Principles of design

Principles & Elements of Design

DMA103: Fundamentals of Digital Design

Defining “Elements of Design”

The elements of design are the basic components used as part of any composition.

They are the objects to be arranged, the constituent parts used to create the composition itself.

The building blocks of design

Source: http://www.digital-web.com/articles/elements_of_design/

2 Design Elements

Color

Typography

Source:http://www.digital-web.com/articles/elements_of_design/

Other Design Elements

Line

Source:http://www.digital-web.com/articles/elements_of_design/

Shape

Texture

Defining “Principles of Design”

Principles of design are the laws of designing anything.

It relates to how the elements are used.

To have a good design, you should consider these principles for the best design possible.

Source: http://www.jiskha.com/art/visual_arts/ped.html

8 Design Principles

ContrastRepetitionAlignmentProximity

BalanceHierarchyFocal Point (Emphasis)Economy (Minimalist)

Source: http://www.jiskha.com/art/visual_arts/ped.html

Contrast

• Contrast occurs when two elements are different. • The greater the difference the greater the contrast.• The key to working with contrast is to make sure the differences are obvious.• Four common methods of creating contrast are by using differences in size, value, color, and type.

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

PoorContrast

BetterContrast

Repetition

• Repetition occurs when one or a few visual elements are repeated a number times or with great or total consistency.• Repeating visual elements such as line, color, shape, texture, value or image tends to unify the total effect of a work of art as well as create rhythm. • Repetition can take the form of an exact duplication (pattern), a near duplication, or duplication with variety.

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Alignment

• Alignment refers to the positioning of visual elements relative to one another so that their edges or axes line up.

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Proximity

• Proximity refers to elements near each other, in spatial proximity, are perceived as belonging together.

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Balance

• Balance refers to a feeling of visual equality in shape, form, value, color, etc.  • Balance can be symmetrical or evenly balanced, asymmetrical and un-evenly balanced, or radial emanating from a central point.  • Objects, values, colors, textures, shapes, forms, etc., can be used in creating a balance in a composition.

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Hierarchy

• The arrangement of visual elements according to importance  • The designer determines which graphic elements the viewer will see first, second, third, and so on.• Sometimes referred to as Visual Dominance• Can be achieved through isolation, placement, scale, contrast

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Economy

•The Principle of Economy is the idea that you use as much as you need to communicate the message. • It only contains the essentials.• Ask yourself:• Is each element used to its maximum potential and impact by not over-using it?• If I remove this object, element or item, will it make the message clearer?• If I remove this object, element or item, will it make the design stronger?

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Focal Point

• The (center of interest) is an area that first attracts attention in a composition. • This area is more important when compared to the other objects or elements in a composition. • This can be by contrast of values, more colors, and placement in the format• Says, “See me FIRST!”• Also referred to as Visual Emphasis

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Color

• Color is the response of the eye to differing wavelengths of radiation within the visible spectrum.• Color can create a focal point & often used symbolically.• Color can have cultural and emotional associations.• Color can be associated with a brand and be chosen to express a brand’s personality• Color selection should enhance the readability of type.• A color should always be selected in relation to the other colors in the piece.

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Typography

• Typography is the art of arranging typefaces, selecting style, line spacing, layout and design as a means of solidifying language.

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm

Principles & Elements of Design

• Contrast• Repetition• Alignment• Proximity• Balance

• Hierarchy• Focal Point• Economy• Color• Typography

Source: http://desktoppub.about.com/od/contrast/ss/contrast.htm