This is useful for any beginner designers be they fashon, textile, website, interior, architects, planners and mannyyy otherss :)

2. The elements and principles of design are the building
blocks that are used to create a work of art. The
elements are the alphabet of the visual world and the
principles are the words and sentences of the visual
world. Artists use the Elements and Principles to
communicate their ideas and feelings. Good or bad -
all art work will contain these elements and principles
in them.

3. 1-LINE
2- SPACE
3- SHAPE
4- FORM
5-VALUE
6- TEXTURE
7-COLOR
Elements of
design are
things that
are
involved
within
making a
E
L
M
E
N
T
S

4. L
I
N
E
is a mark on a surface that
describes a shape or outline. It
can create texture and can be
thick and thin. Types of line
can include vertical,
horizontal, diagonal and
contour lines.
The first and most basic element of
design is that of the line. In drawing,
a line is the stroke of the pen or
pencil but in design, it’s any two
connected points. Lines are useful
for dividing space and drawing the
eye to a specific location.
Use of vertical lines to enhance HEIGHT.
Strong horizontal lines add more space. Niemeyer appears to bend straight lines in his concrete structures,
transforming curves into a natural solution for his creations.
Horizontal lines are calm, quiet,
stable and tranquil.
Vertical lines suggest more of a potential
for movement.
Diagonal lines strongly
suggest movements
and give more of a
feeling of vitality to a
picture.

5. S
P
A
C
E
has to be included in your design. Space means leaving
some blank areas. Why would you want to leave parts of
the design blank? Sometimes a human's eye needs space to
feel comfortable, and space will let the human's eye
distinguish the part that's meant to be noticed compared to
just the background. Sometimes not including space in your
design is ok, but make sure it doesn't make it look messy.
– Space in art refers to the distance or area between,
around, above, below, or within elements. Both positive and
negative space are important factors to be considered in
every design.
Space, in two-dimensional design, is essentially flat; it has
height and width, but no depth. There are certain visual
cues, however, that can create the illusion of space in the
mind of the viewer. By using those cues, artists and
designers can create images that are interpreted as three-
dimensional.
Size is one of the easiest ways to create the illusion of
space. A larger image will appear closer than a smaller one
because we observed (very early in life) that objects appear
to become smaller as they get farther away.
Vase? Seeing the white area as the positive space. The
black areas become the negative space. Seeing faces?
Seeing the black areas as the positive space, and the
white area as the negative space.

6. S
H
A
P
E
- An area created by an enclosing line
-An area created by color, value or texture
-An area created by surrounding shapes
A shape is a two-dimensional object; it has
height and width but no depth. A mass or
volume is a three-dimensional shape (or is
perceived as such); it has height, width and
at least the appearance of depth.
Geometric shapes can bring
a life to a dull façade.
Curves rounded forms
create
curvilinear shapes.
Straight edges & angular
corners create
rectilinear shapes. Quadilic tiles design geometric
shapes modern living area
Naci’s light made of
geometric shapes
cluster.
Geometric
shapes such
as circles,
squares,
triangles
rectangles are
crisp, precise,
mathematical
with straight
edges
consistent
curves.

7. They are natural shapes that have been
altered or simplified to reflect the essence,
rather than the actual representation, of an
object.
A
B
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R
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C
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S
H
A
P
E

8. They are found in nature.
Diatoms are microscopic, single-cell
algae that are considered amongst the
smallest organisms on Earth. Being so
tiny, it’s a wonder that artist Klaus
Kemp has managed to manipulate the
minuscule organisms and place them
into beautiful, geometric arrangements
that can only be viewed with a
microscope.
The art of diatom arranging dates back
to the Victorian era. There 100,000
recorded species currently in
existence.
Once collected, the artist goes
through the mind-boggling process of
cleaning, organizing, and finally
arranging the uniquely-shaped
microscopic organisms.
N
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L
Or
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R
G
A
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C

9. F
O
R
M
is similar to the idea of shape. Form is the structure of your design and how everything in
design looks like.
It's meant to go together. If the form is well planned and then carried out, it almost
guarantees your design in black and white will be a success.
Its a 3-dimensional object having volume and thickness. It is the illusion of a 3-D effect that
can be implied with the use of light and shading techniques.
Chinese METRO bus interior by Alexander
Demetrio Wall decor
Stunningly beautiful snail
shaped inspired table

