MASTER OF FASHION MANAGEMENT

2016 - 2018

FASHION ORIENTATION
REPORT ON ELEMENTS AND PRINCIPLES OF DESIGN

SUBMITTED BY
BATHULA MEGHANA [Roll No 5]

SUBMISSION DATE
06-10-2016

SUBMITTED TO
ASSOCIATE PROFESSOR RAKHI PRATAP

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DECLARATION
I Bathula Meghana student of 'National Insitute of Fashion
Technology, Hyderabad' pursuing 'Master of Fashion Management'
hereby declare that the report entitled The Elements and Principles
of Design, and its value added services is an original work carried out
by me.
I also declare that this report work is not submitted to any other university
for any degree.
Date: 06-10-2016
Place: Hyderabad

Bathula Meghana [Roll No: 05]

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ABSTRACT
The purpose of two-dimensional design is visual communication. Design is both a
noun and a verb it describes the thing created as well as the process of
creating it. A design is created with elements line, shape, color, value and
texture that are put together using principles unity, variety, emphasis,
balance and scale. Although design can be divided into elements and principles
for the sake of discussion, it is only when these elements and principles work
together to form a whole that a design is considered successful. The Bauhaus
developed a fundamental grammar of the visual, of which the central elements the ABCs, so to speak - were the trio of primary colored shapes. The metaphor
the Bauhaus used is fitting; the elements of design can be compared to the
elements of writing words and punctuation and the principles of design can
be compared to the rules of grammar. Design, like writing, involves problem
solving, planning and organizing. In verbal communication, we choose which
words to use and how to put them together to best communicate our thoughts
and ideas. In visual communication we choose which elements to use and how to
put them together to best communicate our thoughts and ideas.

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INDEX
S.NO

NAME OF THE TOPIC

PAGE NO

Introduction

5-6

Significance of the topic

Elements of Design

6-20

Principles of Design

21-43

Summary

43

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1. INTRODUCTION TO THE TOPIC

ELEMENTS OF DESIGN

A Designer who knows the design elements and principles can analyze the
page in terms of line, color, movements, balance, harmony, and so forth,

while others are just thinking that it is appealing for them or not.
This information can also give an expressing tool to the web designer. A web
page designer also expresses their thought or a certain intention with
elements of design and does it effectively along with the design principles. If
a designer want to say something through the web page, than he must use
the elements (line, color, etc) as a communication tool. So it is very important
to know the kinds and meanings of the design elements and principles.

DESIGN IN NATURE

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2. SIGNIFICANCE OF THE TOPIC

The design elements and principles described here can be an analyzing frame
for web page design. They can inform where to begin, what to probe, and how
to analyze. This information can also give an expressing tool to the web
designer.
3. ELEMENTS OF DESIGN

The elements are components or parts which can be isolated and defined in
any visual design or work of art. They are the structure of the work, and can
carry a wide variety of messages.

The elements of design are the basic components used as part of any
composition. They are the objects to be arranged, the constituent parts used
to create the composition itself. In most situations the elements of design
build upon one another, the former element helping to create the later, and
the elements described in this column are arranged as such.

Design elements are the basic units of a visual image.

In the fields of art and design, there are five essential elements that
contribute to the composition of all objects. These five elements are:
a. Point
b. Line
c. Shape
d. Forms
e. Space
f. Texture
g. Color

A. Point or Mark

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A Point or Mark is the smallest and most basic element. These can vary in
size, value, regularity or irregularity, and can be used alone or as a unit in a

group which forms a line or shape in the image.

Even though there is only one point or mark on a white blank page, it can
catch our sight. If there are two points, we will make a connection and see a
line. If there are three points, it is unavoidable to interpret them as a triangle;
the mind supplies the connections. These are called Gestalt. Gestalt is the
fundamental tool the designer or artist uses to build a coherent composition.

DOTS IN NATURE

D
OTS IN FASHION

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B. Line

A Line is a form with width and length, but no depth. Artists use lines to

create edges, the outlines of objects.

A line is created by the movement of the artist's pen. The direction of a line

can convey mood.

