Oct 29 ,2024

AASTU ARCHCLUB

Elements &
principles of
Design Join us as we dive into
the fascinating world of
design elements

Prepared By: Fiker Tibebu

and Kidist Mehari
AASTU ARCHCLUB

1 Introduction to Design

2 Elements of Design

Today's 3 Application of Design

Agenda Elements

4 Principles of Design

5 Application of Design
Principles
AASTU ARCHCLUB

Introduction
The Design Process

Design is a creative process that involves

planning and creating solutions to Research
problems.

Ideation
At its core, design is about making
decisions that improve functionality,
aesthetics, and user experience.
Prototyping

Evaluation
AASTU ARCHCLUB

Elements of
Design
Elements Are you ready?
The elements of design are the
fundamental components that form the
basis of visual composition.
Let's Start!
Line Shape Form

Texture
Color Value

Space
LINE
Connects two points
Straight lines
connect two points in a direct path.
horizontal, vertical, or diagonal.

Diagonal Lines
Horizontal Lines creating a sense of
evoke feelings of direction and movement.
excitement, tension, or
tranquility and peace.
instability
stable and restful

Vertical Lines
suggest height and
strength
feelings of power and
aspiration.
AASTU CLUB

Curved Lines
Curved lines are smooth, flowing lines that
change direction gradually. They can range
from gentle arcs to sharp curves.

Gentle Curves: Soft, flowing lines that

create a sense of ease.
Tight Curves: Sharp, more dramatic curves
that can create a sense of tension or
excitement.
AASTU CLUB

Zigzag Lines
Zigzag lines consist of sharp angles that change
direction abruptly.

convey feelings of excitement,

unpredictability, and sometimes tension or
conflict.
suggest movement or rapid change, making
them effective in dynamic graphics.
AASTU CLUB

Implied lines
Implied lines are not physically drawn but are
suggested through the arrangement of
elements in a design.

Guiding the Eye

Creating Relationships: Useful in narrative
art where the arrangement of figures
suggests interaction.
SHAPES
two-dimensional figures
created by lines or
boundaries.
 Stability
Rigidity
Heaviness
Reliability
Strength
s
Seriousnes

SQUARES

01.10
 Lightness
Happiness
Softness
Innocence
Movement
Infinity

CIRCLES

01.10
 Sharpness
Danger
Guidance
Divinity
Balance

TRIANGLES

01.10
 Organic Shapes
Irregular shapes that mimic forms found in
nature, such as leaves, flowers, and clouds.

Freedom
Nature
Flow
Delicate
Unpredictability
Abstract Shapes
As abstract shapes typically rely on symbolism
or references based around external
knowledge, their meaning can vary widely
depending on the specific shape and context.
FORM
three-dimensional quality
of an object
 p re dicta ble.
d
Regular an te d w ith
o c ia
Often ass , and
r, stab ili ty
orde

GEOMETRIC FORMS precision.

Cubes Pyramids Spheres

 a n d d yn amic.
Fluid
k e fe e lin g s of
Evo th , and
, w ar m
softness

ORGANIC FORMS n to n at ure.

connectio

Architecture Furniture
COLOR
created by the way light
interacts with objects and
is characterized by three
main attributes: hue,
saturation, and brightness.
 COMPONENTS OF COLOR

Hue Saturation Brightness(value)

refers to the name of the color, It the intensity or purity of a color. refers to how light or dark a color
is the basic characteristic that High saturation means a color is appears. It is determined by the
distinguishes one color from vivid and bright, while low amount of light reflected off a
another. saturation results in a more muted surface.
or pastel color.
COLOR WHEEL
Primary Red, blue, yellow
Colors

Secondary Green, orange, purple

Colors

Tertiary
Combinations of primary
Colors
and secondary colors
 c a te d op posite
Colors lo th e color
r o n
each othe
wheel o ntrast
hig h c
Creates
t
and vibran
ons.
combinati

COMPLEMENTARY
 ac h ot h er on
next to e
c olo r w h eel
the ne and
a s er e
Creates e sign.
rt a b le d
comfo

ANALOGOUS
 ol or s t h at are
Three c o n the
a c e d
evenly sp
l
color whee la nced
e s a b a
Provid
vib ra n t look.
and

TRIADIC
 s o f a s in gle
Variation
hue es ive and
a c o h
Creates e s ign.
nio us d
harmo

MONOCHROMATIC
 COLOR PSYCHOLOGY
Red Blue Yellow

Happiness
Calm, trust, , optimism
nergy, attention ,
Passion, e
professionalism.
urgency.
 COLOR PSYCHOLOGY
Green Purple Orange

