This document discusses the key elements and principles of visual design including: - Elements such as line, shape, form, color, texture, depth, light, direction, mass, tone, value, space, and time. - Principles such as balance, emphasis, proportion, repetition, unity, contrast, harmony, proximity, and variety. It provides examples and definitions for each element and principle, with links to additional online resources. The overall purpose is to define and explain the fundamental components that make up visual composition and design.

1. Visual Composition
By: Anna Rasmussen

2. Elements of Design:
Line
A line is a form with width
and length but no depth.
You can have horizontal
lines, vertical lines, or
diagonal lines.
Lines can show movement,
suggest rhythm, create
textural results, and can
indicate emotional effects.
http://www.sitepoint.com/elements-of-design-the-line/
http://jasminelovegonzales.blogspot.ca/2012/09/elements-of-design_14.html
By looking up element of design line.

3. Shapes can be
bordered by lines and
can be defined by
color, texture or tone.
It can also suggest
movement or Shape (2D)
emotions. The shape
can also be positive or Meaning the shape
negative. itself is the positive
space, and the space
surrounding the shape
both inside, and out is
the negative space.
There are three types
of shapes: Geometric,
http://www.resourcesforteaching.co.uk/2d-shapes-ks1-145- natural, and abstract.
p.asp
https://www.dominie.com.au/products/YI-77436

4. Form can be
measured top to Form (3D)
bottom, side to side,
and front to back.
Form is also defined
by light and dark.
Form can be created
by joining two or
more shapes
together.
Forms can also be illustrated or constructed.
You can hold a form, walk around a form and in
some cases walk inside a form.
http://www.bbc.co.uk/bitesize/ks3/maths/shape_space/3d
_shapes/revision/2/
http://isikdogan.blogspot.ca/2010/10/elements-of-design-
form.html

5. Color has the ability to affect the
human nervous system. There
are different vocabulary words
for color, which are:
• Hue
• Value
• Intensity
• Monochromatic color
• Analogous colors
• Complementary colors
Color
Warm colors include:
Yellows, red & orange.
Cool colors include:
Violet, blue and green.
http://painting-course.com/296/color-theory/warm-and-cool-colors/
http://dimeonadime.com/web/2011/08/using-the-color-wheel-to-dress-like-a-
stylist/

6. Texture
Texture is more or less the
surface quality of an object.
Texture is created by varying the
pattern of light and dark on the
surface. Textures can be rough,
smooth, or a certain pattern.
http://www.flickr.com/photos/34891893@N08/5610272
243/
http://forums.popphoto.com/showthread.php?609985-
Element-of-Design-Texture

7. Depth (Perspective)
• Size & Vertical Location
o The easiest way to show depth is to vary the size of
objects. They appear smaller when more distant, and
larger when closer.
• Overlapping
o We see objects as further away when they’re covered
by other objects in front of them.
http://depositphotos.com/3989808/stock-illustration-Overlapping-
Arrows.html
http://dana.ucc.nau.edu/~dcs34/tetc545/c/sp.htm

8. Depth (Perspective) Continued…
• Detail (Aerial or Atmospheric
Perspective)
o Atmospheric perspective uses color and
value contrasts to show depth. Further
away objects may fade away in the
background, or simply just have less
color to them.
• Linear Perspective (Converging Lines)
o All lines will converge on a common
point on the horizon called the
vanishing point. Artists use linear
perspective to create a focal point for a
picture.
http://miriadna.com/preview/555
http://wps.prenhall.com/wps/media/objects/383
2/3924989/getstart/two_d.html

9. Light
Light and dark areas within
an image provide contrast
that can suggest volume.
Light coming from behind a
subject can form a
silhouette resulting in
object that is completely
black against a lighter
colored background.
http://www.vanseodesign.com/web-
design/structures-patterns-textures/
http://9bytz.com/shadow-photography/

10. Direction (Motion)
Because we can’t legitimately show motion in a
single picture, we have to rely on the direction of
the person or object in a photo.
• Anticipated Movement
• Fuzzy Outlines
• Multiple Images
• Optical Movement
• Optical Illusions
• Rhythm and Movement
http://www.mymodernmet.com/profiles/blogs/20-
motion-blur-photos-that

11. Direction (Motion) Continued…
• Anticipated Movement
Live things showed in an unstable position shows that movement is occurring.
• Fuzzy Outlines
When an object moves past us at a very high speed, we see it as blurry, so when a
blurry picture is taken of a moving object, we see it as motion.
• Multiple Images
Showing multiple overlapping images shows that the person has moved many
times during the shot.
http://gadgetphotoreview.com/camera-shutter-speed-is-limited-movement-
photography/.html

12. Directions (Motion) Continued…
• Optical Movement
In optical movement your eyes are forced to move around the picture
to see all the different elements.
• Optical Illusion
The way shapes are placed in a certain picture makes your eyes move
around as if something is moving when no motion is present.
• Rhythm and Movement
Rhythm refers to the way your eye moves throughout a picture.
http://www.moillusions.com/2011/0
4/psychedelic-screen-melt-
illusion.html

