ABSTRACT
This chapter expands the designer's vocabulary by introducing the elements of design: line, shape, direction, size, texture and color. The elements of design make up an image. The principles of design describe how these elements are used; they include balance, proximity, alignment, repetition, contrast and space. The application of the design principles determines the overall success of a design. These terms allow the designer to review an image using an established set of measures. The chapter also introduces positive and negative space along with their connection to the figure/ground concept. Next, discussion shifts to visual hierarchy and the importance of order and organization in a design. The chapter concludes with discussion questions based on the following topics: a choice among elements of design and the use of design principles in a contemporary media example. An end-of-chapter activity involves designing a flyer that demonstrates effective use of the principles of design.
