INDEX

CONTENTS

ELEMENTS OF DESIGN

1 Point

2 Line

3 Shape

4 Texture

5 colour

PRINCIPLES OF DESIGN

1 Pattern

2 Balance

3 Space

4 Rhythm

5 Scale

6 Contrast

7 Harmony

8 Emphasis
 ELEMENTS OF DESIGN
Design elements are the basic units of any visual design which form its structure and convey visual
messages the elements are the components or parts which can be isolated and defined in any visual design
or art work

The elements are:

 Point
 Line
 Shape
 Texture
 Colour
 POINT

Point is the first and simplest element of visual design point serves as the focus of something visual and
therefore draws attention

Types of point:
 One point: one point creates the attention on point
 Two point: Two point creates the visual (imaginary) line
 Three point: Three point creates the visual shape
 Four point: Four point creates confusion
 LINE

The most important element of design is line. Line can be thick or thin smooth or jagged

Types of lines
 Vertical line: straight lines extending up and down
 Horizontal line: straight lines extend side to side
 Curved line: These are not perfectly straight
 Diagonal line: These are straight lines but Their direction has both a vertical and horizontal
direction
 SHAPE
Shapes are two dimensional areas with a recognizable boundary. They can be open or closed, big or small
land geometric or free form

Types of shapes
 2D
It means two dimensions –length and width 2-d shapes do not have any thickness and can
measured in only two faces triangle and circle
 3D
3d shapes are solid objects that have 3 dimensions the entire creative processes from
conceptualization and layout design through final development.
 Texture:
Texture is the tactile quality of a surface. It can be Actual or implied in two dimensional forms Texture
can be rough or smooth

Parameters of texture are:

 Rough
 Smooth
 Hard
 Silk
 COLOUR

Colour is known as hue which is in the original colour. The hue includes the primary colour of red, blue,
and yellow; the secondary colours of orange, green, purple and the tertiary colours, made by mixing
primary and secondary colours
 Principles of design:
Design elements and design principles describe fundamental ideas about the practice of good visual
design that are assumed to be the basis of all international visual design strategies

The elements of design are:

 Pattern
 Balance
 Space
 Rhythm
 Scale
 Contrast
 Harmony
 Emphasis
 PATTERN
Repetition of any design element in particular way i.e. horizontally, vertically (shapes, line, colours,)

The types of pattern are

 Tile
 Tensilation
 BALANCE:

Distribution of visual weight of object colour the elements of design are arranged symmetrically or
asymmetrically to create the impression of equality in weight or importance
 SPACE
It refers to the area within, around, above or below an object .It is important to create and understanding
both two dimensional or three dimensional art work
 RHYTHM

The use of recurring elements to direct the movement of the eye through the artwork there are five kinds
of rhythm, random, regular, altering. The way the elements are organized to lead the eye to the focal area
 SCALE
The size of an object or the relationship between objects with respect to size number and so on.
 CONTRAST
The Juxta position of different elements of design (for ex: rough and smooth texture, dark and light
values) in order to highlight their differences and create visual interest or focal point
 HARMONY
The arrangement of elements to give the viewer the feeling that all the parts of the piece form a coherent
whole
 EMPHASIS

Focusing the object in composition or importance give to one part of a work (for ex: rough smooth
textures dark and light values) in order to highlight their differences and create visual interest or focal
point