Visual Design Elements and Principles with Examples

Visual Design Elements

In no particular order, here are the top 7 visual design elements. These
elements each play a role in the fundamental visual design principles that
make good design.

1. Line 5. Space
2. Shape 6. Value
3. Color 7. Volume
4. Texture

Line
The most basic visual design element is the line. In graphic design, a line is
defined as a connection between two strokes. Lines are the building blocks of
other visual design elements like shapes. They can also stand on their own to
create emphasis or divide elements.

‍ lthough basic, lines can have a personality all of their own. Straight, wavy,
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curved, and zigzag lines each have a distinct look and feel to them. In
addition, lines are smooth or textured, dotted or continuous, thick or thin,
curved or straight. All in all, there are many creative ways to use lines to
create an effective design.
Shape

Shapes are another basic visual design element that typically form the core of
any design piece. Shapes are two-dimensional, self-contained areas. We
typically think of shapes as geometric circles and rectangles, but they come in
all forms imaginable.‍

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In graphic design, there are three types of shapes: mechanical, organic, and
abstract. Mechanical shapes are typically geometrical with precise edges and
corners. They're used to add structure and stability to a design. Organic
shapes in design are shapes that mirror the natural world. They may have
texture or rounded edges to create a natural look and feel. Abstract shapes
are irregular shapes that can be used to add symbolism or variety to design.

Website wireframes are a great example of how mechanical shapes are used
in visual design. As shown in this example wireframes contain clearly defined
rectangles and circles.‍
Color
Color is a fundamental visual design element that needs little explanation.
That said, there's a science to using color effectively in design. Color theory &
color psychology provide a strategic foundation for choosing colors that create
a specific mood and tone in a design.

‍ his website design illustrates how

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color can be used to establish a
particular look and feel. The white
space in the design implies purity,
while the green and soft beige
colors complement the brand's
natural approach to beauty and
wellness.

Color choice plays several important roles in graphic design. In addition to

setting a mode and tone and bringing out certain emotions, color also
contributes to contrast, variety, harmony, repetition, and space. Because of
these many roles, color choice can effectively make or break a design.

‍ he web design mockup is a great

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example of using color to make
certain elements on the page "pop."
The bright yellow contrasts starkly
against the grey background and
calls attention to important metrics
and buttons.‍

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Texture
Texture describes the look or feel of the surface of an object. Tactile textures
are textures we can feel, such as soft fur or rough sandpaper. In visual
design, we're mostly concerned with implied textures, which are textures we
can see.‍

The texture in these landscape illustrations contributes to their natural, organic

look. Although clean, flat designs are common in visual design, texture adds
an extra layer of depth and intrigue.

There are many ways and reasons to add texture to a design. Texture can
create a rough and organic look and feel that gives the design a human touch,
even if it is completely digital. Visual texture adds depth and can make a
design more diverse and interesting. However, it's best to use texture in
moderation in order to prevent it from taking over the design and appearing
overwhelming.
 This logo design is a beautiful
example of how visual texture can
contribute to a design. The texture
used in this example fits well with
the brand's natural and tactile
essence.‍

Space

Space is the area that surrounds or divides elements in a design. We often

think of space as "white space" in design, but it doesn't have to be white.
Space also refers to negative space, or the space in between shapes.

This clever logo design uses negative space to combine the shapes of a
chameleon and a home for a brand called Homeleon.

It's imperative to have space in a design, unless the purpose of the design is
pure chaos. Space allows design elements to have ample breathing room.
This goes for typography as well; letters that are crammed together are
difficult to read. In addition to separating elements, space can also add
emphasis to elements and contribute the balance of a design.‍
I‍n these poster designs, space is used to separate different shapes and
sections of text. Although there are a lot of colors and elements in these
designs, the ample space between them prevents the designs from looking
overwhelming.

Value
Value describes the lightness or darkness of a color. This element is important
in visual design because the juxtaposition between light and dark values
creates contrast.

‍ ‍

All colors have a value. In addition to creating contrast, value can also add
depth, create a pattern, or add emphasis.‍

Volume
Volume, or form, refers to three-dimensional objects in a design. Since visual
design is a 2D form of design, the only type of volume visual designers use in
design is volumetric illusion. In other words, visual designers can create the
illusion of volume through 3D shapes and graphics.

‍ ‍

Incorporating 3D graphics is a great way to add depth and variety to a design.

In fact, this is an emerging trend that has recently taken the web design world
by storm.

Visual Design Principles

Now that we've covered the top visual design elements, let's dive into how
they're related to the principles that make good design. In no particular order,
here are the top 7 visual design principles every designer should know.

 Contrast
 Scale
 Harmony
 Repetition
 Dominance
 Movement
 Variety

Contrast
 ‍
A visual comparison of high vs. medium vs. low contrast
I‍n design, contrast refers to when adjacent elements have differing qualities
that make them stand out against each other. Contrast is created through
color, size, or shape. One of the most important roles of contrast in graphic
design is to improve readability. If contrast is too low, elements can blend
together and become difficult to distinguish.

Contrast is also used to draw attention to specific visual design elements. In

web design, for example, high color contrast is often used to make important
buttons stand out.

Scale
‍Scale refers to the relative sizing of elements in a design. When used
strategically, scale can create hierarchy, balance, or emphasis. Generally, the
largest element in a design draws the eye first and signals importance. Thus,
scale can speak volumes about how different elements in a design relate to
each other.
Harmony

‍ armony creates a feeling of unity and completeness in a design. Without

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harmony, designs look disjointed and confusing. Since the purpose of design
is to visually communicate a message, harmony is essential.

There are several different ways to create harmony in design. Repetition,

which we'll talk about more later, creates a sense that elements belong
together. In web design, using grids and alignment helps the overall design
look consistent and harmonious.

‍Repetition

‍As mentioned above, repetition contributes to harmony in a design. However,

the most important role of repetition is to create consistency.

The importance of consistency in visual design cannot be overstated. In a

nutshell, visual consistency creates trust. This makes repetition in design
especially important for branding, the goal of which is to establish trust and
customer loyalty. On a smaller scale, repetition is also used in visual design to
create patterns. Patterns are a fun way to liven up a design and help it stand
out.

Dominance
Most visual designs have a dominant element that draws and holds the
viewer's attention the longest. Thus, the role of dominance in design is to tell
viewers what to focus on in a design.‍

Dominance is established in design through hierarchy, color, scale, or texture.

Generally, the greater an element contrasts with its surrounding elements, the
more dominance it has. A design that doesn't incorporate dominance may fail
to engage the viewer and deliver its message.‍
Movement
Although visual designs are 2D and static, there are several ways to
effectively convey movement. Here, movement refers to both the flow of a
design piece, as well as design elements that literally appear to be in motion.

In terms of flow, movement is related to hierarchy in that it directs the eye on

where to look and in what order. A classic example of this kind of movement
in visual design is in web design. When you first land on a website, where do
you look first? According to the average user looks first at the top left corner of
the page, where the logo typically sits, then scans horizontally across the
navigation, and then diagonally down to the bottom left, where the main page
content often begins.

The other interpretation of movement in design is more literal. In certain

contexts, creating the illusion of an object in motion can be highly effective in
communicating or amplifying a message. This illusion can be created through
transparency, lines, and blur effects.

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Variety

Variety is an important visual design principle because it helps a design look

more interesting. Too much variety is chaotic, but too little is boring.

As with the other principles on this list, variety can be created multiple
different ways in a design. Colors, shapes, textures, and size are all common
elements that contribute to variety. Variety is most effective in design when
created intentionally; otherwise, it can counter the consistency that is
necessary for good design.