THE ELEMENTS

OF DESIGN
A relative degree of lightness & darkness in a design element.
THE PRINCIPLES
OF DESIGN
Balance
◦Balance is the distribution of the visual
weight of objects, colors, texture, and
space.
Contrast
◦Refers to the presentation of two
elements of the design in opposite ways.
◦Contrast is very useful for creating a focal
point, as well as giving objects greater
visual weight and balancing the image.
Contrast
Emphasis
◦Emphasis is the part of the design that
catches the viewer’s attention.
◦Usually the artist will make one area stand
out by contrasting it with other areas.
Rhythm/Movement
◦Rhythm is created when one or more
elements of design are used
repeatedly to create a feeling of
organized movement.
◦It creates a mood like music or
dancing.
Rhythm/Movement
◦Movement is the path the viewer's eye
takes through the work of art, often to focal
areas. Such movement can be directed
along lines, edges, shape, and color within
the work of art.
Rhythm/Movement
Unity
◦Unity is the feeling of harmony
between all parts of the work of art,
which creates a sense of
completeness.
Pattern
Pattern is the repeating
of an object or symbol
all over the work of art.
Pattern
Scale and Proportion
◦Scale and proportion are both design elements
that have to do with size.
◦Scale is the size of one object in relation to the
other objects in a design or artwork.
◦Proportion refers to the size of the parts of an
object in relationship to other parts of the same
object.
Scale and Proportion
Harmony

◦ The repetition of design elements like

colour, texture, shape, and form is one
of the easiest ways to achieve harmony
to create a composition.
Variety
◦Variety is the use of several elements of design
to hold the viewer’s attention and to guide the
viewer’s eye through and around the work of
art.
References:
◦ E-Tech: Technology Empowerment in a connected, digital world.
◦ https://www.getty.edu/education/teachers/building_lessons/principles_design.pdf
◦ https://study.com/academy/lesson/contrast-as-a-principle-of-design.html
◦ https://www.hatchdesign.ca/principles-of-interior-design-part-4-harmony-and-unity/
◦ https://iridiangroup.com/principles-design-harmony/