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.