This document discusses the elements and principles of design. It defines eight elements - point, line, shape, form, color, texture, value, and space. For each element, the definition is provided along with 12 figures as examples. It also defines seven principles of design - pattern, contrast, emphasis, balance, scale, harmony, and rhythm. Again, each principle is defined and illustrated with five figures. The document concludes by listing references for the figures used.

1. ELEMENTS OF DESIGN AND
PRINCIPLE OF DESIGN
Submitted By:
Arpit Jain
17214011

2. ELEMENT OF DESIGN
 Point
 Line
 Shape
 Form
 Colour
 Texture
 Value
 Space

3. • POINT

4. POINT
It is the
simplest
design
element. It has
one
dimension. It
is generally
integrated with
other
elements of
Design.
Fig.1 Pointillism Art
Fig. 2 Pointillism Art, A scenery created by
different coloured points

5. Fig.3- Gems cholate as points
Fig.4- Fabric Buttons as
point

6. Fig. 5- Ashok chakra

7. Fig.6- Sky full of lanterns on Makar sakranti in jaipur (
lanterns depicts as points)

8. • LINE

9. LINE
Path created
when object
moves from
one point to
another. It is
present in
various forms
around us and
signify specific
characteristic
in different
things.
Fig.1- A
painting by
countor lines
Fig.2- Line sketch
showing the symbolic
meaning of Jainism

10. Fig.3- The Guggenheim Museum, new York city.
Horizontal lines, rounded exterior and interior
Architect: Frank Lloyd Write

11. Fig.4- Casa mila, Barcelona, Catalonia.
Architect: Antonio Gaudi
Curvy Horizontal lines

12. Fig.5- Johnson Wax headquaters, Rascin,
Wisconsin
Architect: Frank Llyod Wright
Beautiful vertical Mushroom Pillar

13. Fig.6- Jaipur Palace
Horizontal lines representation

14. Fig.7- Garden in front of
amber palace, jaipur
Fig.8- Pann mian ki Baoli,
Jaipur.
Diagonal Lines

15. Fig.9-A curved pathway gives
feeling of continuity
(Jharkahand)
Fig.10- Rock Garden, Chandigarh
A side railing with vertical lines
installation.

16. Fig.11- use of lines in fashion
Designing
Fig.12- Use of
lines in
Automobile
Designing.

17. • SHAPE

18. SHAPE
When the
beginning of
line connects
with its own
end or
intersect with
another , a
shape is form.
They are two
dimensional.
These are of
two types
•Geometric
Shapes
•Organic
Shape
Fig.1- Art work by
Geometric Shapes
Fig.2- Art work
by organic
Shapes

19. Fig.3- Various shapes of garments
Fig.4-Different shapes of Chair
available

20. Fig.5- Some common cross
section of beams
Fig6.- Various shapes of
sale tags.

21. Fig.7- Different shapes of dove
products for various users
Fig.8- Different shapes in
automobiles.

22. Fig.9- Skyscrapers shapes

23. • FORM

24. FORM
When the shape
get third dimension
of depth, they
become form.
Form take up
space either in real
and implied way.
Visual artist use
light and shadow
effect to create the
illusion of 3D form.
Fig.1- Geometric
Forms
Fig.2- Organic
Form

25. Fig.3- Form can be implied on 2D
planes like wall.( Implied art of form)

26. Fig.4- Form art by straws.

27. Fig.5- Different forms of bag packs design.

28. Fig.6- Different form of perfume bottles used by a
company till date.

29. • TEXTURE

30. TEXTURE
Viewer sense of
touch , look or feel
of surface is called
Texture. It can be
real or implied. It
can also be created
through use of
shapes
Fig.1- Art illustrating texture by use of thick
layers of colour(Justin Gaffrey, Sculpting
with Paint)

31. Fig.2-Chuck Close, Big
Self-Portrait,1967-
1968,acrylic on
canvas,Walker Art Center
(painting is example of
implied texture)

32. Fig.3- Tires texture
Fig.4- Dry texture created by
drought in a water body

33. Fig.5- Rock Garden, Chandigarh
Texture of sculpture created by
broken bangles

34. Fig.6- Various texture of
smartphones cover
Fig.7- Texture of
grass on floor
mat.

35. Fig.8- Spain pavilion shanghai expo, 2010,by Miralles
Tagliabue (EMBT). Wooden texture of Building form.

36. • COLOUR

37. COLOUR
When light hit a
object some of it
get absorbed and
some get reflected
depending on
material, the light
that reflected from
object is that we
see as object
colour.
Fig.1- Picasso art( cubism). Use of
different colours.

