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Elements of Design



The interaction among the above principles and the following elements of design create the aesthetic result:

  • Line—the most fundamental of design elements can be used to express emotion through it’s direction, quality, thickness, spacing, and repetition
  • Form—a three-dimensional object viewed as a solid or viewed as a void surrounded by planes
  • Texture—appearance of the structure and detail of the surface of objects as distinct from color
  • Color—red, orange, and yellow are warm colors that advance and grab your attention while green, blue, and violet are cool colors that recede and provide a soothing feeling

Principles of Design

Repetition and Rhythm


There are eight principles of design we employ for each design project regardless of size, they are:

  • Balance — symmetrical or asymmetrical, visual equilibrium
  • Emphasis & Focalization — dominance of one or more elements
  • Repetition & Rhythm — movement, pattern, repeated elements
  • Contrast — comparison of textures, shapes, and colors
  • Transition — harmonious movement from one form, space, or grade change
  • Proportion & Scale—relative comparison of heights, lengths, and mass
  • Dominance — primary focus
  • Unity — harmonious relationship between elements