Elements of Design


               A line is a mark between two points. They are various types of lines, from straight to squiggly to curved and more. Lines can be used for a wide range of purposes like stressing a word or phrase, connecting content to one another, creating patterns and much more.


               Height + Width = Shape. Shapes can be used to attract attention. They are three basic types of shapes geometric (triangles, squares, circles etc), natural ( leaves, animals, trees, people), and abstracted (icons, graphic representations, stylizations.).


               Color is used to generate emotions, define importance, and create visual interest. CYMK ā€“ cyan, yellow, magenta and black are called as subtractive colors. RGB ā€“ Red, Green, Blue is additive colors.

               Some colors are warm and active (orange and red), some are cool and passive (blue, purple).


               Texture relates to surface of an object, the look or feel of it. Concrete has a rough texture, drywall has a smooth and subtle texture. Using a texture in design adds a depth and visual interest.
Printed material has textile texture while screen material has implied texture.


               Value is how light or how dark an area looks. A gradient, is a great way to visualize value, everything from dark to white, all the shades in-between have values. Use value to create depth and light, to create pattern, to lead an eye or to emphasis.


               Space is the area around or between elements in a design. It can be used to separate or group information. Use it effectively to give the eye a rest, define importance, lead the eye through a design.


               Size is how small or large something is: eg a small shirt vs an extra large shirt. Use size to define importance, create visual interest in a design ( contrasting sizes), attract attention.