The Elements and Principles of Design

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The Elements and Principles of Design
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What are the Elements and Principles of design?

• Art is a visual language. In any language,
  grammatical rules organize words to create
  sentences. The sentences communicate information.
  The elements are like words. The principles are
  like the rules of grammar. Just like in language,
  the elements and principles combine to
  communicate ideas.
• For an artist, the finished work of art is like
  the literary piece to a writer- an essay, a term
  paper, a speech, a story. The artist uses the
  principles of art to organize the elements in
  order to create a successful work of art.
• What is a successful work of art? Although there
  are many answers, a good piece of artwork should
  show an effective use of the elements and
  principles. Effective use of the elements and
  principles results in an interesting and
  meaningful composition - in other words, a great
  work of art.

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• Every artist uses the elements and principles
  fashion designers, graphic designers, painters,
  sculptors, and so on. When creating a work of
  art, the artist gives some thought to how each of
  the elements are used (or not used) and arranged
  according to the principles of design. How the
  elements and principles are used determines what
  kind of message the finished composition
  (artwork) actually sends.

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For example

• When artists use red in a composition, it
  triggers hunger. Would a graphic designer want to
  use red in an advertisement for diet pills?
• Asymmetrically balanced compositions make a
  viewer feels excitement or agitation.
• Putting an image directly in the center of a
  composition creates a focal point so strong the
  viewer wont look at anything else in the picture.
• Strong contrasts in value create an immediate
  focal point and can be useful when the artist
  wants the viewer to pay attention to a very
  specific part of a composition.
• When designing a logo, artists choose simple
  shapes and patterns. The simpler the design, the
  more memorable the logo and more recognizable the
  company.
• Can you name the company / brand behind each
  logo?

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The Elements, defined

• Line - is a mark on a surface that describes a
  shape or outline. It can create texture and can
  be thick and thin.  Types of line can include
  actual, implied, vertical, horizontal, diagonal
  and contour.
• Color - refers to specific hues and has 3
  properties, Chroma, Intensity and Value.  The
  color wheel is a way of showing the chromatic
  scale in a circle using all the colors made with
  the primary triad.  Complimentary pairs can
  produce dull and neutral color.  Black and white
  can be added to produce tints (add white), shades
  (add black) and tones (add gray).
• Texture - is about surface quality either tactile
  (they way it feels) or visual (the way it looks).
  Texture can be real or implied by different uses
  of media. It is the degree of roughness or
  smoothness in objects.
• Shape are 2-dimensional areas defined by a
  line. Shapes are flat and can be grouped into two
  categories, geometric and organic (free form).
• Value refers to the degree of light and dark.
  It is the contrast between black and white and
  all the tones in between. Value can be applied to
  color as well as black and white. Contrast refers
  to the difference between to or more values.
• Form A form is a three dimensional object, or
  an image that has the illusion of being
  three-dimensional.

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The Principles, defined

• Balance - is a feeling of visual equality in
  shape, form, value, color, etc.  Balance can be
  symmetrical or evenly balanced or asymmetrical
  and un-evenly balanced.  Objects, values, colors,
  textures, shapes, forms, etc., can be used in
  creating a balance in a composition.
• Rhythm - is a movement in which some elements
  recurs regularly.  Like a dance it will have a
  flow of objects that will seem to be like the
  beat of music.
• Contrast - offers some change in value creating a
  visual discord in a composition. Contrast shows
  the difference between shapes and can be used as
  a background to bring objects out and forward in
  a design. It can also be used to create an area
  of emphasis.
• Movement - is a visual flow through the
  composition. It can be the suggestion of motion
  in a design as you move from object to object by
  way of placement and position.  Directional
  movement can be created with a value pattern. It
  is with the placement of dark and light areas
  that you can move your attention through the
  format.
• Unity - means keeping your design in a sort of
  harmony in which all sections of the pattern make
  other sections feel complete. Unity helps the
  design to be seen as one design instead of
  randomness all around your design.
• Harmony - brings together a composition with
  similar units.  If your composition was using
  wavy lines and organic shapes you would stay with
  those types of lines and not put in just one
  geometric shape. (Notice how similar Harmony is
  to Unity - some sources list both terms)
• Emphasis Artists use emphasis to make parts of
  a composition stand out and grab your attention.
  The center of interest or focal point is the area
  that first attracts attention in a composition.
  This area is more important when compared to the
  other objects or elements in a composition.  This
  can be by contrast of values, more colors, and
  placement in the format.

