Activity 6.

1 Visual Design Principles and Elements

Identification
Introduction
Following the steps in the design process and applying visual design principles and elements are
key ingredients leading to the overall effectiveness and tastefulness of a design.

As you learned in previous lessons, the design process is a very important step-by-step
framework that needs to be followed and revisited during a person’s attempt at product design.
Following this process by itself does not guarantee an awe-inspiring solution. Using the right blend
of visual design principles and elements can greatly enhance your product’s functionality,
appearance, feel, and overall effectiveness. Selecting this proper combination is a difficult skill to
develop, but can be achieved by immersing yourself in the design process throughout the year,
tackling problem after problem, and letting your imagination run wild.

When you look at a product that you really like, what, besides its function, do you like? Is it the
color? Is it the form or shape of the case? Maybe it’s the rhythm in its appearance. Maybe it’s the
product’s proportion. Then again, maybe it’s the formal balance of its design that grabs your
attention. With some insight into the visual design principles and elements, you will be able to
create products that capture the attention and imagination of the viewer. Artists, graphic
designers, architects, and industrial designers make up only a handful of the professionals that
utilize the vocabulary of visual design principles and elements on a daily basis.

Equipment
• Pencil
• 3.5 index cards
• Computer
• Digital camera
• (Optional) Activity 6.1a Visual Design Principles and Elements Matrix
•
Procedure
The purpose of this activity is to identify the visual design elements that appear in your
environment and then identify the visual design principles by which they were arranged.

• Locate five man-made items at home, school or elsewhere in your environment that are
visually interesting. Take a photograph of each item. If it is not possible to take a photograph,
sketch the item and shade it with colored pencils to closely represent the object.
• Document your visual analysis on Activity 6.1a Visual Design Principles and Elements Matrix
or on an index card. Attach your image to the matrix or card and include your name, the name
of the product, and identify the visual design principles and elements that are evident in that
product. [Also note and explain any obvious disregard for a principle of design. For example, if
a design appears chaotic and lacks unity, note this and explain why.]
 Sue Smith

Soap Dish

Elements: bright red and green colors, curved and straight lines, rectangular and
circular shapes, geometric forms, smooth texture
Principles:
Emphasis - red color against green background.
Contrast – straight lines contrast curved edges, red and green colors contrast.
Formal balance – created by symmetry of shapes, forms and space.
Regular Rhythm – created by repeated use of circular holes.
Proportion – All elements seem proportional and of an appropriate size for function.
Unity – created by consistent use of geometric shapes, color, and smooth texture.
Economy – Simple lines and shapes. No extraneous elements.
• Example Index Card
Lamp

Elements: warm orange colors, provides light, round shapes and cone shaped top

Principles:
Emphasis - light in dark room
Contrast – flat surface contrasts the round shape and cone top
Formal balance – created by symmetry of shapes, forms and space.
Regular Rhythm –use of warm colors across the lamp
Proportion – All elements seem proportional and of an appropriate size for function.
Unity – created by the different shapes, warm colors and light soucre
Economy – Simple lines and shapes. No extraneous elements.

Elements Of Design

Point Line Color Value Shape Form Space Texture

Description Line Redish Spheres and Solid shape Space in the Smooth
of Use of around the Orange Cones of spheres gap between
cone and cone. the cone and
Elements base

Balance Balance of
darker and
lighter
shades

Emphasis The
reddish-
orange
stand out
from the

Contrast The cone

contrast the
rectangle
bed and
pillow

Rhythm Warmth of
colors

Proportion Same
prop.

Unity Created in
variety

Economy Simple Simple

lines shapes
Rolling Chair

Elements: warm colors, smooth lines and straight lines, wood design,

Principles:
Emphasis - brown and wood design against white background.
Contrast – straight lines contrast curved edges, white and brown colors contrast.
Formal balance – created by symmetry of shapes, forms and space.
Regular Rhythm – created by repeated use of square surfaces and wood design.
Proportion – All elements seem proportional and of an appropriate size for function.
Unity – created by consistent use of geometric shapes, color, and smooth and wood texture.
Economy – Simple lines and shapes. No extraneous elements.

Elements Of Design

Point Line Color Value Shape Form Space Texture

Description Curved Brown Rectangles Solid Space in the Smooth

of Use of Straight Wood Spheres Shapes, gap between
Thick Aesthetic Cylinder puffy the chair
Elements Lines cushions And wheels

Balance Balance of Balance of

curved and darker and
striaght lighter
lines shades

Emphasis Brown
from the
white

Contrast The wall

contrast the
rectangle
seat and
curved lines

Rhythm Warmth of
colors

Proportion Same
prop.

