ABSTRACT
Visual designs are made up of different individual elements that range from text to static and motion graphics. When these elements are combined appropriately according to certain well-grounded principles, the result is a meaningful and aesthetically pleasing design. Visual aesthetics plays an important role in the way a design is perceived and, therefore, in its acceptance. The most common fundamental elements of design include point, line, shape, form, space, color, value, and texture. Any component of a design that can be separated and defined on its own is an element of the design; and the basic elements of design, such as dots and lines, can be organized to create a design that produces the gestalt effect that communicates a meaningful cohesive visual message. The principles described by Gestalt theory for achieving this effect are mainly balance, emphasis, rhythm, proportion, and unity. The chapter also explains the role of grid systems in visual design.