Horizontal lines are calm and quiet, vertical lines suggest more of a potential
for movement, while diagonal lines strongly suggest movement and give
more of a feeling of vitality to a picture.

LINES IN NATURE

LINES IN FASHION

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Page | 9

CHARACTERISTICS OF LINE ARE:

a. Width- thick, thin, tapering, uneven
b. Length - long, short, continuous, broken
c. Direction- horizontal, vertical, diagonal, curving, perpendicular, oblique,
parallel, radial, zigzag
d. Focus- sharp, blurry, fuzzy, choppy
e. Feeling- sharp, jagged, graceful, smooth

C. Shape

Shape is an area that is contained within implied line, or is seen and

identified because of color or value changes. Shapes have two dimensions,
length and width, and can be geometric or free-form. Design in painting is

basically the planned arrangement of shapes in a work of art.

In a picture, the shapes that the artist has placed are considered the positive
shapes. The spaces around the shapes are the negative spaces. It is just as
important to consider the negative space in a picture as the positive shapes.

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SHAPES IN NATURE

STYLIZED SHAPES

These are simplified or modified natural shapes that can be distorted or

exaggerated. It is a replica
the natural object but it does not possess the detailing of a natural shape.

Public symbols are another examples of stylized shapes.

Childrens drawings are examples of Stylized Shapes.

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GEOMETRIC SHAPES

They can be mathematically formed or have the illusion of being

mathematically formed using squares, circles, rectangles etc

SHAPES IN FASHION

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D. Forms

Form describes volume and mass, or the three dimensional aspects of

objects that take up space. (Shape is two-dimensional) Forms can and
should be viewed from any angles. When you hold a baseball, shoe, or
small sculpture, you are aware of their curves, angles, indentations,
extensions, and edges---their forms.

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FORMS IN FASHION

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E. Space

Actual space is three-dimensional volume that can be empty or filled with

objects. It has width, height, and depth. Space that appears threedimensional in a two-dimensional painting is an illusion that creates a
feeling of actual depth. Various techniques can be used to show such
visual depth or space.

SPACE IN NATURE

SPACE IN FASHION

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F. Color
It is the property possessed by an object of producing different sensations on the
eye as a result of the way it reflects or emits light. Color has three properties.

The first is hue, which is the name of the colors. The primary hues are
yellow, red, and blue. Secondary colors are made by mixing two primaries.
Intermediate colors are mixtures of a primary and adjacent secondary

color.
The second property of color is value, which refers to the lightness or

darkness of hue.
The third property of color is the intensity, which refers to the purity of the
hue (also called "chroma").

COLOR IN NATURE

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COLOR IN FASHION

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G. Texture

Texture refers to the surface quality, both simulated and actual, of artwork.
Techniques used in painting serve to show texture, i.e. the dry brush
technique produces a rough simulated quality and heavy application of

pigment with brush or other implement produces a rough actual quality.

Visual Texture: It can be classified as the type of texture which can be seen
by our eyes. They can be made by drawing, painting, rubbing, spraying,
spilling, pouring, scratching burning etc.

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Tactile textures: It is not only visible to the eyes but also can be felt with
the hands.They are Natural texturesPaper, Fabric, Branches, Leaves, Sand,
strings etc.

VISUAL TEXTURES

TACTILE TEXTURES

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TEXTURES IN FASHION

3. PRINCIPLES OF DESIGN
A. Balance

It is a psychological sense of equilibrium. As a design principle, balance

places the parts of a visual in an aesthetically pleasing arrangement.

In visual images, balance is formal when both sides are symmetrical in terms
of arrangement. Balance is informal when sides are not exactly symmetrical,

but the resulting image is still balanced.

Informal balance is more dynamic than formal balance and normally keeps

the learner's attention focused on the visual message.

There are three main types of balance, horizontal balance, vertical balance,
radial balance.

B. Proportion

Proportion refers to the relative size and scale of the various elements in a
design. The issue is the relationship between objects, or parts, of a whole.
This means that it is necessary to discuss proportion in terms of the context
or standard used to determine proportions.

