>> Introduction to the Elements of Design…1
All designs have certain basics elements or building blocks chosen to convey the message —
beyond the actual words or photos used. The five elements of lines, shapes, mass, texture, and
color are the building blocks of design for desktop publishers. Other terms which you might hear
described as elements of design are form, space, and value (as in lightness or darkness of color).
Graphic design encompasses the creation of a great many types of projects but for the purposes
of these lessons we're focusing on the elements of design as they apply to typical desktop
publishing projects including logos, ads, brochures, business cards, newsletters, books, and to
some extent, Web pages.
Lines
Lines can be long or short, straight or curved. Lines can be horizontal, vertical, or diagonal. They
create patterns. Lines in graphic design can be solid, dashed, thick, thin, or of variable width.
Sometimes a designer uses a line alone to divide or unite elements on a page. Lines can denote
direction of movement (as in diagonal lines and arrows) or provide an anchor to hold elements on
a page (such as lines at the top, bottom, or sides of a page).
Shapes
Circle, square, and triangle are the three basic shapes used in graphic design. Perhaps the most
familiar shape to desktop publishing is the square (and rectangle). Paper is rectangular. Most
text blocks are square or rectangular. While you may encounter printed projects cut into other
shapes, most circles, triangles, and freeform shapes in desktop published materials are found on
the page within the graphics or in the way the elements are placed on the page.
Mass
Mass is size. There is physical size and visual size. Size can be relative. A physically small
brochure can have a great deal of mass through the use of heavy text and graphic elements. A
physically large brochure can appear smaller, lighter by using text and graphics sparingly.
Texture
Texture is a part of every printed image. The first reaction is to touch the surface. Texture can
be produced by lines that form images. However, this element is usually visual and no reaction
would be received through the sense of touch. Actual texture can be produce by embossing.
Color
Color is everywhere. Every single piece in the samples you've collected so far, even if it is black
and white, exhibits the element of color. Color is used to attract attention. It can be subtle or
bold.
Color can be found in the paper, the text, or the graphic elements and photos.
A monochromatic color scheme uses a single color, perhaps in various tints, while other layouts
utilize combinations of two, three, or more colors.
Color can be used to ellicit specific emotions and reactions. Red is typically thought of as an
attention-grabbing, hot color. Blues are more calming or convey stability. Some color
combinations are used to create a specific identity (corporate colors, school colors) or may be
used in conjunction with texture to simulate the look of other objects (the look of plain paper
wrapping or neon lights, for example).
Color may provide cues for the reader.
Sometimes considered a separate element of design, value is the relative lightness or darkness of
an area compared to the surrounding area. Tints of gray or red are different values of the same
color. Changing values can create contrast, movement, and emphasis.
>> Tips on Using Design Elements in Display
Lines
Lines represent order and give the eye explicit directions about where to look and how to
interpret what it sees. They group related objects together and divide unrelated objects. The
line is also the edge where two shapes meet--2 sheets of paper placed side by side have a "line"
between them. Most often lines are functional rather than decorative.
Tips on using lines:
 Decide which part of your display is the most important, and direct attention to it by
judicious use of line.
 Do not scatter lines about at random.
 Remember that margins are an invisible line.
 Attention to line does not mean that all elements in the design have to be lined up.
Shapes
Shape is any type of form used in a display, remembering that the display case or bulletin board
itself is a shape. The main problem is to arrange all of the different sizes and shaped items into
larger and more important shapes, and then to relate them to the rest of the design.
Tips on using shapes:
 If you use background shapes, keep them simple and large.
 Use as few shapes as possible and don't use 2 or 3 shapes where 1 large one will do.
 Do not mix shapes too much.
 Try to limit the number of different shapes and sizes used.
Space
Space is depth and dimension--objects that are in front of or behind things, around them, or
projecting from them. Space adds interest, excitement, and contrast to your design.
Tips on using space:
 A small item can be projected by attaching it to a small cardboard piece to give it a 3-D
effect.
 Any shape that overlaps another seems to be in front of it and warm colors seem to be
in front of cool ones.
 The use of a small easel can project an item.
 Anything which adds depth or the appearance of depth will enhance the display.
Color
Color represents emotion and allows objects to stand out from the background. When the
primary colors--red, blue, and yellow--are arranged with the secondary colors between them,
this is known as a color wheel. A designer's choice of color combinations can greatly influence
the character of a display. Complimentary colors (opposite on the color wheel) create a sense of
excitement and action, which is most useful in display work. When placed side by side, they
intensify each other, but are seldom used in equal amounts. The most pleasing color schemes are
those that combine families of colors--those that are near each other on the color wheel. Colors
can advance and recede and have certain psychological connotations.
For example, red suggests danger and passion (blood), blue suggests tranquility (sky), green
suggests nature (leaves), and yellow suggests prosperity (sun). Remember these connotations are
not ironclad, but can often be counted on to contribute additional emotional layers to a display.
Tips on using color in displays:
 Limit display to black and white (or beige) and one intense color.
 Use strong contrasts; black backgrounds provide an automatic contrast.
 Use dark accents on a light background, and light accents on a dark one.
 Remember good design is simple and using many colors will add clutter.
Texture
Texture is the visual or tactile appearance of a surface. Surfaces can look or feel smooth, rough,
soft, cool, or warm. They can look pleasant or unpleasant, which can have a dramatic effect on a
display.
Tips on using texture:
 Use smooth board against a textured fabric.
 Natural fabrics are especially good for backgrounds because they have a recognition
factor (we know how they feel).
 Matt and shiny finishes also add texture.