2. The Elements of Design
Why are These Elements Important to Design?
The elements of design are the fundamental building blocks
of any composition. These pieces work together to form a
unified composition, and when utilized successfully, create a
strong, dynamic visual layout.
The designer uses these elements as tools that control how a
message is delivered to an audience.
These principles can be applied to fine art, photography and
graphic design.

3. The Elements of Design
Line
Line: One of most important element of design, line defines a subject s form
or shape on a flat, two-dimensional surface. Lines can be thick or thin,
smooth or jagged, rigid and mechanical or organic and hand drawn.
The quality of a line has the ability to express psychological characteristics of
a composition to an audience.

4. The Elements of Design
Line
Line: One of most important element of design, line defines a subject s form
or shape on a flat, two-dimensional surface. Lines can be thick or thin,
smooth or jagged, rigid and mechanical or organic and hand drawn.
The quality of a line has the ability to express psychological characteristics of
a composition to an audience.

5. The Elements of Design
Line
Line: One of most important element of design, line defines a subject s form
or shape on a flat, two-dimensional surface. Lines can be thick or thin,
smooth or jagged, rigid and mechanical or organic and hand drawn.
The quality of a line has the ability to express psychological characteristics of
a composition to an audience.

6. The Elements of Design
Figure and Ground
Also called positive and negative shapes. The actual shapes in a composition
are called positive/ figure shapes. The shape that is created as the white space
flows around the forms on a page is referred to as ground or negative space.
White space on a page helps the eye to flow through a composition and can help
to develop visual interest in a composition.

7. The Elements of Design
Scale and Proportion
Scale refers to refer to the size of elements in a composition.
Proportion refers to the relative size of objects in relation to each other.
Size only takes on meaning when compared to other objects of different sizes.

8. The Elements of Design
Scale and Proportion
Another way to talk about scale is to consider the size and scale of elements within
a design or pattern. In this case, proportions of elements to each other and to the
overall dimensions of a canvas that they are created on.
Changing the size of elements within a composition changes the overall impact
and look of a piece of art.

9. The Elements of Design
Scale and Proportion
http://www.magmaweb.com/vwmarketplace/posters/vwbig022702.jpg
Unexpected Scale
When objects are shown as overly exaggerated or reduced in size, this effect is
called unexpected scale. Unexpected scale is often used in advertising in order
to draw our attention to a product.
Large and small scale forms can be combined together in a composition to create
a dramatic effect.

10. The Elements of Design
Scale and Proportion
http://www.oldenburgvanbruggen.com/
Unexpected Scale
When objects are shown as overly exaggerated or reduced in size, this effect is
called unexpected scale. Unexpected scale is often used in advertising in order
to draw our attention to a product.
Large and small scale forms can be combined together in a composition to create
a dramatic effect.

11. The Elements of Design
Texture and Pattern
Pattern is often associated with printed fabrics, such as plaids, polka dots,
and florals. Pattern is defined as a repetitive design, with the same motif
appearing over and over again.
Texture is the tactile quality of a surface. It can be actual or implied in two
dimensional form. Texture can be rough or smooth, solid or porous, coarse
or polished.
Pattern and texture work together to create a sense of visual interest.

12. The Elements of Design
Texture and Pattern
Pattern is often associated with printed fabrics, such as plaids, polka dots,
and florals. Pattern is defined as a repetitive design, with the same motif
appearing over and over again.
Texture is the tactile quality of a surface. It can be actual or implied in two
dimensional form. Texture can be rough or smooth, solid or porous, coarse
or polished.
Pattern and texture work together to create a sense of visual interest.

13. The Elements of Design
Actual Vs. Implied Texture
Actual texture refers to a texture that we can reach out and physically feel.
Implied texture refers to texture created on a two dimensional surface that
actually has a smooth surface when touched. Example- a photo or painting.

14. The Elements of Design
Rhythm and Repetition
Rhythm is the repetition of design elements at regular intervals. This helps
to give a composition visual harmony by creating unity in a layout.
Examples include the repetition of similar shapes, colors or textures.

15. The Elements of Design
Direction
The lines and forms that lead the viewer s eye through a composition are
referred to as direction.
Direction can help to create flow of how information is processed.

16. The Elements of Design
Weight
Weight refers to the contrast in thick and thin lines within a layout.
Variation in visual weight can add interest to selected areas of a
composition and can help draw the viewer s eye through a piece of art,
emphasizing important areas of information and deemphasizing others.

17. The Elements of Design
Contrast
Contrast refers to any variation between elements within a composition, such as
difference in weight, size and texture of a composition.

18. The Elements of Design
Balance
Balance refers to the distribution of visual weight within a composition.
Lack of balance disturbs the harmony of a composition.
A work that is unbalanced visually creates tension.

19. The Elements of Design
Symmetrical vs. Asymmetrical Balance
Symmetrical Balance is when elements are arranged in a mirror image of
one another on the vertical or horizontal axis of a page. Also known as
formal balance. This type of balance is often seen in the architecture of
buildings.
This is the most familiar type of balance to the viewer.

20. The Elements of Design
Symmetrical vs. Asymmetrical Balance
Asymmetrical balance occurs when elements in a design are not
arranged as mirror images on a page. Also known as informal balance.
Can be created through the use of value, texture and size of elements
within a composition.

21. The Elements of Design
Symmetrical vs. Asymmetrical Balance
Piet Mondrian, Composition in Red, Yellow, and Blue (1930)
Very dark or saturated areas of color demand attention within a composition.
An area of high contrast, even at a small size, will automatically draw the
viewer s eye. Forms placed near the edge of a page can also draw more
visual attention than forms placed directly in the center of a page.

22. The Elements of Design
The Rule of Thirds
The Rule of Thirds refers to the idea of dividing a composition into thirds based
on a grid. The most important elements of the composition fall on the lines in
between to create a strong composition.
A slightly off center balance is more visually interesting and harmonious than an
evenly centered composition.

23. The Elements of Design
The Golden Mean
Golden Mean: Relationship between sizes that is pleasing to the human eye. This concept
was first formally recognized by the ancient Greeks, and examples of the golden mean can
be observed through Greek artwork and architecture.
This principle is based on the Fibonacci sequence, which is a series if numbers to denote
proportions: 2,3,5,8,13,21,34,55,89,144,233, etc. The each number in this series is the sum
of the two numbers proceeding it.

24. The Elements of Design
The Golden Mean
The Fibonacci Sequence is also one of the most
elemental building blocks found in nature.
The golden mean appears in everything from atomic
structures to galaxies.
Graphic designers can use these proportions
to create work that instinctively looks right.

25. The Elements of Design
The Golden Mean
Image Source: http://bit.ly/570o4l
The Fibonacci Sequence is also one of the most
elemental building blocks found in nature.
The golden mean appears in everything from atomic
structures to galaxies.
Graphic designers can use these proportions
to create work that instinctively looks right.

26. The Elements of Design
The Golden Mean
Proportions are based on the number Pi, in which measurements are approximately
1.618 times one another in a layout.
In the example above, segment A is 1.618 times the size of segment B, and segment B is
1.618 times the size of segment C.
B and C added together equal the approximate length of segment A.
This principle is based on the Fibonacci sequence, which is a series if numbers to denote
proportions: 2,3,5,8,13,21,34,55,89,144,233, etc. The each number in this series is the sum
of the two numbers proceeding it.

27. The Elements of Design
Design Harmony
Design Harmony: The overall effect of design that is visually unified and in which
elements flow together to make a successful layout. When all the elements of design
work together in tandem, harmony is achieved.