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Elements + Principles of Design

Elements + Principles
Typography
Typography in an image quite literally conveys a message in an image through words and is commonly used in things like advertisement. Different types of font (serif/sanserif) within words in image can help in creating a mood in an image as well as directing to a certain target audience. E.g. in a school poster a font that looks more hand written or a sanserif font will be used. 
Scale
Scale and proportion is commonly used in the form of rule of thirds and the golden ratio as they are thought to be naturally pleasing as the comparison of certain design elements within an image are proportionate. Scale can also be used Un proportionately to create the illusion of subjects in an image appearing smaller or larger than they are. 
Balance
There are multiple types of balance such as horizontal balance, vertical balance and radial balance which are present when there is a sense of equilibrium with in the image. Balance can be formal (perfectly symmetrical) or informal (not symmetrical) as long as it has that feeling of equilibrium which makes the image visually appealing.  

3D Form
3D form makes your 2 dimensional page appear 3D meaning instead of seeing shapes you are seeing the illusion of objects, which are a defined volume of space, and this is achieved through elements like value to create highlights and shadows. 
Pattern
Pattern is the use of repetition whether it be planned or random and it can add visual excitement to an image. 
Variety
Variety is the difference in objects that adds interest to an image and can be achieved using opposites or strong contrasts. 
Colour
Colour is the visual spectrum of radiation reflecting from an object and can be used to convey emotion in an image. E.g cool colours are assosiated with sad and gloomy feelings where as warm colours convey happy positive feelings. When editing an image you can adjust the value, chroma and hue of the colours in your photograph to achieve a certain feeling you want to convey to your audience. 
Contrast
Contrast is the difference between elements such as value and colour to create visual excitement within an image which also can assist in highlighting the  focal point of an image. 
Texture
Using texture in an image creates visual interest and can evoke certain types of emotion which can assist in conveying messages with in an image. E.g. a fluffy texture will make you feel warm and happy whereas a scratchy texture can make you feel uncomfortable and unsettled. 
Shape

Shapes are constructed of contrast of colour and/or line and are strictly 2 dimensional. Different types of shapes are associate with different feelings meaning the use of shapes can assist in conveying a message in an image. E.g. Organic shapes are found in nature creating a calm feeling, whereas geometric shapes are usually associated with feelings of stability and structure. 
Movement
Movement is the appearance of direction and action within a photograph achieved by directing the viewers eye along a path using elements. Using movement in photography prevents your image from looking stiff and lifeless creating an engaging piece. 
Volume

Volume refers to the perception of weight that is carried by a form or composition in a design. 
Emphasis
Emphasis is used in an image to create focus or dominance of the focal point and is achieved through the use of elements such as contrast and line. Emphasis allows the viewer's attention to be directed to one point of the image making the message of the image stronger and easier to understand. 
Rhythm
Rhythm is the combination of movement and repetition that work together to create an active and lively piece. This is achieved through of visual movement of elements such as colours, shapes, lines, values, forms etc. 
Unity
Unity is the harmony of the entire composition. Parts of the image are made to work together as a whole visual theme and allows all elements in the image to appear that they belong together. 
Space
Space is the area or distance around and between elements of a photograph. The use of space and more likely negative space allows helps in directing a viewer's attention to the focal point of an image without the feeling of clutter. 
Line
Line is an element of photography that can be used in many ways in a photograph to draw attention to, or to connect certain points within the image. Line is a length that is created by connecting one point to another which can define things like direction, shape, space etc. 
Repetition
Repetition is used within an image to make it appear more active and this achieved by working with pattern. The repeating of design elements creates unity within the photograph. 
Value

3D form makes your 2 dimensional page appear 3D meaning instead of seeing shapes you are seeing the illusion of objects, which are a defined volume of space, and this is achieved through elements like value to create highlights and shadows. 
Elements + Principles of Design
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Elements + Principles of Design

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