A point is the smallest and most basic element of design and it can be used alone or as a unit in a group (forming a line or a shape). It has position, but no extension, it is a single mark in a space with a precise and limited location and it provides a powerful relation between positive and negative space.
If we place many points one next to the other we obtain a line, which can have length and direction, but no depth. Lines, besides to be used to create a shape, can be used to create perspective and dominant directional lines (which create a sense of continuance in a composition). Also, they can be grouped to create a sense of value, density or texture.
Shape is an element defined by its perimeter, a closed contour. It is the area that is contained within implied line and it has have two dimensions: height and width. A shape can be geometric (triangle, square, circle, etc.), realistic (animal, human, etc.) or abstract (icons, stylizations, etc.).
The Form is derived from the combination of point, line and shape. A form describe volume, the 3D aspect of an object that take up space and it can be viewed from any angle (a cube, a sphere, etc.), it has width, height and depth.
The color is the response of the eye to differing wavelengths of radiation within the visible spectrum. Colors are used to generate emotions, define hierarchy, create interest, etc. There are many different kinds of color systems and theories but we will focus on the 3 properties:
Hue — is the color name
Value — it refers to the lightness or darkness, to how close to black or white the Hue is
Saturation — It refers to the intensity of a hue, the less gray a color has in it, the more Chroma it has
Is defined as the relative lightness or darkness, which suggests the depth or volume of a particular object or area, it is the degree of light and dark in a design, the contrast between black and white and all the tones in between.
Texture is the surface quality (simulated and/or actual) that can be seen and felt, can be rough or smooth, soft or hard, etc. It exists as a surface we can feel, but also as a surface we can see and imagine the sensation we might have if we touch it, is both a tactile and a visual phenomenon.
Is the area between and around objects (negative space) but it also refers to variations in the perspective and proportions of objects, lines or shapes and it is used for the comparative relation between different objects or areas. The real space is three dimensional, but in Design when we create the feeling of depth we call it space.
Balance is the concept of visual equilibrium of similar, opposing, or contrasting elements that together create a unified whole. It refers to the appropriate arrangement of the objects in a design to create the impression of equality in weight or importance. It comes in 2 forms:
Symmetrical — is when the weight of a composition is evenly distributed around a central vertical or horizontal axis
Asymmetrical — is when the weight of a composition is not evenly distributed around a central axis
It marks the location in a composition which most strongly draw the viewer attention, it is also referred as the focal point. It is the most important area or object when compared to the other objects or areas in a composition. There are three stages of emphasis, related to the weight of a particular object within a composition:
Dominant — is the object with the most visual weight
Sub-dominant — is the object or element of secondary emphasis
Subordinate — is the object with the least visual weight, which is usually the background
Is the visual flow through the composition, where (depending on the elements placement) the designer can direct the viewer´s eye over the surface of the design. The movement can be directed along edges, shapes, lines, color, etc. and the purpose of movement is to create unity with eye travel. By arranging the composition elements in a certain way, a designer can control and force the movement of the viewer's eyes in and around the composition.
An object or symbol that repeats in the design is a pattern. It can be a pattern with a precise and regular repetition or an alternate pattern, which uses more than a single object or form of repetition. We can say that is simply keeping your design in a certain format.
Repetition creates unity and consistency in the composition; it is the reuse of the same, similar or different objects throughout the design. The repetition can be irregular, regular, uneven or even and can be in the form of Radiation (where the repeated elements spread out from a central point) or Gradation (where the repeated elements become smaller or larger). It often works with a pattern to make it seem active and along with the Rhythm helps to create different types of it.
Proportion is the comparative relationship in between two or more elements in a composition with respect to size, color, quantity, degree, etc, or between a whole object and one of its parts. The purpose of the proportion principle is to create a sense that has order between the elements used and to have a visual construction; and it can occur in two ways:
Harmonious — when the elements are in proportion
Unbalanced — when the disproportion is forced
Rhythm is the alternation or repetition of elements with defined intervals between them, it creates a sense of movement and it is used to establish a pattern and/or a texture. There can be 3 different types of rhythm:
Regular — Occurs when the intervals between elements are similar
Flowing — Gives a sense of movement
Progressive — Shows a sequence of forms through a progression of steps
Variety is the principle that refers to the combination of elements in an intricate and complex relationship using different values, lines, textures, shapes, hues, etc. It is complementary to unity and often needed to create visual interest or to call the attention to a specific area in the composition.
Unity it is used to describe the relationship between the individual elements and the whole of a composition (which creates a sense of completeness, that all of the parts belong together) and it is a concept that comes from the Gestalt theory of visual perception and psychology. Three of the most well-known concepts are
Closure is the idea that the brain tends to fill in missing information when it perceives an object is missing some of its pieces
Continuance is the idea that once you begin looking in one direction, you will continue to do so until something more significant catches your attention
Similarity, Proximity and Alignment is the idea that elements of similar size, shape and color tend to be grouped together by the brain