Elements and

Principles of Design
What makes something
visually appealing?
The way in which elements (your ingredients) and your
principles (the way in which you prepare those ingredients)
are arranged.
 Design
Elements
Design Element:

Line
CURVED LINES
Represents freedom, the
natural, having the
appearance of softness,
and creates a soothing
feeling or mood

Henry Sy Sr. Building, DLSU (TheLaSallian)

VERTICAL LINES
Represents dignity,
formality, stability and
strength.

Grand Central Station, New York (IG/EvanEdinger)

HORIZONTAL LINES
Represents calm, peace
and relaxation
DIAGONAL LINES
Represents action, activity,
excitement and
movement.
Design Element:

Color
 Color
Color has an immediate and profound effect
on design
Warm colors: Reds, oranges, yellows
Cool colors: Blues, purples, greens
 Color
Warm Cool
 Warm Cool

The Hunger Games (Film, 2012) Game of Thrones Season 7 (TV Show, 2017)
Design Element:

Form and
Shape
 Form and Shape
Form (3D) - the shape and structure of
something as distinguished from its substance
or material

Shape (2D) - The two-dimensional contour

that characterizes an object or area
 Form and Shape
Finding Nemo (2015) Kimi No Na Wa (2016)

Form (3D) Shape (2D)

Design Element:

Space
 Space
Enlarging or reducing
visual space
Types
-Open
-Unused
-Cramped
Space
Space
Space

Magkaribal (TV Show, 2010)

Design Element:

Texture
 Texture
The look and feel of an object
Smooth: Reflects more light (more intense)
Rough: Absorbs more light (appears darker)
 Texture
Smooth Rough
Smooth Texture
Rough Texture
Design Element:

Value
 Value
The relative lightness or darkness of a color
Methods
-Shade: degree of darkness of a color
-Tint: A pale or faint variation of a color
 Value
Netflix logo

1 +shade/-tint
SHADE

2 +tint/-shade 2

1
TINT
Value
Microsoft Windows logo

Old logo

New logo
 Design
Principles
Design Principle:

Proportion and
Scale
 Proportion and Scale
Comparative relationships between elements
in a design with respect to size.

Golden Mean
Golden Ratio
Rules of Thirds
 Old logo

The Kings Speech (Film, 2010)

The Kings Speech (Film, 2010)
Design Principle:

Emphasis
 Emphasis
The feature in a design that attracts ones eye.
The focal point
Can be achieved through shape, color, line, size
La La Land (2016)
Schindlers List (Film, 1993)
Design Principle:

Contrast
 Contrast
Noticeably different
Can be created with:
Proportion and scale
Shape
Color
Texture
Etc.
British Government motivational posters (1939)
Design Principle:

Rhythm
 Rhythm
Repeated use of line, shape, color, texture or
pattern
Types
Regular
Graduated
Random
Regular Graduated Random

Louis Vuitton monogram

AM by Arctic Monkeys (Music Album, 2013)
Saint Basils Cathedral, Moscow
Design Principle:

Unity
 Unity
Achieved through the consistent use of lines,
color, material and/or texture within a design.
Design Principle:

Movement
 Movement
Flow or feeling of action

Sydney Opera House, Australia

Design Principle:

Balance
 Balance
Parts of the design are equally distributed to
create a sense of stability. Both physical and
visual balance exist.
Symmetrical or formal balance
Asymmetrical or informal balance
Radial balance
Vertical balance
Horizontal balance
 Symmetrical Asymmetrical
Radial balance
(Formal balance) (Inormal balance)

Old Pepsi logo New Pepsi logo

Vertical balance Horizontal balance

Taj Mahal, India Manila Cathedral