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Design Elements and Principles

Design Elements:
Line: 
The visual element of length. Defines position and direction. It creates visual interest and can be used to convey a message. It is to guide the eye and create perspective. 
Shape: 
Two dimensional subject or object, captured through a camera lens, it does no exhibit depth. 
Form: 
Three dimensional object created using accentuated shadows and highlights to create depth. 
Space: 
Is made up of positive and negative space: Positive space is the specific subject(s) that demand attention from the view. Whilst negative space is less visually demanding and provides a frame for the focal point of the image. 
Colour: 
The component of light that is separated when reflected off an object. The are some specific properties of colour: 
- Hue-Name of the colour. 
- Saturation-Purity of a colour. 
- Value-Lightness or darkness of a colour. 
Value/Tone: 
Measure of relative lightness or darkness of a colour or tone of grey. Represents how dark or light a colour and its hue can be. It is the design term for light and dark. 
Texture: 
Visual quality of the surface of an object, revealed through variances in shape, tone and colour depth. 
Typography: 
The art and technique of arranging, and communicating through type. 
Design Principles:
Balance: 
Balance is a sense equilibrium. It is the compositional technique of arranging the main subject and other elements within the frame so that  everything has equal visual weight within the image. There are three main types: 
-Horizontal Balance 
-Vertical Balance 
-Radial Balance 
Contrast: 
Variation between light and dark in an image, contrast is to create visual excitement. It is the opposite to similarity. 
Emphasis: 
Emphasis is the technique of drawing attention to a particular subject. Colour, value, shapes and/or other elements can be used to achieve emphasis. 
Repetition: 
Is to use repeating shapes in the frame as part of composition, while working with pattern, it is used to make the photo look active. 
Movement: 
Uses elements to direct the viewers eye through the image, as to show movement or action. 
Rhythm: 
Is the alternation or repetition of visual elements within an image. 
Scale and Proportion: 
-Scale: The relationship between the size of a whole object to the size of another whole object. 
-Proportion: Relationship of size between various components within an object.
Variety: 
Refers to using different colours, shapes and objects within an image. 
Pattern: 
Is the use of elements in a planned or randomised pattern. 
Volume: 
Relates to the perception of the weight of a form, volume can be assed in height, width and/or depth. 
Unity: 
Is the harmony of the whole composition. It is parts of a composition made to work together as total visual theme of an image. 
Harmony: 
All parts of the visual image relate to and complement each other. 
Pulls the pieces of the visual image together. 
Design Elements and Principles
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Design Elements and Principles

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Creative Fields