THE DESIGN ELEMENTS
Design Elements refer to the components of Visual Communication, they are eight ways to describe the manner in which an aesthetic or style was created within a particular design.
WHAT IS POINT?
Point refers to small, round elements that can be used in design to create visual interest, patterns, and texture. The use of point in design can also be used to appeal to specific audiences by creating an emotional connection and reinforcing the intended message.
EXAMPLE
he designer used a bright red point to draw attention to the logo's focal point.
EXAMPLES
Uniform, evenly distributed points create pattern and texture
Point can be used to create the illusion of an image, this is known as colour halftone
Irregular, spattered point creates movement, in comics, this can be referred to as kirby krackle
WHAT IS LINE?
A continuous or broken mark that can be used to define shape, create texture, or lead the viewer's eye.
EXAMPLE
The thin, straight lines in the design gave a sleek and modern feel to the product packaging.
EXAMPLES
Lines following the same path can create a sense of movement and lead the viewers eye
Geomtric, angled lines can create an industrial aesthetic
Loosely drawn, irregular lines at varying thicknesses creates a natural and organic aesthetic
WHAT IS SHAPE?
Shapes are another basic element of design that can be used to create visual interest, convey meaning, and evoke emotions. Like lines, the use of shape in design can also be used to appeal to specific audiences by creating an emotional connection and reinforcing the intended message
EXAMPLE
The use of simplistic, geometric shapes such as circles and squares created a bold aesthetic.
EXAMPLES
Geometric shapes (such as squares, circles, and triangles) can convey a sense of order, stability, and logic.
Organic shapes (such as nature-inspired shapes like leaves, flowers, and waves) can convey a sense of natural beauty, fluidity, and freedom.
Shapes can be repreated to create pattern, such as checkerboard patterns
WHAT IS FORM?
Form refers to the three-dimensional aspect of an object, and it is another important element of design that can be used to create visual interest and evoke emotions. The use of form in design can also be used to appeal to specific audiences by creating an emotional connection and reinforcing the intended message.
EXAMPLE
The smooth, flowing, organic form of the furniture piece created a dramatic and dynamic presence in the room.
EXAMPLES
Bold forms (such as large sculptures and structures) can convey a sense of power, confidence, and impact.
Organic shapes (such as nature-inspired shapes like leaves, flowers, and waves) can convey a sense of natural beauty, fluidity, and freedom.
Delicate forms (such as intricate sculptures and details) can convey a sense of elegance, sophistication, and refinement.
WHAT IS TONE?
Tonal value refers to the lightness or darkness of a color, and it is an important aspect of design that can be used to create visual interest and evoke emotions.
EXAMPLE
The designer used a combination of light and dark warm tones to create a sense of warmth and comfort in the design.
EXAMPLES
High-contrast values (such as dark and light tones) can convey a sense of drama, energy, and impact.
Low-contrast values (such as similar light and dark tones) can convey a sense of tranquility, calm, and stability.
Gradual shifts in done (Gradation or gradients) can create a sense of form or curvature
WHAT IS TEXTURE?
Texture refers to the real or perceived surface of an item, textures can depict materials, such as wood, steel or glass, or can be generic smooth or rough surfaces
EXAMPLE
The designer used a deep polished timber texture as the ground, to depict a luxurious and opulent aesthetic.
EXAMPLES
High contrast, grungy, stippled textures produce a sense of energy and can create a gritty and dramatic aesthetic.
Smooth, soft textures such as silk can evoke feelings of opulence and decadence.
Designers can use furry materials to communicate warmth and comfort.
WHAT IS TYPE?
Type refers to the use of letterforms, numbers, and symbols in design, and it is a crucial element in conveying information and creating visual interest. The use of type in design can also be used to appeal to specific audiences by creating an emotional connection and reinforcing the intended message.
EXAMPLE
The designer chose a bold, sans-serif typeface to create a sense of strength and authority in the brand's messaging.
EXAMPLES
Serif fonts (such as Times New Roman, Garamond) can convey a sense of tradition, history, and elegance. They can appeal to a more refined or classic audience.
Sans-serif fonts (such as Arial, Verdana) can convey a sense of modernity, simplicity, and cleanliness. They can appeal to a more contemporary or casual audience.
