CHAPTER 4​

Elements and
principles of design
• The elements of design, are the building
blocks used by the designers to create the
designs.
 POINT
A point is the smallest and most basic elements of
design and it can be used alone or as a unit in a
group (forming a line or a shape).

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 LINE

If we place many points one next to the other we

obtain a line, witch can have length and
direction ,but no depth.

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 SHAPE
Shape is an elements defined by its perimeter,
a closed contour. It is the area that is
contained within implied line and it has have
two dimensions: height and width.

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 FORM
The form is derived from the combination of
point, line and shape .A form described
volume ,the 3D aspect of an object that take
up space and it can be viewed from any
angle(a cube. A sphere, etc ), It has width,
height and depth.

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 COLOR
The color is the response of the eye to
differing wavelengths of radiation within the
visible spectrum. There are many different
kinds of color systems and theories but we
will focus on the three properties: HUE,
VALUE and SATURATIONN.

 HUE: is the color name.

 VALUE: It refers to the lightness or darkness,

to how close the black or white the Hue is.

 SATURATION: It refers to the intensity of a

hue, the less gray color has in it, the more
chroma it has.
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 Value – is defined as the relative lightness or darkness, which suggests the depth or volume of a
particular object or area.

Texture- Is the surface quality (simulated and /or actual) that can be seen and felt, can be rough or
smooth, soft or hard, etc.

Space- Is the area between and around objects (negative space) but it also refers to variations in
the perspective and proportions of objects or areas.

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 PRINCIPLES
The principles of design combine the elements to create a composition, they are the guidelines used
to arrange the elements.
We can say that the basic Design Principles are composed by:
 BALANCE
 EMPHASIS
 MOVEMENT
 PATTERN
 REPETITION
 PROPORTION
 RHYTHM

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 BALANCE
Is the concept of visual equilibrium of
similar, opposing, or contrasting elements that
together create a unified whole.

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 EMPHASIS
It marks location in a composition which most
strongly draw the viewer attention, it is also
referred as the focal point.

There are three stages of emphasis which are

the:

 DOMINANT

 SUB-DOMINANT

 SUBORDINATE

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MOVEMENT
Is the visual flow through the composition,
where (depending on the elements placement)
the designer can direct the viewers eyes over
the surface of the design.

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 PATTERN
An object or symbol that repeats in the design
is a pattern. IT can be a pattern with a precise
and regular repetition or an alternative pattern
which uses more than a single objective pr
form of repetition.

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REPETITION
Creates unity and consistency in the composition; it
is the reuse pf the same , similar or different objects
throughout the design.

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 PROPORTION
Is the comparative relationship in between two or
more elements in a composition with respect to
size, color, quantity, degree, etc, or between a
whole object and one of its parts.

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 RHYTHM
Is the alternation or repetition of elements with
defined intervals between them, it creates sense of
movement and it used to establish a pattern and/or a
texture.

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 Variety- is the principle that refers to the combination of elements in an intricate and complex
relationship using different values, lines, texture, hues, etc.

Unity- It is used to described the relationship between the individual elements and the whole of a
composition (which creates a sense of completeness, that all of the parts belong together) and it is
a concept that comes from Gestalt theory of visual perception and psychology.

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FIVE ASPECTS OF ERGONOMICS
 Safety- Medicine bottles: The print on them could be larger so that a sick person who may have impaired vision
( due to sinuses, etc.) can more easily see the dosages and label.

Comfort- Alarm clock display: Some displays are harshly bright, drawing ones eye to the light when
surroundings are dark .

Ease of use- Street signs: In a strange area , many times it is difficult to spot street signs.

Productivity/Performance- HD TV: The sound of HD TV is much lower than regular TV. So when you switch
from HD to regular , the volume increases dramatically.

Aesthetics- Sign in the workplace : Signage should be made consistent throughout the workplace to not only be
aesthetically pleasing, but also that information easily accessible.

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 THANKYOU FOR LISTENING!

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