DESIGN

ELEMENTS
&
PRINCIPLES
 DESIGN IS AN
INTRICATE,
COMPLICATED, FUN AND
EXCITING BUSINESS.
ELEMENTS OF DESIGN
LINE
- A continuous mark
made on a surface by a
moving point.
SHAPE
- An enclosed Types:
• Geometric
space and are limited • Organic
to 2 dimensions.
SPACE
- The distance or
area between, around
or within object.
- positive and
negative space
TEXTURE
- Refers to the feel of
an object.
COLOUR
- The amount of light
reflected off of an
object.
PRINCIPLES
 Types:
BALANCE • Symmetrical or
formal
- Parts of the design • Asymmetrical or
are equally distributed informal
to create a sense of • Radial
stability. Both physical • Vertical
and visual balance exist. • Horizontal
RHYTHM Types:
-Repeated use of • Regular
lines, shape, colour, • Random
• Gradated
texture or pattern.
EMPHASIS
- The feature in a design
that attracts one’s eye –
the focal point. It can be
achieved through size,
placement, shape, colour,
and /or use of lines.
PROPORTION AND
SCALE
- Comparative
relationships between
elements in a design with
respect to size.
MOVEMENT
- Flow or feeling of
action
CONTRAST
- Noticeably different.
Can be created with
• Colour
• Proportion and scale
• Shape
• Texture
• Etc.
UNITY
- Unity is achieved by
the consistent use of
lines, color, material,
and/or texture within a
design.