Visual Design Principles Elements[1]

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    Visual Design Elements

    Six integral components in the creation

    of a design:

    Line

    Color

    Form/Shape

    Space

    Texture

    Value

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    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 theappearance of softness and creates a soothing feeling

    or mood.

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    Vertical Lines

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    Horizontal Lines

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    Diagonal Lines

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    Curved Lines

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    Form and Shape

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    Space

    By incorporating the use of spacein your design, you can enlarge or reduce

    the visual space.

    Types

    Open, uncluttered

    spaces

    Cramped, busy

    Unused vs. good

    use of space

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    Texture

    The surface look or feel of something.

    TypesSmooth surface

    Reflects more light and, therefore, is a more

    intense color.

    Rough surface

    Absorbs more light and, therefore, appears darker.

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    Smooth Texture

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    Rough Texture

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    Effect of Colour on Man

    Psychological Effects

    Warm or Cool

    Heaviness or Lightness

    Advancing or Receding Colours

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    Emotional Effect of colour

    Yellow- warm, optimism

    Orange-warm, energy, cheer

    Red- passion, love, war

    Blue- spacious, relaxing

    Green- refreshing, cool

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    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

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    Visual Design Principles

    There are five principles that encompass

    an interesting design.

    Balance

    Rhythm

    Emphasis

    Proportion and scale

    Unity

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    Balance

    Parts of the design are equally distributed to create a

    sense of stability.

    There can be physical as well as visual balance.Types

    Symmetrical or Formal Balance

    Asymmetrical or Informal Balance

    Radial BalanceVertical Balance

    Horizontal Balance

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    BalanceSymmetrical or Formal Balance

    The elements within the design areidentical in relation to a centerline

    or axis.

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    BalanceAsymmetrical or Informal Balance

    Parts of the design are not identical but are

    equal in visual weight.

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    BalanceRadial Balance

    Design Elements radiate

    outward from the center.

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    BalanceVertical Balance

    The top and bottom parts are equal.

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    BalanceHorizontal Balance

    The left and right

    parts are equal.

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    Rhythm

    Repeated use of line, shape, color, texture or pattern.

    Types

    Regular rhythm

    Graduated rhythm

    Random rhythm

    Gradated rhythm

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    RhythmRegular Rhythm

    A element is repeated atthe same repetition each time.

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    Rhythm

    Graduated Rhythm

    The beats of the element become closer or

    further apart as they move.

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    RhythmRandom Rhythm

    The beats of the element are randomor are at irregular intervals.

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    RhythmGradated Rhythm

    The repeated element is

    identical with theexception of one detail

    increasing or decreasing

    gradually with eachrepetition.

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    Emphasis

    Points of attention in a

    design.

    The feature in a design

    that attracts ones eye.The focal point.

    Emphasis can be

    achieved through size,

    placement, color and useof lines.

    The most personal

    aspect of a design.

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    Proportion and Scale

    Comparative

    relationships between

    elements in a design with

    respect to size.

    3:5 ratio is known as the

    Golden Mean.

    Scale

    The proportions or sizeof one part of the image

    in relationship to the

    other.

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    Unity

    Unity is applying consistent use of lines, color, andtexture within a design.

    To be harmonious.

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    Unity

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