Design Elements

Design Elements
Line
Mass
Shape
Form
Space
Texture
Color
Line as a Design Element
Lines can be of any size,
shape, texture or pattern and
may be placed in any
direction.
Lines Can be straight or
curved.
Curves, dot leaders and
arrows are considered lines!
Lines Can Organize

Apple Grapes Oranges

Red Delicious White Navel

Fuji Red Hamlin

Lines Can Simulate Movement
Lines Can Connect
Lines Can Separate
Lines Can Provide Texture
Lines Can Convey a Mood or Emotion
Lines Can Define Shapes
Lines Can Provide Emphasis

Magazine Article Title

Magazine Article Title

Newspaper Title
Lines Can Frame
Mass as a Design Element
Mass refers to the size, space and
heaviness of an object.
Every object, or element, has mass
whether it is a line, shape, text or graphics.
Mass suggests weight
Darker colors are visually heavier than lighter
colors.
Shape as a Design Element
Shapes are often used in logos but
can be used in many different
ways.
Shapes can be used to:
Highlight Information
Organize or Separate Information
Make a Design More Interesting
Geometric Shapes
Geometric Shapes
include:
Triangles
Squares
Circles
Natural Shapes
Natural Shapes include:
Organic shapes like leaves or flower petals
Man-Made shapes that resemble natural
shapes)
Abstract Shapes
Abstract Shapes
resemble a blend of
both geometric and
natural shapes
Abstract Shape
examples include:
Cars
Silhouettes
What Certain Shapes Symbolize
Squares and Rectangles
Symbolize honesty, stability, equality and
comfort.

Circles
Symbolize infinity, security and
completeness.

Triangles
Symbolize action or conflict.
Examples of Shape
Examples of Shape
Form as a Design Element
3-dimensional space
added to objects by
the addition of
shadows, tone, or
3-D space because of
color transitions shadow added

2-D Shape 3-D Form

Examples of Form
Examples of Form
Space as a Design Element
Positive Space length, width, and depth of
objects
Negative Space white space
the distance between objects
Necessary to avoid clutter; gives a design
breathing room
Example: Two shapes on a page are positive
space. The space between them is negative
space.
Examples of space
Space can improve Readability
Texture as a Design Element
Texture is an effect applied to a background
image or as the fill for an object. It can also be
an actual image inserted as the background.
In Desktop Publishing, texture refers to how an
element looks rather than how it feels but it does
convey a sense of touch to an object.
The same color can look different in the
presence of different textures.
Examples of Texture
Examples of Texture