Principles and Elements of

Design
Glaiza Angel B. Macapagal BSIT 3A
What makes something
visually appealing?

• The way in which elements (your

ingredients) and your principles (the way
in which you prepare those ingredients)
are arranged.
 • Line
• Color
Elements of • Form and shape

Design
• Space
• Texture
• Value
 Line

• Types
– Vertical-Represents dignity,
formality, stability and strength.

– Horizontal-Represents calm,
peace and relaxation.
– Diagonal-Represents action,
activity, excitement and
movement.

– Curved- Represents freedom,

the natural, having the
appearance of softness, and
creates a soothing feeling or
mood
 Color

• Color has an immediate

and profound effect on
design
– Warm colors: Reds,
oranges, yellows
– Cool colors: Blues,
purples, greens
 Form and Shape
• Form (3D)- the shape and structure of
something as distinguished from its
substance or material

• Shape (2D)- The two-dimensional contour

that characterizes an object or area
 • Enlarging or reducing visual space

Space Types
-Open -Unused -Cramped
 Texture

• The look and feel of an object

– Smooth: Reflects more light (more
intense)
– Rough: Absorbs more light
(appears darker)
 Value
• The relative lightness or darkness
of a color
Methods
-Shade: degree of darkness
of a color
-Tint: A pale or faint
variation of a color
 • Proportion and scale
• Emphasis
• Contrast

Principles of •
•
Rhythm
Unity
Design •
•
Movement
Balance
 Proportion and
Scale

• Comparative relationships between

elements in a design with respect to
size.

– 3:5 ratio is known as the Golden

Mean
 Emphasis
• The feature in a design that
attracts one’s eye.
– The focal point
• Can be achieved through
shape, color, line, size
 Contrast

• Noticeably different
– Can be created with:
• Proportion and
scale
• Shape
• Color
• Texture
• Etc.
 Rhythm
• Repeated use of line,
shape, color, texture or
pattern
– Types
• Regular
• Graduated
• Random
Unity
Achieved through the
consistent use of lines,
color, material and/or
texture within a design.
Movement
• Flow or feeling of
action
 Balance
• Parts of the design are
equally distributed to
create a sense of
stability. Both physical
and visual balance exist.

– Symmetrical or
formal balance
– Asymmetrical or
informal balance
– Radial balance
– Vertical balance
– Horizontal balance
 Something Wrong?
• Did I caught your interest?
• Do you imagine what I have discuss.
 This is what happened
without The elements of Design
 Your Turn:
• This presentation contains a great deal of
information about the principles and elements
of design.
• However, IT IS MISSING PICTURES
THROUGHOUT!
• Recreate this slide show in PPT using your
choice of appropriate pictures focusing on
products/logos/architecture/etc.