MODULE 2 Principles of Design

Design elements and principles
describe fundamental ideas about the practice of good visual design that are
assumed to be the basis of all intentional visual design strategies. The elements
form the 'vocabulary' of the design, while the principles constitute the broader
structural aspects of its composition. Awareness of the elements and principles
in design is the first step in creating successful visual compositions. These
principles, which may overlap, are used in all visual design fields, including
graphic design, industrial design, architecture and fine art.
Design is the organized arrangement of one or more elements and principles

(e.g. line color or texture) for a purpose.
The principles of design are as varied as attitudes regarding modern design.

They differ both between the schools of thought that influence design, and
between individual practicing designers.
Elements of Art
Design elements are the basic units of a visual image. These elements include:
The 3 F's
Form follows function is known as the 3 f's of Design. Form refers to
what something looks like, and function refers to how it works.
Space
Space is the area provided for a particular purpose. It may have two
dimensions (length and width), such as a floor, or it may have three
dimensions (length, width, and height). Space includes the background,
foreground and middle ground. Space refers to the distances or areas
around, between or within components of a piece. There are two types of
space: positive and negative space. Positive space refers to the space of a
shape representing the subject matter. Negative space refers to the space
around and between the subject matter.
Line
Line is the basic element that refers to the continuous movement of a
point along a surface, such as by a pencil or brush. The edges of shapes
and forms also create lines. It is the basic component of a shape drawn
on paper. Lines and curves are the basic building blocks of two
dimensional shapes like a house's plan. Every line has length, thickness,
and direction. There are curved, horizontal, vertical, diagonal, zigzag,
wavy, parallel, dash, and dotted lines.
Colour
Color is seen either by the way light reflects off a surface, or in colored
light sources. Color and particularly contrasting color is also used to
draw the attention to a particular part of the image. There are primary
colors, secondary colors, and tertiary colors. Complementary colors are
colors that are opposite to each other on the color wheel. Complementary
Acolors are used to create contrast. Analogous colors are colors that are
found side by side on the color wheel. These can be used to create color
harmony. Monochromatic colors are tints and shades of one color. Warm
colors are a group of colors that consist of reds, yellows, and oranges.
Cool colors are group of colors that consist of purples, greens, and blues.
Shape
A shape is defined as an 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. Shapes can also show perspective by
overlapping. They can be geometric or organic. Shapes in house decor
and interior design can be used to add interest, style, theme to a design
like a door. Shape in interior design depends on the function of the
object like a kitchen cabinet door. Natural shapes forming patterns on
wood or stone may help increase visual appeal in interior design. In a
landscape, natural shapes, such as trees contrast with geometric such
as houses.
Texture
Texture is perceived surface quality. In art, there are two types of texture:
tactile and implied. Tactile texture (real texture) is the way the surface of
an object actually feels. Examples of this include sandpaper, cotton balls,
tree bark, puppy fur, etc. Implied texture is the way the surface of an
object looks like it feels. The texture may look rough, fizzy, gritty, but
cannot actually be felt. This type of texture is used by artists when
drawing or painting.
Form
Form is 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. 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.
Value
Value is an element of art that refers to the relationship between light
and dark on a surface or object and also helps with Form. It gives objects
depth and perception. Value is also referred to as tone.
Principles of Design
Unity
• Repetition
• Continuation
• Closure
Emphasis /Focal Point
• Contrast
• Isolation
• Placement
• Absence of focal point
Balance
• Symmetrical
• Asymmetrical
• Radial
• All over pattern
Proportion /Scale
Space
Rhythm
The principles of visual art are the set of rules or guidelines of visual art that
are to be considered when considering the impact of a piece of artwork. They
are combined with the elements of art in the production of art. The principles
are movement, unity, harmony, variety, balance, emphasis, contrast,
proportion, and pattern.
Movement
Movement shows actions, or alternatively, the path the viewer's eye follows
throughout an artwork. Movement is caused by using elements under the rules
of the principles in picture to give the feeling of action and to guide the viewer's
eyes throughout the artwork. In movement your art should flow, because you
are controlling the viewers eye. You control what they see and how they see it,
much like a path leading across the page to the item you really want to be seen
by the viewer.
Unity
Unity is the wholeness that is achieved through the effective use of the
elements and principles of art. The arrangement of elements and principles to
create a feeling of completeness.
Harmony
Harmony is achieved in a body of work by using similar elements throughout

the work, harmony gives an uncomplicated look to a piece of artwork.
Color Harmony or Color Theory is also considered a principle through the

application of the design element of color.
Variety
Variety (also known as alternation) is the quality or state of having different

forms or types. The differences which give a design visual and conceptual
interest: notably use of contrast, emphasis, difference in size and color.
Balance
Balance is arranging elements so that no one part of a work overpowers, or

seems heavier than any other part. The three different kinds of balance are
symmetrical, asymmetrical, and radial. Symmetrical (or formal) balance is
when both sides of an artwork, if split down the middle, appear to be the same.
The human body is an example of symmetrical balance. The asymmetrical
balance is the balance that does not weigh equally on both sides. Radial
balance is equal in length from the middle. An example is the sun.
Contrast
Contrast is created by using elements that conflict with one another. Often,
contrast is created using complementary colors or extremely light and dark
values. Contrast creates interest in a piece and often draws the eye to certain
areas. It is used to make a painting look interesting.
Proportion
Proportion is a measurement of the size and quantity of elements within a

composition. In ancient arts, proportions of forms were enlarged to show
importance. This is why Egyptian gods and political figures appear so much
larger than common people. The ancient Greeks found fame with their
accurately-proportioned sculptures of the human form. Beginning with the
Renaissance, artists recognized the connection between proportion and the
illusion of 3-dimensional space.
Pattern/Rhythm
Pattern and rhythm (also known as repetition) is showing consistency with

colors or lines. Putting a red spiral at the bottom left and top right, for
example, will cause the eye to move from one spiral, to the other, and
everything in between. It is indicating movement by the repetition of elements.
Rhythm can make an artwork seem active.
References
1. ^ Definition from Sanford

2. ^ a b c d e f "Principles of Art" Utah Education Network
http://www.artsconnected.org/toolkit/encyc_balancesymmetry.html

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MODULE 2 Principles of Design

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Design elements and principles

Design is the organized arrangement of one or more elements and principles

The principles of design are as varied as attitudes regarding modern design.

Emphasis /Focal Point

Harmony is achieved in a body of work by using similar elements throughout

Color Harmony or Color Theory is also considered a principle through the

Variety (also known as alternation) is the quality or state of having different

Balance is arranging elements so that no one part of a work overpowers, or

Proportion is a measurement of the size and quantity of elements within a

Pattern and rhythm (also known as repetition) is showing consistency with

1. ^ Definition from Sanford

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