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Principles and Elements of Design

The document discusses the principles and elements of design. The elements are line, color, form and shape, space, texture, and value. The principles are proportion and scale, emphasis, contrast, rhythm, unity, movement, and balance. These elements and principles are the basic ingredients and ways to arrange them to make something visually appealing.

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Ar Marydin Mendoza
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40 views18 pages

Principles and Elements of Design

The document discusses the principles and elements of design. The elements are line, color, form and shape, space, texture, and value. The principles are proportion and scale, emphasis, contrast, rhythm, unity, movement, and balance. These elements and principles are the basic ingredients and ways to arrange them to make something visually appealing.

Uploaded by

Ar Marydin Mendoza
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
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Principles and Elements of

Design

MR. O’Rourke
DDP
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.
Elements of Design
• Line
• Color
• Form and shape
• 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
Space
• Enlarging or reducing visual 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
Principles of Design
• Proportion and scale
• Emphasis
• Contrast
• Rhythm
• Unity
• 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
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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