elements and principles form the foundation of visual language.
These elements and principles are used in all visual
design fields and are the core concepts used to create meaning visually.
Visual Design is the organized arrangement of one or more elements and principles (e.g. line color or texture) to create a visual message.
LINE: the continuous movement of a point along a surface. The edges of shapes and forms also create lines.
SHAPE: an area enclosed by line. It is two-dimensional and can be geometric or organic.
FORM: occupies space. The attributes of
form are mass and volume
SIZE: the relationship of the area occupied by one shape to that of another
TEXTURE: the surface quality of a shape such as rough, smooth, soft, hard, or glossy.
VALUE: the lightness or darkness of a color.
COLOR: is used to create illusion of depth
RHYTHM: is created when one or more elements of design are used repeatedly to create a feeling of organized movement
CONTRAST: the juxtaposition of opposing elements
BALANCE: the distribution of the visual weight of objects, colors, texture, and the space.
EMPHASIS: Point of focus in a picture of area that draws attention.
VARIETY: Different elements are combined to create visual interest: notably use of contrast, emphasis, difference in size and color.
HARMONY: The quality of wholeness or oneness that is achieved through the effective use of the elements and principles of art