Design elements and principles describe fundamental ideas about the practice of good visual design that are assumed to be the basis of all intentional visual design strategies. The elements form the 'vocabulary' of the design, while the principles constitute the broader structural aspects of its composition. Awareness of the elements and principles in design is the first step in creating successful visual compositions. These principles, which may overlap, are used in all visual design fields, in…
an empty area (usually bounded in some way between things)
empty spaces surrounding shapes and forms
Space in an artwork that is positive. Filled with something, such as lines, designs, color, or shapes.
apparent "heaviness" or "lightness" of the forms arranged in a composition. This is gauged by how much a shape draws our attention
a length (straight or curved) without breadth or thickness, lead the eye through a design
forces the eye to move up & down, creates the illusion of tallness or slenderizes the wearer when used in apparel
forces the eye to move from the left to right, creates the illusion of width
more of an informal design, used to move the eye through/over a design, natural
the appearance of objects (or light sources) described in terms of a person's perception of their hue and lightness (or brightness) and saturation
the visual appearance of something or someone, The two-dimensional contour that characterizes an object or area, sometimes called a silhouette, in contrast to three-dimensional form.
A three-dimensional object or the illusion of three dimensions
a state of equilibrium, produces equality in a design or outfit, when all sides of design appear equal in visual weight or power of attraction the design seems to have stability
distribution achieved by arranging elements as horizontal or vertical mirrored images on both sides of an imaginary center line of a screen.
the type of balance when both sides of the central axis are not identical, yet appear to have the same visual weight
most often a design in Symmetrical Balance
most often a design in Asymmetrical Balance
Perceived surface quality, tactile quality of goods, how the surface of a material feels and looks
the combination of all elements working together to achieve a sense of harmony in your design; grouping related items close together
orderly and pleasing arrangement of shapes and lines
repetition of visual movement
harmonious arrangement or relation of parts or elements within a whole (as in a design)
the ratio between the size of something and a representation of it
put in opposition to show or emphasize differences
The principle of design that uses a concentration of interest or area of focus in a particular part or area of a design.
Elements of Design
How color, shape, line, and texture are combined to form designs.
Principles of Design
Guidelines of balance, proportion, emphasis and rhythm that tell us how to use the Elements of Design to create pleasing designs.
black, white, gray, beige
Tool used to show hues, how they are related to each other, and what colors will be created when mixing paints & dyes together
Specific patterns of how colors can be used together
Monochromatic Color Scheme
Use of different tints, shades, & intensities of ONE color
Analogous Color Scheme
Use of adjacent colors on the color wheel - usually in THREE colors
Complementary Color Scheme
Use of TWO colors that are directly across from each other on the color wheel
Split-Complimentary Color Scheme
Uses of THREE colors: combines one color with the colors on each side of its opposite
Triad Color Scheme
Combines THREE colors that are equidistant on the color wheel
Accented Neutral Color Scheme
Combines white, gray, black, or beige with ONE other color as an accent
Balance in Garments ...
... is produced by adding decoration or structural parts to an apparel design
the shape of a female's body
the shape of of a male's body
the relationship among the different areas of the body, proportion of body parts that gives an indication of shape
Gradual increase or decrease of similar design elements, also called progression
Repeats lines, shapes, colors, or textures in a garment
Created when lines, shapes or designs emerge from a central point resulting in the design being an equal distance from that point