THE ELEMENTS OF DESIGN-Visual Design Basics

Visual design focuses on the aesthetics of a site and its related materials by strategically implementing images, colors, fonts, and other elements.  A successful visual design does not take away from the content on the page or function.  Instead, it enhances it by engaging users and helping to build trust and interest in the brand.

Basic Elements of Visual Design

The basic elements that combine to create visual designs include the following:

The elements of art are  like "building blocks" for creating something​

Point:

A point is a single dot or mark that has position but is otherwise limited. It is a single entity in itself and alone it can act as a focal point or a stopping point in a composition. For example a target or dart board has a single point as its focus. Together a number of points can have a leading effect where the eye naturally attempts to "connect the dots" to create a line or form. This is known as the Gestalt grouping principle.

LINE

Line can be considered in two ways. The linear marks made with a pen or brush or the edge created when two shapes meet. 

Lines connect two points and can be used to help define shapes, make divisions, and create textures.  All lines, if they’re straight, have a length, width, and direction.

A line is essentially a series of connected points. There are characterised by their length, direction and weight. Lines can be straight or wavy, long or short, heavy or soft, architectural or organic. As such they can be utilised in a variety of ways in a composition. They can be used to create perspective, outline a landscape, frame a composition etc. The directionality of a line will also have a big effect on your composition with oblique or slanted lines suggesting movement and dynamism while vertical or horizontal lines suggest structure, balance and conformity.

 

SHAPE 
A shape is a self contained defined area of geometric or organic form. A positive shape in a painting automatically creates a negative shape.

Shapes are self-contained areas.  To define the area, the graphic artist uses lines, differences in value, color, and/or texture.  Every object is composed of shapes.

Shapes are essentially closed lines. Shapes are two dimensional and forms are three dimensional. The basic two dimensional shapes are squares, rectangles and triangles with the related three dimensional forms being cubes, bricks (technical name is a rectangular prism) and pyramids. An infinite amount of other shapes exist of course, whether they are fluid organic shapes or rigid abstract shapes.

Form:

Forms

Forms are essentially three dimensional shapes. The basic two dimensional shapes are squares, rectangles and triangles with the related three dimensional forms being cubes, bricks (technical name is a rectangular prism) and pyramids. An infinite amount of other forms exist of course, 

Form applies to three-dimensional objects and describes their volume and mass.  Form may be created by combining two or more shapes and can be further enhanced by different tones, textures, and colors.

whether they are fluid organic forms or rigid abstract geometric forms.

Typography  refers to which fonts are chosen, their size, alignment, color, and spacing.

A typeface is a collection of letters. While each letter is unique, certain shapes are shared across letters. A typeface represents shared patterns across a collection of letters.

Typefaces that are selected for their style, legibility, and readability are most effective when following the fundamental principles of typographic design.

Weight

Weight refers to the relative thickness of a font’s stroke. A typeface can come in many weights; and four to six weights is a typical...

Weight refers to the relative thickness of a font’s stroke. A typeface can come in many weights; and four to six weights is a typical number available for a typeface.

DIRECTION 

All lines have direction - Horizontal, Vertical or Oblique. Horizontal suggests calmness, stability and tranquility. Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action

 

SIZE 
Size is simply the relationship of the area occupied by one shape to that of another.

 

TEXTURE 
Texture is the surface quality of a shape - rough, smooth, soft hard glossy etc. Texture can be physical (tactile) or visual.

Texture refers to how a surface feels or is perceived to feel. By repeating an element, a texture will be created and a pattern formed. Depending on how a texture is applied, it may be used strategically to attract or deter attention.

Texture is the appearance of a surface material. The main differentiation between textures is that it is either rough or smooth. Textures suggest what a form/shape is made of and can be created using points, line, shapes or colour. Unlike the other elements, texture is both a visual and tactile element.

 

COLOUR palette 
Also called Hue.  Colour, also called hue, is how the eye perceives reflected light. There are many different theories about colour which are covered in more depth in the section on colour theory. What I will explain here are the three main components of a colour: hue, value and saturation

• Hue is where a colour is positioned on the colour wheel. Technically the hue is the colour which it a design element in itself.
• Value is the darkness or lightness of a colour and is a design element in itself.
• Saturation is the intensity of a colour.
• 
  
• Color palette choices and combinations are used to differentiate items, create depth, add emphasis, and/or help organize information.  Color theory examines how various choices psychologically impact users.

 

Value
Value is the lightness or darkness of a colour. Value is also called Tone