Design elements and principles

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Describe fundamental ideas about the practice of good visual design that are assumed to be the basis of all
intentional visual design strategies. These principles, which may overlap, are used in all visual design fields,
including graphic design, industrial design, architecture and fine art. The elements of design are the
fundamental building blocks of art. Without these elements, art would not exist. [1] The principles of design
describe how the elements of design come together to create a design. Since the principles of design are about
combining elements they are difficult to separate.[1]

To understand the design elements and principles, and how they relate to each other, they are compared to
writing (poem, novel, etc). Good literature is made up of words and subject matter which correlate to the
elements of design. The words are the basic structure of the work just as the 'elements' are to design.
However, sentence structure, style, and word choice can also make a huge difference in literature. The
principles of design are like those little details in literature that take the general structure and create a pleasing
finished product. Principles of design can also be referred to as 'visual grammar rules' due to this comparison.
The design elements and principles combine to create one piece of art. [2]

The guidelines of design discussed in this article are simply consideration. Concepts may vary between artists
or mediums but these are tested to achieve a sound design. The use of well-established design principles
increases the chance that a design will be successful. William Lidwell famous admonition (forewarning) roughly
stated in Universal Principles of Design [3] :

"The best designers sometimes disregard the principles of design. When they do so, however, there is usually
some compensating merit attained at the cost of the violation. Unless you are certain of doing as well, it is best
to abide by the principles." [3]

Contents
  [hide] 

1 Design Elements

o 1.1 Line

o 1.2 Color

o 1.3 Shape

o 1.4 Texture (visual

arts)
 o 1.5 Space

o 1.6 Form

2 Principles of Design

o 2.1 Unity

o 2.2 Point, Line, and

Plane (PLP)

o 2.3 Balance

o 2.4 Hierarchy

o 2.5 Scale

o 2.6 Dominance

o 2.7 Similarity and

Contrast

o 2.8 Movement

o 2.9 Rhythm/Pattern

3 See also

4 References

5 External links

[edit]Design Elements

Design elements are the basic units of a visual piece that make up a painting, drawing, design, etc. [1] .

These elements include:

[edit]Line

A fundamental mark or stroke used in drawing in which the length is longer than the width. Two connected
points form a line and every line has a length, width, and direction. [4]
This image contains contour lines (the outline of the birds) and decoration lines (hatching).

Uses for lines in design

 Contour line: A line that defines or bounds an edge, but not always the outside edge, could
represent a fold or color change.[4]

 Divide space: A line that defines the edge of space can also be created by a gap of negative
space. Many uses include to separate columns, rows of type, or to show a change in document
type. [4]

 Decoration: Lines are used in linear shapes and patterns to decorate many different substrates,
and can be used to create shadows representing tonal value, called hatching.[4]
[edit]Color

Easily misunderstood, color plays a huge role in the elements of design. Good color can be used to create
drastic contrasts just as hierarchy, size, scale, and dominance.. [5]
 Color star containing primary, secondary, and tertiary colors.

Types of color (general)

 Primary color: The three colors that are equal distant on the color wheel and used to make up all
other colors; red, yellow, and blue.[5]

 Secondary color: A mixture of two primary colors including green, violet, and orange. Secondary
colors are a way to have more vibrant colors. [5]

 Tertiary color: Colors formed from a primary and a secondary color like yellow-green, red-violet,
and yellow-orange.[5]

Perceptual attributes of color

 Hue: The redness, blueness, and greenness of a color. [5]

 Value (lightness): Tints and shades of colors that are created by adding black to a color for a
shade and white for a tint. Creating a tint or shade of a color reduces the saturation.[5]

 Saturation: Give a color brightness or dullness. [5]

Ways color can guide the reader

 Aids organization: Develop a color strategy and stay consistent with those colors. [5]

 Gives emphasis: Create a hierarchy or color that leads the reader to the important information. An
example of perceptional emphasis though color is highlighting important text in red [5]

 Provides direction: Using warm and cool colors to relate parts with each other. Warm colors move
elements forward and cool colors move them back. Display text using warm colors behind a cool
color background will stand out and direct the readers eye. [5]

For more in-depth information on color see Color theory and the Color wheel.

