The document outlines the elements and principles of design, focusing on aspects like color, shape, line, and texture, and how they interact to create visually harmonious designs. It discusses color theory, including definitions of hue, value, tint, and shade, along with different color schemes and their psychological effects. Additionally, it details garment silhouettes, types of lines, fabric textures, and principles such as balance, proportion, emphasis, and rhythm, essential in fashion design.

1. Unit D
MERCHANDISE
INFORMATION
4.02 Explain the elements
and principles of design.

2. Elements of design
• Color
Shape/Silhouette
• Line
• Texture

3. Principles of design
• Balance
• Proportion
• Emphasis
• Rhythm

4. •The elements of design are
combined in different ways to form
designs.
•The principles of design are
guidelines/rules for using the
elements of design.
•When the elements of design are
used effectively according to the
principles of design, harmony results.
•Harmony: The pleasing visual effect
of a design created by tasteful use of
the elements of design following the
principles of design.

5. The Importance of Color
• Creates the greatest visual impact
for the consumer
• Can affect illusions of the size and
shape
• Can reflect the personality of an
individual
• Is associated with psychological
traits and emotions

6. Color
Hue: (1) The technical
word for color. (2)
The name given to a
color, such as red or
yellow, that
distinguishes one
color from another.

7. Color
• Value: The
lightness or
darkness of a
color.
• Tint: The lighter
hue created when
white is added to
a color.
• Shade: The
darker hue
created when
black is added to
a color.
• Intensity: The
brightness or
dullness of a
color.
• Neutrals: Black,
white, beige, and
gray. Neutrals
can be used
alone or with any
other colors.

8. Color wheel
A diagram that
illustrates
hues and
their
relationship to
each other.

9. • Primary hues:
Red, yellow, blue.
These colors
cannot be made by
using any other
color. All other
colors are made
from a combination
of these.
• Secondary hues:
Orange, green,
violet. These are
created by mixing
equal amounts of
two primary colors.

10. • Intermediate hues:
Blue-violet, blue-
green, yellow-
green, yellow-
orange, red-orange,
red-violet. Colors
made by combining
equal amounts of
adjoining primary
and secondary
hues.

11. Warm and cool colors
• Warm colors:
Red, orange
yellow.
• Think of the
sun and its
warmth.
• Cool colors:
Green, blue,
violet.
• Think of the
calmness of the
ocean or sky.

12. Color schemes
Plans that can be used to provide
harmonious color combinations.
• Monochromatic
• Analogous
• Complementary
• Split-
complementary
• Triad
• Accented
Neutrals

13. Monochromatic color
• Different tints,
shades, and
intensities of a
single color.
• Example: light
blue trousers
and jacket with
a navy blue
vest.

14. Analogous colors
• Two to five
colors that are
adjacent on the
color wheel.
• Example:
orange, yellow-
orange and
yellow worn
together

15. Complementary colors
• Two colors
opposite each
other on the
color wheel.
• Example:
Orange and
blue

16. Split-complementary colors
• One color plus
the colors on
each side of its
complement.
• Example: red
combines with
yellow-green
and blue-green.

17. Triad colors
Three colors that
are equidistant
from each other
on the color
wheel.

18. Accented neutral
• White, gray,
black, or beige
with a bright
color accent.
• Example:
Businesswoman
wearing a gray
dress with a red
scarf.

19. Psychology of color
• RED: exciting, aggressive, passionate
• ORANGE: earthy, warm, hopeful
• YELLOW: cheerful, sunny, cowardly
• GREEN: restful, envious, fresh
• BLUE: calming, cool, depressed
• PURPLE: drama, rich, royal
• WHITE: innocent, pure, peaceful
• BLACK: sophisticated, gloomy, mysterious
• GRAY: old, sad, modest

20. Wednesday 11/9
• Warm-up # 8
(write
worksheet)
– Complete the
4.02 Colors
review sheet
using your
color wheel
and notes
• Tasks
– Warm-up
worksheet
– Color
Handbook

21. COLOR HANDBOOK
• In Microsoft Word, create a
handbook with all of the following
information:
– Color Schemes (definition and outfit
example of the scheme)
• Monochromatic, Analogous,
Complementary, Split-Complementary,
Triad, and Accented Neutral
– Psychology of colors
– Be creative with your font. May use
color! We will print these in color. You
will be allowed to use your color
handbook on Obj. 4 test!

22. Thursday 11/10
(no school tomorrow) 
• Warm-up # 9
(turn in tray)
– What is the
importance of
color?
• Tasks
– Warm-up
– Complete 4.02
notes.
– principles of
design
examples
– Fabric
Finishing
• Dyeing T-
shirts!

23. Shape
The silhouette or the overall form or
outline of an outfit or clothing style.
•Influences the
illusion of size
•Indicates
whether or not
apparel is “in
fashion” at a
given time

24. Most silhouettes are formed by:
• The width and length of the
neckline, sleeves, and/or
waistline.
• The width and length of
pants and skirts.

