The Elements & Principles of Design

The Elements
&
Principles of Design
Elements of Design
– Color
• Color is the most exciting design element. Color
enables us to express ourselves
– Shape
• The shape of a garment is its form or silhouette. It is the
overall outline.
– Line
• Line is a distinct, elongated mark as if drawn by a
pencil or pen. Lines have direction, width and length.
The three types of lines are straight, jagged, or curved.
– Texture
• Texture is the surface quality of goods. Fabric texture is
how the fabrics surface feels and looks.
5 Principles of design
The basic principles of design include the
following:
• Proportion (Scale)
• Balance
• Emphasis
• Rhythm
• Harmony
Proportion
• Proportion is the
relationship
between objects,
or parts, of a
whole.
Proportion
:
1:2 2:3
Proportion
• Elements seem to be an appropriate size for the space they
fill.
• The ratio of one part to the

whole.
• Things just look right.
Proportion & Balance work
together
• Trouser works well
because the proportion
is just right! The
pleated, flowy pants
are balanced by broad-
shouldered tops and
wide belt
Balance
A principle of design referring to the

arrangement of visual elements to create
stability in an artwork.
Types of Balance
1. Symmetrical
2. Asymmetrical
3. Radial
Symmetrical Balance
Elements are equally distributed on either side

of a central axis.
Asymmetrical Balance
•
Size Value
Color
Texture Quantity
Radial Balance
Not only do the swirls of the shell and spiral staircase

provide visual interest, but they also naturally lead your
eye right to the center of the image.
Emphasis
• A principle of design in which
one element, or a combination of
elements, create more attention
than anything else in a
composition.
• Emphasis creates a center of
interest
• On her dress you immediately
notice the red top. It is where
your eye is drawn first. This is
the focal point.
Ways to Create Emphasis
Converging Elements Contrast
Other elements in the Create a large difference in
composition point or direct the value, color, texture, line, or
eye to the emphasis. any other element.
Grouping Isolation
Place similar items together to Make the subject the only
create attention to a particular thing in the image.
area.
Rhythm
• is the flow of the lines,
shape, space and texture
of a garment
• is a sense of movement
and is necessary to
create interest
• Done by the repetition
of lines, shapes and
colour – to create
direction
Rhythm- Repetition
When a design element is repeated
Rhythm- Opposition
• When lines meet to
form a right angle
• Checks and plaids
• Square necklines
• Square pockets
Rhythm-Gradation
Light Thin to
to Thick
Dark
Small to
Large
Rhythm- Radiation
Lines flow out from a single point.
Harmony
• is the pleasing
arrangement of all the
parts of a garment.
Colours, lines, shapes,
and textures look like
they belong together.
• Harmony is achieved
when Unity and Variety
are effectively
combined.
Ways to Create Unity
• Proximity - Overlap, touch, or place object
close together
• Similarity - Create similar colors, textures,
shapes, etc.
• Continuation - Create a flow of vision directed
by the arrangement of elements.
• Repetition - Repeat the same elements
through the work.
Harmony- Unity
• The design is seen as

“whole”.
• Unity can be achieved
through matching and
coordinating
Harmony- Variety
• Variety can relieve

monotony by giving
the eye a number of
different details to
look at.
Conclusion
• The principles of design affect where you place type and
image, and also influence every decision you make when
designing a layout.
• The principles also affect how each piece of image and body
copy relate to each other, what your message is and how you
communicate it.
• When using the design principles one needs to think about
how each principle will enhance the layout, make it visually
appealing to your audience, how it is organized and whether
or not it helps to communicate the message clearly.

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The Elements

• The ratio of one part to the

A principle of design referring to the

Elements are equally distributed on either side

Not only do the swirls of the shell and spiral staircase

• The design is seen as

• Variety can relieve

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