The Elements and Principles of Design

Transforming a space requires much consideration. How we apply the elements and principles of design will determine how successful the outcome will be.

The Elements:

Value - the colour tone of lightness or darkness
Line - linear marks or the edge formed when shapes meet
Size - how one shape relates to another shape within the area
Texture - relates to the surface area. It can be physical or visual etc hard, soft, shiny, matt, furry, rough etc
Shape - geometric or free form. Shape can also be negative or positive for instance the space in a painting. Negative form will also create a positive form.
Direction - lines in horizontal or vertical positions. The direction of lines will create emotional responses such as; vertical suggests balance and formality, horizontal suggests stability, calmness and peacefulness, Oblique will suggest action and movement.
Colour or Hue - affects moods, emotions and temperature eg. bright colours suggests the season of Summer, hot, vibrance and happiness.

The Principles:

Repetition - reoccurrence of theme, line, form, shape or theme will reinforce dominance and hierarchy. Too much can be monotonous however the right amount will add interest.
Balance - a pleasing arrangement. Symmetrical is formal, where the opposite side of the space will mirror the weight, form, shape and value. Asymmetrical is informal, this is where both sides are not the same however the overall effect is still a pleasing and well balanced arrangement.
Graduation - this can come in the form of colour, shape and size. The graduation from light to dark, small to large, thin to thick, will entice the eye to move in a controlled direction.
Contrast - requires the juxtaposition of all elements in opposition. Contrast is used to create a focal point.
Harmony - the pleasing effect of the combination of similar elements.
Unity - the order created by the combination of cohesion, consistency, integrity and wholeness. In other words unity is integrated and supported by all other other design principles.
Emphasis - an important key principle, it's purpose is to either highlight something or to hide or distract focus from an area. It provides hierarchy and order in a space.
Proportion - a well proportioned space reflects the essence of nature. The Fibonacci, the Golden Section or the Golden Ratio, which are the mathematical equations found in all nature.
Scale - the size of the objects and their purpose in leading the eye to the focal point.
Unity - creates order by the combination of cohesion, consistency, integrity and wholeness. In other words unity is integrated and supported by all the other design principles.