1. Principles & Elements of Design

2. Principles of Design
There are ten principles that encompass an interesting design.
Balance
Rhythm
Emphasis
Proportion
Unity
Repetition
Opposition
Subordination
Transition
Creativity
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3. Balance To bring into proportion, harmony.
To make or be equal in weight or force.
Formal: symmetrical
Informal: not symmetrical, but balanced visually
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Balanced
Not Balanced

4. Rhythm
A flow or movement having a regularly repeated pattern of lines, planes, or surface treatments.
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5. Emphasis Force of expression or special attention given to something
LOOK
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6. Proportion
Golden Rectangle: The comparative relationship between things with respect to size.
5 x 8
4 x 7
3 x 5
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7. Unity Consistent use of line, color, and texture Oops
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8. Repetition The act of repeating lines, spaces, textures, ...
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9. Opposition
Long - Short
Thick - Thin
Black - White
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10. Stormy Nite Subordination
Not all parts of the design have the same rank or value. Some are more important than others. The less important are subordinate, but they still are necessary for an effective design.
Most Important
Channel 2
Stormy Nite
Meteorologist
Subordinate
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11. Transition Change from one aspect of the design to another. Color
Shape
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12. Creativity
Being imaginative or inventive, stimulating inventive powers.
Making a mountain out of a mole hill.
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13. Elements of Design
Six integral components in the creation of a design:
Line
Form
Color
Light & Sound
Space
Materials & Texture
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14. Line Straight, curved, horizontal, vertical, diagonal.
Produces a sense or movement.
Curved: graceful flow
Horizontal: increases length
Vertical: increases height
Diagonal: shows a transition
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15. Form The shape, outline, or configuration of anything.
Some examples of specific forms are: Squares, rectangles, circles, ellipses, triangles, and ovals.
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16. Color Provides definition, interest, variety, change red: warm
yellow: attention
green: lessen tension
blue: cool, formal
violet: mystery
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17. Light and Shadow
By using various combinations of light & shadow you can create a sense of depth.
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18. Space
By incorporating the use of space in your design, you can enlarge or reduce the visual space.
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19. Materials: Texture & Color
By the use of various patterns combined with appropriate colors you can simulate various materials.
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