Composition and Design

Elements, Principles, and Visual Effects

the formal aspects of visual composition are like the grammar of a language.

In writing, a story is written with words. Like good literature and good poetry is more than words and subject matter, visual design is more than images. The organization, sentence structure, style, and so on can make or break a good story.

In visual design, the way the elements are arranged can make or break a good idea.

The use of design principles applied to the visual elements is like visual grammar. When we learn visual design, it is like learning to read and write the language of vision.

When we develop a style of expressing visual ideas, it helps us become visual storytellers.

Looking for the visual effects of design principles does not have to limit a designer’s options. It can focus their experimentation and choice making.

Visual Elements We think of the

elements as the basic visual material with which to design. It’s hard to imagine anything visual without the use of one or more of these elements. 

We think of the

principles as ways to work with and arrange the elements.

Design Principles

Emphasis - say "Center of Interest." It is about dominance and influence. Most designers put it a bit off center and balance it with some minor themes to maintain our interest.

Some designers avoid emphasis on purpose. They want all parts of the work to be equally interesting. 

Design Principles

Harmony - As in music, complementary layers and/or effects can be joined to produce a more attractive whole. The composition is complex, but everything appears to fit with everything else. 

The whole is better than the sum of its parts.

Design PrinciplesUnity - When nothing distracts

from the whole, you have unity. Unity without variation can be

uninteresting. Unity with diversity generally has

more to offer in both design and in life.  Of course some very minimal design can be very calming and at times even very evocative. Even a simple landscape can have a powerful effect.

Design Principles

Opposition - uses contrasting visual concepts.

A Saskatchewan "big sky" landscape becomes very dramatic and expressive when a storm builds in the southwest.

Principles can grow out of any artistic device that is used to produce an effect on the viewer.