The Principles and Elementsof Design
What Are They?
The Principles of Design are theRULES
that designers follow. Elements of Design.
When you ask…“Is it good design?” instead of “Do I like it?”
…the answer is…
…more OBJECTIVE than SUBJECTIVE!
“How’s the cake?”
You and I might say…
“Yum!”
A bakery chef might say…
“Moist.” “Tender crumb.” “Delicate aroma.” “Fine grain.” “Pleasing flavor.”
The Principles of Design
•Are a way to evaluate design.•Provide an “industry standard” for good design.
A pastry chef uses ingredients…
• Flour• Sugar • Butter• Baking powder• Salt
A designer uses “ingredients”…
The Elements of Design
Color
Line
Texture
Shape/Form
A pastry chef follows directions when using ingredients:
•Measure•Blend•Mix•Fold•Whip
Basic Chocolate Cake
Ingredients1 cup unsweetened cocoa powder 2 1/2 cups all-purpose flour2 cups sugar1 1/2 teaspoons baking powder1 teaspoon baking soda1 teaspoon salt3 large eggs, at room temperature3/4 cup vegetable oil1/2 cup sour cream
DirectionsPreheat the oven to 350 degrees F. Coat two 9-inch-round cake pans with cooking spray and line the bottoms with parchment paper.Whisk the
cocoa powder and 1 1/2 cups boiling water in a medium bowl until smooth; set aside. Whisk the flour, sugar, baking powder, baking soda and salt in
a large bowl until combined. Add the eggs, vegetable oil, sour cream and vanilla and beat with a mixer on medium speed until smooth, about 1
minute. Reduce the mixer speed to low; beat in the cocoa mixture in a steady stream until just combined, then finish mixing with a rubber spatula.
(The batter will be thin.)
Divide the batter between the prepared pans and tap the pans against the counter to help the batter settle. Bake until a toothpick inserted into the
middle comes out clean, 30 to 40 minutes. Transfer to racks and let cool 10 minutes, then run a knife around the edge of the pans and turn the cakes
out onto the racks to cool completely. Remove the parchment. Trim the tops of the cakes with a long serrated knife to make them level, if desired.
A designer follows rules when using “ingredients”(color, line, texture, shape/form):
Principles of Design
• Emphasis• Scale and Proportion• Rhythm• Balance• Unity/Variety
The Elements of Design are like the ingredients in a recipe.
The Principles of Design are the directions for how to combine the ingredients.
Emphasis
• Focal point• Exaggerated• Stands out• Accentuated• One element
Find an example!
Google:ImagesPrinciples of Design Emphasis Fashion
Scale and Proportion
• Size • Relationship of one size to another
Find an example!
• Google:• Images• Principles of Design Scale and Proportion Fashion
Rhythm
• Repetition• An Element of Design is repeated
Find an example!
Google:ImagesPrinciples of Design Rhythm Fashion
Balance
• Equally weighted on both sides of a center line• Symmetrical = identical• Asymmetrical = different
Find an example!
Google:ImagesPrinciples of Design Balance Fashion
Unity and Variety
Unity“goes together”similar “feel”
Varietyadds interestbreaks monotonya “surprise”
Find an example!
Google:ImagesPrinciples of Design Unity Fashion
Review
• The Principles of Design are the rules.• The Elements of Design are the ingredients.
• To create “good” design,follow the rules when using the ingredients.