BASIC ELEMENTS

IN DESIGNING
VISUALS

Design Elements
Line
*Since lines can be straight, curved, or irregularly
shaped, you can also think of a line as the track
of a point in motion.
* Vertical lines can stop eye movement.
*They also equate to power and strength.
*Horizontal lines symbolize rest and relaxation.
*Diagonal lines are dynamic and action-oriented.

Design Elements
Shape

A shape is defined as an area that

stands out from the space next to or around
it due to a defined or implied boundary, or
because of differences of value, color,
or texture. A shape is formed when a line
encloses an area.

Design Elements
Color
Color is the part of light that is
reflected by the object we see. Color
appeals to children as well as adults.
The primary colors are red, yellow,
and blue.

Design Elements
Texture
Texture is defined as the surface
characteristics of a material that can be
experienced through the sense of touch or the
illusion of touch. In visual images,
actual textures can be used, such as cloth,
boxes, small objects, and natural items.

Design Elements
Typhography
Typography refers to which fonts
are chosen, the size to be used,
alignment of elements; color, and
spacing

Design Elements
Form
Form may be described as anythreedimensionalobject. Form can be measured,
from top to bottom (height), side to side
(width), and from back to front (depth).
Form is also defined by light and dark. It can
be defined by the presence of shadows on
surfaces or faces of an object.

Principles for Creating a Visual

Design
1. Unity
Unity is the relationship of elements whether
verbal and visual so that it functions together.

2. Gestalt
Gestalt helps users to see the overall design and
not as individual elements.

3.Space
Space is defined when something is placed in it
Incorporating space into a design helps reduce
noise, increase readability, and/ or create illusion.

4. Hierarchy
Hierarchy shows the difference in terms of
significance between items.

5. Balance
Balance creates the perception that there is equal distribution
of elements on each side, either horizontally, vertically or both.

6. Contrast
Contrast makes some elements stand out in the page.

7. Scale
Scale specifies the ranges of sizes of an item in relation to
another item.

8. Dominance
Dominance focuses on having a single element as the main
focus which captures the viewer`s attention.

9. Similarity
Similarity refers to creating continuity throughout a design.

10. Arrangement
The Arrangement of the visual and Verbal elements of the
layout captures the attention of the viewer and should be
directed toward the important details or concepts.

Guidelines in designing Visuals

1. Information/Instructional Purposes
* Use Visuals Whenever possible to illustrate ideas.
* Present a single concept in each visual.
* Break down complex visuals into simpler ones or build them up stepby-step.
* Minimize text on each visual; maximum of six words per line and six
line per visual.
2. Graphic/Picture Elements
* Use visuals that are not too abstract or too realistic.
* Use Scale or common object to indicate size of unfamiliar objects.
* Eliminate distracting backgrounds.
* If feeling of depth is important, use another object to createw the
foreground.
* Use the rule of thirds.
* Avoid splitting visual exactly in half with a horizontal line.
* Use graphs to present data.
* Use Bold (thick), plain typefaces.

3.

Text/Lettering Elements
* Avoid Using many different typfaces on the same visual.
* Use italics, boldfaces, underlining or color for emphasis.
* Use lowercase lettering, adding capitals only when normally required.
* Center title at top of visual.
* Use short, concise, meaningful, descriptive titles that contain key words.
* Spacing between lines should be 1 half times word height.
4. Color
* Use brightest and lightest color to focus attention on important elements.
* Use lettering and visuals that contrast with background color.
* Use Consistent background colors in a visuas.
* limit the number of colors on a visual.
5. Layout
* Make visuals as simple as possible; avoid excessive detail.
* make sure your visual appears balanced.
* Use a horizontal format for overhead transparencies and slides.
* Make visual legible/use pleasing layout.