[edit]Shape

A shape is defined as an area that stands out from the space next to or around it due to a
defined or implied boundary, or because of differences of value, color, or texture. [6] All objects
are composed of shapes and all other 'Elements of Design' are shapes in some way. [4]

General Categories of Shapes

 Mechanical Shapes (Geometric Shapes): These are the shapes that can be drawn using a ruler or
compass. Mechanical shapes, wether simple or complex, produce a feeling of control or order. [4]
 Organic Shapes: Freehand drawn shapes that are complex and normally found in nature. Organic
shapes produce a natural feel.[4]
[edit]Texture (visual arts)

The tree's visual texture is represented here in this 2-D image.

Meaning the way a surface feels or is perceived to feel. Texture can be added to attract
or repel interest to an element, depending on the pleasantness of the texture. [4]

Types of texture

 Tactile texture: The actual three-dimension feel of a surface that can be touched. Painter can
use impasto to build peaks and create texture. [4]

 Visual texture: The illusion of the surfaces peaks and valleys, like the tree pictured. Any texture
shown in a photo is a visual texture, meaning the paper is smooth no matter how rough the image
perceives it to be. [4]

Most textures have a natural feel but still seem to repeat a motif in some way.
Regularly repeating a motif will result in a texture appearing as apattern.[4]

[edit]Space

In design, space is concerned with the area the design will take place on. For a two-
dimensional design space concerns creating the illusion of a third dimension on a
flat surface.[4]

Major Methods of Controlling the Illusion of Space

[4]

 Overlap: Where objects appear to be on top of each other. This illusion makes the top element
look closer to the observer. There is no way to determine the depth of the space, only the order of
closeness.

 Shading: Adding gradation marks to make an object of a two-dimensional surface seem three-
dimensional.

 Five Kinds of Shading Light: Together these shadows and highlights give an object a three-
dimensional look.[4]

1. Highlight

2. Transitional Light

3. Core of the Shadow

4. Reflected Light

5. Cast Shadow

 Linear Perspective: A concept relating to how an object seems smaller the farther away it
gets.

 Atmospheric Perspective: Based on how air acts as a filter to change the appearance of
distance objects.
[edit]Form

Form is any three dimensional object. Form can be measured, from top to

bottom (height), side to side (width), and from back to front (depth). Form is
also defined by light and dark. There are two types of form, geometric (man-
made) and natural (organic form). Form may be created by the combining of
two or more shapes. It may be enhanced by tone, texture and color. It can be
illustrated or constructed.

The 3 F's

"Form follows function" is known as the 3 F's of Design. Form refers to what something looks like, and
function refers to how it works.

[edit]Principles of Design
 Principles applied to the elements of design that bring them together into
one design. How one applies these principles determines how successful
a design may be. [1]

[edit]Unity

According to Alex White, author of The Element of Graphic Design, to

achieve visual unity is a main goal of graphic design. When all elements
are in agreement, a design is considered unified. No individual part is
viewed as more important than the whole design. A good balance between
unity and variety must be established to avoid a chaotic or a lifeless
design. [5]

Ways to achieve unity

[5]

 Proximity: Elements that are physically close, are considered related.

 Similarity: Elements that are related should share similar position, size, color, shape, or texture.

 Repetition and Rhythm: Recurring position, size, color, and use of a graphic element shows unity.
When the repetition has a focal point interruption it is considered rhythm.

 Theme with variation: Altering the basic theme achieves unity and helps keep interest.
[edit]Point, Line, and Plane (PLP)
PLP are the three most basic shapes in visual design and a good
design contains all three. The key to using PLP is making the shapes
overlap and share elements.[5]

 Point: In design, a point can be the smallest unit of marking not simply a dot. Additionally, a point
can be a small plane or a short line. [5]

 Line: The trace of a point in motion, a thin stroke, or even a narrow plane can be considered a
line. Typed text automatically creates visual lines. [5]

 Plane: A plane can be perceived as a trace of a line in motion like dragging a piece of chalk
across a blackboard sideways (long side down). Wide lines and large points may also create a
plane. [5]
[edit]Balance

It is a state of equalized tension and equilibrium, which may not

always be calm. A unified design is also visually balanced so that
no space takes away from the whole. [5]
 There are four types of balance
[5]

The top image has symmetrical balance and the bottom image
has asymmetrical balance

 Symmetrical: A formal balance is a mirror image of one half of the picture. It is vertically centered,
static, and evokes a feeling of class or formality. The objects in each half of the mirror image may
not be identical, but may be mirror images in sense of color, number of objects or any other
element of design.