Handwritten fonts (such as Calligraphy, Script) can convey a sense of warmth, personal touch, and authenticity. They can appeal to a more humanistic or emotional audience
WHAT IS COLOUR?
Color is an essential aspect of design that can greatly impact the overall look and feel of a design, as well as evoke emotions and convey meaning. The use of color in design can be used to appeal to specific audiences by creating an emotional connection and reinforcing the intended message.
EXAMPLE
The designer used a cool, muted colour palette to create a calming and sophisticated atmosphere.
EXAMPLES
Bright colors (such as red, yellow, and blue) can convey a sense of energy, excitement, and playfulness. They can appeal to a more energetic or adventurous audience.
Cool colors (such as blue, green, and purple) can convey a sense of calmness, serenity, and sophistication. They can appeal to a more relaxed or contemplative audience
Warm colors (such as red, yellow, and orange) can convey a sense of passion, warmth, and comfort. They can appeal to a more emotional or welcoming audience.
Neutral colors or muted (such as beige, gray, and black) can convey a sense of stability, reliability, and professionalism. They can appeal to a more serious or traditional audience
THE DESIGN PRINCIPLES
The design elements are the components of visual language used by designers to communicate information and ideas.
WHAT IS BALANCE?
Balance is a design principle that refers to the distribution of visual weight within a composition. A designer may use balance to create a harmonious and stable design that is visually pleasing and easy on the eye. This can be achieved through the use of symmetry or asymmetry. Symmetrical balance uses mirroring elements to create a sense of stability, while asymmetrical balance uses uneven elements to create interest. By balancing elements in a design, a designer can create a composition that feels stable and harmonious, and that guides the viewer’s eye around the design. Effective use of balance is essential in design, as it helps to create a composition that is visually appealing and easy to understand.
EXAMPLE
An asymmetrical balance was created through the bright, bold square on the left being balanced by the much larger, circle that has a more subtle tone on the right.
DESCRIBING WORDS
Asymmetrical, symmetrical '('mirrored')', harmonious, stable, dynamic.
EXAMPLE
WHAT IS FIGURE/GROUND?
Figure-ground is a design principle that refers to the relationship between an object (the figure) and its background (the ground). In a design, the figure-ground relationship helps to create visual interest and draw attention to specific elements. A designer may use figure-ground by contrasting the figure and ground through techniques such as color, value, texture, and size. The figure should be distinct and stand out from the background, while the background should provide context and support the figure. By effectively manipulating the figure-ground relationship, a designer can create a visually compelling design that guides the viewer’s attention and communicates information effectively.
EXAMPLE
The designer used a contrasting background '('ground')' to make the product '('figure')'stand out.
DESCRIBING WORDS
Figure '('items in the foreground')', Ground '('the background')', depth, sharp, contrasting.
EXAMPLE
WHAT IS HIERARCHY
A designer uses hierarchy in a design to establish a clear visual order and guide the viewer’s attention. This is achieved by arranging elements in order of importance, from the most prominent to the least prominent. Hierarchy is created by using techniques such as size, placement, color, and typography to differentiate between elements and reate a clear visual structure. A strong hierarchy helps to create an organized, easyto-follow design that effectively communicates information and leads the viewer through the composition.
EXAMPLE
The designer used a combination of scale and contrast to ensure the title was hierarchically dominant over the smaller, more subtle body text.
DESCRIBING WORDS
Clear, structured, organized, ordered, prioritized.
EXAMPLE
WHAT IS PATTERN?
Pattern is a repeating or alternating design element that can be used to add visual interest and texture to a composition. A designer may use pattern in a design to create a cohesive look and feel, provide a background for other elements, and draw the viewer’s eye. This can be done through the use of repeating or alternating shapes, lines, colors, or textures. Patterns can be simple or complex, and can be used to convey a specific mood or theme. For example, a designer may use a floral pattern to create a feminine or organic feel, or a geometric pattern to create a modern or technical feel.
EXAMPLE
The designer used a repeating pattern to create a cohesive and unified branding identity.
DESCRIBING WORDS
Unified, repetitive, cohesive, decorative, symmetrical.
EXAMPLE
WHAT IS CONTRAST?
