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In this article, we will explore 7 basic design elements and discover the primary goals behind their use. Depending on the outcome you want to achieve with your marketing campaign, you can play around with balance and symmetry. Both combinations can be used to create an interesting design that catches attention.
Movement
Principles of design refer to how these elements are used and include scale and proportion, repetition and variety, balance, emphasis and harmony or unity. Both elements and principles of design provide a framework for creation. Russian painter Wassily Kandinsky used to say that everything starts from a dot. In digital design, a dot is an intersection of lines and, thus, the most basic element. In fact, we can decompose even the most complex and sophisticated designs and get the basic elements of design — lines, shapes, colors, textures, type, space, and motion.
Balance
Proportion is the relative size of the design elements compared to each other. It comes organically once you’re done with your contrast and balance. Form and shape are sometimes spoken of as the same thing, although a form typically differs by having a 3D element. You can give your form a 3D appearance by using techniques such as shadow and light, which create a specific relationship with the background and other elements.
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Balance is the principle governing how we distribute the elements of a design evenly. Balanced designs tend to appear calm, stable and natural, while imbalanced designs make us feel uneasy. The WWF logo, shown earlier, is an example of making use of the principle of gestalt to create interesting designs.
What Are the Elements of Design?
Artists can use different color values to show increased mass and volume in their work. A change in an object's brightness or darkness causes a change in its value. Hue is a term used to describe a wavelength of light in the color spectrum combined with red, green, and blue, the primary colors.
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When creating graphics for social media, follow graphic design trends to keep visual content fresh for your feed. Even if you’re not a graphic designer, it’s important to have a good grasp of these principles. Whether you’re creating display ads, a logo for your business, or a sales brochure, create engaging and more impactful graphics that draw customers in by using elements of design. Lines play a vital role in directing the viewer's gaze and creating a sense of movement within a design.
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Space is powerful when you want to deliver a direct message without the clutter of other design elements. In design, shapes can be created when you are combining all other elements or they can be combined to create icons or symbols for your design project. With a simple drawing a line is regarded as just a mere stroke of a pen, but in the field or study of design, a line connects any two points. Lines are effectively used in separating or creating a space between other elements or to provide a central focus. Design is not about pictures placed together and arranged in a way that creates a story.
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At the same time, you want images only to take up real estate on your designs if you have a simple point to make. The principles of design help designers follow these cues so that the content they create is easily understood and consumed by the viewers for whom it is intended. Sufficient contrast between elements, especially text and its background, is vital for creating an accessible design. People with vision impairments can have a difficult time reading text on a screen that is too small or does not have sufficient color contrast. There are accessibility tools available for checking that your designs have sufficient color contrast for accessibility purposes. Contrast can be achieved through color, shape, size, or similar properties of elements, and refers to the differences between them.
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Take the design elements quiz to learn more about the usage of lines, dots, and planes in composition. When you set out to create a harmonic design for your marketing campaigns, use elements that are not completely different but stand in some kind of relationship with each other. This can be the distance between objects or proximity, how they seem repeatable with other elements or their similarity, or creating a sense that there’s a pattern or continuation. For professional content, subtle differences in scale are often sufficient whereas creative projects give you more room to play around in. Depending on the type of project you’re working on, use scale to add interest to your design. For example, insert a border within a frame on your canvas to create a multi-dimensional effect and make the elements within that inner border the focus of your design.
A frame can be a basic or decorative border around objects to guide the eyes towards a focal point. Use frames to zoom in and crop your composition or to create a visual balance. Form refers to the three-dimensional aspect of an object, providing it with depth, volume, and mass.
Together, they combine to create visually engaging compositions in any design project. Illustration of visual design elements and principles that include unity, Gestalt, hierarchy, balance, contrast, scale and dominance. Now that we have a good understanding of the basic elements of design, it's time to head over to the principles of design. There, we’ll explain concepts you can apply to the elements in a design layout. These concepts are essential to making your design piece work effectively.
This also brings us to the last design principle, which is unity. Even though this image has a lot of variety, it has an overall harmonious aspect, creating a sense of unity. Where emphasis draws the viewer's attention to specific elements in an obvious way, movement is more subtle.
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