1. The Elements
and Principles
of Design
Presented by
Jaikumar Ranganathan

2. The Elements of Design:
These 6 ingredients are used to
create a design:
line
Shape & form
Space
value
colour
texture

3. LINE

4. Four Basic Types of Lines
Horizontal
Vertical
Curvilinear

5. Line:
Line An element of design that is used to
define shape, contours, and outlines, also
to suggest mass and volume. It may be a
continuous mark made on a surface with
a pointed tool or implied by the edges of
shapes and forms.

6. Characteristics of Line are:
Width- thick, thin, tapering,
Width
uneven
Length - long, short,
continuous, broken
Direction-
Direction horizontal,
vertical, diagonal, curving,
perpendicular, oblique,
parallel, radial, zigzag
Focus-
Focus sharp, blurry, fuzzy,
choppy
Feeling- sharp, jagged,
Feeling
graceful, smooth

7. Implied Line
• Implied Line is the line inside the object within in the
art / design work. For example, an image of a soldier
standing tall has an implied vertical line in the stance.
Each of the lines imply different meanings. A vertical
line can imply nobility. A horizontal can imply calm
or rest. A diagonal line can imply movement. A
curvilinear line can imply grace.

8. Line
• Linear marks
• Lines
• Edges
• Implied Line
A series of points FreeFoto.com
indicating direction, Horizontal lines suggest rest and
movement and form. tranquility.

9. Line
Line is a moving dot.

10. Line
Vertical lines suggest grandness. Diagonal lines indicate movement.

11. Nobility and Movement

12. SHAPE

13. Organic and Geometric
Organic shapes are natural shapes which can be
symmetrical and asymmetrical.
•
Geometric shapes are ‘man-made’ or machine
made shapes, mathematically deduced, with
clear sharp edges.

14. Shape
two-
Shape is a two-dimensional closed contour
defined by its perimeter
• Organic – thought of as
occurring naturally
• Geometric – named
shapes

15. Shape
• Squares and
rectangles – stability
• Triangles – goal or
direction

16. Form and Space
Form is an area surrounded by space.
Space can be positive or negative.

17. Form
Form is the three-dimensionality of an object. Shading a
circle in a certain manner can turn it into a sphere.
Form Form
Types Types
Square Triangle
Cube Cone
Rectangle Circle
Cylinder Sphere

18. Shape
(think ‘form’)
think

19. space
(think ‘distance in & between things’)
think

20. The area between, around, or inside
objects
• Positive space – the
space occupied by
objects
• Negative space – the
space around and
between objects
FreeDigitalPhotos.net

21. The measure of lightness or darkness in
a composition.

22. Value
• Darker objects stand
out in a composition.
• Lighter objects
recede or hang back.
FreeFoto.com

23. Value
(think degree of lightness or darkness)

24. Color
Color is the hue, shade, or tone of an object.

25. color

27. Color
• Black – authority
• White – innocence and
purity
• Red – passion, anger,
appetite
• Green – wealth, nature
relaxing
• Blue – peace, loyalty
• Purple – luxury, wealth,
sophistication

28. TEXTURE
The surface quality or "feel" of an object, its
smoothness, roughness, softness, etc. Textures
may be actual or implied.

30. Texture
Texture is the visual surface quality of an object.

31. Texture
• Refers to the surface
appearance of an
object
• Enhances the realism
of an object

32. Texture
(think ‘the look/feel of the surface ’)
think

33. The Principles of Design
• Rhythm • Emphasis
• Movement • Variety
• Pattern
• Balance • Harmony
• Proportion • Unity
Note: This list is one possible list. You will
find that every book, every artist has a slightly
different list of Principles.

34. Balance:
Balance is concerned with arranging art elements in an
artwork so no one part over powers, or seems heavier
than, any other part.
There are three types of balance:
Formal
Informal
Radial

35. Formal Balance (Symmetrical):
Occurs when one half of a work mirrors
or closely resembles the other half.

38. Informal Balance (Asymmetrical):
Involves a balance of unlike objects or elements.

40. Radial Balance:
Occurs when elements are positioned around a central point.

42. Symmetry & Asymmetry
• If you fold an image in half and it is the same on both sides it
has symmetry, it is symmetrical.
• If you fold an image in half and it is not the same on both sides
it has asymmetry, it is asymmetrical.
• A work of art can be asymmetrical and still be balanced.
Symmetrical Asymmetrical

43. Balance
Balance relates to our physical sense of balance.

44. Repetition
Repetition is one, or similar elements that are repeated.

45. Contrast
Contrast is when elements are different.

46. Harmony:
The principle of design concerned with combining
similar art elements to create a pleasing appearance.

47. Harmony
Harmony is when elements are related.

48. Dominance
Dominance is when one object is emphasized more than
another.

49. • Regular
repetition of
lines, shapes,
or colors that
create a
movement.
Patterns have
rhythm

50. Rhythm
Rhythm is a measured movement through space.

51. Repetition of the
figure descending
the staircase not only
creates movement
but rhythm as well

52. Rhythm
• Rhythm is the movement or variation characterized by the
regular recurrence or alternation of different quantities or
conditions. In simpler words, it's just like pattern and shows that
the design has a 'beat' or 'flow' going with it.

53. Movement:
Movement is the Principle of Design that creates
the look and feel of action to guide the viewer’s
eyes through the work of art.

54. Linear strokes cause our
eye to move back and
forth through the
painting.

55. Movement
Movement is the relocation of an object in space over time.

56. Direction
Direction is the course along which a line moves.

58. Unity:
The combining of art elements and principles
with media to create a feeling of completeness.

60. Variety:
Combining art elements by adding slight changes
to increase visual interest.

62. Proportion:
The manner in which the parts of a work relate to
each other and to the whole.

63. Proportion
Proportion is the relative size and scale of
elements in a design.

64. relationship of one
part to another
or to the whole
with respect to
size, quantity, or
degree; a ratio

65. Gradation
Gradation is the change from one color to another.

66. Emphasis:
The principle of design concerned with making an
element or object in an artwork stand out.

67. Emphasis
Accent, stress, or
importance placed
on a part of a piece
of artwork
(repeating an idea creates emphasis)

68. Pattern:
A two-dimensional decorative effect achieved through
the repetition of colors, lines, shapes, and/or textures.

70. Where does your eye go first?

71. PATTERN
There is power in pattern and
impact in the variation on that
pattern.

72. Organized
Pattern

73. Can you use
the
principles of
design to
critique this
artwork?
Sandy Skoglund:
Radioactive Cats,
1980
BALANCE, UNITY, EMPHASIS, MOVEMENT,
RHYTHM, CONTRAST, PROPORTION

74. Examples:
This image uses the elements of shape, space, colour, value &
texture. The principles used here are: repetition, variety of
proportion, contrast (light vs. dark) , movement and rhythm.

75. Courtesy to:
Chelsea Flattery
Zaiba Mustafa
Mrs. Montgomery
Amy Landrum
Erin Smith