Visual Design Elements

Lines
Color
Color
Value
shape
Form
Space
Texture

Principles of Design

Balance
Emphasis
Emphasis
Contrast
Contrast
Rhythm
Proportion
Unity
Economy
Economy

Balance

is the distribution of the visual weight of objects, colors, texture, and space. If the design was a scale, these elements should be balanced to make a design feel stable. In symmetrical balance, the elements used on one side of the design are similar to those on the other side; in asymmetrical balance, the sides are different but still look balanced. In radial balance, the elements are arranged around a central point and may be similar.

Rhythm

is created when one or more elements of design are used repeatedly to create a feeling of organized movement. Rhythm creates a mood like music or dancing. To keep rhythm exciting and active, variety is essential.

Unity

is the feeling of harmony between all parts of the work of art, which creates a sense of completeness.

Texture

is about surface quality either tactile or visual. Texture can be real or implied by different uses of media. It is the degree of roughness or smoothness in objects.

Proportion

is the degree of light and dark in a design. It is the contrast between black and white and all the tones in between. Value can be used with color as well as black and white. Contrast is the extreme changes between values.

Value

is the feeling of unity created when all parts (sizes, amounts, or number) relate well with each other. When drawing the human figure, proportion can refer to the size of the head compared to the rest of the body.

Space

refers to variations in the perspective, and proportions of objects, lines or shapes. There is a variation of sizes in space of objects either real or imagined. (some sources list Proportion/Scale as a Principle of Design)

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