Principles of Elements of Design

What is Graphic Design

• design elements are the basic units of a visual image
• the principles of design govern the relationships of the elements used and organize the composition as a whole
• all imagery, art, design and photography alike, are comprised of elements that can be broken down and analyzed. this goes for web design as well

Design Elements

• space
• line
• color
• shape
• texture
• value
• balance

Space
- can exist in 2 to 3 dimensions
- can refer to positive and negative space
- can refer to foreground mid or background elements

Line
- is a basic element, it can vary in thickness, texture, direction

Color
- certain color palates can evoke emotion or concept

Shape
- can be geometric, organic, or hand made
- used to organize information
- geometric shapes can direct movement
- organic shapes compliment other shapes

Texture
- organic elements are great tool to create texture
- texture adds interest and conveys a mood

Value
- Light vs Dark to create dimension/depth
- can be used on graphics

Balance
- doesn't have to be symetrical
- focus on visual balance

Design Principles

• unity
• variety
• repetition
• harmony
• proximity
• proportionality
• functionality
• emphasis

Unity
- creates a sense of order, a consistency in size and shape
- proximity can create a sense if unity, it can show a lack of unity

Variety
- strive to change things up and do new things

Repetition
- the use of the same elements repeatedly

Harmony
- things work well together
- similar to unity

Proximity
- be aware of how much eye movement is required to scan for information
- to create information hierarchy

Proportionality
- rule of thirds
- fibonacci spiral is cool

Emphasis
- having a central focus point that the background points too
- color can make something become a focal point

Functionality
- functionality over stylization