THE ELEMENTS and PRINCIPLES OF DESIGN

ELEMENTS (composition)

  • LINE The linear marks made with a pen or brush or the edge created when two shapes meet.
  • SHAPE A shape is a self contained defined area of geometric (squares and circles), or organic (free formed shapes or natural shapes). A positive shape automatically creates a negative shape.
  • DIRECTION All lines have direction – Horizontal, Vertical or Oblique. Horizontal suggests calmness, stability and tranquillity. Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action
  • SIZE Size (or scale) is simply the relationship of the area occupied by one shape to that of another.
  • TEXTURE Texture is the surface quality of a shape – rough, smooth, soft hard glossy etc. COLOUR Colour is light reflected off objects. Color has three main characteristics: hue or its name (red, green, blue, etc.), value (how light or dark it is), and intensity (how bright or dull it is).
  • POINT A point can be created by a dot, or a gap between shapes, or perhaps the intersection of shapes. Points can draw attention and focus to an area. Points can also suggest shapes - imagine a simple "connect the dots."
  • PLANE Planes can create dimensions in a design. They can also suggest borders for areas of related content. Plans can be 3d, or flat.
  • COLOR Typically known as hue. This word represents a specific color or light wavelength found in the color spectrum, ranging circularly from red to yellow, green, blue and back to red.
  • MASS Here, mass is interchangeable with volume. A mass is a solid body or a grouping of visual elements (line, color, texture, etc.) that compose a solid form. Volume is a three-dimensional form comprising length, width, and depth. Three-dimensional forms contain points (vertices), lines (edges), and planes (surfaces). A mass is the two-dimensional appearance of a three-dimensional form.
  • MOVEMENT Also known as motion. This element portrays the act or process of changing place or direction, orientation, and/or position through the visual illustration of starting or stopping points, blurring of action, etc. This is not animation, although animation is an end product of movement, as well as other elements of design.
  • SPACE A two- or three-dimensional element defined by other elements of design.
  • TEXTURE A technique used in two-dimensional design to replicate three-dimensional surfaces through various drawing and media techniques. On three-dimensional surfaces, it is experienced by touch or by visual experience.
  • TYPE Also known as typography, and it is considered an element in graphic design. Although it consists of elements of design, it is - in itself - often an element in the form of visual communication.
  • VALUE Another word for the lightness or darkness of an area. Brightness measured in relationship to a graded scale from white to black.

PRINCIPLES (organization)

  • BALANCE Balance can provide stability, structure, and restfulness to a design. It is the visual weight distributed in the design by the placement of your elements.
  • PROXIMITY Proximity creates relationship between elements. It provides a focal point. Proximity doesn’t mean that elements have to be placed together, it means they should be visually connected in someway.
  • ALIGNMENT Allows us to create order and organisation. Aligning elements allows them to create a visual connection with each other.
  • REPETITION Repetition strengthens a design by tying together individual elements. It helps to create association and consistency. Repetition can create rhythm (a feeling of organized movement).
  • CONTRAST Contrast is the juxtaposition of opposing elements (opposite colours on the colour wheel, or value light / dark, or direction – horizontal / vertical). Contrast allows us to emphasize or highlight key elements in your design.
  • SPACE Space in art refers to the distance or area between, around, above, below, or within elements. Both positive and negative space are important factors to be considered in every design.
  • TENSION Tension is a balance maintained in an artistic work between opposing forces and elements. Does the design pull your eye? Does it make you feel uneasy? Does it seem to have opposing forces, strain, stress, or conflict? That is tension.
  • DIRECTION Utilizing movement to create the visual illusion of displacement.
  • ECONOMY An principle operating on the "slim." Especially important when dealing with clients, where their product or service is more important than the elaboration of design elements. Can also be considered "precise," or "simplistic." Or, it can be considered great design.
  • EMPHASIS Also known as dominance. This condition exists when an element or elements within a visual format contain a hierarchy of visual importance.
  • PROPORTION A two- or three-dimensional element defined by other elements of design.
  • RHYTHM A recurrence or repetition of one or more elements within a visual format, creating harmony.
  • UNITY "Oneness," "Harmony," "Gestalt." The condition of completeness with the use of all visual elements within a format.
  • WEIGHT Does something in the design feel especially heavy, pronounced, or looming?

What else?

You will find loads of different lists of the "principles" and "elements" of design. Whichever you use, what you need to learn is that Design is not just guess work, intuition, and magic. Design has quantifiable mechanics, and a language to discuss and consider those mechanics. We can have serious conversations around what a design does, and understand why. That is why thinking in therms of elements and principles is important.