Design Elements and Principles_Multimedia

Develop an Original
Design Concept

What is a Design ?
Realization of a concept or idea into a configuration, drawing, model, mould, pattern, plan or
specification (on which the actual or commercial production of an item is based) and which
helps achieve the item's designated objective

The 7 visual elements of visual design:

The elements of Design
The elements of design are the building blocks of what a visual artist or graphic designer uses to
make a successful composition
The elements of design are the fundamental aspects of any visual design which include shape,
color, space, form, line, value, and texture.

1. Color: Color helps establish a mood for your
composition. When light waves strike an
object and reflect back to the optic nerve in a
human’s eyes, the sensation they perceive is
called color

2. Line: Line refers to the way that two points
in space are connected. Whether they’re
horizontal lines, diagonal lines, or vertical
lines, lines can help direct the eye toward a
certain point in your composition.

3.Value describes the lightness or darkness of
a color. Even if your design only consisted of
one color, you could vary the value of the color
to create depth and contrast.
Take a look at how adding light and darkness
to the main blue color in this logo creates
value and adds dimension. You can transform
an otherwise two-dimensional shape and turn
it into a three-dimensional shape simply by
varying the value of color.

4. Shape
A shape is created when you use a line and
connect it from one end to the other. A line
can be transformed into a circle, a square, a
triangle, or more complex shapes to add
context to your design. You can combine
shapes with lines to create more intricate
illustrations and icons

5.Form
Form is defined as a three-dimensional object.
This visual element isn’t always used in digital
design in the most obvious way. Recently, 3D
design has taken off in popularity as it
becomes more and more common to create.

6. Texture
Texture can add dimension to your design.
Rather than using only solid colors, texture is a
way to add depth and character. A quick way
to add texture to your design is to use it in
illustrations, like this example. By fading the
clouds and adding brush textures to the
oranges and flower

7. Space(Size):
Space, also referred to as whitespace or
negative space, is crucial to adding breathing
room to your UI designs. Without a good
balance of space, all the information would be
scrunched up together in one area, difficult to
read and navigate through as a user.

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The Principles of Design
The principles of design combine the elements to create a composition, they are the guidelines
used to arrange the elements. Each principle is a concept used to organize or arrange the
structural elements of a design and it applies to each element of a composition and to the
composition as a whole.

Balance
Balance is the concept of visual equilibrium of similar, opposing, or contrasting elements that
together create a unified whole. It refers to the appropriate arrangement of the objects in a
design to create the impression of equality in weight or importance. It comes in 2
forms: Symmetrical (when the weight of a composition is evenly distributed around a central
vertical or horizontal axis) and Asymmetrical (when the weight of a composition is not evenly
distributed around a central axis).

Contrast
The difference between two or more objects in a design is referred to as
contrast. The difference in objects could be light and dark, thin and
thick, small and large, bright and dull, etc.
Contrast is most commonly associated with readability, legibility, and
accessibility.

Emphasis
It marks the location in a composition which most strongly draw the viewer attention, it is also
referred as the focal point. It is the most important area or object when compared to the other
objects or areas in a composition. There are three stages of emphasis, related to the weight of a
particular object within a composition: Dominant (the object with the most visual weight), Sub-
dominant (the object or element of secondary emphasis) and Subordinate (the object with the
least visual weight, which is usually the background).

Movement
Is the visual flow through the composition, where (depending on the elements placement) the
designer can direct the viewer´s eye over the surface of the design. The movement can be
directed along edges, shapes, lines, color, etc and the purpose of movement is to create unity
with eye travel. By arranging the composition elements in a certain way, a designer can control
and force the movement of the viewer's eyes in and around the composition.

Pattern
An object or symbol that repeats in the design is a pattern. It can be a pattern with a precise and
regular repetition or an alternate pattern, which uses more than a single object or form of
repetition. We can say that is simply keeping your design in a certain format.

Repetition
Repetition: creates unity and consistency in the composition; it is the reuse of the same, similar
or different objects throughout the design. The repetition can be irregular, regular, uneven or
even and can be in the form of Radiation (where the repeated elements spread out from a
central point) or Gradation (where the repeated elements become smaller or larger). It often
works with a pattern to make it seem active and along with the Rhythm helps to create different
types of it.

Variety
Variety in the principles of design is about creating
visual interest that will keep viewers engaged with
your design. Holding their attention and guiding them
through the composition will create a powerful user
experience.

Unity
Unity A principle of design; this term defines how the elements and principles of design are
combined within a composition.

Create a presentation about the design
including:
Design
Design elements
Design Principles
Include a brief definition and pictures

Design Elements and Principles_Multimedia

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