Visual design elements and principles

Visual design elements and principles describe fundamental ideas about the practice of good visual design.

As William Lidwell stated in Universal Principles of Design:

The best designers sometimes disregard the principles of design. When they do so, however, there is usually some compensating merit attained at the cost of the violation. Unless you are certain of doing as well, it is best to abide by the principles.[1]

Design elements

See also: Elements of art

Design elements are the basic units of a painting, drawing, design or other visual piece[2] and include:

Color

Color star containing primary, secondary, and tertiary colors.
Uses

Attributes

Shape

A shape is defined as a two or more dimensional area that stands out from the space next to or around it due to a defined or implied boundary, or because of differences of value, color, or texture.[4] All objects are composed of shapes and all other 'Elements of Design' are shapes in some way.[5]

Categories

Texture

The tree's visual texture is represented here in this image.

Meaning the way a surface feels or is perceived to feel. Texture can be added to attract or repel interest to an element, depending on the pleasantness of the texture.[5]

Types of texture

Most textures have a natural touch but still seem to repeat a motif in some way. Regularly repeating a motif will result in a texture appearing as a pattern.[5]

Space

In design, space is concerned with the area deep within the moment of designated design, the design will take place on. For a two-dimensional design, space concerns creating the illusion of a third dimension on a flat surface:[5]

Form

Form may be described as any three-dimensional object. Form can be measured, from top to bottom (height), side to side (width), and from back to front (depth). Form is also defined by light and dark. It can be defined by the presence of shadows on surfaces or faces of an object. There are two types of form, geometric (man-made) and natural (organic form). Form may be created by the combining of two or more shapes. It may be enhanced by tone, texture and color. It can be illustrated or constructed.

Principles of design

Principles applied to the elements of design that bring them together into one design. How one applies these principles determines how successful a design may be.[2]

Unity/harmony

According to Alex White, author of The Elements of Graphic Design, to achieve visual unity is a main goal of graphic design. When all elements are in agreement, a design is considered unified. No individual part is viewed as more important than the whole design. A good balance between unity and variety must be established to avoid a chaotic or a lifeless design.[3]

Methods

Balance

It is a state of equalized tension and equilibrium, which may not always be calm.[3]

Types

The top image has symmetrical balance and the bottom image has asymmetrical balance

Hierarchy

A good design contains elements that lead the reader through each element in order of its significance. The type and images should be expressed starting from most important to the least important.

Scale/proportion

Using the relative size of elements against each other can attract attention to a focal point. When elements are designed larger than life, scale is being used to show drama.[3]

Dominance/emphasis

Dominance is created by contrasting size, positioning, color, style, or shape. The focal point should dominate the design with scale and contrast without sacrificing the unity of the whole.[3]

Similarity and contrast

Planning a consistent and similar design is an important aspect of a designer's work to make their focal point visible. Too much similarity is boring but without similarity important elements will not exist and an image without contrast is uneventful so the key is to find the balance between similarity and contrast.[3]

Similar environment

There are several ways to develop a similar environment:[3]

Contrasts

Movement is the path the viewer’s eye takes through the artwork, often to focal areas. Such movement can be directed along lines edges, shape and color within the artwork, and more.

See also

Notes

  1. Lidwell, William; Kritina Holden; Jill Butler (2010). Universal Principles of Design (2nd ed.). Beverly, Massachusetts: Rockport Publishers. ISBN 978-1-59253-587-3.
  2. 1 2 Lovett, John. "Design and Color". Retrieved 3 April 2012.
  3. 1 2 3 4 5 6 7 8 9 10 11 White, Alex (2011). The Elements of Graphic Design. New York, NY: Allworth Press. pp. 81–105. ISBN 978-1-58115-762-8.
  4. Cindy Kovalik, Ph.D. and Peggy King, M.Ed. "Visual Literacy". Retrieved 2010-03-27.
  5. 1 2 3 4 5 6 7 8 9 Saw, James. "Design Notes". Palomar College. Retrieved 3 April 2012.

References

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