The Elements and Principles of Design

Typography 1 / Arts 242

ALSO KNOWN AS THE FUNDAMENTALS

are the basic visual toolbox of design tactics in every visual design discipline

form the basic vocabulary of visual design constitute the broader structural aspects of composition

Design Elements and

Principles

The Elements

The Principles

In practice they often overlap and mix

Elements of Design

Texture Space Value

PointLineShape

Points and lines can come together as Type

Here lines construct a word in an expressive manner

Shape

An area enclosed by line, giving it form

Shape is two dimensional. Geometric or Organic

Shape automatically creates a negative space around it

geometric

organic Mnegative space

Texture

Look and feel of the surface. Tactile, (touch) or visual

Visual surfaces in two dimensions can imply richness and suggest dimension

Different tactile qualities can be abstract or concrete

Yeohyun Ahn

Type can be textured

Michelle Bowers /Rick Valicenti / John Stucker

SgSpace

Space refers to the distance between shapes and forms

Empty areas void of visual elements are referred to as negative or white space

negative space

negative space

Size / Scale

Size is the relative proportion of objects to each other

Larger sizes appear nearer or of greater importance

Smaller sizes appear far away or less important

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Elements of the same size can feel flat.

Contrast in size and placement can create a sense of tension as well as a feeling of depth and movement.

Scale is relative. Depending on size, placement and color.

Value

Value is the light or dark character of color

Using value is one of the most potent ways to create contrast and to direct the eye

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Principles of Design

BalanceRhythm / MovementContrast Emphasis Unity

Balance / Rhythm

Balance is a fundamental human condition In Design, it anchors and activates elements in space

Balance can be Symmetrical or Asymmetrical

above: Symmetry — horizontal or vertical or both, along a common axis.

below: Asymmetry — organically positioned, relying on relationships or interaction.

Symmetrical elements suggest stability or static motion

Asymmetrical elements suggest tension, dynamic motion or varity

Asymmetry:Visual Balance using scale, negative space and tension

Symmetry:Visual Balance using scale and cropping

Symmetrically balanced

Asymmetrically balanced

Balanced visual interest keeps viewers engaged with the design.

An unbalanced composition can feel uncomfortable for the viewer.

Visual weight is a measure of the visual interest of an element or area in a design

Rhythm or Movement (repetition / pattern)

The recurrence or repeating of elements — lines, shapes, values, etc. denotes movement

Paula Scher

Contrast

Stressing of the visual difference of elements by shape, color, size, to enhance the message

Herb Lubalin

Emphasis

Selecting something to stand out — creating a focal point

Achieved by using contrast (larger / bolder/darker/ textured/ or ornate) or space

Alvin Lustig

Unity

Postioning design elements to relate to one another will give a project a sense of completeness or order

Paula Scher

Gestalt

Gestalt is a psychological process by which the viewer sees the pieces of the design as a whole Visual perception — the whole is greater than the sum of the parts Gestalt employs 5 principles of Design Theory Proximity Similiarity Continuity Closure Figure Ground

Gestalt / Figure Ground Identifying an object as a shape distinctive from its background

yossi lemel / art director

figure/ground

lisa reinermann

figure/ground

joanna gorska and jerzsey skakun

figure/ground

Grouping related elements together so that items are seen as one cohesive group rather than a bunch of unrelated elements.

achieved by: grouping or overlapping items

Gestalt / Proximity

P R O X I M I T Y

Proximity

Denise Bosler / Mastering Type

Repeating colors, shapes, values, textures, to create a visual relationship between elements.

Repetition works to unify all parts of a design because it creates a sense of consistency and completenessco

mpleteness. achieved by: shared visual characteristics (size, color, shape)

Gestalt / Similarity

Denise Bosler / Mastering Type

Continuity helps to create “family resemblances” between different forms.

Tie them together by creating an uninterrupted connection or union.

achieved by: movement or direction to create a flow

Gestalt / Continuity

Denise Bosler / Mastering Type

Similar to continuity in that it asks the eye to complete the path.

achieved by: asking the mind complete the missing forms

Gestalt / Closure

Denise Bosler / Mastering Type

Undertanding these relationships —elements and principles — is vital to creation of successful design solutions.

Designers drive the decisions made to achieve appropriate scale and proportion, as well as unity, tension, balance and contrast. There are no real rules for their use.