Elements and Principles of Design

 The elements of design are the main ingredients used by visual creators to achieve a successful  composition.  The principles is how we use them.  Elements are the main basic tools to create a certain mood and transmit a certain message that will be read appropriately by the desired audience.  They create harmony (or intended chaos !) amongst elements, to transmit a message and or idea. 

ELEMENTS

Line.

Line is what connects two points regardless of their direction. They help create not only order and visual guidance, but also emphasis to elements or areas, unity or division.  The character of a line can also be altered by controlling it's weight, texture and other properties.  The proper use of line work can bring something to the foreground or make it recede.  It can add relevance to elements as well as moods.  Lines don't need to be straight or clear.  Sometimes we may need squiggly lines, sometimes these might be curved or patterned, thin or thick. 

Color.

Color helps create moods, emotions as well as unite or separate a series or composition. The proper use of a color palette can take us to different visual worlds.  Knowing color theory and how to properly use a color wheel is fundamental for any and all arts. 

Shape.

At it's most basic definition, a shape exists when a line encloses an area.  It is mostly an outlined two dimensional area.  Shapes can also be divided into organic (occurring in nature), geometrical (mathematically consistent) and abstract. 

The psychology branch of Gestalt goes deep into shapes and what and how our eyes read graphics.  Two shapes of exact same size might seem different to the eye depending on their placement and values.  Our minds tend to finish closing a shape with missing lines.  This is most likely what we do in human interactions as well. But this is a whole different story !

Texture.

Texture refers to the perceived surface quality of a two dimensional image.  It implies a feeling, it's connected visually to touch and it aids in creating a sense of realism.  It can also help in the creation of moods. For example, something smooth vs something rough. 

 Size. Scale. Form.

How does the shape occupy space? This section refers to it's actual dimensions on one hand, but also how they relate to their original value as well as relative to the other elements on the composition.  The perception of a certain form can be tweaked by the use or suggestion of light, shadow, positive and negative space and objects around it. 

Direction. 

Direction goes in hand with movement and how we lead the eye of our audience on navigating our composition.  As an example on the most basic level,  verticality usually implies formality, while something horizontal gives us a sense of peace and something oblique will make us think of movement and action. 

PRINCIPLES

Principles could be understood as a set of rules or a guide on how to use elements to achieve our purpose.  If elements were ingredients, principles would be recipes to create a solid, strong balanced dish. 

Balance

Refers to the distribution of the elements in a pace.  It provides stability and structure and- pun intended- it is heavily linked to weight.  Desired balance or intended lack of can be achieved by correctly manipulating elements like color, size, texture, symmetry (or intended lack of), etc. 

Proximity 

Where objects are situated within each other helps create unity and continuity as well as directing the viewers visual journey to our intended focal point. 

Alignment 

Alignment goes in hand with balance and proximity,  providing order and organization between elements. Depending on the objects (or subjects) a composition could be symmetric or asymmetric.  And sometimes symmetry of certain elements can also give a sense of asymmetry in concept.  Knowing what the rules are helps you bend them or break them in favor of the message we desire to transmit. 

Repetition

Repetition is linked to organization,  helping connect individual elements.  It can be done by repeating colors, or repeating shapes.  This is the basics of patterns and in a bigger scale with logos and brand identity. 

Contrast

"The difference in visual properties that makes one object different from another or others". 

Contrast helps elements "pop".    On this case I used the most basic way to create contrast, by using a solid background that is simnifically different from the main objects, making them easily stand out. 

But even though, this is the most basic and simple use of this principle, contrast can be achieved by manipulating all the other elements in a more complex way.