Elements and Principles of Design (Updated)

Elements and
Principles of
Design
Presented By: ADMEC Multimedia Institute
www.admecindia.co.in

This presentation will give you
good understanding about the
significance, meaning and
types of designing, elements
and principles.
Introduction

Now Let’s Discuss
These Elements &
Principles

Meaning
Elements of Design are the
components or part which
can be isolated & defined in
any visual design or work of
art. They structure and carry
the work.

Basic Elements of Design
Following are the seven basic elements of designs which are common
throughout the field of designing.
● Point/Mark
● Line
● Shape
● Forms
● Space
● Color
● Texture

1. Point/Mark
A point or mark is the smallest and most basic element. It can vary in
size , value, regularity or irregularity can be used alone as a unit in the
group

2. Line
A line is a form with width and length, but no depth. Artists use lines to
create edges, the outline of object. The direction of a line can convey
mood.
Broadly lines can be categorized into three parts.
● Horizontal
● Vertical
● Diagonal

Example of Horizontal Lines
Horizontal lines are quite and calm:

Example of Vertical Lines
Vertical lines suggest more of a potential for movement:

Example of Diagonal Lines
Diagonal lines strongly suggest movements and give more of a feeling
of vitality of a picture

3. Shape
Shape is defined as an area that stand
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. Forms
Forms describe volumes and mass, or the 3D aspects of objects that take
up space. Formes can be viewed from any angle.

5. Space
Space is a 3D volume that can be
empty or filled with objects. It has
width, height and depth.

Other examples of Space
Aerial or atmospheric perspective Linear perspective

6. Color
Color has three properties:
● Hue
● Value
● intensity

Example of Color
Color Wheel Value Scale

7. Texture
Texture refers to the surface quality, both simulated and actual of the art
work.

Meaning
The Principle of Design are the
artistic guidelines used to
organize or arrange the
structural elements of design.

Basic Principles of Designing
Following are the basic principles of effective design which are common
throughout the field of designing.
● Balance
● Rhythm
● Contrast
● Pattern
● Unity
● Emphasis

1. Balance
Typically balance provides
structure and stability to a design.
Balance can be symmetrical
(evenly balanced) or asymmetrical
(un-evenly balanced).

Symmetrical Balance
Symmetrical Balance is often referred
to as formal balance in visual images.
Balance is formal when both sides are
equal or in proportion in terms of
arrangement.

Asymmetrical balance
Asymmetrical Balance is often
referred to as informal balance in
visual images. Essentially
asymmetrical balance is more
dynamic than formal balance.

2. Rhythm
Rhythm is created when one or more
elements of design are used
repeatedly to create a feeling of
organized movement or we can say it
requires the repetition of a variety of
design elements in a specific order.

3. Emphasis
It is a principle of design which refers
to giving special importance to one or
certain part of the design.
Emphasis in an image can be achieved
through contrast, placement, size,
color, repetition, focal point /
dominance etc.

4. Contrast
Contrast is an important principle of
design because it lets you draw out
the most important elements of a
design and add importance.

5. Pattern
Pattern as a principle of design may
be defined as regular arrangement of
repeated same elements i.e. line,
shape, colors over and over again.
Pattern usually increases the visual
excitement by supplementing surface
interest.

6. Unity
Unity as a principle of design may be
defined as the appropriate
arrangement of elements of a visual to
give the viewers a feeling that all the
parts of the design are in harmony as
a whole composition.

CREDITS: This presentation template was created by
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THANK YOU!
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