PRINC

IPLES
AN D E
OF DE S L EMENT
IGN S
 TOPIC OUTLINE
• Elements and Principles of Design
– Line, Shape, Form, Space, Color and Texture
– Harmony, Proportion, Balance, Rhythm and Emphasis
• The Color Theory
– The Color Wheel
– Primary, Secondary and Tertiary Colors
– Color Scheme
– Meaning of Colors
PART I

ELEMENTS OF DESIGN
ELEMENTS OF DESIGN

Line is a mark with greater length than

width. Lines can be horizontal, vertical or
diagonal, straight or curved, thick or thin.
ELEMENTS OF DESIGN

Shape is a closed line. Shapes

can be geometric, like squares and
circles; or organic, like free formed
shapes or natural shapes. Shapes
are flat and can express length and
width.
ELEMENTS OF DESIGN

Forms are three-dimensional shapes,

expressing length, width, and depth. Balls,
cylinders, boxes and triangles are forms.
ELEMENTS OF DESIGN

Space is the area between and

around objects. Space can also refer to
the feeling of depth. In visual art when
we can create the feeling or illusion of
depth we call it space.
 ELEMENTS OF DESIGN

Color is light reflected

off objects. Color has
three main characteristics:
hue or its name (red,
green, blue, etc.), value
(how light or dark it is),
and intensity (how bright
or dull it is).
ELEMENTS OF DESIGN

Texture is the surface quality that can be

seen and felt. Textures can be rough or
smooth, soft or hard.
PART II

PRINCIPLES OF DESIGN
PRINCIPLES OF DESIGN

Harmony is the law of unity with variety. The

repetition of line, form, shape and size. It can be
defined as a pleasing arrangement of parts, whether it
be music, poetry, color, or even an ice cream sundae.
HARMONY
PRINCIPLES OF DESIGN

Proportion is the feeling of unity created

when all parts (sizes, amounts, or number)
relate well with each other. When drawing the
human figure, proportion can refer to the size of
the head compared to the rest of the body.
PRINCIPLES OF DESIGN

Balance is the distribution of the visual

weight of objects, colors, texture, and space. If
the design was a scale these elements should be
balanced to make a design feel stable. In
symmetrical balance, the elements used on one
side of the design are similar to those on the
other side; in asymmetrical balance, the sides are
different but still look balanced.
PRINCIPLES OF DESIGN
Two Basic Approaches to Balance:

Symmetrical/Formal Balance

Asymmetrical /Informal Balance

PRINCIPLES OF DESIGN

Rhythm is a smooth related movement. It is

created when one or more elements of design
are used repeatedly to create a feeling of
organized movement. Rhythm creates a mood
like music or dancing.
PRINCIPLES OF DESIGN

Emphasis is the part of the design that

catches the viewer’s attention. Usually the artist
will make one area stand out by contrasting it
with other areas. The area will be different in
size, color, texture, shape, etc.
PART III

THE COLOR THEORY

 THE COLOR THEORY

Color theory encompasses a multitude of

definitions, concepts and design applications.
All the information would fill several
encyclopedia. As an introduction, here are a
few basic concepts.
THE COLOR THEORY

A color circle, based on red, yellow and blue,

is traditional in the field of art. Sir Isaac
Newton developed the first circular diagram
of colors in 1666. Since then scientists and
artists have studied and designed numerous
variations of this concept. In reality, any color
circle or color wheel which presents a logically
arranged sequence of pure hues has merit.
THE COLOR THEORY

PRIMARY COLORS
Red, yellow and blue

Primary Colors
In traditional color theory, these are the 3
pigment colors that can not be mixed or
formed by any combination of other colors. All
other colors are derived from these 3 hues.
THE COLOR THEORY

SECONDARY COLORS
Green, orange and
purple

Secondary Colors
These are the colors formed by mixing the
primary colors.
THE COLOR THEORY

TERTIARY COLORS
Yellow-orange, red-orange, red-purple,
blue-purple, blue-green and yellow-green.

Tertiary Colors
These are the colors formed by mixing a
primary and a secondary color. That's why the
hue is a two word name, such as blue-green,
red-violet, and yellow-orange.
THE COLOR SCHEME

In visual experiences, color harmony is

something that is pleasing to the eye. It
engages the viewer and it creates an inner
sense of order, a balance in the visual
experience.
THE COLOR SCHEME
There are many theories for color schemes. The following
illustrations and descriptions present some basic formulas .

• Related colors
• Monochromatic Harmony
• Analogous Harmony
• Contrasting Colors
• Complementary
• Double Complementary
• Split Complementary
• Triad
RELATED COLORS

1. Monochromatic harmony has one color of

different shade.

2. Analogous harmony three neighboring

colors, one of which is dominant.
CONTRASTING COLORS

1. Complementary colors opposite each

other in the color wheel

2. Double complementary two neighboring

colors and their opposite colors
CONTRASTING COLORS

3. Split Complementary three colors diagonal

with each other

4. Triad the color in between three spaces in

color wheel
THE COLOR SCHEME

Nature provides a perfect departure point for

color harmony. In the illustration below, red
yellow and green create a harmonious design,
regardless of whether this combination fits into a
technical formula for color harmony.
THE COLOR SCHEME

An abstract painting
based on a Lilac flower.
THE MEANING OF COLORS

Colors have symbolism and meanings. As

you design brochures, logos, and Web sites,
PPT presentations or any other visual aids, it
is helpful to keep in mind how the eye and
the mind associate meanings with the colors
you display.
.
THE MEANING OF COLORS
Authority and Power
Evokes strong emotions
Associated with Evil
Overwhelming if used in excess

Purity - Cleanliness
Safety (away from things that go bump in the night)
Mourning for some Eastern Cultures

Practical (in moderation)

Timeless (in moderation)
Middle of the Road
Too much depressing / “nothingness” Old age / death
Depression / loss of direction
THE MEANING OF COLORS
Energy – Movement – Excitement
Too much – overwhelming, agitated
Holidays

Calming for lighter shades

Cold and Uncaring some shades or too much
Steadfast – Dependable – Loyal
Productive

Growth – Nature - Money

Calming
Forest Green = conservative, masculine and wealth)
THE MEANING OF COLORS
Wealth – Prosperity – Riches
Sophistication
Mystery – Wisdom - Respect
Too much – Being Artificial

Cheerful – Laughter – Happiness

Optimism – better times
Too much causes babies to cry and tempers to flare
Speeds up metabolism and creativity increases sales
Overpowering if over used or associated with cowardice

Flamboyant
Fun times, happy energetic days
Ambition – New Dawn - Attitude
THE MEANING OF COLORS
Reliability – Stability
Friendship
Natural or Organic
Too much - Mourning
 REFERENCES
Technology and Livelihood Education K to 12 Exploratory
Module – Handicraft , pp. 30-33
Bizness Concepts, Inc. Colors and Color Combinations. Retrieved
from http://www.biznessconcepts.com/colors.htm
Color Matters. COLOR THEORY. Retrieved from
http://www.colormatters.com/colortheory.html
Kid Space Arts. Elements & Principles of Design. Retrieved from
http://www.4-hcurriculum.org/projects/kidspace/E-P.htm
“Enthusiasm is the best bait in
chasing your creativity” - MLL
THANKS FOR LISTENING!