Design The Principles and Elements

People ignore design that ignores people- Frank Chimero

What is Design?

• Design elements are the basic units of a visual image.
• The principals of design govern the relationships of the elements used and organize the composition as a whole.

Graphic design elements.

• space

Can exist in two dimensions or three dimensions. it can be referred to as positive space with an object or negative space where the object could be. space can also be referred to the foreground mid or background elements.

• line

Can make up other shapes. It can have texture or can be wavy straight or curved.

• color

Pop Art, russian poster art, metal, earth, beach, flowers, fruit vegetables

• shape

Helps us identify things in our mind shapes can be geometric or organic. shapes can convey a lot of information.

• texture

Texture can be implied and be an illusion. Or there can actually be texture for example an embossed business card .

• value

Helps give an illusion of depth and can give a object shading with light and dark areas.

Design Principles

• Unity

Can give a sense of order or pattern which can show unity or lack of unity.

• variety

can be utilised where they are different but nearly the same. There is unity but variety.

• repetition

• harmony

is what we get when thing look like they are in their place and meant to be there. everything is happening right its all in the “beat”.

• Proximity

is where everything is aligned right and in a certain order.

• Proportion
• Functionality

A certain design that convey it purpose but does not serve no purpose.




i then created some examples on paper of the different types of design and scanned them into the computer and transferred them to be a Digital design. I transferred the drawings into adobe illustrator so that i could create a Digital version.

Hand drawings

Digital transfer