38. Fig.2- Colour chart

39. Fig.3- Different colours
of Smartphones Covers
Fig.4- Different colours of
tag on different types of
cola products

40. Fig.5- A wide range of console
in Xbox of different colour
combinations
Fig.6- Different
colour shades of
Porsche car

41. Fig.-7 Vibrant
use of
colours in
south India
Meenakshi
temple

42. Fig.8-Willy Muller Architects || Mercado de las Flores
(Barcelona, Spain)

43. Fig.9- Hawa Mahal, Jaipur( Shades of colours
glass)

44. • VALUE

45. VALUE
Value is how light
or ark a given
colour or hue can
be. It can be better
understood when
they visualised as
scale
Fig.1- A candle in dark room depicting scale of
shade of light.

46. Fig.2- Shadow showing value of colour.(
Jawahar Kala Kendra, Jaipur
Architect- Charles Correa)

47. Fig.3- Grayscale photo of toy car( close View)
Showing scale of black and white colour shades.

48. Fig.4- A photo from Jaigarh fort, Jaipur showing different
scale of distance of mountains because of change in
colour.

49. Fig.5- A
advertising
banner showing
value by the
formation of
shade by
reflection from its
body.

50. • SPACE

51. SPACE
Area in which a art
work or design or
product is placed or
organised. It
encompasses a
area within the
work of art/design
and outside area of
art/design.
The object that
occupy space is
called Positive
space and all other
is called negative
space.
Fig.-1 London Design Festival:
Positive/Negative space by Cut out in the
sculpture.

52. Fig.2- GEORGIA O'KEEFFE (1887–1986) Red Hills,
Lake George, 1927
Artist illustrating space by various shade and hue of
same colour

53. Fig.3- Constricted Space. Rock
Garden, Chandigarh
Fig.4- A huge space of
pathway. Rock Garden,
Chandigarh.

54. Fig.5- Rock Garden, Chandigarh.

55. Fig.6- OAT, Jawahar Kala Kendra, Jaipur
Architect- Charles Correa

56. Fig.7- Chairs depicting
negative and positive space
Fig.8- Use of Space in Chair Design.(
Hug Chair)

57. Fig.9- Use of space in
furniture for multi utility
purpose

58. PRINCIPLE OF DESIGN
 Pattern
 Contrast
 Emphasis
 Balance
 Scale
 Harmony
 Rhythm
 Variety

59. • PATTERN

60. PATTERN
A regular
arrangement of
alternated or
repeated elements
(shapes, lines,
colours) or motifs.
Fig.1- Use of form shape to create Pattern

61. Fig.2- Patten on Steel Sheets

62. Fig.2- Pattern on
speakers
Fig.3- Pattern on Speakers
(Coloured)

63. Fig.4- Pattern on women’s purse.

64. Fig.5- Pattern on wall of Amber palace, Jaipur

65. • CONTRAST

66. CONTRAST
The juxtaposition of
different elements
of design( for
example: rough
and smooth
texture, dark and
light values) in
order to highlight
their difference
and/or create visual
interest, or a focal
point.
Fig.1- Light in
dark create
contrast.
Fig.2- Painting
showing
contrast of
colour through
shades.

67. Fig.3- Contrast due light coming
from colour tinted glass
Hawa Mahal, Jaipur
Fig.4- Light and dark Photo
creating contrast can be
seems to be in harmony.

68. Fig.5- Contrast in furniture
colour
Fig.6- Different colour with
same tone also create
contrast.

69. • EMPHASIS

70. EMPHASIS
Special
attention/importanc
e given to one part
of work of art ( for
example, a dark
shape in light
composition).
Emphasis can be
achieved through
placement,
contrast, colour,
size, repetition,.
Relates to focal
point.
Fig.1-
installation
showing
Emphasis
Fig.2-
Emphasis in
Nature

71. Fig.3- Same things
with different shades
create difference.
Fig.4- Advertisement with
dark shade

72. Fig.5-Belarusian Potash Company red glass
façade, Minsk, Belarus

73. • BALANCE

74. BALANCE
A feeling of balance
results when the
elements of design
are arranged
symmetrically or
asymmetrically to
create the
impression of
equality in weight
or importance.
Fig.1- Yin Yang is symbolic representation of the
balance in the life