Enthusiasm
Luxury, creativity, , warmth,
ure, tranquility, friendlines
s.
Nat spirituality.
growth.
VALUE
refers to the lightness or
darkness of a color. create
contrast, depth, and
dimension
 TEXTURE
Importance
Enhancement of Visual
Interest
Conveys Information
and Meaning
Creates Depth and
Dimension
rf ace Establishes Hierarchy
sica l s u
actual phy b je c t that
a n o
quality of the c e o f t ex ture
can be fe lt w it h appearan g h v isual
ro u
touch. created th c h as
iq u e s , su
techn in g, and
s, s h a d
pattern
lor va r ia t ions
co
AASTU ARCHCLUB

Principle of
Design
 PRINCIPLES OF
BALANCE CONTRAST

DESIGN
The principles of design are a designer's guidelines
REPETITION MOVEMENT PROPORTION to create a compelling and appealing composition.

By understanding and applying these principles,

you can create designs that are both aesthetically
pleasing and functional.

HARMONY VARIETY RHYTHM These principles include balance, emphasis,

repetition, proportion, white space, contrast,
pattern, rhythm, hierarchy, movement, variety and
unity.

EMPHASIS UNITY PATTERN

CONTRAST What is the purpose of contrast?
Contrast is the deliberate use of differences between Draws attention: Highlights specific elements.
elements in a design. Creates visual interest: Keeps the viewer engaged.
Enhances readability: Improves clarity and
understanding.
Types of Contrast

COLOR TEXTURE SIZE SHAPE

 BALANCE What is the purpose of balance?
Balance refers to the distribution of visual weight in a Stability: Creates a sense of equilibrium and stability.
design. Harmony: Ensures a pleasing and coherent
composition.
Visual Interest: Can be used to create dynamic and
Types of Balance
engaging designs.

symmetrical balance Asymmetrical balance Radial balance

 EMPHASIS What is the purpose of emphasis?
Focus: Directs the viewer's eye to the most important
Emphasis is the technique of drawing attention to a part of the design.
specific element within a design. Hierarchy: Creates a clear visual hierarchy, prioritizing
information.
Techniques for Achieving Emphasis Impact: Increases the impact of key messages

isolation contrast(color, shape, size, texture)

placement
What’s the difference between these pics?

vs
What’s the difference between these pics?

vs
PROPORTION
Proportion refers to the size relationship between
different elements in a design.

Proportion is all about how objects relate to each

other in terms of size, scale, shapes, and quantities
between the various elements of a composition.
size

scale
HIERARCHY What is the purpose of hierarchy?
Purpose:Focus: Directs the viewer's attention to the
Hierarchy is the arrangement of elements in a design most important information.
based on their importance. Clarity: Improves readability and understanding.
Organization: Creates a clear and logical structure.
Techniques for Achieving hierarchy

Placement typography
size
REPETITION What is the purpose of repetition?
Rhythm: Creates a sense of rhythm and flow.
Repetition is the recurrence of visual elements in a Unity: Ties together different elements of a design.
design Emphasis: Highlights important elements through
repetition.
Techniques for Achieving Emphasis

color shape typography

RHYTHM What is the purpose of rhythm?
Purpose:Visual Interest: Keeps the viewer's eye
Rhythm is the repetition of elements with variation, moving through the design.
creating a sense of movement and flow. Emotional Response: Evoke specific emotions, such
as excitement or calmness.
Types of visual rhythm Organization: Creates a sense of order and structure.

Random Rhythm (Unpredictable) Regular Rhythm (Predictable)

RHYTHM
Types of visual rhythm

Alternating Rhythm
Flowing Rhythm
Progressive Rhythm
(Gradually Changing)
WHITE SPACE
White space—also referred to as “negative space”— is
the areas of a design that do not include any design
elements. The space is, effectively, empty.

White space serves many important purposes in a

design, foremost being giving elements of the design
room to breathe
 UNITY What is the purpose of unity?
Creates harmony and cohesiveness
Ensures consistency in design elements
Unity is making sure all the elements in your design
Enhances the visual appeal
work together to create a cohesive whole. It's like a
Provides a sense of wholeness
puzzle, where all the pieces fit together perfectly.
Helps achieve balance within a space
UNITY
Types of visual unity
 VARIETY What is the purpose of variety?
Adds visual interest and complexity
Prevents monotony
Variety is a way of combining elements of art in
Engages the viewer
involved ways to achieve intricate and complex
Highlights differences and contrasts
relationships. Variety is often obtained through the
Creates a more stimulating environment
use of diversity and change by artists who wish to
increase the visual interest of their work.
VARIETY
Types of visual variety
 Oct 29 ,2024

Thank you
any questions