©2003 texas trade and industrial education1 graphic arts design concepts: the principles and...

©2003 Texas Trade and Industrial Education 1

Graphic Arts

Design Concepts:The Principles and Elements of

Design Explained for the Young Visual Communications

Student

©2003 Texas Trade and Industrial Education Graphic Arts I: Design Concepts 2

The elements of design create everything around us…without these ingredients, nothing can exist.

The responsibility for learning these elements and formatting them within the principles of design falls to each individual designer.


Memorize these eight important elements of design…

Color: Also known as hue. A specific light wavelength

found in the color spectrum. Color ranges circularly from red, to yellow, to

green, to blue, and then back to red.


The second element is line.

A line is a point in motion with only one dimension – length.

The variables of line are size, shape, position, direction, number, interval and density.


The third element…mass or volume. A solid body composing a solid form.


Movement, or motion… the fourth element. The process of changing place, direction or

orientation. This is not animation, although animation is a

product of movement added to other elements of design.


Space, the fifth element. Space is a 2D or a 3D element defined by

other elements of design.


The sixth element is texture.• A technique of trying to replicate three-

dimensional surfaces in 2D design through various drawing or other media technique.

• In 3D, it happens by touch or visual experience.


The seventh element:Typography

Considered an element in the graphic design world.

Although type itself consists of other elements of design, it becomes an element within the constraint of visual communication.


The eighth and final element is value. The relative lightness or darkness of an area

measured in a graded scale from white to gray to black.


The principles of design are tools used to format the elements of design. There are eight elements and eight

principles. The design principles are applicable to art,

architecture, graphics, fashion, industrial design, and even writing, such as poetry.


We start with the first principle… balance.

The convergence of design elements that appear to be at a whole with equilibrium.


The second principle is contrast. This is “the automatic principle”. Whenever

an element is placed into a format, it contrasts with other elements in the same format in size, shape, color or texture.

Offers variety within a visual format.


Direction is the third principle.

Using movement to create the visual illusion of displacement.


The fourth principle:“economy” Precision or simplicity. A principle of most good design work.


The fifth principle of design is emphasis. Also known as dominance, this is the

hierarchy of visual importance. One element takes precedence over others.


Proportion is the sixth principle.

A 2D or 3D element defined by other elements of design.


The seventh principle of design is rhythm. Repetition of one or more elements within a

visual format resulting in harmony.


The final principle:unity Oneness, harmony,

completeness. Gestalt. All visual elements

come together within a format to create a perfect whole.

©2003 texas trade and industrial education1 graphic arts design concepts: the principles and...

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