The elements of design are the marks we make on a page, and they are the starting point for creating designs in an infinite number of ways, either by hand or with a computer. Before we can analyze the work by past and present professionals, we need to understand the design elements as they enable us to evaluate the effectiveness of any example of visual communication and design.
| Elements | Principles |
|---|---|
| Point | Figure-ground |
| Line | Contrast |
| Shape | Balance ( Symmetrical / Asymmetrical ) |
| Form | Pattern ( Repetition / Alternation ) |
| Color | Hierarchy |
| Tone | Cropping |
| Texture | Scale |
| Type | Proportion |
- Advertise
Used for presentation of a product or service, advertising suggests commercial outcome such as sale a product. - Teach
Used when the outcome of viewing or applying the visual communication is one of the learning. Visual communication in this category are often used to explain concepts that are more easily understood with visual analysis. - Depict
- Inform
Used when conveying information that is pertinent to specific audience and leads to understanding of a process, event, concept or option. - Guide
Used to assist in establishing and identifying a location or area. Mapping, signage are designed to guide. - Identify
Visual communications used to define the visual identity or characteristics of a product, place organization or event. - Promote
Used in reference to the promotion of an event, organization or something intangible. such as a belief of philosophy. Promotion and advertising are often intrinsically linked, but promotion unlike advertising, does not have the intention to sell.
- Age
- Gender
- Socio economic status
- Interests
- Cultural Background
- Location