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Elements of Design

Principles of DesignInGraphic Design

+Elements of Design

SHAPE A shape is a geometric figure.

COLOURAlso called Hue

TONETone is the lightness or darkness of a colour.

+BALANCE

spread out; one area not over loaded

Symmetrical

Asymmetrical

+Balance examples…

+Contrast

light/dark

horizontal/vertical

Big to little

Fat to thin

Rough to smooth

+Contrast examples…

+Emphasis

Establishing centers of interest which focus the viewer’s attention.

If all the elements are given relatively equal weight, there will be no emphasis.

+Directional Forces

Both implied and actual, they help guide the eye and mind movement of the viewer.

They can also bind the work into a single entity (being or thing).

+Scale and Proportion

The real, apparent size of an object seen in relation to other objects, people, its environment, or the proportions of the picture plane.

+Repetition

The recurrence of a design element coupled with a certain order to the repetition.

Provides continuity, flow, direction forces etc.

BUT… too much of the same becomes monotonous

+Gradation

from light to dark/dark to light

+Harmony

similar and related elements (makes sense)

+Unity

The force operating within a work of art which can give it the appearance of oneness or resolution. The consistency of the concept.

When any variety of these principles are combined a design becomes very successful and hard to ignore. That design commands your attention, it guides your eye through and keeps you visually entertained.

+Unity continued…

+Line

Line can be the linear marks made with a pen or brush tool or the edge created when two shapes meet.

DirectionHorizontal, Vertical or Oblique (slanting or sloping)

+Texture

Surface is or looks:

rough,

smooth,

soft,

hard,

glossy

etc.