13. Mass (Visual Weight)
Mass equals size. Each element within the design have their own
mass relative to the whole piece. In this picture the leaves are
In this picture the man’s face and thrown up into the air and
how his muscles are flexing shows are being blown away by the
that the weight is very heavy. wind showing that the leaves
are very light.
http://www.mylot.com/w/image http://themangoandthejayhawk
/1859059.aspx .blogspot.ca/2011_11_01_archi
ve.html

14. Tone (Black and White)
The various degrees of lightness or
darkness.
• Shade
A color hue with black added
• Tint
A color hue with white added
• Tone
A color hue with grey added
• Value
The degree of lightness or darkness in
colors
http://www.enjoyart.com/single_posters/horsepho
tos/RearingHorseSilhouetteSunsetSepiaTonePhotoA
rtPrint.htm
http://www.underworldmagazines.com/the-
principles-of-design-for-the-web/

15. Value (Color)
Value refers to the relative lightness or darkness of a
certain area. A light figure on a dark background will
make the light figure center of attention; same goes for
a dark figure on a light background. Areas of light and
dark can also give a three-dimensional look.
http://curtvdl.com/
space.html
http://www.flickr.com/photos/3489189
3@N08/5610267773/

16. Space (Positive and Negative)
Space includes the background,
foreground and middle ground. It refers
to the areas or distance around,
between or within components of a
piece. There are two types of space:
• Positive
• Negative
Positive space refers to the
space of the object itself,
http://www.vanseodesign.com/web- while negative space refers
design/design-space/ to the space around and
between the object.
http://www.ehow.com/list_7629408_elem
ents-design-shape.html

17. Principles of Design:
Balance
• Symmetrical
In a design with only two elements they would
almost be identical or have nearly the same visual
mass.
• Asymmetrical
Off-center; and mismatched number of different
elements. Balance the photo with many different
small elements. Radial
Parts of the design must be arranged so that they are
balanced across the width and length of the page.
Typically radiate from or swirl around in a circular or
spiral path.
http://www.pxleyes.com/photography-
pictures/symmetrical/
http://www.pxleyes.com/blog/2011/10/analysis-of-25-
topnotch-examples-of-mountain-photography/

18. Emphasis
AKA: Dominance.
Provides the focal point of the photo, and makes it stand out. By
using:
• Contrasting colors
• Font
• Image sizes
• Etc…
http://www.photographers
direct.com/news/200605.a
sp
https://norwalk.digication.
com/mesquivel/Color_Emp
hasis/published

19. Proportion (Scale)
Refers to the relative size and scale of an object in a design. It is
necessary to discuss proportion in terms of the context or
standard used to determine proportions.
http://markshaiken.com/2011/06/
http://wsebastian126.blogspot.ca/2009/08/proportion.html

20. Repetition (Rhythm/Pattern)
Newsletters, magazines, brochures, annual reports, and books often have
many visual elements:
• Columns of texts
• Headlines
• Photos
• Illustrations
• Pull-quotes etc…
When all the text in a given article has a consistent
look, including column width, it enhances readability.
http://digital-photography-school.com/33-inspirational-
images-that-feature-patterns-and-repetition
http://leannejohnson.wordpress.com/2009/09/07/elements-
and-principles-of-design/

21. • Proximity
Unity
Make the object appear to belong together, and group them closely together.
• Repetition
Repetition of color, shape, texture or objects can be used to tie a piece of
work together.
• Continuation
Continuation of line, edge or direction from one area to another.
http://www.pbase.com/image/7062 http://digital-photography-school.com/33-
8467 inspirational-images-that-feature-patterns-
and-repetition

22. Contrastmethods of creating
When two elements are different. Common
contrast:
• Size
• Color
• Value
• Type
Adds interest to the page and provides a mean to show what’s
important in the photo.
http://www.brighthub.c
http://photoshoptutorials.ws/other-
om/multimedia/photogr
tutorials/photography-tutorials/create-striking-photos-
aphy/articles/954.aspx
good-color-contrast/

23. Harmony
Visually satisfying effect of combining similar,
related elements.
http://skamnani94.blogspot.ca/200
9/09/principles-of-design-
http://www.flickr.com/photos/brober harmony.html
25/4719151253/

24. Proximity
Spacing items according to their relation to each
other. Related items should appear closer
together than items that are not related.
http://www.queness.com/post/10347/six-gestalt- http://www.l3analytics.com/2011/
principles-in-web-design 03/25/you-can-too-do-content-
grouping-in-google-analytics/

25. Variety
Color – Hue, value, saturation
Value – Darkness, lightness, high-key, low-key,
value contrast
Texture – Rough, smooth
To change the character of an element, to
make it different.
• Line – Thinness, thickness, value, color,
angle, length
• Shape – Size, color, orientation, texture and
type
http://annaereed.wordpress.com/2011/06/15/principles-of-design/
http://www.kinderart.com/drawing/creative.shtml