The elements of visual design — line, shape, negative/white space, volume, value, colour and texture — describe the building blocks of a product’s aesthetics. On the other hand, the principles of design tell us how these elements can and should go together for the best results. Many of the principles below are closely related and complement one another.
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| Graphic-Design-Principles |
Line
Lines are strokes connecting two points,
and the most basic element of visual design. We can use them to create shapes,
and when we repeat them, we can form patterns that create textures.
Types of Lines
- Straight Lines
- Convey order, stability, and structure.
- Often used in layouts for a clean
and organized appearance.
- Curved Lines
- Evoke a sense of movement,
softness, or elegance.
- Often associated with natural or
organic designs.
- Diagonal Lines
- Imply energy, action, or tension.
- Add a sense of dynamism and can
draw attention to specific areas.
- Vertical Lines
- Represent strength, growth, and
dignity.
- Often used to create a feeling of
height or authority.
- Horizontal Lines
- Suggest calmness, balance, and
rest.
- Frequently used in designs to
provide stability and tranquility.
- Zigzag Lines
- Communicate chaos, excitement, or
unpredictability.
- Useful for dynamic and engaging
compositions.
- Dashed or Dotted Lines
- Imply separation or connection
without being rigid.
- Often used for creating emphasis
or highlighting areas.
Functions of Lines in Design
- Guiding the Eye: Lines can direct the viewer’s
gaze to specific elements.
- Framing and Boundaries: Lines can separate sections or
emphasize content.
- Mood and Emotion: The style of the line (e.g.,
thick, thin, rough, smooth) impacts the tone of the design.
- Creating Patterns and Textures: Repeated lines can form textures
and decorative patterns.
Incorporating
lines effectively involves balancing their attributes to complement the overall
design intent.
Shape
Shapes are self-contained areas, usually formed by lines (although they may also be formed by using a different colour, value or texture). A shape has two dimensions: length and width.
Geometric Shapes
- Include circles, squares, rectangles, triangles, and polygons.
- Often convey order, precision, and structure.
- Commonly used in modern, minimal, and tech-focused designs.
Organic Shapes
- Freeform, irregular, and often inspired by nature (e.g., leaves, clouds, or blobs).
- Convey warmth, comfort, and spontaneity.
- Used to add a natural or playful feel to designs.
Abstract Shapes
- Simplified versions of real objects (e.g., icons, symbols).
- Used to represent ideas or concepts in a straightforward yet artistic way.
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| Abstract-Shapes |
Negative/White Space
Negative space or white space is the empty area around a shape. The relation between the shape and the space is called figure/ground, where the shape is the figure and the area around the shape is the ground. We should be aware that when designing positive shapes, we are also designing negative spaces at the same time. Negative space is just as important as the positive shape itself — because it helps to define the boundaries of the positive space and brings balance to a composition.
Volume
Volume applies to visuals that are three-dimensional and have
length, width and depth. We rarely use volume in visual design, because most
digital products end up being viewed on a 2D screen, although some apps and
websites do use 3D models and graphics. (Technically, though, 3D images viewed
on a 2D screen are still 2D images.)
Color
Color is an element of light. Color theory
is a branch of design focused on the mixing and usage of different colors in
design and art. In color theory, an important distinction exists between colors
that mix subtractively and colors that mix additively.
The subtractive mix of colors in paint and print produces the
CMYK color system. The additive mix of colors on digital screens produces the
RGB color system.
Texture
Texture is the surface quality of an object.
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Texture |
Texture can be created by a repeated
pattern of lines, or by using tiled images of textures. Above, the diagonal
lines add a ‘grip’ effect to an otherwise ‘smooth’ rectangle.
Unity
Unity has to do with creating a sense of harmony between all
elements in a page. A page with elements that are visually or conceptually
arranged together will likely create a sense of unity.
Hierarchy
The hierarchy shows the difference in the importance of the elements in a design. Color and size are the most common ways we can create hierarchy — for instance, by highlighting a primary button, or using larger fonts for headings. Items that appear at the top of a page or app also tend to be viewed as having a higher hierarchy than those appearing below.
Balance
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.
Balanced designs appear stable, while imbalanced designs seem unsustainable and unnatural.
Balance can be achieved by having symmetry in the design (for instance, having a webpage with centralized text and images). However, you can also achieve balance without symmetry — perhaps unsurprisingly, this is known as asymmetrical balance. We achieve asymmetrical balance when we arrange differently sized elements in a way that results in unity. We can imagine a center point of the design and distribute the elements in a way that creates balance.
Contrast
Contrast is a key design principle that emphasizes the differences between elements to create visual interest, guide the viewer's attention, and improve readability. It helps distinguish one element from another, ensuring that the most important aspects of the design stand out.
Types of Contrast
- Color Contrast
- Using light vs. dark,
complementary, or contrasting colors (e.g., black text on a white
background).
- Size Contrast
- Varying the size of elements to
establish hierarchy (e.g., larger headings vs. smaller body text).
- Shape Contrast
- Combining different shapes (e.g.,
circles and squares) to create diversity and focus.
- Texture Contrast
- Mixing smooth and rough textures
for depth and interest.
- Font Contrast
- Pairing fonts with different
weights, styles, or families (e.g., serif vs. sans-serif).
Scale
Scale describes the relative
sizes of the elements in a design. By using a scale to make an
element larger than others appearing with it, you can emphasize that element.
Not only can you make an element stand out this way—you can also use scale to
create a sense of depth (since
nearer objects appear larger to the human eye). Exaggerated scales of images
also add a certain level of interest and drama to them.
Dominance
Dominance is a design principle that ensures certain elements stand out and grab the viewer’s attention, creating a clear visual hierarchy. By emphasizing a specific feature or component, dominance helps convey the primary message or focal point of the design.
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