Elements of Design

Lines are used in print media for many purposes:

- to create emphasis on a word or phrase,

- to create striking visual patterns

- to lead the viewer's eye

- to connect content

• are 2D and have height and width

• shapes can be used as visual elements to attract attention, particularly odd shapes

• relates to how light or dark an area looks, like a gradient

• Value creates depth and light, and contrast

• Value can emphasise, create patterns and lead the eye

• used to generate emotions

• can be used to emphasise importance

• can create visual interest or grab attention

• can be categorised as 'warm' and 'cool'

• in media, we also refer to the size of elements as scale

• size defines importance

• creates visual interest

• attracts attention

• Space is the area around or between elements in the design

• it makes your design uncluttered

• defines important elements

• can be used to separate elements

• is the look or feel of an object

• adds depth

• makes printed paper appear to have another texture