Visual Elements
- Line → defines shape, direction, and movement.
- Shape → geometric (squares, circles) or organic (free‑form).
- Colour → conveys mood, emphasis, and hierarchy.
- Texture → adds depth and tactile quality.
- Space → positive (filled) vs negative (empty); balance between them creates clarity.
Compositional Principles
- Grids → provide structure and alignment (Golden Ratio, Swiss Style grids).
- Density of Type → balance between text heaviness and white space.
- Spacing → consistent margins, kerning, and leading improve readability.
Organizational Principles
- Hierarchy → guides the viewer’s eye; achieved through size, colour, and placement.
- Balance → symmetrical (formal) or asymmetrical (dynamic).
- Rhythm → repetition of elements creates flow and movement.
- Unity → all elements work together to form a cohesive design.
Key Takeaway:
Design elements are the building blocks, while principles are the rules that organise them. Mastering both ensures clarity, visual appeal, and effective communication in any design project.
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