 Asymmetrical: An informal balance that is attention attracting and dynamic. It balances a number
of items of smaller size on one side with a larger one on the other. The modern feel an
asymmetrical design is complex to create as it takes skills to distribute the blank space.

 Radial: Balance arranged around a central element. The elements placed in a radial balance
seem to 'radiate' out from a central point in a circular fashion.

 Overall: This mosaic form of balance normally arises from too many elements being put on a
page. Due to the lack of hierarchy and contrast, this form of balance can look noisy.
[edit]Hierarchy

A good design contains elements that lead the reader

through each element in order of its significance. The
 type and images should be expressed starting from
most important to the least. [5]

[edit]Scale

Using the relative size of elements against each other

can attract attention to a focal point. When elements are
designed larger than life, scale is being used to show
drama. [5]

[edit]Dominance

Dominance is created by contrasting size, positioning,

color, style, or shape. The focal point should dominate
the design with scale and contrast without sacrificing the
unity of the whole. [5]

[edit]Similarity and Contrast

Some key aspects of a well designed document include
dramatic contrasts, scrupulous similarity, and active
white space. Planning a consistent and similar design is
an important aspect of a designers work to make their
focal point visible. Too much similarity is boring but
without similarity important elements will not exist. Also,
without contrast an image is uneventful so the key is to
find the balance between similarity and contrast. [5]

Ways to Develop a Similar Environment [5]

 Keep it simple and eliminate clutter. Do not fill white spaces with garbage.

 Build a unique internal organization structure.

 Manipulate shapes of images and text to correlate together.

 Express continuity from page to page (in publications). Items to watch include headers, themes,
borders, and spaces.

 Develop a style manual and stick with the format.

Ways to Create Contrast[5]

 Space


 Filled vs Empty

 Near vs Far

 2-D vs 3-D

 Position


 Top vs Bottom

 Isolated vs Grouped

 Centered vs Off Center

 Form


 Simple vs Complex

 Beauty vs Ugly

 Whole vs Broken

 Direction


 Vertical vs Horizontal

 Stability vs Movement

 Convex vs Concave

 Structure


 Organized vs Chaotic

 Serif vs Sans Serif

 Mechanical vs Hand Drawn

 Size


 Big vs Little

 Long vs Short

 Deep vs. Shallow

 Color
 
 Grayscale vs Color

 Light vs Dark

 Warm vs Cool

 Texture


 Fine vs Coarse

 Smooth vs Rough

 Sharp vs Dull

 Density


 Transparent vs Opaque

 Thick vs Thin

 Liquid vs Solid

 Gravity


 Light vs Heavy

 Stable vs Unstable
 
Shape Description

A closed figure made of line segments each of

Polygon which intersects with exactly two other line
segments.

Quadrilateral 4-sided polygon

A quadrilateral having all sides equal in length and

Square
forming right angles.
Triangle A 3-sided polygon (sum of internal angles = 180°)

Rectangle A 4-sided polygon with all right angles.

Parallelogram 4-sided polygon with two pairs of parallel sides.

5-sided polygon (the graphic shows a regular

Pentagon hexagon with "regular" meaning each of the sides
are equal in length)

Hexagon 6-sided polygon

Heptagon 7-sided polygon

Octagon 8-sided polygon

Texture (visual arts)

From Wikipedia, the free encyclopedia

In the visual arts, texture is the perceived surface quality of a work of art. It is an element of two-dimensional
and three-dimensional design and is distinguished by its perceived visual and physical properties. Use
of texture, along with other elements of design, can convey a variety of messages and emotions.

Contents
  [hide] 

1 2D Texture

o 1.1 Physical
 o 1.2 Visual

2 Examples of physical

texture

3 Examples of visual

texture

4 See also

5 Notes

6 References

[edit]2D Texture
[edit]Physical

Physical texture, also known as actual texture or tactile texture, are the actual variations upon a surface. This
can include, but is not limited to, fur, wood grain, sand, smooth surface of canvas or metal, glass, and leather. It
differentiates itself from visual texture by having a physical quality that can be felt by touch. Specific use of a
texture can affect the smoothness that an artwork conveys. For instance, use of rough surfaces can be visually
active, whilst smooth surfaces can be visually restful. The use of both can give a sense of personality to a
design, or utilized to create emphasis, rhythm, contrast, etc. [1]

Light is an important factor for physical artwork, because it can affect how a surface is viewed. Strong lights on
a smooth surface can obscure the readability of a drawing or photograph, whilst they can create strong
contrasts in a highly texture surface such as moose or pigs.

