Design Elements and Principles

Colour:

Colour can arguably be the most important factor in design photography. It can create warmth, coldness, emotion and much more. The three properties of colour are hue, intensity or saturation, value or brightness. For example, if you took a photo of something red, it could indicate danger, passion romance. Same with the colour green, it could indicate environment, money, or growth.

Emphasis:

Emphasis in photography is the focus point of the image, and the focus point makes it dominant. Emphasis can be achieved by using colour, value, shapes and many more. An example of emphasis would be a red apple among other green apples. The red apple stands out more making it the focus point.

Form:

Form is a shape that has three dimensions. Shadows and highlights on the object in the photograph are created by form. Form can be created by using light, angle, and depth.

Line:

Lines in photography can be actual objects, like a train track or a tunnel. The main line in an image tends to lead the viewer through the picture space. For example, in an image of a tunnel, your eyes would lead down the tunnel until the end of it. When taking a photo of the design element, line you do not want a line that leads straight out of an image, but a line that leads a viewers eye around the picture.

Movement:

There are 3 types of movement in photography (suspended, motion blur, visual flow). Suspended movement is the mid action pause such as jumping, splashing, and running. Motion blur is usually produced at a very low shutter speed, and generally has some part blurred in the image. Visual flow leads the viewers eye across the photo, and is dynamic and unforced.

Pattern:

Pattern in photography are elements that are repeated. These elements can include line, colour, or shapes.

Repetition:

Repetition in photography is repeating the same shape over and over. If you repeat something over and over it becomes a pattern. Repetition can grab the attention of the audience and draw them into the image.

Scale and Proportion:

Scale and proportion are two different elements working together to create another design element. Scale is the size of the object in relation to another object. Proportion is the relative size of parts within a whole.

Shape:

Shapes exist in nature and we see high contrast areas defined as lines. Shapes are seen visually as lines are predominantly used, and they can have very complex effects in composition.

Space:

In design photography, you can use positive or negative space. Positive space is where you have a main focus in the photograph. Negative space is where all of the space within the photo does not have a main focus. The main rule of space states that if the subject is not looking directly to the camera, or looks out of frame, there should be enough space for the main focus to look in to.

Texture:

Texture is the surface detail of an object. This detail can be composed of surface irregularities, such as the texture of wood or bricks. You may be able to identify what it feels like just by looking at the image.

Variety:

Variety combines the differences in objects that add interest to a visual image. It is used by those who wish to increase the visual interest of their work.

Contrast:

Contrast is the scale of difference between black and white in the image. Contrast photographs generally have more strong, bold colours and textures will be emphasized. Editing a contrast photo will make it more exciting. This can be done by using a contrast slider.

Volume:

Volume in photography can be measured in height, width, and depth. Volume is the 3D space or area of an object. This element of design is usually accomplished by the use of colour and lighting.

Unity:

Unity is where most of the objects within the photograph are working together to create harmony. This can be achieved by the use of repetition or pattern.

Harmony:

The aim of harmony in photography is to make the objects within the image look as if they are complimenting each other. Harmony can be achieved by the use of patterns or shapes.

Typography:

Typography is the art of arranging type to make written language appealing to the viewer. When taking a photograph for typography, you must keep in mind the point size, line length, and adjusting the space between pairs of letters.

Rhythm:

Rhythm can include different design elements in one photograph. It is the repetition or alternation of elements. It can create a sense of movement, and can include pattern or texture.

Balance:

To take a photograph of balance, you must make sure that the objects within the photo are of equal, visual weight. When your attention is equally balanced in the photo, your balance photograph is complete.