2. Design Elements
The Design Elements form the basic vocabulary of
Visual Design. They create interest through an image by
creating focal points to draw your eye to.
We think of the elements as the basic visual material with
which to make art.

3. Line
*Line is the most simplest building blocks.
Line can be used to portray a sense of movement
throughout an image or lead your eye to a subject within
a photograph.
*Line is not limited by straight lines but many photos
have curved lines, or zig zag lines, such as roads as they
bend and even foot paths that wind.
*Line can be real for instance an outline or can be
implied for instance a flock of birds flying in a V
formation

5. Tone
*Most black and white images contain a range of tonal
gradations. Tone is evident in both colour and black and
white photographs.
*An image that is rich in tone can appear much more
realistic. Tone provides an image with a certain three
dimensionality.

7. Contrast
*Contrast in a black and white image refers to the difference
between black and white.
*An image that has a low tonal range can be high in
contrast. The less tone in an image the more contrast it has.
*In a colour image, contrast can arise when there are not
many colours present in the image.
*The use of contrast can create a sense of harshness,
and can make an image appear bold and graphic.

9. Shape
*Shape is an area enclosed by lines
or curves. It can be geometric or organic. A shape
automatically creates a negative space around it.
*Shapes can be familiar for instance circles, triangles and
rectangles.
*Shapes can be used to create pattern and provide the viewer
with a sense of harmony.

11. Form
*Form can be created by forming two or more shapes. Form is
considered three dimensional showing height, width and
depth.
*Tone is often presented when looking at an image displaying
form. Form assists in
creating realism within a photographic image.

13. Texture
*Texture refers to the surface of the way in which something
looks an feels. You can detect texture with your five senses.
*Texture can enhance the visual appeal of an image, by
enhancing tactile qualities as well as creating realism and a
sense of three dimensionality.
*Some examples include prickly grass sheets on a wall, white
rocky pebbles imbedded in concrete, scaly and dry snake skin.

15. Colour
*Colour is the most expensive element of art and is seen by
the way light reflects off a surface.
*Colour is used to create illusion, depth, and appeal to visual
senses.
*Cooler colours recede ( go back in to the distance) and
warmer colours advance (come forward)

17. Colour
*Colour can be used to draw the attention to parts of the
image and can be used to create visual harmony.
*Colours can also be contrasting within an image which
can often create added interest
* Black and white are not colours but are considered
shades

18. Colour Harmony/Unity

19. Colour Harmony/Unity

20. Contrasting Colours

21. Colour
* There are three four terms that we associate with
colour
Hue: The pure or true colour, Red/Blue/Green/Yellow
are all hues
Tint: A tint is a hue with added white to lighten it
Shade: A shade is a hue with added black to darken it
Saturation: Saturation intensifies or dilutes a hue

22. Colour Wheel

23. Colour
Colours can have a variety of relationships
*Warm Colours (Advancing colours)
Includes yellows, oranges. reds
*Cool Colours (Receding colours)
Includes blues, greens, purples
Warm & Cool colours appeal to human emotions

24. Colours that recede and advance

25. Colour
Primary Colours (Colours that can not be achieved by mixing
colours)
Are Red, Blue, and Yellow
Secondary colours (Colours that are made by mixing two
primary colours together)
Are Orange, Green, Purple
Analogous Colours (Help us relate similar colours). They are
next to each other on the colour wheel. There are three or
more colours in an analogous run.
For instance Purple, pink, and red

26. Analogous Run

27. Analogous Warm Colours

28. Analogous cool colours

29. Colour
Monochromatic Colours ( Monochromatic schemes have only
one colour) In Greek Mono means only one and chroma
means colour.
For instance yellow
Achromatic colours ( Achromatic colour schemes only
include, black, whites or greys. In greek A means none and
chroma means colour.
For instance an image made up of Greys, Dark Greys, Blacks
and Whites and Light Greys

30. Monochromatic Colour

31. Achromatic photograph

32. Design Principles
The Design Elements form the basic vocabulary of
Visual Design. They create interest through an image by
creating focal points to draw your eye to.
We think of the elements as the basic visual material with
which to make art.

