Visual Analysis Essay

The Elements and Principles of Design A Guide to Design Terminology

The elements of design are some of the basic building blocks that make up the design or artwork. Understanding and using this terminology can help the designer articulate what works and what doesn’t work in a design, and to think critically about a design on a more conscious level. Combined, the elements and principles of design can make for a strong, complete and well-established composition. The principles of Gestalt, which arise from the elements of design, are included at the end of this document. Learning to use these elements and principles will be the focus of Beginning Design.

The elements of design are: Point, Line, Form, Value, Texture, Shape, Space, Color (Color is covered in Art 110; we will be focusing on black, white, and gray scale values.)

DEFINITIONS:

A Point is a position in space.

A Line is the path of a moving point. Two points connected make a line. Lines often imply motion, and can be rendered in a variety of ways. Contour lines or outlines, define the boundary between shapes. Lines can create texture or value when used in crosshatching. In addition to these types of actual lines, our eyes can invent implied lines, such as in dotted lines, or where area boundaries describe lines that may not be there.

Shape is a two dimensional form. The variety of possible shapes is endless. Several common ones are as follows:

• Simple Geometric: circles, squares, triangles are some of the examples. • Complex Geometric: straight and curved shapes that have more sides and angles. • Curvilinear: French curves, ellipses, circles and ovals used in combination. • Accidental: an example of this might be a coffee ring or paint splatters.

Form is a shape with dimension, an object existing in three dimensional space physically or implied.

Value is the tone created by black, white and shades of gray. The value or tone of an element can create mass, dimension, emphasis or volume.

Texture can be actual or visual. • Actual texture is tactile: you can feel it by touching it. • Visual texture are the markings of a two dimensional artwork that imply actual texture.

Space is an illusion or feeling of 3-dimensionality, which can be created in a two-dimensional design in several ways, for example:

• Overlapping one object in front of another; • Using differences in value, amount of detail, etc. between elements; • Using techniques related to linear perspective, such as differences in size or height on page between

elements

The principles of design are: Unity, Variety, Movement, Balance, Emphasis, Contrast, Proportion, and Pattern.

DEFINITIONS:

Unity or harmony is the quality of wholeness or oneness that is achieved through the effective use of the elements and principles of design. The most basic quality of a design or artwork, unity gives a piece the feeling of being an integrated human expression. The principles of Gestalt (discussed in the next section) are commonly used to give unity to a group of elements or to an entire design.

Variety is the quality or state of having different forms or types; variety is related to a work's complexity, and often to its interest for the viewer. Examples of the differences which give a design visual and conceptual interest: use of contrast, emphasis, variety in size and color. It is a challenge to the designer to maintain unity while introducing enough variety to make a design interesting. Movement: A feeling of action, generally created by leading a viewer's eye throughout an artwork. Movement is achieved by using the elements and principles of design to give the feeling of action, and to guide the eyes as the viewer experiences the artwork.

Balance is arranging elements so that no one part of a work overpowers, or seems 'heavier', than any other part. Two different kinds of balance are:

• Symmetrical (or formal) balance is when both sides of an artwork, if split down one or more axes, appear to be the same (for example, the human body).

• Asymmetrical balance occurs when dissimilar areas of an artwork are given similar 'weight' by application of design elements/principles, resulting in a visually satisfying feeling of balance.

Emphasis (also called focal point) is the creation of an area of interest, through design principles or meaning/content. Emphasis makes one part of an artwork dominant over the other parts; it makes an element or object in a work stand out. To use emphasis in an artwork is to attract the viewer's eyes to, and make them linger on, a place of special importance in an artwork.

Contrast is the relative difference in some quality between elements in a design. Contrast refers to the arrangement of opposite elements (light vs. dark colors, rough vs. smooth textures, large vs. small shapes, etc.). Contrast is related to variety, and typically increases interest in a design, possibly at the expense of unity.

Proportion (sometimes called scale) describes the relative sizes and locations of objects in the artwork. It refers to the relationships of the size of objects in a body of work. Proportion gives a sense of relative size to elements in a design.

Pattern and rhythm refer to the repetition of design elements. Pattern can imply movement, and make artwork seem active, just as repeated sounds can give a pulse or rhythm to music that makes the hearer want to move. Pattern can also set up expectations in an artwork (which may or may not be fulfilled); opportunities for contrast and emphasis arise when a pattern is interrupted.

Gestalt is a term borrowed from psychology; literally meaning 'unified whole', it refers to the human tendency to organize visual elements into groups. The principles of Gestalt are: Closure, Grouping, Similarity, Proximity, Containment, Continuance.

DEFINITIONS:

Closure is the tendency to perceive a whole even when a form or shape is incomplete, or not completely enclosed; if enough of the shape is indicated, the missing information is filled in by our brains.

Grouping is the tendency to organize separate elements into groups. This important principle can greatly strengthen unity in a design, and is achieved through similarity of various qualities, for example:

• Location • Orientation • Shape • Texture • Color/value • Size

Proximity can be used both to combine objects in a group, or to make two shapes adhere together as a unified whole. The closer items are to each other, the more likely gestalt is to occur.

Containment is the unifying force of an outer edge, boundary, or encompassing shape.

Continuance is the grouping that results from the continuation of a direction; forms are grouped into a larger directional form, which commonly implies movement.

Thanks to Sarah Dillon-Gilmarten for providing the information on which this document is based.