ELEMENTS OF DESIGN

LINE - The linear marks made with a pen or brush or the edge
created when two shapes meet.
SHAPE - A shape is a self contained defined area of geometric
(squares and circles), or organic (free formed shapes or natural
shapes). A positive shape automatically creates a negative shape.
DIRECTION - All lines have direction - Horizontal, vertical or
oblique. Horizontal suggests calmness, stability and tranquillity.
Vertical gives a feeling of balance, formality and alertness. Oblique
suggests movement and action.
SIZE - Size is simply the relationship of the area occupied by one
shape to that of another.
TEXTURE - Texture is the surface quality of a shape - rough,
smooth, soft hard glossy etc.
COLOUR - Colour is light reflected off objects. Colour has three
main characteristics: hue or its name (red, green, blue, etc.),
value (how light or dark it is), and intensity (how bright or dull it
is).

PRINCIPLES OF DESIGN
BALANCE - Balance is the concept of visual equilibrium, and
relates to our physical sense of balance. It is a reconciliation of
opposing forces in a composition that results in visual stability.
Most successful compositions achieve balance in one of two
ways: symmetrically or asymmetrically. Balance in a three
dimensional object is easy to understand; if balance isnt achieved,
the object tips over. To understand balance in a two dimensional
composition, we must use our imaginations to carry this three
dimensional analogy forward to the flat surface.
Symmetrical balance can be described as having equal weight
on equal sides of a centrally placed fulcrum. It may also be referred
to as formal balance. When the elements are arranged equally
on either side of a central axis, the result is Bilateral symmetry.
This axis may be horizontal or vertical. It is also possible to build
formal balance by arranging elements equally around a central
point , resulting in radial symmetry.
Asymmetrical balance, also called informal balance, is more
complex and difficult to envisage. It involves placement of
objects in a way that will allow objects of varying visual weight
to balance one another around a fulcrum point. For example, it
is possible to balance a heavy weight with a cluster of lighter

weights on equal sides of a fulcrum; in a picture, this might be a

cluster of small objects balanced by a large object.
RHYTHM/ REPETITION - Repetition strengthens a design by tying
together individual elements. It helps to create association and
consistency. Repetition can create rhythm (a feeling of organized
movement).
PROPORTION - The relative size of different elements at work.
ALIGNMENT - Allows us to create order and organisation.
Aligning elements allows them to create a visual connection
with each other.
CONTRAST - Contrast is the juxtaposition of opposing elements
(opposite colours on the colour wheel, or value light / dark, or
direction - horizontal / vertical). Contrast allows us to emphasize
or highlight key elements in your design.
SPACE - Space in art refers to the distance or area between,
around, above, below, or within elements. Both positive and
negative space are important factors to be considered in every
design.