Contrast is a design principle that refers to the difference between elements in a composition. A designer may use contrast to create visual interest, emphasize important elements, and guide the viewer’s attention. This can be achieved through the use of color, value, size, placement, and typography. For example, using light text on a dark background creates high contrast, while using similar colors creates low contrast. By using contrast, a designer can draw the viewer’s eye to specific areas, create hierarchy, and make a design more visually appealing, legible, and easy to understand.
EXAMPLE
The designer used high contrast colours to create a bold and striking effect.
DESCRIBING WORDS
High contrast, low contrast, complimentary, harmonious
EXAMPLE
WHAT IS SCALE?
A designer uses scale to create visual hierarchy and control the viewer’s focus by adjusting the size of design elements such as typography, images, and graphics. Scale helps to establish proportion and balance, convey a specific mood or theme, and guide the eye. By using contrasting scales, designers can emphasize important elements and create emphasis. Proper use of scale is essential in design, as it greatly impacts the overall look and feel of a composition.
EXAMPLE
The designer used large typography to emphasise the headline.
DESCRIBING WORDS
Large, small, contrasting, relative.
EXAMPLE
WHAT IS PROPORTION?
Proportion refers to the stretching of elements, making certain lines thicker or longer than their counterparts, the stretching of objects outside their expected proportions can create unusual and striking aesthetics. Whereas maintaining proportions to what is expected, such as using the golden ratio or correct measurements when depicting a human figure can make a design seem harmonious and aesthetically pleasing, this is referred to as ‘classic proportions’.
EXAMPLE
The figure was stretched vertically to create a unique and striking aesthetic
DESCRIBING WORDS
Proportionate, stretched, disproportional.
EXAMPLE
WHAT IS CROPPING?
Cropping is the process of trimming or eliminating parts of an image or visual element in a design. A designer may use cropping to emphasize a specific aspect of an image, create visual interest, or eliminate distractions. By carefully choosing what to include and what to exclude in the frame, a designer can control the viewer’s focus and create a stronger composition. Cropping can also be used to change the aspect ratio of an image or to fit it into a specific space. Effective use of cropping can help to create a visually compelling design that effectively communicates information and draws the viewer’s eye.
EXAMPLE
The close-up cropping of the product image highlighted its unique features.
DESCRIBING WORDS
Focused, dramatic, intense, dynamic, close-up.
EXAMPLE
THE GESTALT PRINCIPLES
The Gastalt Principles are the components of visual language used by designers to communicate information and ideas.
How close items are positioned.
THE THEORY OF PROXIMITY
Items that are near each other tend to be perceived as a group. This principle improves design by organizing information and creating visual hierarchy.
EXAMPLE
The proximity between the two circular items within the logo suggest a connection between the two.
EXAMPLE
A real or implied continuation of items, often achieved through their positioning.
THE THEORY OF CONTINUITY
Items that are aligned and flowing smoothly are perceived as a single entity. This principle improves design by creating a sense of unity and guiding the viewer's eye through the composition.
EXAMPLE
The horizontal alignment, anchored to the left, of the type with the motif above creates a sense of unity between the two items.
EXAMPLE
Items which share the same visual characteristics.
THE THEORY OF SIMILARITY
Items that share visual characteristics are perceived as a group. This principle improves design by creating visual patterns and emphasizing relationships between elements.
EXAMPLE
The three items in which the logo is comprised, all share the same base red colour, which creates a sense of continuity and cohesion between the items.
EXAMPLE
Shapes formed by implied connections, such as opposing lines which would connect if they continued.
THE THEORY OF CLOSURE
The mind tends to fill in gaps and complete incomplete shapes or forms. This principle improves design by allowing the viewer to interpret the composition and engage with it.
EXAMPLE
The four right angle triangles are positioned in a manner which creates an illusion of a square through their implied connection.
EXAMPLE
Items which are repeated along a path.
THE THEORY OF COMMON FATE
Items that move together tend to be perceived as a group. This principle improves design by creating dynamic and cohesive compositions.
EXAMPLE
The six squares which repeat at equal distances, offset diagonally, create a sense of an upward jumping movement in the logo.
EXAMPLE
Figure means the item in front or prominent, Ground means the item which the figure sits on, such as the background.
THE THEORY OF FIGURE/GROUND
Figure ground (The relationship between foreground and background')' is an effective tool because the mind differentiates objects from their background. This principle improves design by creating contrast and emphasizing important elements.
