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Principles and Elements of Design

The document discusses the principles and elements of design that make something visually appealing. It identifies the key elements of design as line, color, form and shape, space, texture, and value. It then explains each of these elements in more detail. It also discusses the principles of design, which are how the elements are arranged and prepared, including proportion and scale, emphasis, contrast, rhythm, unity, movement, and balance.

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Glaiza Angel Macapagal
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357 views20 pages

Principles and Elements of Design

The document discusses the principles and elements of design that make something visually appealing. It identifies the key elements of design as line, color, form and shape, space, texture, and value. It then explains each of these elements in more detail. It also discusses the principles of design, which are how the elements are arranged and prepared, including proportion and scale, emphasis, contrast, rhythm, unity, movement, and balance.

Uploaded by

Glaiza Angel Macapagal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Principles and Elements of

Design
Glaiza Angel B. Macapagal BSIT 3A
What makes something
visually appealing?

• The way in which elements (your


ingredients) and your principles (the way
in which you prepare those ingredients)
are arranged.
• Line
• Color
Elements of • Form and shape

Design
• Space
• Texture
• Value
Line

• Types
– Vertical-Represents dignity,
formality, stability and strength.

– Horizontal-Represents calm,
peace and relaxation.
– Diagonal-Represents action,
activity, excitement and
movement.

– Curved- Represents freedom,


the natural, having the
appearance of softness, and
creates a soothing feeling or
mood
Color

• Color has an immediate


and profound effect on
design
– Warm colors: Reds,
oranges, yellows
– Cool colors: Blues,
purples, greens
Form and Shape
• Form (3D)- the shape and structure of
something as distinguished from its
substance or material

• Shape (2D)- The two-dimensional contour


that characterizes an object or area
• Enlarging or reducing visual space

Space Types
-Open -Unused -Cramped
Texture

• The look and feel of an object


– Smooth: Reflects more light (more
intense)
– Rough: Absorbs more light
(appears darker)
Value
• The relative lightness or darkness
of a color
Methods
-Shade: degree of darkness
of a color
-Tint: A pale or faint
variation of a color
• Proportion and scale
• Emphasis
• Contrast

Principles of •
•
Rhythm
Unity
Design •
•
Movement
Balance
Proportion and
Scale

• Comparative relationships between


elements in a design with respect to
size.

– 3:5 ratio is known as the Golden


Mean
Emphasis
• The feature in a design that
attracts one’s eye.
– The focal point
• Can be achieved through
shape, color, line, size
Contrast

• Noticeably different
– Can be created with:
• Proportion and
scale
• Shape
• Color
• Texture
• Etc.
Rhythm
• Repeated use of line,
shape, color, texture or
pattern
– Types
• Regular
• Graduated
• Random
Unity
Achieved through the
consistent use of lines,
color, material and/or
texture within a design.
Movement
• Flow or feeling of
action
Balance
• Parts of the design are
equally distributed to
create a sense of
stability. Both physical
and visual balance exist.

– Symmetrical or
formal balance
– Asymmetrical or
informal balance
– Radial balance
– Vertical balance
– Horizontal balance
Something Wrong?
• Did I caught your interest?
• Do you imagine what I have discuss.
This is what happened
without The elements of Design
Your Turn:
• This presentation contains a great deal of
information about the principles and elements
of design.
• However, IT IS MISSING PICTURES
THROUGHOUT!
• Recreate this slide show in PPT using your
choice of appropriate pictures focusing on
products/logos/architecture/etc.

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