10. Value is: Relative lightness or
darkness,
Dependent on context, Related
to color.
Areas with high value contrast come forward
while those with low value contrast recede
into the distance. Value can add emphasis;
areas of high contrast will stand out in areas of
low contrast.
value can evoke feelings or moods. Low value
contrast creates a subtle, restrained effect
that feels calm and quiet.
High value contrast evokes drama and
conflict. The light values convey the sense of
happiness and lightness, mid-range values
evoke sadness and depression, and the dark
values create feelings of fear and mystery.
In terms of visual weight, darker values feel
heavier than lighter values.
Value is often used to add volume to a shape;
gradual shading on a circle will make it look like
a sphere.
Value is relative.
V
A
L
U
E

11. It is the surface quality or visual feel - rough, smooth,
soft, hard, glossy etc.
Texture can be physical (tactile) or visual.
Textures can create a more three-dimensional appearance
on two-dimensional surface.
It also helps build an immersive world. It helps your design
to be distinctive or have identifying character and
characteristics. With the proper texture, your design will
look more fascinating than the average design.
TEXTURES IN INTERIOR & EXTERIOR
TEXTURESIN
NATURE
T
E
X
T
U
R
E
TEXTURED BATHROOM TILES
MULTICOLORED
CONCRETE TILES,
SUGAR HOUSE
STUDIO EAST
LONDON
RESIDENTIAL TOWER IN
NY BY FRANK GEHRY
Ceramic tiles in
matte white & high
gloss gold finish,
angled in varying
directions to
show reflect
shimmer.

13. Color creates a mood
within the piece and tells
a story about the design.
Every color says
something
different, and
combinations
can alter that impression
further.
PROPERTIES:
1- hue or its name
(red, green, blue,
etc.)
2-value (how light or
dark it is.)
3- intensity (how
bright or dull it is.)
4-chroma/ Saturation
A measure of how
intense it is.
(Black and white can
be added to produce
tints [add white],
C
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R

14. THE COLOR WHEEL

15. A color wheel or color
circle is an abstract
illustrative
organization
of color hues around a
circle that shows
relationships
between primary
colors, secondary colors,
tertiary colors etc.
Sir Isaac Newton
developed the first
circular diagram of
colors in 1666. Since
then, scientists and
artists have studied and
designed numerous
variations of this
concept. Differences of
opinion about the
validity of one format
over another continue
to provoke debate. In

17. are made with
orange,
red, yellow &
combinations
of them all.
As the name
indicates,
they tend to make
think
of sunlight and
heat.
____________________
___
____________________
___
such as blue, green
and light purple
have the ability to
calm and soothe.
remind us of water
and sky.

18. They look as though
they
come closer, or
advance
(as do dark colors),
which is why they're
often
used to make large
rooms
look cozier.
If you’ve a huge
bedroom
that you want to look
more intimate, try
painting a warm
color, such as terra
W
A
R
M
C
O
L
O
R
S

19. look as though they
recede.
For small rooms you want
to look larger. If you have
tiny bedroom or powder
room that you want to
visually enlarge
try painting a color such
as light blue to make it
look more spacious.
C
O
O
L
C
O
L
O

21. 01-BALANCE
02-REPEITION
03-GRADATION
04-CONTRAST
05-HARMONY
06-UNITY
07- DOMINANCE/ EMPHASIS
08- DIRECTIONAL
MOVEMENT
09-PATTERN
10-RYTHM
11-SCALE
Principles of design
are the laws of
designing anything!
In other words, to
have a good design,
you should consider
these principles for
the best design
possible. They’re:
P
R
I
N
C
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P
L
E
S

22. B
A
L
A
N
C
E
- is a feeling of visual equality in
shape, form, value, color, etc.
Balance can be symmetrical or
evenly balanced and asymmetrical
or un-evenly balanced. Objects,
values, colors, textures, shapes,
forms, etc., can be used in creating a
balance in a composition.
- Balance in design is similar to
balance in physics. A large shape
close to the center can be balanced
by a small shape close to the edge.
Balance provides stability and
structure to a design. It’s the weight
distributed in the design by the
placement of your elements.
A large shape close to the center
can be balanced by a small shape
close to the edge. A large light
toned shape will be balanced by a
small dark toned.

