ELEMENTS & PRINCIPLES

OF DESIGN
ELEMENTS
Basic building blocks
of design
PRINCIPLES
How to use elements
LINE
A continuous mark

Functions:
Unite, divide, emphasize,
movement, describe
SHAPE
Enclosed space

Functions:
Unite, divide,
emphasize,
movement, describe
SPACE
Blank parts of design
POSITIVE
SPACE
- Subject
- Focal point
NEGATIVE
SPACE
- White space
- Area around subjects
- Separates
SCALE
Size of element in relation
to usual size
DIRECTION
Gives viewer a visual path
COLOR WHEEL
Primary
Secondary
Tertiary
Warm
Cool
Complimentary
Analogous
Triad
Split complimentary
Tetrad
Square
Monotone
COLOR
PSYCHOLOGY
-Each color gives a feeling
-Color thesaurus
VALUE
How much light & dark
TEXTURE
Surface quality
Serif: traditional

Sans Serif:
modern TYPO
Script: luxury GRAPHY
Art of type (text)

Handwritten:
personal
REPETITION
-Recurring elements
-Patterns
HIGH
CONTRAST
Opposite elements
LOW
CONTRAST
Similar elements
DOMINANCE
& EMPHASIS
Focal point:
-Center of interest
-Most important area
-Attention first
BALANCE
Equal distribution of visual
weight of elements
HARMONY
- Pleasant relationship
- All units are similar
- Units tie together
UNITY
- Common style or theme
- Visual agreement
MAIN POINT
Subtitle subtitle subtitle
Body copy body copy body copy
body copy body copy body copy
HIERA
RCHY
body copy body copy body copy

MAIN POINT
Subtitle subtitle subtitle
Body copy body copy body copy
body copy body copy body copy
body copy body copy body copy
All elements follow a
system of rank &
organization
ACTIVITY
In groups, find a layout design you like in
a magazine. Describe the strengths of the
design. Describe how the design can
improve (what you would change).
LINE TERTIARY REPTITION
SHAPE WARM CONTRAST
SPACE COOL DOMINANCE
POSITIVE COMPLIMENTARY EMPHASIS
SPACE ANALOGOUS FOCAL POINT
SPLIT BALANCE
NEGATIVE COMPLIMENTARY HARMONY
SPACE TRIAD UNITY
SCALE TETRAD HIERARCHY
DIRECTION SQUARE
COLOR VALUE
PRIMARY TEXTURE
SECONDARY TYPOGRAPHY
YEARBOOK THEME
2018
ACTIVITY
30 second rapid fire brainstorm
HOMEWORK
1) Find three design layouts you like

2) Write four notes for each describing:

a) 2 strengths of design
b) 2 things you would change

2) Develop ideas for theme

Sketches, concepts, something to share

DUE: Next training on Tuesday April 11