ELEMENTS OF

DESIGN
LINES
A line represents a single
dimension-length. It can be straight
or curved and can be combined with
other elements. It can create shape,
tone, form, and texture.
TYPES OF LINES
HORIZONTAL LINES
VERTICAL LINES
ZIGZAGS
CURVED LINES
CURLY
SPIRAL
THICK AND THIN
SHAPES
ANGLE
CROSS-HATCHING
RIPPLE OF RADIATING LINES
SCUMBLING AND DOTS
SHAPE
Shapes are closed figures which are
two-dimensional. Examples of shapes
are triangle, square, rectangle,
pentagon, hexagon, heptagon, octagon,
nonagon, and decagon.
Illustration 1 is a Illustration 2 is not
square shape a shape. It is a
dynamic.
COLOR
It is a light reflected off objects.
Understanding color meanings is essential
when you are preparing a logo. Colo
psychology affects your lives in so many
ways, yet you often do not realize the
impact of your color choices on your
stationery and packaging, in your retail
store or office. In your marketing or
business.
WHAT DIFFERENT
COLORS MEAN?
RED
Implies passion, energy, danger,
aggression, warmth, and heat. It has
also been found to stimulate appetite,
which explains why it is used in so many
restaurants and food product logos.
Choosing red for your logo can make it
feel more dynamic.
ORANGE

Is often seen as the color of modern

thinking. It is also carries meanings of
youth, fun, affordability, and
approachability.
YELLOW
Requires cautious use as it has some
negative suggestions including
cowardice and its use in warning signs.
However, it is also related to being
sunny, warm, and friendly and is another
color that is believed to stimulate
appetite.
GREEN
Is commonly used when a company
wishes to emphasize natural and ethical
identifications, especially with products
such as organic and vegetarian foods.
Other meanings attached to it include
growth and freshness, and it is popular
with financial products, too.
BLUE
Is one of the most widely used colors in
logos. It implies professionalism,
serious-mindedness, integrity, sincerity,
and calmness. Blue is also associated
with authority and success, and for this
reason, is popular with both financial
institutions and government agencies.
PURPLE
Speaks of royalty and luxury. It has long
been associated with the church,
implying wisdom and dignity, and
throughout history. It has been the color
of wealth and riches.
BLACK
Is a color with a split personality. It
implies power and sophistication, but, on
the other hand, it is associated with evil
and death. Most logos will need a black
and white version for use in media in
which color is not available.
WHITE
Is usually associated with purity, cleanliness,
simplicity, and innocence. A white logo will
always need to stand in a colored field to
make it show up on a white background. Many
companies will choose to have colored
version and a white version of their logos; for
ex. The Coca-Cola mark appears in white on
its red tins and brown bottles but it is used in
red when needed on a white background.
BROWN
Has manly meanings and is often
used for products related with
rural life and the outdoors.
PINK
Can be fun and girly, but its feminine
relation means it is often avoided for
products not specifically targeted at
women.
TEXTURE
Texture is the feel, appearance,
thickness or stickiness of a surface or
substance. Graphic artist can trick the
eye into seeing three-dimensional
materials on a two-dimensional surface.
COLOR CONTRAST
In color contrast, if two colors are
different from each other (say black and
white) they have contrast, whereas if
they are very similar (red and orange),
then they have low contrast.
SIZE CONTRAST
The next most common from of
contrast is using size. Something big
beside something small indicates that
the bigger item is far more important.
That is right-size matters.
SHAPE CONTRAST
Shape contrast means making things
and their differences in physical shape
stand out when compared to other
things. The illustration below shows that
by adding a circle around the button it
can attract a lot more attention.
POSITIONAL CONTRAST

Creating contrast in positioning is

a very neat way to create an order of
elements merely by using different
positions.