Principles & Elements of

Design
 Principles of Design
 There are ten principles that encompass
an interesting design.
• Balance • Repetition

• Rhythm • Opposition
• Emphasis • Subordination
• Proportion • Transition

• Unity • Creativity

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 Balance
• To bring into proportion, harmony.
• To make or be equal in weight or force.
• Formal: symmetrical
• Informal: not symmetrical, but balanced visually

Balanced PT Instructronics Not Balanced

 Rhythm
• A flow or movement having a regularly
repeated pattern of lines, planes, or
surface treatments.

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 Emphasis
• Force of expression or special attention given to
something

LOOK

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 Proportion
• Golden Rectangle: The comparative relationship
between things with respect to size.

5x8
4x7

3x5
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 Unity
• Consistent use of line, color, and texture
Oops

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 Repetition
• The act of repeating lines, spaces, textures, ...

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 Opposition
• Long - Short

• Thick - Thin

• Black - White

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 Subordination
• Not all parts of the design have the same rank or
value. Some are more important than others. The
less important are subordinate, but they still are
necessary for an effective design.

Most Important
Channel 2
Stormy Nite
Meteorologist
Subordinate

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 Transition
• Change from one aspect of the design
to another.

Color

Shape

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 Creativity

• Being imaginative or inventive, stimulating

inventive powers.

• Making a mountain out of a mole hill.

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Elements of Design
 Six integral components in the creation
of a design:
• Line • Light & Sound
• Form • Space
• Color • Materials & Texture

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 Line
• Straight, curved, horizontal, vertical, diagonal.
• Produces a sense or movement.
Curved: graceful flow
Horizontal: increases length
Vertical: increases height
Diagonal: shows a transition

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 Form
• The shape, outline, or configuration of anything.
• Some examples of specific forms are:
Squares, rectangles, circles, ellipses,
triangles, and ovals.

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 Color
• Provides definition, interest, variety, change

• red: warm
• yellow: attention
• green: lessen tension
• blue: cool, formal
• violet: mystery

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 Light and Shadow
• By using various combinations of light &
shadow you can create a sense of
depth.

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 Space
• By incorporating the use of space in
your design, you can enlarge or reduce
the visual space.

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 Materials: Texture & Color
• By the use of various patterns
combined with appropriate colors you
can simulate various materials.

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