NATIONAL INSTITUTE OF FASHION TECHNOLOGY

JODHPUR

Fashion Orientation
(Elements and Principles of Design)

Submitted by:
Neha Ghuliani
Priyal Jain
Rohit Kumar
(MFM-I)
Elements of Design

They are components or parts which can be isolated and defined in any visual design or work of art. They are
the building blocks of any design.

There are 7 basic elements of design which are common throughout the field of designing:
1. Space - It is a 3D volume that can be empty or filled with objects. It has width height and depth.

2. Line - It is a form with width and length but no depth.

3. Shape - It is defined as an area that stands out from the space next to or around it due to a define
boundary, or because of difference in color or texture.

4. Direction – It is define as the movement of the eye along the object.

5. Color - It has 3 properties.

a) Hue - It is the name of the color.
b) Value - It refers to darkness or lightness of hue.
c) Intensity - It refers to the purity of the hue.

6. Texture - It refers to the surface quality, both simulated and actual, of art work.

7. Form - It describes volume and mass, or the 3D aspects of an object by taking up space.
Principles of Design

Principles of design are the artistic guidelines use to organize or arrange the structural elements of design.

1. Balance - It refers to the appropriate arrangement of objects in a design to create the impression of
equality in weight or importance.
Types – Symmetrical and Asymmetrical
2. Proportion – It indicates relative visual size and weight in a composition.

3. Rhythm - It is regarded as a visual temp of beat. It refers to regular repetition of elements to produce
look and feel of a movement.

4. Harmony - It highlights the complementary relationship between all the elements of design present in
an artwork. It is achieved through repetition and rhythm.

5. Contrast - It refers to juxtaposition of different elements of design in order to highlight their

differences and create visual interest.

6. Dominance - Through emphasis of one or more particular elements creates a focal point in the design.
It intends to draw attention of the viewer.

7. Unity - It is the arrangement of elements to give the viewer the feeling that all parts of design form a
coherent picture.

Relevance of elements and principles in design:

 They are building blocks of a design or artwork.

 An art form cannot gain its identity without them.
 Knowing different elements also enable us to describe a designer’s artwork.
péro’ means ‘to wear’ in Marwari, the local language of Rajasthan. péro interprets international aesthetic using
local material and skills, taking inspiration from what surrounds us, to make a product that connects with
people, wherever in the world it is placed.
The Indian-ness of péro rests in the textile process, where materials pass through the hands of one craftsperson
to the other, carrying forward the Indian tradition of hand-crafting and creating pieces that are at once unique.
The resulting garment evokes some sense of culture from where it originates. This culture communicates
internationally in a way that the wearer looks equally at ease in the streets of Paris or London, as she does
here, in India. The look is not about an age group or season, it is about a mindset, a willingness to incorporate
the effortless style of the locals.
The label is launched by Aneeth Arora, a textile graduate from National Institute of Design, Ahmedabad and
a fashion graduate from National Institute of Fashion Technology. She calls herself a ‘textile and dress maker’
and what fascinates and inspires her most is the clothing and dressing styles of the local people, which makes
them so effortlessly stylish and trendy, therefore making them real trend-setters of our time.
Elements
 The inside section of the garment is
unavailable for design. Thus it forms
negative space.
 The horizontal lines forming a pattern on
the top, make the model look wider.
 Natural shapes like that of flowers,
raindrop, geometrical shapes like
triangles embroidered in a pattern on the
garment.
 Beads attached on the hem of the top;
pleats on the skirts represent the down
direction.
 The embroidered section of the garment
provides an uneven & rough texture.
 Combination of warm and cool colors
like red, orange & blue respectively.
 The picture is a 2-D representation of a
3-D object – the garment.
Principles
 Balance in design is struck when the heavy
embellished top is combined with the plain
skirt while the garment if cut into half, both
sides will be asymmetrical.
 The size of the embroidered motifs on the
skirt is proportionate to the embellished
top.
 The width of the linear pattern on the top
creates a rhythm.
 The base color of the top is in harmony
with that of the skirt.
 The bright hues for the embellished top
against the dark shade of the skirt.
 The dominant feature is the big floral
embroidered pattern on the skirt.
 The unity and continuity in the garment is
created by the string of beads.
Elements Principles

 In order to break monotony and main stream
design, the inner surface despite being negative
space is printed with floral pattern.
 The checkered pattern in the coat, yoke &
hemline.
 Geometrical shapes like circles on the dress,
natural shapes – floral on the inner lining of the
coat.
 The eyes move along the horizontal lines of the
coat to define the direction.
 Asymmetrical balance is struck with the use of
multiple colors, prints and patterns.
 The proportion of black and white check is
lesser than the other patterns.
 Contrast is created by use of different patterns-
geometric & floral, colors- bright and dark.
 The dominant feature is the color yellow since
it is present in greater proportion.

