This document defines and explains key elements and principles of design including line, shape, form, space, color, texture, value, balance, unity, emphasis, rhythm, pattern, contrast, proportion, and movement. It provides examples of each element/principle and how they are used in design to attract attention, organize content, and convey different moods or messages.

1. E lements & P rinciples of D esign C reated by L aura M cKee

2. Magazine Questions What attracts you to the cover? What do you think the message is?

3. Vocabulary As in just about any field of endeavor, it helps to have a common language to describe things. If I say 'dohickey' and you say 'doodad', we may not know we're talking about the same thing. Vocabulary is vital for correct principles to be taught in any discipline.

4. Design Concepts Alignment Left, right, center, justified Proximity Placement of graphic/pictures to related text

5. Design Concepts (continued) Repetition Use of bullets, numbers, symbols, graphics, or pictures used more than once. Creates unity. Contrast Large vs. small Dark vs. light Thick vs. thin

6. Elements of Design Line Shape Form Space Color Texture Value

7. Line A straight or curved mark connecting any two points. Most obvious lines are rules, boxes, and borders. Less obvious-but more powerful-are lines that direct your eye or define the mood.

8. Identify which line represents Formality, romance, excitement, mystery, tranquility, or anger 1 2 3 4 5 6

9. Mood Definition Formality —Used for professional, conservative or structured documents. Recognized by straight lines and even patterns. Excitement— Represented by straight lines, sharp angles, and irregular patterns. Tranquility or Romance— Used in fashion ads, movie promotions and travel brochures because the lines are made with soft curves & regular patterns.

10. Mood Definition (continued) Mystery is used if you need to entice your audience to figure out a puzzle. Made with unusual lines & patterns—especially those with optical illusions. Anger is seen as highs & lows with sharp peaks & valleys—and incites action.

11. Do you want to make any changes to your choices?

12. Answers

13. Shapes Shapes define objects, attract attention, provide identity and communicate ideas. Geometric shapes Organic shapes look like things from nature.

14. Forms Forms are 3-dimensional. Where shapes are flat, forms have height, width and thickness.

15. Space The absence of elements or the area between or around elements. Space is used to rest the eye, to visually organize, and to make text more readable.

16. Color The most critical design element on the page. It is the most difficult to work with and the most effective in achieving the results you want.

17. Primary Colors Secondary Colors Tertiary Colors 12-Step Color Wheel

18. Primary & Complementary Colors

19. Warm Colors Reds, oranges, and yellows are considered warm colors. Warm colors are said to come towards you.

20. Cool Colors Blues, greens, and purples are considered cool colors. Cool colors are said to move away from you, or appear more distant.

21. Texture The structure or grain of a surface gives added dimension to a layout. Design is FUN

22. Value Relative darkness or lightness of a color. Adds contrast and texture to a page and can set the mood—great for web page backgrounds.

23. Principles of Design Balance Unity Emphasis Rhythm Pattern Contrast Movement

24. Balance The distribution of weight; may be either symmetrical or asymmetrical. If you see something hanging crooked it makes you feel uneasy until it is balanced. Asymmetrical (informal) balance means each side of an imaginary line are different yet equal. Symmetrical (formal) balance means both sides of an imaginary line are the same.

25. Pattern/Rhythm Artists create pattern by repeating a line , shape or color over and over again.

26. Rhythm A regular or harmonious pattern created by the alternation of contrasting elements. This can be music, speech, poetry, and dance. On the printed page, repetition of elements at regular intervals communicates calmness & stability. Variations or abrupt changes in size, color or spacing of repeated elements can add a sense of liveliness and excitement.

27. Proportion Describes the size, location or amount of one thing compared to another.

28. Emphasis Special weight or importance placed upon something. In speech we talk louder or whisper. In appearance we dress or style our hair differently from the norm. With objects, we paint them bold colors, build them enormous or make them noisy. We make them different! Use contrast Add texture Color headings & graphics or backgrounds Lead the reader to the most important thing on the page

29. Unity Each element in a layout should have a visual connection with something else in the layout to establish unity. Even elements that are unrelated and separate can be aligned to make them look as if they all belong together.