23. R
E
P
E
T
I
T
I
O
N
When variation is introduced, the five squares, although similar, are much more interesting to look at. They can no longer be absorbed properly with a single glance. The individual character of eac
If you wish to create interest, any repeating element should include a degree of variation.
Repetition with variation is interesting, without
variation repetition can become monotonous.
Centennial comagraph by college students, best
example of Modular variation [Minnesota
college]
The five squares above are all the same. They can
be taken in and understood with a single glance.
When variation is introduced, the five squares,
although similar, are much more interesting to
look at. They can no longer be absorbed
properly with a single glance. The individual
character of each square needs to be
considered.
If you wish to create interest, any repeating
element should include a degree of variation.

24. G
R
A
D
A
T
I
O
N
Gradation of size
and direction
produce linear
perspective.
Gradation of color from warm to
cool and tone from dark to light
produce aerial perspective.
Gradation can add interest and movement to a shape. A gradation
from dark to light will cause the eye to move along a shape.

25. C
O
N
T
R
A
S
T
Contrast is the juxtaposition of opposing elements
(opposite colors on the color wheel, or value light /
dark, or direction – horizontal / vertical). Contrast
allows to emphasize or highlight key elements in
design.
It offers some change in value creating a visual discord
in a composition. Contrast shows the difference
between shapes and can be used as a background to
bring objects out and forward in a design. It can also be
used to create an area of emphasis.
The major contrast should be located at the center of
interest. Too much contrast scattered throughout can
destroy unity and make a work difficult to look
at(chaotic).
Unless a feeling of chaos and confusion are what you
are seeking, it is a good idea to carefully consider where
to place your areas of maximum contrast.

26. H
A
R
M
O
N
Y
Harmony is the visually
satisfying effect of combining
similar, related elements.
eg.adjacent colors on the color
wheel, similar shapes etc.
Harmony is what you get when
all the pieces work together.
Nothing should be superfluous.
Great design is just enough and
never too much. Make sure all
the details accord with one
another before you consider the
project complete.
It brings together a composition
with similar units. If your
composition was using wavy
lines and organic shapes you
would stay with those types of
lines and not put in just one
geometric shape. (Notice how
similar Harmony is to Unity -
some sources list both terms 1)

27. U
N
I
T
Y
means keeping your design in a sort of harmony in which all
sections of the pattern make other sections feel complete.
Unity helps the design to be seen as one design instead of
randomness all around your design.

28. D
O
M
I
N
A
N
C
E
It gives interest, counteracting confusion
and monotony. It can be applied to one
or more of the elements to give emphasis
is given to an area within the design
because that area is meant to be seen or
is more important to be noticed when
compared to other places of the design.
For example, your design might be to
have white parallel lines going up and
down. In the center of this design, you
could have a circle. This circle would be a
part on the design that is emphasized.
E
M
P
H
A
S
I
S

29. D M
I O
R V
E E
C M
T E
I N
O T
N
A
L
is a visual flow through the
composition. It can be the
suggestion of motion in a design
as you move from object to
object by way of placement and
position. Directional movement
can be created with a value
pattern. It is with the placement
of dark and light areas that you
can move your attention through
the format.
Its the suggestion or illusion of
motion in a painting, sculpture, or
design.

30. P
A
T
T
E
R
N
simply keeping your design in certain format.

31. R
Y
T
H
M
is the movement or variation characterized by the regular
recurrence or alternation of different quantities or
conditions. In simpler words, it's just like pattern and
shows that the design has a 'beat' or 'flow' going with it.
IN ARCHITECTURE
IN NATURE
IN LANDSCAPE
IN INTERIOR
CERAMIC
MURALS
FOR
MUSIC
CENTER

32. S
C
A
L
E
Playing with the scale and size of your objects, shapes,
lines and other elements add interest and emphasis.
Its simply the relationship of the area occupied by one
element to that of another.