The Elements and Principles of Design

What Are They? Elements of design are the parts or tools,. They structure and carry the work. Principles of design are concepts. They affect content and message.

Line A line is the path of a moving point.

Direction Direction is the course along which a line moves.

Value Value is how dark or light a color is.

Texture Texture is the visual surface quality of an object.

Form and Space Form is an area surrounded by space. Space can be positive or negative.

Color Color is the hue, shade, or tone of an object. Hue is the name of the color, a shade adds black and a tint adds white.

Balance Balance relates to our physical sense of balance.

Movement Movement leads the eye from one direction to another.

Proportion Proportion is the relative size and scale of elements in a design.

Repetition Repetition is one, or similar elements that are repeated.

Rhythm Rhythm is a measured movement through space. It is a regular repetition of elements.

Center of Interest Center of Interest is when one object is emphasized more than another.

Contrast Contrast is when elements are different.

Unity and Variety Unity is a set of elements from the same family. Variety is elements that are similar, but not the same.

Harmony Harmony is when elements are related.

Your Turn! What elements and principles do you see being used in this image?

Sources Jirousek, C. (1995). Elements of Design. In Art, Design, and Visual Thinking. Retrieved September 28, 2009, from Lovett, J. (1999). Elements and Principles of Design. In John Lovett Watercolor and Mixedmedia Artist. Retrieved September 28, 2009, from Line: Mike Chaput-Branson, “Line Up The Color” January 19, 2008 via Flickr, Creative Commons Attribution, Noncommercial, Share Alike License. Form and Space: Ntr23, “Ice Form” August 19, 2006 via Flickr, Creative Commons Attribution, Noncommercial, Share Alike License. Image Sources

Movement: Ed Schipul, “Orange eTech 2007” March 28, 2007 via Flickr, Creative Commons Attribution, Share Alike License. Color: Nasplayer, “Rainbow Colored Milk Drop Splash (Explore 108)” June 11, 2009 via Flickr, Creative Commons Attribution, No Derivative Works License. Texture: Lucy Nieto, “Tapete de Plástico – 2007” November 24, 2007 via Flickr, Creative Commons Attribution, Noncommercial, Share Alike License. Direction: Jeff Bauche, “Abstract Life Line” January 21, 2008 via Flickr, Creative Commons Attribution, Noncommercial, No Derivative Works License. Proportion: Alper Çuğun, “Disproportion” July 4, 2007 via Flickr, Creative Commons Attribution, Noncommercial License.

Image Sources Balance: Terence T.S. Tam, “Space Needle and Pacific Science Center” October 6, 2008 via Flickr, Creative Commons Attribution, Noncommercial, Share Alike License. Gradation: Natrium Chlorine, “IMGP4383a2” October 18, 2008 via Flickr, Creative Commons Attribution, Noncommercial, Share Alike License. Repetition: Kevin Dooley, “Angles, Lines, Light, and Shadows” November 7, 2007 via Flickr, Creative Commons Attribution License. Contrast: Cataline Olavarria, “Al Fondo a la Derecha” September 2, 2006 via Flickr, Creative Commons Attribution, Noncommercial, Share Alike License.

Image Sources Harmony: Kris De Curtis, “Christmas in Love…” December 12, 2007 via Flickr, Creative Commons Attribution, Noncommercial, No Derivative Works License. Dominance: Toshihiro Oimatsu, “Emphasis” June 23, 2009 via Flickr, Creative Commons Attribution License. Rhythm: ZeroOne, “Spiral Staircase” July 2, 2007 via Flickr, Creative Commons Attribution, Share Alike License. Variety: Ross Orr, “Series VI” September 26, 2007 via Flickr, Creative Commons Attribution, Noncommercial, No Derivative Works License. Your Turn!: Romnick Simplicio, “Africa Fighting Below the Line - Print Ad (Education)” June 24, 2008 via Flickr, Creative Commons Attribution, Noncommercial, No Derivative Works License.