Digital Design for Print and Web: An Introduction to Theory, Principles, and Techniques

CHAPTER 3

Design: Elements and Principles

Chapter Objectives

Identify and define visual design elements.

Introduce basic design principles.

Explore exemplary and inspirational images from a variety of artists and designers.

The Visual Pieces

Line

A line is a connected series of points that contrasts with its background. Lines can be rectilinear (straight with corners) or curvilinear (rounded), to project different visual themes. Curvilinear lines are seen in nature (plants and animals do not have absolutely straight lines) and are therefore considered organic. Rectilinear lines are associated with industry—buildings and machinery, for example. Considered mechanical, they are typically harder edged and more constraining.

FIGURE 3-1 Heavy and light variations of line are the main elements that provide value and structure in this design. Design by Richard Kirk Mills.

Lines can be used to create the contour of an object, resulting in a shape. Lines can be overlapped, or hatched, to create textures. Lines can also be used to create boundaries or to suggest motion. We create lines in digital design applications by drawing or painting and by using line tools and rules. We also create them transparently through alignment, proximity, and grouping.

Shape

A shape is an area in space ...