2. Objectives To identify elements and principles of design.
To apply the principles and elements in design.
To examine the impact of the elements and principles of design.

3. Main Menu
Elements
Principles

4. Elements

5. Elements & Principles
Can be defined in any visual design or work of art
Act as the structure of an art work
Can help to create a well balanced piece

6. Elements Refer to building blocks or ingredients of art
Are the components that make up the design
Create the basic visual material used to make art

7. Elements
Include the following:
line
shape/form
space
texture
color

8. Line Refers to the continuous mark made on a surface
Is greater in length than in width
Indicates direction
Includes:
horizontal lines
vertical lines
curved lines
diagonal lines

9. Line Provides a visual path for the eye
Establishes framework of the design
Can reflect certain emotional qualities and convey a mood
Is often more functional than decorative

10. Horizontal Lines Suggest a sense of rest and relaxation
Counteracts vertical lines
Can act as a dividing point

11. Vertical Lines Suggest dignity, discipline and strength
Emphasize a sense of height
Can give a piece the feeling of power and strength

12. Curved Lines Portray youth Are graceful and gentle
Give a piece a more relaxed and informal look

13. Diagonal Lines Break monotony of vertical and horizontal lines
Imply a feeling of movement
Can also indicate depth through perspective
Perspective is a view, outlook or vista and the appearance of depth in objects

14. Shape Is two-dimensional Geometric Organic (free flowing) length
height
Geometric
Organic (free flowing)

15. Form Is three-dimensional Describes mass and volume of an object
length
width
height
Describes mass and volume of an object
Can be viewed from all angles

16. Space Is the total area a person can see
Can be broken up by large shapes and forms
Can create an illusion of depth
Adds interest, excitement and contrast
Fun Fact: Artists can create depth by using overlapping, diminishing scale, atmospheric perspective, vertical placement, warm and cool colors, diagonals and linear perspective.

17. White Space Refers to the unused portions of the page
Can also be called “negative space” or “blank space”
Is the space between objects
Keeps a piece from appearing busy or cluttered
Fun Fact: White space does not have to be white.

18. Texture Is surface quality or feel of an object
Can be apparent (visual) or tactile (touch)
Coarse textures are bold and may be used to create a focal point
Fine textures are placed further from the focal point or as filler material

19. Texture
Types of texture include the following:
rough
smooth
dull
soft

20. Color Is defined as light reflected off objects
Can have strong emotional and psychological impact
Includes the following:
hue (name)
value (how light or dark)
intensity (how bright or dull)

21. Hue Is one of the main properties of color
Allows a color to be classified as red, green, blue, etc.
Refers to the wavelength of visible light

22. Value Describes the lightness or darkness of a color
Is needed to express volume
Contrast separates objects in space
Volume is the size, bulk and dimension of a particular object

23. Intensity Can also be known as chroma or saturation
Is the brightness or dullness of a color
Also describes the amount of light on an area

24. Color May be used in the foreground or background of a piece
Draws attention
Adds a visual stimuli to the piece
Can have a psychological affect on the viewer

25. Warm Colors Can evoke the following emotions:
red: energy, power, passion
yellow: joy, happiness, intellect
orange: determination, fascination, encouragement

26. Cool Colors Can evoke the following emotions:
green: growth, harmony, freshness
blue: calm, relaxed, faith
violet: playfulness, impulsiveness, sophistication

27. Color Wheels Are a useful tool in determining which colors to choose
Aid in creating a variety of color schemes
used to make the composition more appealing to the viewer
give the piece a different feeling
Composition is the placement or arrangement of visual elements

28. Color Wheels Help determine the following:
complementary colors: any two colors which are directly opposite each other
analogous colors: any three colors which are side by side on a 12-part color wheel

29. Color Wheel

30. Principles

31. Principles Are ways to work with or arrange elements
Describe the way the elements fit together
Include:
rhythm
emphasis
balance
proportion/scale
harmony

32. Rhythm Repeats one or more design elements
Creates a feeling of organized movement and sense of order
Provides direction and guides viewers’ eyes through design
Movement shows action and directs the viewers eyes throughout the piece

33. Proportion Is also known as scale
Describes the relationship of parts to each other and to a design as a whole

34. Proportion
Explains how size, amount and number relate well with each other
Is commonly shown between size and shape; shape and surroundings

35. Proportion
Is the difference of the area occupied by one shape to another
Element has been exaggerated or centralized to draw viewers’ eye

36. Repetition Is the act of duplicating
Refers to the unchanging look and feel across a piece of work or a number of pieces
Can be used for colors, graphics or a style
Should make navigation throughout the piece easier

37. Emphasis Is the center of interest Catches the viewers’ attention
Creates a focal point or accented area
Uses color, size or unique shape to create focal point

38. Balance Is a distribution of visual weight
Directs focus for the viewers’ eye
Creates a sense of rest and equilibrium
Includes the following two types:
symmetrical—(formal balance) same on both sides
asymmetrical—(informal balance) balanced, but each side is different

39. Balance
Breaks an image into thirds horizontally, vertically and radial
Can also be known as the “rule of thirds”
Should demonstrate mechanical and visual stability

40. Balance
Is the way the element’s lines, shapes, colors and textures are arranged on a piece

41. Contrast Is the arrangement of opposite elements
Refers to a combination of different design elements

42. Contrast
Can be accomplished by using differences in size, value and color
Could also be a difference between a large graphic and a small graphic

43. Harmony Also known as unity
Occurs when everything in the piece works together
Is successful when several elements hold viewers attention

44. Harmony Are components blended together without separation
Is achieved by repetition of related components

45. Proximity Is the location of items in relation to one another
Determines a relationship by how close together or far apart elements are placed
Gives a piece an organized feel and creates a visual structure

46. Resources
Bartel, M. (2010, June 14). Some Ideas About Composition and Design Elements, Principles, and Visual Effects.
Color Theory. ( ). Retrieved October 15, 2010, from Color Matters:
Jirousek, C. (1995). Color, Value and Hue. Art Design and Visual Thinking ,

47. Resources
Park, Y. (n.d.). Design Elements & Principles. University of Texas Austin ,
Sutterfield, S. (n.d.). VISUALLY VERBAL:UNDERSTANDING THE ELEMENTS AND PRINCIPLES OF ART. Retrieved October 10, 2010, from Braithwaite Fine Arts Gallery:

48. Acknowledgements
Production Coordinator Daniel Johnson Project Coordinator Olivia Mitchell Graphic Designer Technical Writer Jessica Odom V.P. of Brand Management Clayton Franklin
Collaborator
Jim Johnson, AAF, AIFD,TMF
Executive Producer
Gordon W. Davis, Ph.D.
CEV Multimedia, Ltd.
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