Unity Created in
variety

Economy Simple Simple

lines shapes
Desk

Elements: dark colors, curved and straight lines, rectangular and square shapes,
geometric forms, smooth texture
Principles:
Emphasis - dark colors against bright background.
Contrast – straight lines contrast curved edges, black and light gray colors contrast.
Formal balance – created by symmetry of shapes, forms and space.
Regular Rhythm – created by repeated use of squares and rectangles.
Proportion – All elements seem proportional and of an appropriate size for function.
Unity – created by consistent use of geometric shapes, color, and smooth texture.
Economy – Simple lines and shapes. No extraneous elements.

Elements Of
Desk Design

Point Line Color Value Shape Form Space Texture

Description Straight Black Rectangles Solid shape Space in the Smooth

of Use of Curved of cabinets and
Edges rectangles between the
Elements thin and planks.
thick

Balance Balance of Balance of

darker and Gaps and Fills
lighter shades

Emphasis The Balck is

emphasized
due to the
large use of
the color

Contrast The black

contrasted
the bright vvid
colors

Rhythm Constant use

of black

Proportion Same prop.

Unity Created in Constant use

use of black of planks

Economy Simple Simple

lines shapes
Bed

Elements: bright and brown colors,straight lines, rectangular and square shapes, geometric forms,
smooth texture

Principles:
Emphasis - brown color against white background.
Contrast – straight lines contrast rounded edges, brown and white colors contrast.
Formal balance – created by symmetry of shapes, forms and space.
Regular Rhythm – created by repeated use of circular rectangles.
Proportion – All elements seem proportional and of an appropriate size for function.
Unity – created by consistent use of geometric shapes, color, and smooth texture.
economy – Simple lines and shapes. No extraneous elements.

Elements Of Design

Point Line Color Value Shape Form Space Texture

Description of Straight Brown Cylinders Solid shape Space in the Smooth

Rectangles of rectangles gap between
Use of and the base and
Elements cylinders. floor

Balance Balance of
darker and
lighter shades
of brown

Emphasis The color

brown
emphasized
from the white

Contrast The angled

shape of the
bed
contrasted
the straight
wall

Rhythm Change of
brwon and light
brwon

Proportion Same prop.

Unity Created in only

use of the
brown

Economy Simple lines Simple

shapes
Piano

Elements: bright and brown colors, curved and straight lines, rectangular and
circular shapes, geometric forms, smooth texture
Principles:
Emphasis - black color against white background.
Contrast – straight lines contrast curved edges, white and black colors contrast.
Formal balance – created by symmetry of shapes, forms and space.
Regular Rhythm – created by repeated use of rectangles.
Proportion – All elements seem proportional and of an appropriate size for function.
Unity – created by consistent use of geometric shapes, color, and smooth texture.
Economy – Simple lines and shapes. No extraneous elements.

Elements Of Design

Point Line Color Value Shape Form Space Texture

Description Straight Black Rectangles Solid shape Space in the Smooth

of Use of and White Squares of spheres gap between
Curved Spheres rectangles the piano keys
Elements and and the
sqaures resonator

Balance Balance of
darker and
lighter
shades

Emphasis The black

of the
piano agint
the
whiteroom

Contrast The Weird

shaped
body and
cover
contrasted
the other
arts of the
piano

Rhythm Warmth of
cUse of
black and
white

Proportion Same
prop.
 Unity Created in
the use of
all shapes
ad sizes

Economy Simple Some

lines Complex
Shapes

Conclusion
• How are visual design principles and elements utilized in a design?

The elements are meant to have the product stand out and have the attention drawn to it.
• Identify a product that you feel is aesthetically pleasing. What is it about the product that you
find appealing?
A metal ball to me is aesthetically pleasing because it is so smooth and it's just a nice object to look
at.

• Identify a product that you don’t like the appearance of and identify the visual design principles
and elements that lead to this feeling.
I don’t like the appearance of a jazz hollow body guitar because of the bulky-ness and the excess
amount of curves.

• Identify the visual design principles and elements that were not used appropriately in some of
the products shown.

There weren't any circles used, there were spheres but not circles and a lot of straight and curved
lines