[edit]Visual

Visual texture is the illusion of having physical texture. Every material and every support surface has its own
visual texture and needs to be taken into consideration before creating a composition. As such, materials such
as canvas and watercolour paper are considerably rougher than, for example, photo-quality computer paper
and may not be best suited to creating a flat, smooth texture. Photography, drawings and paintings use visual
texture both to portray their subject matter realistically and with interpretation. Texture in these media are
generally created by the repetition of shape and line.

Implied texture is a visual texture that has no basis in everyday reality.[2] It is most often utilized in works
of abstraction.

[edit]Examples of physical texture

 

Berlin Green Head, 500BC. Note the smooth texture and mood of the bust.

Animals are often defined by their physical texture, such as a fuzzy kitten or this scaly iguana.

Ralph's Diner, Ralph Goings, 1982. The actual physical texture of this painting is smooth, despite its visual textures.

[edit]Examples of visual texture



View From the Window at Le Gras, Nicéphore Niépce, 1826. Photography.


Canticle, Mark Tobey, 1954. Note the sandy visual texture.

Cataract 3, Bridget Riley, 1967. Visual texture through repetition of line.

ART TEXTURES PRINCIPLES & ELEMENTS IN DESIGN COMPOSITION : Use Textures to Create
Interest in Drawings

Learn about Art Textures in Composition, one of the principles and elements of art and design ...
with knowledge of varying textures of elements in your artwork, your drawings will become more
beautiful and interesting.

|More
Actual and Visual Textures

Visual textures are linear, shape and color patterns invented for specific areas of a
composition. Creation of these is limitless. Textural screens are easily made with natural
materials taped to cardboard as seen below. The left poster shows actual fabric textures with
2 respective visual interpretations to its right.

Art Elements : Texture

A valuable element in the artist’s codebook is texture because it engages another sense
besides sight. Texture is “tactile,” that is, it appeals to our sense of touch. Artists know this
element can appeal to viewers and may try to recreate the illusion of texture, or add real
texture to stimulate our tactile nature.

Creating Visual Textures

The competence of an artist is suggested not only by technical skills but also by the unique
attributes that characterize his works. A significant style of form, color implementation, and
modes of expression give clues to the artist's identity.

Design Elements : Texture

Texture is defined as the surface characteristics of a material that can be experienced through
the sense of touch or the illusion of touch.
Design Notes : Textures

Textures range from the smoothest polished mirror to the roughest mountain range as seen
from an airplane. The term is often misused to refer only to rough surfaces but this is not
correct. All surfaces have texture.

Drawing Texture

There are a few samples of different textures one can create using different shading
techniques. Read each description and try for yourself.

Drawing Texture Library

Examples of textures and surfaces drawn in different media

Draw a Dog's Texture

 Dog Drawing - adding fur texture

Elements Of Design: Texture

Texture On to the third element of design in our series. Previously we looked at the line and
shape and how they can be used to enhance your design and communicate a message. Today
we’re looking at texture.

Elements of Texture in Painting Design

Learn how texture is used as a basic element of painting design in this free instructional video
art lesson.
Texture (painting)
From Wikipedia, the free encyclopedia

Texture in painting is the look and feel of the canvas. It is based on the paint, and its application, or the
addition of materials such as ribbon, metal, wood, lace, leather and sand. The concept of 'painterliness' also
has bearing on texture. The texture stimulates two different senses; sight and touch. There are four types of
texture in art: actual texture, simulated texture, abstract texture, and invented texture.

Contents
  [hide] 

1 Actual

texture

2 Simulated

texture
 3 Abstract

texture

4 Invented

texture

5 See also

6 References

[edit]Actual texture

This is a combination of how the painting looks, and how it feels to the touch. It is associated both with the
heavy build up of paint, such as an impasto effect, or the addition of materials.

[edit]Simulated texture

Cataract 3, Bridget Riley.

Creating the visual effect of texture without actually adding texture. For instance, a texture created to look like
something other than paint on a flat surface. An example is Cataract 3, painted in 1967 by Bridget Riley, which
creates the illusion of ripples in the paper through the repetition of lines.

[edit]Abstract texture

Texture that does not directly represent the object it is connected with but the concept of the object is translated
in textural patterns.

[edit]Invented texture

A creative way of adding alternate materials to create an interesting texture. Invented texture typically appears
in abstract works, as they are entirely non-objective.