ABSTRACT
Most graphic designers have some formal art training. While design pros don't necessarily need to know how to draw they do know the elements, principles and theories of composing attention-getting information-conveying visual communication. As a design element, value refers to light, dark, and in between, whether we are talking about black/white/gray or the color spectrum. Value also is necessary for strong composition. We use it to create a sense of depth, as in mimicked texture. We use it to create variation in order to avoid visual monotony. The chapter introduces the seven elements of design. As the word "elements" implies, these are basic units of visual communication. The seven elements are: space, line, shape/form, size/scale, color, texture and value. The chapter explores six principles or rules of good design: focal point/emphasis, contrast, balance, movement, rhythm/pattern and unity. It presents four laws of Gestalt theory: proximity, similarity, continuity and closure.
