Design: The Principals and Elements

What's Graphic Design?

• Design elements are the basic units of a visual image.
• Govern the relationship of the elements used and organize the composition as a whole.
• All imagery is comprised of elements that can be broken down and analyzed.

Design Elements

• Space- Gives design dimension and depth, can exist in two or three dimensions. Can refer to a positive or negative space, can refer to foreground mid or background elements.
• Line- Basic element, it can vary in thickness, texture, direction. 
• Color- Can invoke mood or sense of time.
• Shape- Inorganic, Organic or Geometric shapes.
• Texture- You can imply texture or actually have texture.
• Value- Light and dark values of an image and all gradients in between, adds depth, contrast. 
• Balance- Paying attention to visual weight of elements in design. Must pay attention to the visual weight. 

Design Principals 

• Unity- Creates sense of order, a consistency in size and shape. Proximity can create a sense of unity, it can also show a lack of unity.
• Variety- Elements in design work that are repeating but not similar, differences in repetition. 
• Repetition- Can have repetition without variety, used to enhance meaning.
• Harmony- Similar elements throughout a work so everything supports each other.
• Proximity- Gives design work a informational hierarchy. 
• Proportion- Things that are set equal to each other.
• Functionality- Something that has a purpose and delights the viewer. 
• Emphasis- Helps make something stand out from rest.