1. VISUAL DESIGN
(Captions for this video have been checked for accuracy; if you
identify an inaccurate caption please contact me…)

2. OVERVIEW
• Design Vocabulary
• Elements of Design
• Design Harmony

3. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Thick or Thin
• Smooth or Jagged
• Like color, lines communicate
psychological characteristics to
the viewer

4. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Scale is proportional or relative
to other elements in the design

5. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Scale is proportional or relative
to other elements in the design
• Unexpected scale can increase
viewer attention

6. DESIGN VOCABULARY
Unexpected Scale

7. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Figures: the actual shapes in the
design

8. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Figures: the actual shapes in the
design
• Ground: background “behind” the
figures
• Also called white space
• Better term is negative space

9. DESIGN VOCABULARY
• Line: a design’s shape or form on a
2D surface
• Scale: the size of elements in a
composition
• Figures: the actual shapes in the
design
• Ground: background “behind” the
figures
• Direction: lines and forms that direct
the flow of a composition

10. DESIGN VOCABULARY
• Pattern: a repetitive design

11. DESIGN VOCABULARY
• Pattern: a repetitive design
• Texture: the tactile quality of a
design
• Actual or Implied
• Rough or Smooth
• Solid or Porous
• Coarse or Polished

12. DESIGN VOCABULARY
Pattern and Texture

13. DESIGN VOCABULARY
• Pattern: a repetitive design
• Texture: the tactile quality of a
design
• Repetition: repeated elements of a
design
• Rhythm: repetition at regular
intervals

14. DESIGN VOCABULARY
Repetition and Rhythm

15. ELEMENTS OF DESIGN
• The Rule of Thirds

16. ELEMENTS OF DESIGN
• The Rule of Thirds
• The most important design
elements fall along third lines
• And most especially at line
intersections

17. ELEMENTS OF DESIGN
• The Rule of Thirds
• The Golden Mean
• A mathematical relationship
between sizes that is especially
pleasing to the human eye
• Related to Pythagorean
geometry

18. ELEMENTS OF DESIGN
The Golden Mean

19. ELEMENTS OF DESIGN
• The Rule of Thirds
• The Golden Mean
• A mathematical relationship
between sizes that is especially
pleasing to the human eye
• Related to Pythagorean
geometry
• Based on the Fibonacci
Sequence

20. ELEMENTS OF DESIGN
The Fibonacci Sequence

21. ELEMENTS OF DESIGN
The Fibonacci Sequence

22. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Texture
• Size
• Weight

23. DESIGN HARMONY
Visual Weight

24. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Balance: the distribution of visual
weight in a composition
• Symmetrical or Asymmetrical

25. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Balance: the distribution of visual
weight in a composition
• Symmetrical or Asymmetrical

26. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Balance: the distribution of visual
weight in a composition
• Color: has a strong psychological
impact upon a design

27. DESIGN HARMONY
Color Design

28. DESIGN HARMONY
• Contrast: the variation between
elements in a composition
• Balance: the distribution of visual
weight in a composition
• Color: has a strong psychological
impact upon a design
• Fonts: the shape and appearance of
text in a design

29. DESIGN HARMONY
Fonts

30. DESIGN HARMONY
Fonts

31. CONCLUSION
• Learning the vocabulary of design
will help you speak design’s unique
language
• Learning the elements of design will
help you create harmonious designs
• Design harmony is the overall effect
of a well-made design