Visual Design

Principles of Visual Design

All products that are meant to be view by customers and/or the public have an artistic or aesthetic component what must be considered during the design process. If you are designing some functional part that will be buried deep inside of a machine and never seen, then how it looks doesn't matter. All visual designs are composed of eight elements (Point, Line, Shape, Form, Tone, Texture, Color, and/or Text). These elements are combined and arranged to create a desired visual appearance. That visual appearance can be designed and enhanced by the application of eight principles of visual design (Figure/Ground, Balance, Contrast, Cropping, Hierachy, Scale, Proportion, and Pattern). The better you understand these elements and principles, the better looking your designs will be. Success or failure of new products often relates more to their appearance and the marketing of the produce, not so much on how well it actually works. To ensure the success of your design it needs to be both functional and attractive.

8 Elements of Visual Design

The marks made on a surface (wall, canvas, screen)

Point - Most basic element of design. Can be any shape or intersection of two line. Gives emphasis or draws attention.

Line - A series of dots joined together. Straight/curves, horizontal/vertical/diagonal, thick/thin, long/short. Shows direction or movement.

Shape - Space enclosed by lines. Organic/Geometric/Free-form. 2-dimentional even though 3-dimentional objects can be seen as shapes.

Form - when a shape or object is perceived as having depth. Can be generated with shaping, shadows, or joined shapes.

Tone - The amount of lightness or darkness an object has. It is relative to what is around it. Flat or graduated.

Texture - The character of the surface of a shape or form. Point/lines/material/applied finish . Gives solidity, interest and feel to a design.

Color - Adds impact and interest to a design. Primary hues Red/Blue/Yellow. Secondary colors Green/Orange/Purple. Complementary colors are opposite on a color wheel, and provide contract . Warm colors - red/orange/yellow. Cool colors - blue/purple/green.

Text - Representation of text in a design - Letter Form. Plain/Decretive/Abstract/Modern. Serif - Foot. Sans Serif - Without Foot.

8 Principles of Visual Design

How the design elements are arranged to create visual design.

Figure/Ground - Figure is the main subject. Ground is the area around the figure. Negative Space - Space around

Balance - Symmetrical - same on both side (mirror image) often used in classical design. Asymmetrical - Creates balance by the arrangement/size/color/tone. promotes visual excitement. Rule of thirds is a good way of establishing an asymmetrical balance.

Contrast - The relationship between elements in the design. Strong work weak. Differences of a design. Light/Dark, Larger/Smaller, Different shapes, colors, tone, texture (rough/smooth)

Cropping - Selecting the elements, or parts, of a design that the artist want the views to focus on or consider. Provides emphasis or generates interest and visual appeal.

Hierarchy - How important or dominate elements are in a design.

Scale - How big an object is in relation to the other objects in the design. By having elements out of scale can produce emphasis or even humor. How does the object relate to the human figure or the environment around it.

Proportion - The relationship of the element in a design and if they are pleasing to the eye. In classical design proportion is based on the golden rectangle. Golden Mean - dividing a line in the most pleasing effect. (1:1.62) 3:2, 5:3, 8:5 are also pleasing. Many designs are based on the proportion of squares.

Pattern - The repetition of shapes in a design. When the viewer perceives repetition the placements of elements.