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 The Basics

The elements of design are the

objects that make up a design while the
principles of design refers to the way those
elements are used together.
 Basics in Graphic Design

 Contrast

 Grid

 Hierarchy
 Elements #1: Colors

Color is an element used to

attract attention, and represent
emotions and moods.
Different Properties of Color

 Hue
 Saturation
 Shade
 Tint
 Tone
 Value
Elements #2: Lines

A line is the most

basic of the design
elements used to create
patterns, set a mood,
provide texture, create
movement and define
shapes.
 Different Kinds of Lines
 Diagonal lines with sudden changes of direction
 Diagonal lines move the eye in a direction and
indicate movement and fluidity
 Horizontal and vertical lines used together in a square
or rectangular shape
 Horizontal lines indicate a sense of motionless rest
and peace
 Shallow curves are relaxing
 Vertical lines are seen as tall and represent grandeur
 Elements #3: Shapes

Shapes are figures and

forms that make up logos,
illustrations, and other
elements in all types of
designs.
 Types of Shapes

 Geometric
Shapes

 Organic Shapes

 Abstract Shapes
 Psychology of Shapes

 Circle, Oval,
Ellipse
 Spiral

 Square, Rectangle

 Triangle
 Element #4: Spaces

Designers use various

ways to use and manipulate
space to produce different
visual effects capable of
enhancing the message of a
design.
 Types of Space

 Negative Space
 Positive Space
 Real Space
 Illusory Space
Elements #5: Texture

A visual texture is
only implied texture using
particular styles of design
 Principles of Design

An understanding of the key design

principles can help an aspiring designer to
develop a critical eye to optimize and
assess his designs.
 Classic Principles of Design

 Alignment  Harmony
 Balance  Hierarchy
 Contrast  Repetition
 Emphasis  White Space
 Principles #1: Alignment
Alignment refers to the placement of
elements so they line up on a print page or web
page layout.

• creating order and conveying harmony;

• creating visual connections;
• grouping items and;
• organizing page elements.
 Principles #1: Balance

Balance is how the elements of a

design are distributed throughout a
layout.
 Types of Balance

 Symmetrical balance

 Asymmetrical balance

 Radial balance
 Principle #3: Contrast

Contrast refers to a visible difference in the

properties of objects.
 Tips to Easily Add Contrast

 Add text in bold or italics.

 Combine serif with sans serif type.
 Show relative lightness or darkness of two
elements.
 Use big and small elements of the same type.
 Use harmonizing, complementary, and
opposite colors.
 Principle #4: Emphasis

Emphasis, or dominance, is
about making the most
important element of a design
stand out from the rest.
 Tips to Emphasize

 A heavy element attracts the attention of a viewer.

 An element placed in the center of a design usually draws the eye.
 If most elements are dark or muted, add color to the subject.
 Increase the size of the element to emphasize them in the design.
 Surround the element with white or empty space.
 Use contrasting colors to provide emphasis.
 When several items are grouped, separate the element from the
group.
 Principle #5: Harmony

Harmony is the arrangement of elements to

create a pleasing image that works all together.
 Principle #6: Hierarchy or Flow

Hierarchy is the arrangement and

presentation of design elements in order of their
importance.
 Principle #7: Repetition

Repetition refers
to the repetitive use of
similar design elements
to contribute to design
consistency.
 Principle #8: White Space

White space is the empty page around the

elements in your composition.
 DI
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O F