75. Fig.2- Symmetricity of a sports concept car.

76. Fig.3- Asymmetricity of car

77. Fig.4 Balance of Building
Hawa Mahal, Jaipur

78. Fig.5- Asymmetricity of CCTV Headquarters,Berlin

79. • SCALE

80. SCALE
The relationship
between objects
with respect to size,
number, and so on,
including the
relation between
parts of whole.
Fig.1- Scale of la sagra Familia, Barcelona, Spain

81. Fig.2- Smallest working 4-stroke
engine
Fig.3 Largest
Working
Engine,2 Stroke

82. Fig.4- Scale of truck used for mining as
compare to normal Trucks

83. Fig.5- Scale of toy tractor

84. • HARMONY

85. HARMONY
The arrangement of
elements to give
the viewer the
feeling that all the
parts of the piece
form a coherent
whole.
Fig.1- Painting showing harmony because of its
curve branches and colours.

86. Fig.2- Harmony in Nature

87. Fig.3- The Falling Waters
Architect-frank Llyod wright
House Design perfectly blend with the
surrounding creates perfect harmony in the
presence of Nature.

88. Fig.4- Symmetricity of Taj Mahal gives the feeling of
harmony

89. Fig.5- Harmony with design

90. • RHYTHM

91. RHYTHM
The use of
recurring elements
to direct the eye
through the image;
the way the
elements are
organized to lead
the eye to the focal
area. The eye can
be directed, for
example, along
edges and by
means of shape
and colour.
Fig.1- Repetition of colour can leads to
Rhythm/movement, thus creating illusion

92. Fig.2- Use of rhythm in interior Design

93. Fig.3- Use of Rhythm in Product design

94. Fig.4- The Dancing House/Fred and Ginger, Nationale-
Nederlanden building,Czech Republic
Architect- Valdo milunich

95. • VARIETY

96. VARIETY
Using different
elements in an
image to create
visual interest.
Fig.1- painting Showing variety of colours,
shapes in random way.

97. Fig.2- Variety of fruits and vegetables

98. Fig.3- Variety in study lamps
(Different colours)
Fig.4- Variety of Top (toy) on
which different pattern and colour
are printed

99. REFERENCES
Point Figure
1. https://in.pinterest.com/pin/251849804138874544/
2. https://wonderopolis.org/wonder/what-is-pointillism
3. https://www.amazon.com/Cadbury-Little-Chocolate-Covered-Colorful/dp/B00OTARGE44A
4. http://www.jandofabrics.com/newsletters/funky-fabric-buttons-warning-addictive/
5. https://www.123rf.com/stock-photo/ashoka_chakra.html
6. https://www.holidify.com/blog/international-kite-festival-rajasthan/
Line Figure
1. http://www.amberkotcher.com/class-blog1/project-1-cross-contour-hands
2. https://in.pinterest.com/explore/history-of-the-swastika/
3. https://in.pinterest.com/pin/194710383862302719/
4. https://www.pinterest.co.uk/pin/488359153327430071/
5. https://fastestpedestrian.com/2012/12/10/frank-lloyd-wrights-johnson-wax-building/
6. http://www.tempotravellerhire.in/blog/destinations/rajasthan/jaipur-top-destinations-to-visit/
7. http://www.intercontinentalgardener.com/2013/01/gardens-at-amber-fort-jaipur.html
8. https://nevertiredoftravelling.wordpress.com/tag/panna-mian-ki-baoli/
10. https://in.pinterest.com/pin/513551163729524177/?lp=true
Shape Figure
1. http://inspiration-avenue-team.blogspot.in/2014/06/geometric-art-challenge.html
2. http://drawingninja.com/examples-of-organic-shapes/
3. http://myapparelfunda.blogspot.in/2011/11/elements-of-design-shape-form.html
4. https://www.dreamstime.com/stock-photography-set-icons-chairs-isolated-white-image39876772
6. http://www.nptel.ac.in/courses/Webcourse-contents/IIT-
ROORKEE/strength%20of%20materials/lects%20&%20picts/image/lect21/lecture21.htm
7. http://all-free-download.com/free-vector/download/sales-tags-collection-various-pink-shapes-design_6826853.html
8. https://www.popsugar.com.au/beauty/Dove-Body-Washes-Shaped-Like-Women-Bodies-Ad-43516051
9. https://www.flaticon.com/free-icons/pickup_22667

