Negative space (also known as white space) is the empty area around a (positive) shape. For this reason, shapes are crucial elements that we designers use for quick and effective communication. We tend to identify objects by their basic shapes, and only focus on the details (such as lines, values, colours and textures) on closer inspection. We can form shapes using lines (as above), or by using differences in colour, texture or value. A shape has two dimensions: length and width. Shapes are self-contained areas, usually formed by lines (although they may also be formed by using a different colour, value or texture). The words “Interaction Design Foundation” form an implied semicircular line in our logo. In the logo of the Interaction Design Foundation, for instance, the words “Interaction Design Foundation” around the tree connect to create a semicircular implied line. Lines are simple, but can convey different emotions by using different properties.Ī line can also be implied: that is, suggested by forming an invisible connection between other elements. For example, lines can be thick or thin, straight or curved, have uniform width or taper off, be geometric (i.e., look like they are drawn by a ruler or compass) or organic (i.e., look like they are drawn by hand). (In science, you can, but that’s another story.)Īlthough simple, lines can possess a large variety of properties that allow us to convey a range of expressions. Put it this way, you can’t strip down any lower than a one-dimensional object in the world of design. Teo Yu Siang and Interaction Design Foundation, CC BY-NC-SA 3.0Ī line connects two points and is the simplest element of design. We can use them to create shapes, and when we repeat them, we can form patterns that create textures. Lines are strokes connecting two points, and the most basic element of visual design. These elements are the basic tools that we visual designers use in our daily work, and having a basic understanding of them is definitely a prerequisite for the job. Elements of Visual DesignĪny product - from software products such as websites and apps to hardware products such as toasters and hairdryers - can be broken down into fundamental elements of visual design, as described by Alan Hashimoto, associate professor of Graphic Design and Computer Art at Utah State University, and Mike Clayton, director and associate professor of Computer Graphic Arts at the University of the Incarnate Word, in their book, Visual Design Fundamentals: A Digital Approach. Here, we will also show you how you should consider placing these indispensable visual elements to make the maximum impact. Learning how to achieve unity, gestalt, hierarchy, balance, contrast, scale, dominance, and similarity will reward you time and again. While a close examination of each element is usually not necessary in your daily work as a designer, the principles of design - how to place the elements together to build pages and app screens optimally - play a crucial part in your role. Here, we’ll introduce you to the elements of visual design: line, shape, negative/white space, volume, value, colour and texture. These elements and principles together form the building blocks of visual design, and a firm understanding of them is crucial in creating a visual design of any product. To create the aesthetic style of a website or app, we work with fundamental elements of visual design, arranging them according to principles of design. Visual design is about creating and making the general aesthetics of a product consistent.
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