DESIGN

Definitions:
(noun) a specification of an object, manifested by an agent, intended to accomplish goals, in a
particular environment, using a set of primitive components, satisfying a set of requirements,
subject to constraints; (verb, transitive) to create a design, in an environment (where the designer
operates)

a roadmap or a strategic approach for someone to achieve a unique expectation. It defines the
specifications, plans, parameters, costs, activities, processes and how and what to do within legal,
political, social, environmental, safety and economic constraints in achieving that objective.

The person designing is called a designer, (such as a textile designer, fashion designer, product designer,
concept designer, web designer or interior designer).

VISUAL DESIGN ELEMENTS AND PRINCIPLES

1. Design Elements
- Basic units of any visual design; these elements are the materials from which all designs
are built
 Color – evokes mood and theme
Color wheel and Color theory
Hue: name of color
Value/tint: lightness or darkness of hue
Intensity: quality of brightness and purity
 Line – a point moving in space
Vertical, Horizontal, Diagonal, or Curved.
Continuous, Implied, or Broken
 Shape – two or more dimensional area that stands out from the space next to or
around it
Mechanical or Geometric shapes
Organic Shapes
 Texture – the way a surface feels or is perceived to feel.
Tactile Texture
Visual Texture
 Space – the area that a shape or form occupies.
Positive or Negative
 Form – three-dimensional and encloses volume; includes height, width AND depth, and
may also be free flowing.

2. Design Principles
- The means an artist uses to organize elements within a work of art.
 Rhythm – visual tempo or beat; indicates movement through careful placement of
repeated elements
 Balance – equilibrium or stability in a work of art
Symmetrical or Asymmetrical
 Emphasis – stress the differences between those elements
 Proportion – relationship of certain elements to the whole
 Gradation – gradual changes on the element
 Harmony – combining similar elements in an artwork to accent their similarities
 Variety - concerned with diversity or contrast; achieved by using different shapes, sizes,
and/or colors in a work of art
 Movement – used to create the look and feeling of action and to guide the viewer’s eye
throughout the work of art.