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Line (element) is a mark on a surface that
describes a shape or outline. It can create
texture and can be thick and thin.  Types of line
can include actual, implied, vertical,
horizontal, diagonal and contour.
Contour Line
Outline
Implied Line
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More on Line
Varying the thickness or thinness of a line can
add interest and give a sense of
3-Dimensionality. Here, the thick lines of this
drawing represent the shadows or darker areas of
the seal.
Using line loosely and quickly can help convey
motion or movement. Below are some examples of
gesture drawings.
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Vincent Van Gogh Starry Night
How some artists use line
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More examples of line in art
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Shape (element)

• are 2-dimensional areas defined by a line.
  Shapes are flat and can be grouped into two
  categories, geometric and organic (free form).

Geometric shapes can be defined by a mathematical
formula. ( L x W Area )
Organic or freeform shapes have no particular
formula to how they are created.
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How some artists use Shape
M.C. Escher
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M.C. Escher
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Joan Miro Personage Etoile
Takashi Murakami
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Form (element) A form is a three dimensional
object, or an image that has the illusion of
being three-dimensional.
Benini Pluto and Persephone
These are pictures actual sculptures, or
three-dimensional forms
Erwin Wurm
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A painting of a person that looks 3-Dimensional
(uses Form)
Leonardo Da Vinci Mona Lisa
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Versus a painting of a person that looks flat
(uses shape)
Stewie
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Value (element) refers to the degree of light
and dark. It is the contrast between black and
white and all the tones in between. Value can be
applied to color as well as black and white.
Contrast refers to the difference between to or
more values.
Examples of different value scales
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An example of how value gives form to flat shapes
To make a flat shape look three dimensional, we
add value. Specifically, we add shadows,
highlights, and midtones.
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In this M.C. Escher drawing, value is used in a
number of ways. The artist uses value to give a
sense of 3-Dimensionality to the cities at the
bottom of the drawing. How does he use value
symbolically?
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Texture - is about surface quality either tactile
(the way it feels) or visual (the way it looks).
Texture can be real or implied by different uses
of media. It is the degree of roughness or
smoothness in objects.
How does artist Meret Oppenheim use texture in
this work of art? What do you think she was
trying to make the viewer feel by covering a
teacup in fur?
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The Principles, defined

• Balance - is a feeling of visual equality in
  shape, form, value, color, etc.  Balance can be
  symmetrical or evenly balanced or asymmetrical
  and un-evenly balanced.  Objects, values, colors,
  textures, shapes, forms, etc., can be used in
  creating a balance in a composition.
• Rhythm - is a movement in which some elements
  recurs regularly.  Like a dance it will have a
  flow of objects that will seem to be like the
  beat of music.
• Contrast - offers some change in value creating a
  visual discord in a composition. Contrast shows
  the difference between shapes and can be used as
  a background to bring objects out and forward in
  a design. It can also be used to create an area
  of emphasis.
• Movement - is a visual flow through the
  composition. It can be the suggestion of motion
  in a design as you move from object to object by
  way of placement and position.  Directional
  movement can be created with a value pattern. It
  is with the placement of dark and light areas
  that you can move your attention through the
  format.
• Unity - means keeping your design in a sort of
  harmony in which all sections of the pattern make
  other sections feel complete. Unity helps the
  design to be seen as one design instead of
  randomness all around your design.
• Harmony - brings together a composition with
  similar units.  If your composition was using
  wavy lines and organic shapes you would stay with
  those types of lines and not put in just one
  geometric shape. (Notice how similar Harmony is
  to Unity - some sources list both terms)
• Emphasis Artists use emphasis to make parts of
  a composition stand out and grab your attention.
  The center of interest or focal point is the area
  that first attracts attention in a composition.
  This area is more important when compared to the
  other objects or elements in a composition.  This
  can be by contrast of values, more colors, and
  placement in the format.

