THE ELEMENTS AND PRINCIPLES OF DESIGN. LINE, SHAPE, VALUE, COLOR, TEXTURE, SPACE, CONTRAST, and REPETITION

LINE A line is a mark between two points. There are various types of lines, from straight to curved and more. Lines can be used for a wide range of purposes: stressing a word or phrase, connecting content to one another, creating patterns and much more.

Repeated curved lines are used in this packaging design Repeated curved lines are used in this packaging design. These lines lead your eye to the brand of coffee and information about it. Repeated circular lines are used in this book cover to direct the viewers eye around the image.

SHAPE We all learned basic shapes in grade school – triangles, squares, circles, and rectangles. There are three basic types of shapes: 1. Geometric (triangles, squares, circles, etc.) 2. Natural/Organic (leaves, animals, trees, people) 3. Abstracted ( icons stylizations, graphic representations) 2. 1. 3.

Geometric shapes make up this organic kiwi shape. Circles shapes are repeated within this poster.

VALUE Value is how light or how dark an area looks. A gradient, shown below, is a great way to visualize value – everything from dark to white, all the shades in-between, has value. Use value to create depth and light; to create a pattern; to lead the eye; or to emphasize.

There are various values in these two emoji examples (pink tongue, eyes, and bodies) that make them look three-dimensional. There are different values of blue and black and grey to give this car logo dimension.

COLOR Color is used to generate emotions, define importance, create visual interest and more. Some colors are warm (red, orange, yellow); some are cool (blue, green, violet). There are various color types and relationships.

There are warm colors – yellow, orange, and red-violet in this band poster. One side of this poster has a warm/happy feeling and the other side is dark. There are many different colors in this design which makes it vibrant and visually interesting.

TEXTURE Texture relates to the surface of an object; the look or feel of it. Concrete has a rough texture; steel has a smooth and reflective texture. Using texture in design is a great way to add depth and visual interest.

There is visual texture in the fringed edges for the burnt table cloths, the linen table cloth, and the reflective, smooth silverware. There is texture in the lips and the shiny texture of the bubble in this band poster.

SPACE Space is the area around or between elements in a design. It can be used to separate or group information. Use it effectively to: give the eye a rest; define importance; lead the eye through a design, and more.

Space is effectively used in this book cover design with the white space around the hand. This allows the viewer’s eye to move around the hand. The space in-between the fingers is similar so the hand shape blends in to this design. There is space used in between the different courses in this menu to visually group them. There is also more background space above the flowers to give viewer’s eyes a rest from the detailed flowers.

CONTRAST Unique elements in a design should stand apart from one another. One way to do this is to use contrast. Good contrast in a design – which can be achieved using elements like color, value, size, shape, and direction– allow the viewer’s eye to flow naturally.

CONTRAST This typography design shows contrast in the light type and dark background. Also in the contrast of the large text and small star shapes. There is contrast in the realistic style of the hair and the flat, stylistic shapes and style of the face.

SIZE Size is how small or large something is. Use size to define importance, create visual interest in a design, attract attention, and more.

The largest font is saved for the name of the magazine because it is of the greatest importance. The name of the service of on this business card is the largest size to draw viewer’s attention.

REPETITION Repetition achieves cohesiveness in a design. Once a design pattern has been established – for example, a dotted border or a specific typographic styling – repeat this pattern to establish consistency.

In the movie poster, Juno, the designer used Repetition in the repeating orange stripes in the background, her shirt, and his socks for visual interest. In this infographic, the artist has repeated shapes of thought bubbles, colors of animals, and font to achieve unity in the design.

These book covers use Repetition in the lines, shapes, and images on to create an interesting pattern.

What elements or principles do you see in this design? (LINE, SHAPE, VALUE, COLOR, TEXTURE, SPACE, CONTRAST, REPETITION)

What elements or principles do you see in this design? (LINE, SHAPE, VALUE, COLOR, TEXTURE, SPACE, CONTRAST, REPETITION)