The Elements and Principles of Design

Typography 1 / Arts 242

Professor Shaw

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 PointLineShape (Plane)Texture Space Value

A mass of points becomes texture, shape or plane

or used to construct a word in an expressive manner

ShapeAn area enclosed by line, giving it form

Defined by height and width Shape is 2 dimensional It can be geometric or organic

Shape automatically creates a negative space around it

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geometric

organic Mnegative space

A Plane is a flat two dimensional surface or a surface extending in height and width

letters ( planes) in color

two intersecting planes

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TextureTexture is the look and feel of the surface. Tactile, (touch) or visual

Visual surfaces in two dimensions implies richness and suggest dimension Different tactile qualities can be abstract or concrete

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Textured Type

Textures

can be created

from basic elements

which interact

to form patterns...

complexity is created

from simple elements

SgSpaceSpace refers to the distance between shapes and forms

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

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negative space

negative space

Size / ScaleSize is the relative proportion of objects to each other

Larger sizes appear nearer or of greater importance

Smaller sizes make things 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.

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Value

Tone or 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

algeso

Principles of Design

They govern the elements and assist to organize the elements and the composition as a whole.

BalanceRhythm or MovementContrast and EmphasisUnity

Balance (and Rhythm) — work together.Balance is a fundamental human condition Humans seek balance — In Design, it anchors and activates elements in space

Balance can be Symmetrical or Asymmetrical.

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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

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Designers work with Balance and Rhythm to achive stability and surprise.

Paula Scher

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

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Herb Lubalin

Emphasis (focal point)Accomplished by selecting something to stand out — a focal point.

Achieved by making something larger / bolder/ darker/ textured/ or ornate.

Using contrast or space to set it apart.

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Paula Scher

UnityDesign elements relate to one another and give a project a sense of completeness or order

One way to create unity is by grouping elements: positioning them close together visually suggests they are part of a group.

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Paula Scher

Gestalt Gestalt is a psychological process by which the viewer unites (sees) the pieces of the design as a whole form.

Visual perception — the whole is greater than the sum of the parts

Gestalt employs 5 principles of Design TheoryProximity Similiarity Continuity Closure Figure Ground

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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

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.

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www.smashingmagazine.com/2014/03/design-principles-visual-perception-and-the-principles-of-gestalt/