Visual Design Principles and Elements

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Visual Design Elements

• Six integral components used in the creation of a
  design

• Line
• Color
• Form/Shape

• Space
• Texture
• Value

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Line

• Types
• Vertical- Represents dignity, formality,
  stability and strength.
• Horizontal- Represents calm, peace and
  relaxation.
• Diagonal- Represents action, activity, excitement
  and movement.
• Curved- Represents freedom, the natural, having
  the appearance of softness and creates a soothing
  feeling or mood.

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Vertical Lines
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Horizontal Lines
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Diagonal Lines
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Curved Lines
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Color Color has an immediate and profound
effect on a design.

• Types
• Warm Colors
• Reds, oranges, yellows
• Cool Colors
• Blues, purples, greens
• Colors can affect how humans feel and act.

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Color
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Form and Shape The shape, outline, or
configuration of anything.

• Examples
• Squares
• Circles
• Ellipses

• Ovals
• Rectangles
• Triangles

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Form and Shape
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Space By incorporating the use of space in your
design, you can enlarge or reduce the visual
space.

• Types
• Open, uncluttered spaces
• Cramped, busy
• Unused vs. good use of space

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Texture The surface look or feel of something.

• Types
• Smooth surface
• Reflects more light and, therefore, is a more
  intense color.
• Rough surface
• Absorbs more light and, therefore, appears darker.

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Smooth Texture
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Rough Texture
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Value The relative lightness or darkness of a
color.

• Methods
• Shade
• Degree of darkness of a color
• Tint
• A pale or faint variation of a color

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Value
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Visual Design Principles
There are five principles that encompass an
interesting design.

• Balance
• Rhythm
• Emphasis
• Proportion and scale
• Unity

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Balance

• Parts of the design are equally distributed to
  create a sense of stability.
• There can be physical as well as visual balance.
• Types
• Symmetrical or Formal Balance
• Asymmetrical or Informal Balance
• Radial Balance
• Vertical Balance
• Horizontal Balance

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BalanceSymmetrical or Formal BalanceThe
elements within the design are identical in
relation to a centerline or axis.
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Balance Asymmetrical or Informal Balance Parts
of the design are not identical but are equal in
visual weight.
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BalanceRadial Balance Design Elements radiate
outward from the center.
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BalanceVertical Balance The top and bottom parts
are equal.
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BalanceHorizontal Balance The parts on left
and right are equal.
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Rhythm

• Repeated use of line, shape, color, texture or
  pattern.
• Types
• Regular rhythm
• Graduated rhythm
• Random rhythm
• Gradated rhythm

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RhythmRegular RhythmA element is repeated at
the same repetition/interval each time.
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RhythmGraduated RhythmThe beats of the element
become closer or further apart as they move.
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RhythmRandom RhythmThe beats of the element are
random or are at irregular intervals.
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RhythmGradated RhythmThe repeated element is
identical with the exception of one detail
increasing or decreasing gradually with each
repetition.
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Emphasis

• Points of attention in a design.
• The feature in a design that attracts ones eye.
• The focal point.
• Emphasis can be achieved through size, placement,
  color and use of lines.
• The most personal aspect of a design.

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Proportion

• Comparative relationships between elements in a
  design with respect to size.
• 35 ratio is known as the Golden Mean.

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Scale

• Scale
• The proportions or size of one part of the image
  in relationship to the other.

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Unity

• Unity is applying consistent use of lines, color,
  and texture within a design.
• To be harmonious.

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Unity
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Image Resources

• Microsoft, Inc. (2008). Clip Art. Retrieved
  August 26, 2008, from http//office.
  microsoft.com/en-us/clipart/default.aspx