Visual Design Elements
&
Principles of Design
Introduction to Engineering Design © 2012 Project Lead The Way, Inc.
Visual Design Elements
8 integral components used in the creation
of a design:
•Point •Shape
•Line •Form
•Color •Space
•Value •Texture
Point
• Most basic element of
design
• Has position but no
dimension
• Can be described by
coordinates on a plane
• Used to indicate a location
Image courtesy Autodesk, Inc.
Line
• Has only a length
dimension
• Can be used to:
– Define a boundary
– Indicate volume
– Create perspective and depth
– Create textures and patterns
– Suggest movement
– Imply emotion
Microsoft Office clipart Microsoft Office clipart
Line (cont.)
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
Described by a number of
qualities
– Hue: base color (e.g., red)
– Value: lightness or darkness
– Saturation: purity or intensity
relative to gray
Value
• Relative lightness or darkness of a color,
object, or shape
Microsoft Office clipart
Value
• Allows us to perceive
shapes and the illusion of
3D objects on a 2D surface
Shape
• A 2D area enclosed by lines or curves
• Types
– Geometric: square, circle, triangle
– Mechanical: simple shapes made of straight
and curved lines
– Organic: natural or simulating nature
Microsoft clipart Image courtesy Autodesk, Inc.
Image courtesy Autodesk, Inc.
Geometric Mechanical Organic
Form
• A 3D volume or solid
• Often implied on a 2D surface by careful
use of value
Image courtesy Autodesk, Inc.
Space
• Areas between and around parts of an
image or the implied depth in that image
• Types
– Positive
– Negative
Image courtesy Autodesk, Inc.
Texture
• The surface look or feel
• Types
– Smooth
• Reflects more light
• More intense color
– Rough
• Absorbs more light
• Appears darker
Principles of Design
Principles of Design
• Many principles add to an interesting
design
•Balance •Proportion
•Emphasis •Unity
•Contrast •Economy
•Rhythm
Balance
• Visual and physical balance
• The distribution of elements within a
design
• Types
– Symmetrical (formal)
– Asymmetrical (informal)
– Radial
Emphasis
• Used to draw attention to one area
• Focal Point – feature in a design that
attracts the eye
• Can be achieved through
– Size
– Placement
– Shape
– Contrast
– Use of lines
Wikipedia.org Microsoft Office clipart
Microsoft Office clipart
Contrast
• The degree of relative
difference between
elements
©iStockphoto.com
Image courtesy Autodesk, Inc.
Rhythm
• Repeated use of line, shape, color, texture
or pattern
• A harmonious pattern or sequence
• Types:
– Regular
– Random
– Gradated
– Graduated
Microsoft Office clipart
Proportion
• Comparative
relationship
between elements
in a design with
respect to size
• Scale – The
proportion or size
of an element in Microsoft Office clipart
relation to the
other elements
Unity
• The consistent use of
design elements
©iStockphoto.com
Microsoft Office clipart
©iStockphoto.com
Economy
• Use of the bare minimum of elements
• Can be achieved by removing extraneous
elements
• There is beauty in simplicity
• Less is more
Image courtesy Autodesk, Inc.
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