Rhythm is a pattern created by repeating elements. How can you create emphasis in a design? By taking an element and making it bigger, bolder, or brighter, by putting it in a contrasting color, or by surrounding it with white space. The most emphasized visual element in a design is called a focal point because it attracts the viewer’s attention first. It’s the element that stands out and gets noticed first. Asymmetrical elements create a deliberate imbalance to suggest variety or dynamic movement.Įmphasis indicates the most important element on the page based on the message. Symmetrical elements are arranged equally on both sides of a composition to suggest a stable or static motion. There are essentially two types of balance: symmetrical and asymmetrical. The Principles of Designīalance occurs when all the design elements are equally distributed through the design. With the addition of color, you can create and convey a mood to enhance a strong concept. Value adds dimension by creating the illusion of depth in a design. Valueis the relative lightness or darkness of an area or object. Unless there is a scale of reference within a design, it is impossible to discern the relative size of objects and the meaning they represent. Scale refers to the process of making size relationships.

Size is how big or small something is in scale to other objects. Space refers to the distance between shapes and forms, but it is best understood in design as white space or negative space-terms used to refer to the empty but often active areas that are void of visual elements.

Texture can also refer to pattern, which is visual texture. In two-dimensional form, texture is essentially visual and adds richness and dimension to work. Texture is the look and feel of a surface. An example would be the three basic shapes: the circle, the square, and the triangle, considered to be the fundamental shapes found in all design. Shape refers to the external outline of a form or anything that has height and width. They can join elements or divide them using a rule, which is a line that separates one element in a design from another. Lines can organize, direct, separate, be expressive, suggest an emotion, or create rhythm.

Line is the element of length as a mark connecting any two points.

Line as element of design