©2003 Texas Trade and Industrial Education1 Graphic Arts Design Concepts: The Principles and Elements of Design Explained for the Young Visual Communications Student

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts2 The elements of design create everything around us … without these ingredients, nothing can exist. The responsibility for learning these elements and formatting them within the principles of design falls to each individual designer.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts3 Memorize these eight important elements of design… Color: Also known as hue. A specific light wavelength found in the color spectrum. Color ranges circularly from red, to yellow, to green, to blue, and then back to red.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts4 The second element is line. A line is a point in motion with only one dimension – length. The variables of line are size, shape, position, direction, number, interval and density.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts5 The third element… mass or volume. A solid body composing a solid form.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts6 Movement, or motion… the fourth element. The process of changing place, direction or orientation. This is not animation, although animation is a product of movement added to other elements of design.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts7 Space, the fifth element. Space is a 2D or a 3D element defined by other elements of design.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts8 The sixth element is texture. A technique of trying to replicate three- dimensional surfaces in 2D design through various drawing or other media technique. In 3D, it happens by touch or visual experience.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts9 The seventh element: Typography Considered an element in the graphic design world. Although type itself consists of other elements of design, it becomes an element within the constraint of visual communication.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts10 The eighth and final element is value. The relative lightness or darkness of an area measured in a graded scale from white to gray to black.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts11 The principles of design are tools used to format the elements of design. There are eight elements and eight principles. The design principles are applicable to art, architecture, graphics, fashion, industrial design, and even writing, such as poetry.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts12 We start with the first principle… balance. The convergence of design elements that appear to be at a whole with equilibrium.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts13 The second principle is contrast. This is “the automatic principle”. Whenever an element is placed into a format, it contrasts with other elements in the same format in size, shape, color or texture. Offers variety within a visual format.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts14 Direction is the third principle. Using movement to create the visual illusion of displacement.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts15 The fourth principle: “economy” Precision or simplicity. A principle of most good design work.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts16 The fifth principle of design is emphasis. Also known as dominance, this is the hierarchy of visual importance. One element takes precedence over others.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts17 Proportion is the sixth principle. A 2D or 3D element defined by other elements of design.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts18 The seventh principle of design is rhythm. Repetition of one or more elements within a visual format resulting in harmony.

©2003 Texas Trade and Industrial EducationGraphic Arts I: Design Concepts19 The final principle: unity Oneness, harmony, completeness. Gestalt. All visual elements come together within a format to create a perfect whole.