1. Elements of Design
Annika Dederick

2. Line
Line is basic element of design they organize, texturize, guide the eye. Provide
movement, make a statement and convey universal meanings. The lines do vary
from long, short, straight or curved to horizontal, vertical, or diagonal. Lines can
be solid, dashed, thick, or thin. The endings or the lines can also vary from
ragged or blunt to curved.
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3. Shape (2D)
Shape is another basic element of design. Alone or in combination with other shapes or
lines the can convey universal meanings as well as guide the eye or organize
information. The three basic types of shapes are geometric, natural, and abstract.
Geometric shapes are very structured these include squares, circles, triangles, octagons,
hexagons and cones.
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4. Form (3D)
Form is a three-dimensional shapes. You can hold a form, walk around it and in some
cases go inside the form.
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5. Color
Color is the part of light that is reflected by the object we see. Color appeals to
children as well as adults. Color also affects us emotionally, we feel different things
when we look at different colors.
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6. Texture
Texture is part of all of our designs whether we know it or not. Texture comes from the
paper we use, it could also add visual textures through the arrangement of lines anf
shapes, or the use of specific surfaces.
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7. Depth (Perspective)
Depth is basically showing images or objects three dimensionally by overlapping, size
and vertical location, detail and linear perspective.
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8. Light
Light and dark areas within a image provide contrast that can suggest Volume. Light
coming from behind a subject can from a silhouette resulting in object that is
completely black against a lighter colored background.
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9. Direction (Motion)
• Direction because we can’t legitimately show motion in a single picture, we have
to rely on the direction of the person.
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10. Mass (Visual Weight)
Mass equals size. Each element within the design have their own mass relative
to the whole piece.
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11. Tone (Black and White)
The various degrees of lightness or darkness.
• Shade
A color hue withy 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
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12. Value
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.
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13. 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, while negative space refers to
the space around and between the object.
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14. Balance
• Symmetrical
In 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 swirl around a
circular or spiral path.
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15. Emphasis
A.K.A Dominance.
Provides a focal point of the photo, and makes it stand out. By using
• Contrast colors
• Font
• Image sizes
• Ect…
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16. Proportion (Scale)
Proportion 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.
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17. Repetition (Rhythm)
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.
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18. Unity
• Proximity
Make the object appear to belong together, and group the 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.
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19. Contrast
Contrast is when two elements are different. Common methods of creating contrast:
• Size
• Color
• Value
• Type
Adds interest to the page and provides a mean to show what’s important in the
photo.
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20. Harmony
Visually satisfying effect of combining similar related elements.
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21. Proximity
Proximity is spacing items according to their relation to each other. Related items
should appear closer together than items that are not related.
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22. Variety
Variety is 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.
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