Elements and Principles of Design Notes

What is Graphic Design?

-Design elements are the basic units of a visual image

-The principles of design govern the relationships of the elements used and organize the composition as a whole

-all imagery, art, design, and photography alike, are comprised of elements that can be broken down and analyzed. This goes for web design as well.

-art is made for the artist, it is meant to elicit an emotional response

-design is used to communicate

Design Elements

-Space

-Line

-Color

-Shape

-Texture

-Value

-Balance

Space

-Can exist in two or three dimensions

-Can refer to positive or negative space

-can refer to background, middle, or foreground images

Line

-a basic element, it can vary in thickness, texture, direction

-Guides the eye, tells the viewer where to look

Color

-different color schemes represent different moods/vibes

Shape

-Organic, Geometric, or abstract

Texture

-adds depth to work

-different brushes strokes or gloss levels creates implied texture

Value

-the light and dark qualities of your work

-creates depth

Balance

-Creates visual weight

-balance, unbalanced, symmetrical, and asymmetrical

Design Principles

-Unity

-Variety

-Repetition

-Harmony

-Proximity

-Proportion

-Functionality

-Emphasis

Unity

-Creates a sense of order, a consistency in size and shape

-Proximity can create a sense of unity, it can also show a lack of unity

-things are working together for a unified purpose

Variety

-shows repeating themes w changes and additions

Repetition

-brings cohesion to your work

Harmony

-things are just together peacefully, as they should be

-used in marketing all the time

Proximity

-uses element of space

-think about how the viewer would view it, standard eye movement

-don't get too wacky

-have a good reason to place things where you're placing them

Proportion

-the relationship between objets, relative to scale

-baby Godzilla

Functionality

-make sure things are legible

-function before beauty

Emphasis

-Use this to draw the eye to something

-Use a pop of color against a monotonous image