Design Elements and Principles

Front

Line

Back

The most basic element. Can be thick, thin, straight, curved, etc., and they create a sense of direction.

Front

Shape

Back

An enclosed line. Geometric (circles, squares).

Front

Color

Back

The most powerful emotional element. Primary, secondary, complementary.

Front

Texture

Back

The perceived surface quality. Can be both visual (implied) and actual.

Front

Space

Back

The area around and between objects. Positive (the object) and negative (the background).

Front

Balance

Back

Distributing visual weight. Can be symmetrical vs. asymmetrical.

Front

Hierarchy

Back

How the designer guides the viewer's eye through the design. Size, color, and placement create this.

Front

Contrast

Back

The difference between elements (e.g., light vs. dark, big vs. small, rough vs. smooth).

Front

Rhythm & Repetition

Back

Creating a sense of movement and visual harmony by repeating elements.

Front

Unity & Proximity

Back

How elements relate to each other to create a sense of oneness.