Lecture 1.1 & 1.3: Principles of Design
1. Elements of Design
● Line: Marks with greater length than width.
○ Can be vertical, horizontal, diagonal, or curved.
● Shape: 2D flat objects with width and height.
○ Geometric (squares, circles) or Organic (natural, free-form shapes).
● Form: 3D objects with depth, such as cubes or spheres.
○ Adds realism and depth to the design.
● Space: Positive (filled areas) and negative (empty areas).
○ Crucial for balance and creating breathing room within a design.
● Texture: The surface quality, is either actual (tactile) or implied (visual).
○ Adds depth and interest.
● Color: Consists of hue (color), saturation (intensity), and value (lightness or darkness).
○ Creates mood, emphasis, and harmony in a design.
● Typography: The style, arrangement, and appearance of text.
○ Affects readability and the overall feel of the design.
2. Principles of Design
● Balance: Distribution of visual weight in a design.
○ Symmetrical or asymmetrical
● Contrast: Differences between elements (color, size, shape).
○ Draws attention and creates focus points.
● Emphasis: Highlighting the most important element or message.
○ It is achieved through contrast, color, size, or placement.
● Movement: Guides the viewer's eye through the composition.
○ It was created using lines, repetition, or placement of elements.
● Repetition/Pattern: Repeating elements like lines, shapes, or colors.
○ Creates rhythm and consistency, reinforcing a visual theme.
● Proportion: The relationship between the size of elements.
○ Ensures that elements are sized about one another, creating a cohesive layout.
● Unity/Harmony: The feeling of completeness when all elements work together.
○ It is achieved by combining similar elements and creating a consistent overall theme.
3. Conclusion
● Effective Design = A harmonious balance of elements and principles.
1. Elements of Design
● Line: Marks with greater length than width.
○ Can be vertical, horizontal, diagonal, or curved.
● Shape: 2D flat objects with width and height.
○ Geometric (squares, circles) or Organic (natural, free-form shapes).
● Form: 3D objects with depth, such as cubes or spheres.
○ Adds realism and depth to the design.
● Space: Positive (filled areas) and negative (empty areas).
○ Crucial for balance and creating breathing room within a design.
● Texture: The surface quality, is either actual (tactile) or implied (visual).
○ Adds depth and interest.
● Color: Consists of hue (color), saturation (intensity), and value (lightness or darkness).
○ Creates mood, emphasis, and harmony in a design.
● Typography: The style, arrangement, and appearance of text.
○ Affects readability and the overall feel of the design.
2. Principles of Design
● Balance: Distribution of visual weight in a design.
○ Symmetrical or asymmetrical
● Contrast: Differences between elements (color, size, shape).
○ Draws attention and creates focus points.
● Emphasis: Highlighting the most important element or message.
○ It is achieved through contrast, color, size, or placement.
● Movement: Guides the viewer's eye through the composition.
○ It was created using lines, repetition, or placement of elements.
● Repetition/Pattern: Repeating elements like lines, shapes, or colors.
○ Creates rhythm and consistency, reinforcing a visual theme.
● Proportion: The relationship between the size of elements.
○ Ensures that elements are sized about one another, creating a cohesive layout.
● Unity/Harmony: The feeling of completeness when all elements work together.
○ It is achieved by combining similar elements and creating a consistent overall theme.
3. Conclusion
● Effective Design = A harmonious balance of elements and principles.