100. Form figure
1. https://in.pinterest.com/pin/1829656074295570/
3. http://designtaxi.com/news/363068/Playful-And-Interactive-Geometric-3D-Street-Art-Created-With-Neon-
Tape/?fb_comment_id=1396916400558473_57780
4. https://visscom.wordpress.com/2013/04/08/element-of-form/
5. https://in.pinterest.com/jehsieh/bags/?lp=true
6. http://www.monsieurguerlain.com/2015/09/bottles.html
Texture Figure
1. https://youartsw.wordpress.com/category/painting/page/9/
2. https://archive.artsmia.org/artists_toolkit/encyc_texturevisual.html
3. https://www.textures.com › Manmade
4. https://www.123rf.com/photo_28992002_dry-ground-texture-element-of-design.html
6. http://chinaprices.net/search?search=oneplus+one+battery+cover
7. www.royalgrass.com/products
8. https://www.dezeen.com/2010/04/26/spanish-pavilion-at-shanghai-expo-2010-by-embt/
Colour figure
1. https://www.pinterest.com/artreekids/picasso-self-portrait/
2. www.tigercolor.com › Color Lab
3. http://abcnews.go.com/Technology/moto-pricing-release-customization-options-details-motorolas-smartphone/
4. www.2collectcola.com/cocacola/bottles2016.html
5. https://xboxdesignlab.xbox.com/
6. https://www.6speedonline.com/forums/boxster-cayman/162396-colour-2.html
7. http://www.dailymail.co.uk/travel/travel_news/article
8. https://in.pinterest.com/pin/502714377130932072/
Value figure
5. http://www.index.hr/black/clanak/apple-predstavio-novi-iphone-7/918000.aspx

101. Space figure
1. https://in.pinterest.com/pin/7388786866714533/
2.http://www.phillipscollection.org/research/american_art/artwork/OKeeffe-Red_Hills.htm
7. https://in.pinterest.com/pin/336784878355085606/
8-9.http://www.designyourway.net/blog/inspiration/cool-and-innovative-product-design-examples/
Principles of Design
Pattern Figure
1. http://alimentemilyphoto.weebly.com/elements-and-principles-of-design.html
2. https://in.pinterest.com/pin/628252216737816457/
3. https://in.pinterest.com/pin/270075308875239155/
4. http://inspired-city.tumblr.com/post/104055862402
5. http://www.yankodesign.com/2017/07/31/a-clutch-performance/
Contrast figure
2. https://in.pinterest.com/pin/439101032392596021/
3. https://in.pinterest.com/pin/234116880602778669/
6. https://in.pinterest.com/pin/193654852700605284/
Emphasis figure
1. https://www.interaction-design.org/literature/article/emphasis-setting-up-the-focal-point-of-your-design
3. http://webengine2.artizan.com/site/785899904/How_we_are_different.asp
4. http://ivor-kovic.com/tag/smoking/
5. https://in.pinterest.com/pin/160300067961027110/
Balance figure
1. https://in.pinterest.com/pin/58828338855265546/
2. http://www.carbodydesign.com/2013/01/bugatti-gangloff-concept/
3. http://jalopnik.com/the-xnr-concept-was-asymmetric-and-astounding-499063245
5. https://www.youtube.com/watch?v=SRfQxrw7Hyg
Scale figure
1. https://en.wikipedia.org/wiki/Wärtsilä-Sulzer_RTA96-C
2-3 www.ebay.com/bhp/4-stroke-engine
5. https://www.flickr.com/photos/132084522@N05/16544984714

102. Harmony figure
3. http://www.laurelhighlands.org/things-to-do/arts-culture/frank-lloyd-wright/
5. https://in.pinterest.com/pin/434949276483301159/
Rhythm figure
1. https://prezi.com/1leauaxfi80s/principles-of-design/
2. http://www.hatchdesign.ca/http:/
4./www.idealnidom.com/enterijer/idealni-magazin/neobicne-i-izvanredne-gradevine
Variety figure
4. http://www.missclub.info/dimagevncd-variety-in-design-principles.htm

103. THANK YOU