LINE
Line is the visual element of length. It defines position and direction, can be used to connect one point to another, define a shape, develop feelings, covey moods and define space. Line creates perspective and guides for the eye.
SHAPE
Shape is two dimensional areas that contrast to their surroundings. They are confined by an implied or actual line. Enclosed space is defined by a line.
FORM
Form is when a shape takes on 3 dimensions. It defines volume that takes up space. The arranging of elements can be used to develop the form of an object or composition.
VALUE AND TONE
Value and tone is the design term for light and dark. The area develops value when looking at its lightness or darkness. The highest contrast between light and dark will demand the most attention.
TEXTURE
Texture is the visual element of how something appears to feel. It has a three-dimensional texture due to height, width and depth.
BALANCE
Balance places parts of a visual in a aesthetically pleasing arrangement. When both sides are symmetrical the balance is formal. The balance is informal when the sides are not exactly symmetrical. There are three types of balance: Horizontal, Radial [shown in this picture] and Vertical.
CONTRAST
Contrast refers to the differences in values, colour, texture and shape. It reflects the arrangement of opposite elements and effects. Contrast creates visual excitement/interest and adds interest to the work.
EMPHASIS
Emphasis is used to create focus and dominance in designs. Emphasis makes specific elements stand out and draws attention to the eye. Colour, value, shapes and other elements can achieve emphasis.
REPETITION
Repetition is a design principle that works with patterns to make the artwork appear more active. The elements can create interest, movement or harmony/unity by being regular or cylindrical. Repetition creates unity within artwork. Repetition will bring a clear sense of unity, consistency, and cohesiveness to designs.
MOVEMENT
Movement uses elements to direct a viewer’s eye along a path to show a movement, action or direction through artwork. It often takes the eyes to the focal areas of the design.
RHYTHM
Rhythm refers to the repetition of visual movements of the elements. Its a principle that suggests movement or action.[Colour, lines, values, forms, space and textures] Variety is essential to keep rhythms exciting and active. Movement and rhythm work together to create the visual equivalent of a musical beat.
SCALE AND PROPORTION
Proportion refers to relative size and scale of the various elements in a design. Proportion issues the relationship between objects or parts of a whole. The rule of thirds and the golden ratio makes the image more naturally pleasing.
VARIETY
Variety is the contrast of harmony and unity. By changing the size, point of view or angle of a single object, can add interest to the image. Variety can also be varying your angles, exposure, composition, to achieve different looks for the same image.
PATTERN
Elements that have random repetitions or are planned are known as Patterns. The principle can add visual excitement to an image. Pattern can we defined as an arrangement that is regular and repeated. It increases the visual excitement.
VOLUME
Volume is a three-dimensional object, exhibiting height, width or depth. It contains points, lines and planes.
TYPOGRAPHY
The art technique of arranging type to. are it more appealing, readable and legible is known as Typography.
Typography includes terms like; Ascent, Body size, Descent, Baseline ,Serif font, San serif font ect. The arranging of a text in typography creates a clear and visually pleasing look to the reader.
SPACE
The distance or area, above, below or behind an object is known as space. Space creates illusions of third demensions. The areas or gaps between the design elements/ main objects is called negative space.
COLOUR
Colour is the visible spectrum of radiation reflected from an object. Colour has 3 properties: Hue-name of the colour, The intensity or saturation- how pure it is, and value and brightness.
UNITY AND HARMONY
Unity means the harmony of the whole composition. Unity can relate a lot to harmony. They can both identify with the same picture with having both unity and harmony displayed. Parts of the composition is created to work together as a total visual theme.
Harmony is a visual design that means all parts of the visual image can compliment and relate to each other. Patterns, shapes and rhythm helps to direct the eyes movement
