Principles of Art and Design / Elements of Art and Design

• Design elements are the basic units of a visual image
• The Principles of design govern the relationships of the elements used and organize the composition as a whole
• All imagery, art, design and photography alike, are comprised of elements that can be broken down and analyzed. This goes for web design as well
• The difference between art and design
• Art is made for the artist - emotion, passion
• Design is about communication - want it to say something

Design Elements

• Space
• Space can exist in 2 or 3 dimensions (2D or 3D)
• It can also refer to foreground, mid, or background elements
• Can use positive and negative space
• Line
• Line is a basic element, it can vary in thickness, texture, direction
• Color
• Pop art, russian poster art, metal, earth, beach, flowers, fruit
• Shape
• Organic, geometric, or abstract
• Texture
• Implied detail to give a drawing/design depth
• Value
• The light and dark qualities of a design
• Makes the difference between a circle and a sphere
• Casting of shadows to show 2D or 3D (or both)
• Balance
• Balanced, unbalanced, symmetrical, symmetrical 2, asymmetrical, asymmetrical 2

Design Principles

• Unity
• Unity creates a sense of order, a consistency in size and shape
• Variety
• Elements that are repeating but are not the same
• Repetition
• It's hard to have repetition without variety
• Harmony
• Unity is when things are working together for a unified purpose
• Harmony is when things are in perfect unison and power
• Proximity
• Proximity can create a sense of unity, it can also show a lack of unity
• Should never be overlooked -- uses a feeling of space to create simplicity and ease
• Proportion
• Size creates power
• Functionality
• Things must be legible or must work towards ease -- shouldn’t be a challenge to use/read
• Function > Beauty
• Emphasis
• The focal point -- a guide for the eye