: A pale or faint variation of a color

16. Examples of Value Design

17. Principles of Design
• Proportion and scale
• Emphasis
• Contrast
• Rhythm
• Unity
• Movement
• Balance

18. Proportion and Scale
• Comparative relationships between elements
in a design with respect to size.
– 3:5 ratio is known as the Golden Mean

19. Examples of Proportion and Scale

20. Emphasis
• The feature in a design that attracts one’s eye.
– The focal point
• Can be achieved through shape, color, line, size

21. Emphasis
Examples

22. Contrast
• Noticeably different
– Can be created with:
• Proportion and scale
• Shape
• Color
• Texture
• Etc.

23. Contrast Examples

24. Rhythm
• Repeated use of line, shape, color, texture or
pattern
– Types
• Regular
• Graduated
• Random

25. Examples of Rhythm Design

26. Unity
• Achieved through the consistent use of lines,
color, material and/or texture within a design.

27. Examples of Unity Design

28. Movement
• Flow or feeling of action

29. Examples of Movement Design

30. Balance
• Parts of the design are equally distributed to
create a sense of stability. Both physical and
visual balance exist.
– Symmetrical or formal balance
– Asymmetrical or informal balance
– Radial balance
– Vertical balance
– Horizontal balance

31. Example of Balance Design

32. Your Turn:
• This presentation contains a great deal of
information about the principles and elements
of design.
• However, IT IS MISSING PICTURES
THROUGHOUT!
• Recreate this slide show in PPT using your
choice of appropriate pictures focusing on
products/logos/architecture/etc.