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Elements and Principals of Design

Colour: 
Colour creates visual contrast and evokes mood about the image. It draws direct attention to a certain point in the image. 
Contrast: 
Contrast refers to the different colours, textures and shapes in an image. It creates visual excitement and makes the image interesting, it highlights the differences and makes them stand out. 
Emphasis: 
Used to create dominance on focus designs. Colour, shape, value or other elements to achieve emphasis. It shows something that catches the eye and draws the viewer into the image and keeps them looking. 
Form: 
Form is a 3 dimensional object that is defined by space or volume. It is a cool looking photo of a simple object. 
Harmony: 
All parts of the image relate and complement each other. It pulls all the visual pieces together. Pattern and shape can help to get harmony. 
Line: 
Visual element of length, it can be created by connecting one point to another. Line guides the eye to look a certain way. It can define shape and define the space. It makes the viewer start at a certain spot and then continue to look a certain way. 
Movement: 
Uses elements to direct the viewers eye through the image a certain way, enhancing the movement aspect of the whole image. 
Pattern: 
Pattern uses elements that are either planned or random and use repetition. Pattern can add visual excitement to a photograph. 
Repetition: 
Works with pattern to make the artwork seem active. Repetition of elements can be regular of cyclical and can create interest, movement, and/or harmony and unity. It can be in various forms such as colour, shape, patterns and lines that are repeated throughout the image. 
Rhythm: 
 Movement and rhythm work together to create rhythm. A variety of lines and shapes keeps it interesting and creates a musical aspect to the image. 
Scale and proportion: 
Refers to relative size and scale of the various elements in a design. Some proportions, such as the golden ratio and the rule of thirds, are thought to be more naturally pleasing to the eye. It makes photos look more interesting and shows a different perspective to create a sort of illusion. 
Shape: 
Shape is  2 dimensional representation of a 3 dimensional scene. It is represented when the 3 dimension scenery is show as 2 dimensional or 'flat'. There is no depth to anything in the image. 
Space: 
Uses the empty space in an image to highlight a particular point. The space with nothing in it is called negative space 
Texture: 
Texture is the tactile feel of the surface or how it appears it would feel if you touched it (rough, smooth, soft) 
Value/tone: 
Value is a measure of relative lightness or darkness of a colour or the range of light and dark tones present in the image 
Typography: 
It is text in an image, including font, size, spacing and placement. It creates depth and engages the viewer. 
Variety: 
Provided contrast to harmony and unity. Variety shows the difference in objects changing the size, colour and shape, making it interesting and attracts the eye to all the different components of the image. 
Volume: 
Volume relates to the perception of a design and exaggerates the weight a form of composition carries in a design. It can be show in height, width and depth. 
Balance: 
Balance is aesthetically pleasing and in visual images it formal when the image is symmetrical on both sides. Balance is informal when it is not exactly symmetrical but is still balances and visually pleasing. Balance can be horizontal, vertical or radical balance. 


Unity: 
Parts of a composition are made to work together to create a total visual theme. The different deigns look as they belong together. 
Elements and Principals of Design
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Elements and Principals of Design

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Creative Fields