Elements of Design

Design Principles and Elements relates to everyday objects

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 “Graphic design is all around us- from movie posters, flyers,
invitations, t-shirt designs, and magazines.”

BUT FIRST

Defining Graphic Design

Graphic design is the art of communicating ideas or information
through the use of visual and textual content such as images and/or words.
To effectively create a design, one must know what can be used to construct
it. There are lines, color, texture, shape, text, space, size, and value or also
known as the elements of design.

A LIST OF WHAT WE’LL LEARN

Table of Contents
1. Line Page 2
2. Color Page 2
3. Texture Page 3
4. Shape Page 4
5. Text Page 4
6. Space Page 5
7. Size Page 5
8. Value Page 5

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Lines
Lines are considered the simplest or the most basic element of art.
These direct the viewer's eye, or suggest movement. Lines can also indicate
forms and edges.

There are three (3) basic types of lines;

➢ Vertical Lines
○ Vertical lines signify ambition, strength, and height.
➢ Horizontal Lines
○ Horizontal lines suggest rest in peace and sense of space.
➢ Diagonal Lines
○ Diagonal lines tend to insinuate movement, conflict, or stress.

Color
Color can be used to emphasize a word or a phrase and use to connect
points and ideas, and create patterns and forms. It has the ability to
communicate a message without using words.

There are two (2) types of color that are used in graphic design.
➢ Vibrance
○ Vibrance refers to the intensity of the more muted colors, leaving
saturated colors alone.
○ Vibrance is often referred to as “smart saturation,” because it
intensifies colors – but it does so more selectively. Specifically,
vibrance boosts colors that are more muted. And it mostly
ignores warmer colors (yellows, oranges, and reds), while
prioritizing cooler colors (blues and greens).
➢ Saturation
○ Saturation refers to how a hue appears under particular lighting
conditions.
○ Saturation simply boosts the intensity of all the colors in a photo.
It intensifies the greens, it intensifies the reds, it intensifies the
yellows, it intensifies the oranges, and more.

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Texture
Texture refers to the feel of the surface. It can be actual or implied. A
texture is implied if the texture is being applied graphically to the object.
Also, it can be touched or felt in actuality.

There are mainly three (3) types of texture used in graphic designs;
➢ Sharpness
○ Describes the clarity of detail in a photo.
○ Sharpness describes the clarity of detail in a photo, and can be a
valuable creative tool for emphasizing texture. The higher the
sharpness, the more distinct the subject's contours will be.
➢ Clarity
○ Type of graphic design that aims to create clear and concise
communication.
○ Clarity adjusts the contrast within the details of your image,
without affecting the overall tone of the image. As you adjust
Clarity, the details are either clarified or smoothened, but the
whites and blacks remain unaffected, and sharp edges remain
sharp
➢ Vignette
○ A dark or light overlay that brings focus to the center of a photo
or design.
○ A vignette is a darker border - sometimes as a blur or a shadow -
at the periphery of photos. It can be an intentional effect to
highlight certain aspects of the image or as a result of using the
wrong settings, equipment or lens when taking a photo.

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Shapes
Shape serves as a container of information to improve the look of the
design. It is a two- or three-dimensional object that stands out from the
space next to it because of a defined or implied boundary.

There are usually three types of shapes;

➢ Geometric shapes
○ Examples of geometric shapes are circles, squares, and triangles
○ Geometric shapes are closed figures created using points, line
segments, circles, and curves.
➢ Natural shapes
○ Examples of natural shapes are leaves, trees, people, etc.
○ Natural shapes are shapes created by natural forces; not
man-made.
➢ Abstract shapes
○ Examples of abstract shapes are Cons, graphic representations.
○ Depictions of real things without being exact representations.

Text
Text refers to the font or font styles used in design. It conveys essential
information to the viewers. For effective use of text for graphic design, one
must know the difference between serif font and sans-serif font.

The differences of Serif and Sans Serif fonts are;

➢ Serif fonts
○ Serif fonts are typefaces that have serifs, which are extra strokes
on the ends of their letterforms.
○ Serifs contain additional decorative or small decorative elements
flourishing on the ends of some of the strokes that make up
letters and symbols.
➢ Sans Serif fonts
○ Sans serif faces have lower stroke contrast and larger x-heights
than serifs.
○ Sans serif does not have these details or flourishes. They are
clean font styles and without any decor at the end of the letters.

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 Fun fact: 'Sans' means 'without.' So altogether, 'Sans Serif' means
'Without Serif' in French.

Space
Space is the area occupied and unoccupied by the other elements. It is
important to maintain balance between the two because it is vital in creating
a good and effective design.

There are two (2) types of space.

➢ Positive space
○ Positive space refers to the subject or areas of interest in an
artwork.
➢ Negative space
○ Negative space is the background or the area that surrounds the
subject of the work.

Size
Size, in graphic design, suggests emphasis on information. It is used to
attract attention and to create contrast among the elements. It is simply how
small or big an element is in relation to other objects within a design.

Value
Value refers to the lightness and darkness of an area in a design. When
used effectively, it creates depths, contrast, and emphasis. The values of a
color are often visualized in a gradient, which displays a series of variations
on one hue, arranged from the lightest to the darkest.

There are two (2) types of value;

➢ White
○ The lightest value.
➢ Black
○ The darkest value.