33. Symmetry
The concept of symmetry is related to visual balance in art.
Symmetry occurs when an image is split in to two and both
halves are identical. Symmetry presents a mirror image.
For example a butterfly has symmetry or is symmetrical,
because one wing matches the other.
Symmetry is designed to create a visual sense of balance
within an image.

35. Asymmetry
Asymmetry occurs when an image is split in to two and both
halves are not identical. When an image is not the same on
both sides it is said to be asymmetrical, because on half of the
image does not present a mirror image of the other half.
Asymmetry is designed to create a visual interest and variety.
It can often cause an image to appear imbalanced.
Asymmetry can also create a juxtaposition of objects within
the frame pitting one side against the other.

37. Framing
Framing is a technique used to bring the viewers eye to a
point of interest, also known as the focal point.
It involves the idea of composing your subject with a frame
around it. A photographic frame is something that acts as a
border or frame for your subject.
The use of framing can also create perspective and depth.
An example of framing would be a subject standing in a
doorway. The doorway would be acting like a frame to the
subject.

39. Cropping
The idea of cropping is to focus in on an area. An image can
often be filed with objects that are unimportant to the overall
message or meaning of the image.
In order to simplify the photograph open format cropping can
be used..
This can be effective when creating portraits as it can often
provide a closer and much more intimate view of the subject.
Overall cropping provides an intensified and much closer
point of view.

41. Repetition/Rhythm
Repetition and rhythm are the repeating parts within a design,
such as shapes colours or lines. Repetition involves using
similar things over and over again.
Rhythm on the other hand uses repetition to create a pattern.
Repetition and rhythm are just as important to art as they are
to music. Repetition is like the beat and Rhythm is like the
melody. Our ears pick out the beat but follow the melody.
Repetition can create reinforcement within a image whilst
rhythm can create a flow, and allow your eyes to be guided by
it.

43. Composition
The term composition refers to the way in which the
elements and principles are arranged within the frame.
Think of a landscape photograph as a jig saw puzzle,
with dozens of different pieces demanding your attention.
If you arrange all those pieces in the right order you’ll
end up with an organised, structured image that makes
sense and looks good. But if you put them together in
any old way it will look like a muddled mess, and will
become difficult to make sense of.

44. Composition
Composition is all about arranging the elements of a
scene in your cameras viewfinder so they form
something visually interesting to look at.
Every time you raise the camera to your eye you are
composing a picture – the very act of deciding about
what you want to include and what to exclude in the
picture. As a photographer take the time to think about
the composition before shooting away.

45. Think about your composition

46. Compositional Structures
Compositional structures help create a sense of order
within your images.
There are generally three compositional structures that
make up most of the images we see in the media.
1.CENTRAL COMPOSITION
2.RULE OF THIRDS
3. GOLDEN SECTION

47. Central Composition
Placing an object in the centre of the frame is perhaps the
most powerful compositional structure.
Central composition is said to have the most visual
impact when looking at a photograph because all the
focus is drawn in to the centre of the frame.
Having an object placed in the centre of the frame
demands the viewers attention and is the strongest
compositional structure.

49. Rule of thirds
The rule of thirds is one of the most popular ‘rules’ in
photography.
Imaginary lines are drawn dividing the image into thirds
both horizontally and vertically. You place important
elements of your composition where these lines intersect.
The main focal point can be placed within one or more of
the intersect points. However if one object is placed
within every intersect point it then creates central
composition.

52. Golden Section
This refers to the ratio of 5:8 within an image. This
often applies to landscape, where there is a smaller
portion of land to sky within an image or vice versa.
This compositional structure is said to appear to the
viewer as peaceful and does not tend to challenge the
viewer when viewing the image.

55. Major Practical Assignment