EXAMPLE
The logo uses a strong circular, contrasting background to draw the viewers attention inward, toward the white figure positioned centrally over the ground.
EXAMPLE
The item which stands out most to the viewer.
THE THEORY OF FOCAL POINT
An item that stands out from the rest will attract the viewer's attention. This principle improves design by creating emphasis and guiding the viewer's eye to a specific area.
EXAMPLE
The designer has used the principles of contrast and scale to create a strong focal point in this logo, drawing the viewers eye toward the motif.
EXAMPLE
DIETER RAMS
Dieter Rams was a German industrial designer who worked for the consumer electronics company Braun for several decades. He is known for his minimalist and functionalist approach to design, which has had a profound influence on modern product design.
Rams developed a set of principles of good design in the 1970s that are still widely used and respected today. The purpose of these principles is to guide designers in creating products that are not only visually appealing, but also functional, intuitive, and environmentally sustainable.
GOOD DESIGN IS INNOVATIVE
Innovation refers to a design that is new, or that expands on current design.
THE THEORY
Good design is innovative - it breaks new ground and offers original solutions to problems.
EXAMPLE
Apple's iPhone, which revolutionized mobile phone design with its touchscreen interface.
EXAMPLE
GOOD DESIGN IS USEFUL
Usefulness describes a design that is helpful and achieves a worthwhile aim.
THE THEORY
Good design makes a product useful - it serves a clear purpose and meets the needs of its users.
Example
The Dyson Airblade hand dryer, which is fast, hygienic, and energy efficient.
EXAMPLE
The thin, straight lines in the design gave a sleek and modern feel to the product packaging.
EXAMPLE
GOOD DESIGN IS AESTHETIC
Aesthetic refers to how visually pleasing a design is.
THE THEORY
Good design is aesthetic - it is visually pleasing and engages the senses.
Example
The Porsche 911, which is celebrated for its sleek and timeless design.
EXAMPLE
The use of simplistic, geometric shapes such as circles and squares created a bold aesthetic.
EXAMPLE
GOOD DESIGN IS UNDERSTANDABLE
Understandable means how easy it is for people to learn the message or function of a design.
THE THEORY
Good design makes a product understandable - it communicates its function and features clearly.
EXAMPLE
The Nest thermostat, which simplifies the process of programming and controlling home heating.
EXAMPLE
GOOD DESIGN IS UNOBTRUSIVE
Unobtrusive means that the design itself doesn’t attract attention, allowing the viewer to focus on its message or function.
THE THEORY
Good design is unobtrusive - it does not draw attention to itself or interfere with the user's experience.
EXAMPLE
The Google search engine, which is simple and intuitive to use.
EXAMPLE
GOOD DESIGN IS HONEST
Honest design does exactly what it implies it does.
THE THEORY
Good design is honest - it does not pretend to be something it is not or deceive the user.
EXAMPLE
The Muji brand, which is known for its minimal and transparent design.
EXAMPLE
GOOD DESIGN IS LONG LASTING
Long lasting discusses whether the aesthetic style or physical product will last long.
THE THEORY
Good design is long-lasting - it is durable, reliable, and environmentally friendly.
EXAMPLE
The Herman Miller Aeron chair, which is designed to last for years and can be easily disassembled and recycled.
EXAMPLE
GOOD DESIGN IS THOROUGH
Thorought means the design is completely resolved; every aspect has been refined and thought through carefully.
THE THEORY
Good design is thorough - it considers every detail and aspect of a product or system.
EXAMPLE
The London Underground map, which is a masterful example of information design.
EXAMPLE
GOOD DESIGN IS ENVIRONMENTALLY FRIENDLY
How much a design impacts the environment, either in how it is built or how it is used.
THE THEORY
Good design is environmentally friendly - it minimizes waste and harm to the environment.
EXAMPLE
The Tesla electric car, which offers a sustainable and efficient alternative to traditional gasoline-powered cars.
EXAMPLE
GOOD DESIGN IS MINIMALISTIC
Minmalistic means not having any features or aspects which are do not contribute to the designs purpose.
THE THEORY
Good design is as little design as possible - it removes any unnecessary elements and focuses on GOOD DESIGN IS essential.
EXAMPLE
This interior design calls on minimalist philosophies to create a clean and modern aesthetic.
EXAMPLE