 Soft texture of the printed dress and the rough

uneven woollen surface of the coat.

 Bright hues – blue, yellow, red, black & white.

 It is a 2-D representation of a 3-D object.

Elements
 The plain unembellished surface of the
garment despite being positive space
provides elegance.
 Vertical stripes on the jacket and the
horizontal belt that is embellished.
 The natural shapes of the flowers and
leaves on the embroidered belt and the
scallop shaped hemline of the dress.
 Vertical lines on the jacket; pleats on
the dress & horizontal embellished belt
provide direction.
 Smooth soft texture of the plain section
against the rough surface of the
embellished belt & hem.
Principles
 Balance is created with use of white
against the bright hues of the belt.
 The proportion of the white color is
greater than other colors.
 Rhythm is created by the vertical
lines on the jacket.
 The bright hues of the embroidered
belt is in contrast with the plain
sober white color.
 The focal point is the embroidered
horizontal belt in the dress.

 White and signature colors – red,

green, blue & yellow are present.

 It is a 2-D representation of a 3-D

object.
Elements
 The inner section of the dress is unavailable
for design & is considered negative space
 The horizontal line near the edge of the
garment breaks the monotony.
 The natural shapes of flowers, leaves in the
embellished pattern & geometric shapes
like circles in the inner lining of the jacket.
 The vertical direction of the garment is
defined by the pleats on the skirt and is
interrupted by the horizontal on the edge.
 Smooth printed texture of the jacket
against the embellished yoke of the dress.
 Bright hues of the embellishment pattern
and the dark color of the lower garment.
 The picture is a 2-D representation of a 3-
D object – the garment.
Principles
 The garment is in symmetry since on
cutting the two halves will be equal.
 The plain blue color though visible in
lesser amount is proportionate to the floral
pattern.
 Rhythm is created with repetition in print
and embroidery.
 Harmony is created by proportion of the
solid blue color against the bright hued
embroidered section.
 The contrast is created by bright warm
colors against the cool sober blue.
 Printed floral pattern on the jacket and the
embellished floral yoke on the dress
capture the attention & are dominant in
the garment.
 The floral design unites the jacket with the
dress.
Elements
 Inner space of the garment is used
for design despite being negative.
 Vertical & horizontal lines on the
jacket and pants.
 Shape of the button and the pom-
pom on the cuff of sleeves along the
jacket.
 Vertical and horizontal stripes define
the direction of the garment.
 Soft and smooth texture.
 Blue, white and multi – colored
tassels with buttons on the shirt.
 It is a 2-D representation of 3-D
object.
Principles
 The blue & white sober color
combination is balanced with the
different colored button on the shirt
and the pompoms on the cuff.
 Rhythm is created by repetition of
lines in different directions.
 Harmony is maintained by the sober
colors – white and blue.
 The focal point is defined by the
horizontal lines of the jacket visible
between the leg space.
Elements
 The inner sheer surface of the skirt is
attached to the embellished surface of
the pants. It thus appears to be a positive
space for design.
 Vertical stripes on the top and the pleats
on the skirt.
 Natural shapes of the flowers and leaves
used for embroidery along with round
shaped beads.
 The garment has a dual direction –
leaves in upward and the pleats of the
skirt in downward.
 Rough texture is provided by the
embroidered pattern; smooth surface by
the sheer skirt.
 Bright hues with blue base.
 It is a 2-D representation of a 3-D object.
Principles
 The heavy embellished top and
bottom are balanced with the sheer
plain skirt.
 The repetitive pattern of the pleats on
the skirt provide rhythm to the
design.
 The same color – blue on blue
creates harmony.
 Contrast is struck with bright colors
against dark hue.
 The size of the bright red color of
the embroidered flower on the top is
the focal point.
 Unity is created by using beads
uniformly along the embroidered
pattern.