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Balance - is a feeling of visual equality in
shape, form, value, color, etc.  Balance can be
symmetrical or evenly balanced or asymmetrical
and un-evenly balanced.  Objects, values,
colors, textures, shapes, forms, etc., can be
used in creating a balance in a composition.
What kind of balance does Rene Magritte use in
this artwork? What effect does it have on the
artwork?
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Balance
Examples of radial balance (elements move
outwards from a point equally in all directions).
Mayan Calendar
Salvadore Dali
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Symmetrical and Asymmetrical Balance
Symmetrical balance is easiest to see in
perfectly centered compositions or those with
mirror images.
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What king of balance is used here?
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Asymmetrical Balance
Asymmetrical balanced designs are typically
off-center or created with an odd or mismatched
number of disparate (different) elements.
Asymmetrical designs still have balance. Think of
it like standing on one foot- you wont fall
because you shift your weight in order to balance
and remain standing.
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Symmetrical Balance
Asymmetrical Balance
Unbalanced
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Rhythm (principle) is a movement in which some
elements recurs regularly.  Like a dance, it will
have a flow of objects that will seem to be like
the beat of music.
The repeating lines of the bridge supports and
the reoccurring colors of the people on the
bridge create rhythm. What are the people doing?
Why did the artist make rhythm an important
principle in this painting?
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Rhythm - is a movement in which some elements
recurs regularly.
Where does artist Takashi Murakami use repetition
in this artwork?
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Contrast is the difference between two values
An example of low contrast
An example of high contrast
An example of low contrast between two colors
An example of high contrast between two colors
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Contrast - offers some change in value creating a
visual discord in a composition. Contrast shows
the difference between shapes and can be used as
a background to bring objects out and forward in
a design. It can also be used to create an area
of emphasis.
Look at this work by Barbara Kruger. How does
artist Barbara Krueger use contrast in this
artwork? Why do you think she uses such strong
contrast? What is she trying to say? How does
she use the principle of contrast to support her
message?
Please answer the questions above in your notes.
There are no right or wrong answers I just want
you to think about it!
Barbara Kruger Your Body is a Battleground
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Movement (principle) is a visual flow through
the composition. It can be the suggestion of
motion in a design as you move from object to
object by way of placement and position. 
Directional movement can be created with a value
pattern. It is with the placement of dark and
light areas that you can move your attention
through the format.
Please answer the following questions in your
notes Do you remember the name of this artist?
We said this painting used a lot of line to
create visual interest. How does line create
movement in this work of art? How do your eyes
move through the painting?
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Unity (principle) means keeping your design in
a sort of harmony in which all sections of the
pattern make other sections feel complete. Unity
helps the design to be seen as one design instead
of randomness all around your design.
Repeating elements in a design helps a
composition feel unified. What elements are
repeated? Does this piece feel unified to you?
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Emphasis (principle) Artists use emphasis to
make parts of a composition stand out and grab
your attention. The center of interest or focal
point is the area that first attracts attention
in a composition. This area is more important
when compared to the other objects or elements in
a composition.  This can be by contrast of
values, more colors, and placement in the format.
Mary Cassat The Letter
What is the focal point, or area of emphasis, in
this painting? How did Cassat create emphasis in
this painting? Why do you think the artist
choose to make that particular part of the
painting the focal point?
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Emphasis Artists use emphasis to make parts of
a composition stand out and grab your attention.
This area is more important when compared to the
other objects or elements in a composition.  This
can be by contrast of values, more colors, and
placement in the format.
This is another painting by Rene Magritte. Where
is the emphasis (focal point) of this
painting? Is the focal point an important part of
this painting? Why would Magritte make this area
the focal point?