25. Basic silhouettes for women’s
fashions
•Straight
•Bell-shaped
•Back fullness (bustle)
Basic silhouettes for
men’s clothing
•American or classic cut
•European

26. Silhouettes
•Are always changing in fashion
•The general direction that a
silhouette takes either becoming
wider, narrower, longer, or shorter
shows a fashion trend.
•Examples: varying lengths for women’s
skirts, varying widths for men’s neckties

27. Line
A distinct, elongated mark that can
lead the path of eye movement
up and down, side to side, or
around objects.
• Give direction, or a feeling of
movement
• Provides visual direction
• Helps draw attention to good points
and play down the bad ones

28. Basic types of lines
• Straight lines: Lines without curves or
bends. Straight lines are severe and
formal and suggest power and dignity.
• Curved lines: Circular or gently waved
lines. Curved lines add softness and
roundness to apparel.

29. Directions of lines
•Vertical lines: Lines that
go up and down. Vertical
lines create a taller, more
slender look.
•Horizontal lines: Lines
that go across. Horizontal
lines give a shorter, wider
look.
•Diagonal lines: Lines that
slant at an angle rather
than being vertical or
horizontal.

30. Ways to create lines in
garments
•Structural lines: Lines formed by the
seams, darts, pleats, tucks, and edges
when garments are constructed.
•Decorative lines: Lines created by
details added to the surface of clothing
including fabric design and trims such as
top-stitching, lace, tabs, flaps, and
buttons used to decorate the garment.

31. Texture: The look and feel of fabric.
•Can create illusions of size
•Can disguise figure irregularities
•Can add interest to a garment
*Textures used in apparel should be suited to
the occasions for which the garments will be
worn.

32. Texture can be provided in
two ways…
•Structural texture: Texture determined by
the fibers, yarns, and the method of
construction used to produce a garment.
Examples: velvet shirt, striped wool pants
•Added visual texture: The finishes and
designs applied to the surface of the
fabric. Examples: The print of the fabric
can give the illusion of height or width to
the wearer. Shiny textures make people
look larger because they reflect light.

33. Examples of textures
• Corduroy
• Velvet
• Denim
• Satin
• Cotton
• Polyester

34. Balance
The principle of design that implies
equilibrium or steadiness among the parts
of a design or outfit.
•Balance in garments is produced
by structural parts and added
decoration.
•A properly balanced garment
appears equal in weight and power
of attraction from all sides, from top
to bottom, and from front to back.

35. Formal balance
Equilibrium provided by symmetrical
parts. One side resembles the
other.

36. Informal balance
Equilibrium provided
by asymmetrical
parts. One side is
unequal to the
other.

37. Proportion
The principle of design dealing with the
relative sizes of all the parts in a
design to each other and to the whole.
•Garment details and accessories
should be proportioned for the
wearer.
•Proportion is most pleasing when
garment areas are unevenly
divided.

38. Emphasis
The principle of design that uses
a concentration of interest or
area of focus in a particular part
or area of design.
• Emphasis or a focal point can be
used to draw attention or to keep the
eye away.
• Emphasis can be provided through
the use of color, texture, structural
lines, decorative lines, or
accessories.

39. Rhythm
The principle of design concerned with
the pleasing arrangement of the
design elements to produce a feeling
of continuity or easy movement of the
observer’s eye.
•Rhythm is what allows the viewer’s eye to
move steadily and smoothly through the
lines and spaces of the design.

40. Four main types of rhythm
• Repetition
• Gradation
• Radiation
• Alternation

41. Rhythm
• Repetition:
Rhythm created
by repeated
lines, shapes,
colors, or
textures in a
garment.
• Gradation:
Rhythm created
by a gradual
increase or
decrease of
similar design
elements.

42. Rhythm (cont)
• Radiation:
Rhythm created
by lines
emerging from a
central point like
rays, resulting in
the parts being
an equal
distance from a
given point.
• Alternation:
Rhythm created
by alternating
elements such
as light and
dark colors or
stripes of two
colors or sizes.

43. To appear taller and
thinner
• Black, navy blue,
charcoal, and
chocolate brown
• Monochromatic
colors
• Straight silhouettes
• Vertical lines
• Subtle prints, plaids
• Smooth, flat textures
• Narrow, matching
belt

44. To appear shorter and
thicker
• Sharply contrasting
colors
• Light, bright, warm
colors
• Wide silhouettes
• Horizontal lines
• Bold prints, plaids
• Bulky texture
• Wide, contrasting belt
• Gathers or pleats

45. To attract attention
• White, yellow,
orange, and red
• Bright colors
• Busy prints
• Shiny or
textured fabric
• Clingy fabrics

46. To avoid attention
• Dark, cool, and
dull colors
• Plain patterns
• Minimal structural
design
• Earth tones
• No applied
decoration