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C. Perspective

Perspective is created through the arrangement of objects in two-dimensional

space to look like they appear in real life. It is a learned meaning of the
relationship between different objects seen in space.

D. Emphasis

It is used by artists to create dominance and focus in their work. Artists can
emphasize color, value, shapes, or other art elements to achieve dominance.
Various kinds of contrast can be used to emphasize a centre of interest.

E. Movement

The way the artist leads the eye in, around, and through a composition. The
path the eye follows. Motion or movement in a visual image occurs when
objects seem to be moving in a visual image. Movement in a visual image
comes from the kinds of shapes, forms, lines, and curves that are used.

F. Pattern

It uses the art elements in planned or random repetition to enhance surfaces

or paintings or sculptures. Patterns often occur in nature, and artists use
similar repeated motifs to create pattern in their work. Pattern increases
visual excitement by enriching surface interest.

G. Repetition

It works with pattern to make the artwork seem active. The repetition of
elements of design creates unity within the artwork.

H. Rhythm

Rhythm is the repetition of visual movement of the elements-colors, shapes,

lines, values, forms, spaces, and textures. Variety is essential to keep rhythms
exciting and active, and to avoid monotony. Movement and rhythm work
together to create the visual equivalent of a musical beat.

I. Variety

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Variety provides contrast to harmony and unity. Variety consists of the

differences in objects that add interest to a visual image. Variety can be
achieved by using opposites or strong contrasts. Changing the size, point of
view, and angle of a single object can add variety and interest to a visual
image. Breaking a repeating pattern can enliven a visual image.

J. Harmony

Harmony in visual design means all parts of the visual image relate to and

complement each other. Harmony pulls the pieces of a visual image together.
It can be achieved through repetition and rhythm. Repetition reemphasizes

visual units, connecting parts and creating an area of attention.

Rhythm is the flow depicted in a visual. Rhythm helps direct eye movement.
Patterns or shapes can help achieve harmony. By repeating patterns in an
interesting arrangement, the overall visual image comes together.

K. Unity

Unity means the harmony of the whole composition. The parts of a

composition made to work together as a total visual theme. Unity is the
relationship among the elements of a visual that helps all the elements
function together. Unity gives a sense of oneness to a visual image. In other
words, the words and the images work together to create meaning.

In the fields of art and design, there are five essential principles that
contribute to the composition of all objects. The major Principles in Design
are:
a. Proportion
b. Balance
c. Rhythm
d. Composition

a. PROPORTION
Proportion in art is the comparative harmonious relationship between

two or more elements in a composition.

It can be size, color, quantity, degree, setting, etc

Height, width and depth of one element to that of another

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Size of one area to the size of another area

Size of one element to the size of another element
Amount of space between two or more elements

PROPORTION IN ART

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BALANCE

Balance is identified as an equilibrium of the elements. Balance can be seen

in nature, in human figure, in man-made structures. Humans expect it in art
as well as life.

Principle of Balance falls under three categories

Symmetrical balance
Asymmetrical balance
Radial balance

Symmetrical Balance: Its a correspondence in size, shape and relative

position on opposite side of an imaginary dividing line.

A
symmetrical balance: It has parts that are different in size, shape and number
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or relative position on opposite sides of a dividing line. They still have balance,
they still have similar weight or substance, but the elements are not the same.

Radial Balance: Its a balance whose parts are arranged with a central axis,
whose parts are located equally or correspondingly around a central point
similar to sun rays.

RHYTHM
This visual rhythm or eye flow is achieved through three arrangements:
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Regular Rhythm
Alternative Rhythm
Progressive Rhythm
Continuous Rhythm
Random Rhythm

Regular
AB-AB-AB
ABC-ABC-ABC
ABBB-ABBB-ABBB
ABCB-ABCB-ABCB
ABCDCDA-ABCDCDA-ABCDCDA
Alternating
ABA-CDC-ABA-EFE-ABA-CDC-ABA-EFEABC-ABC-ABC-DEF-DEF-DEF-ABC-ABC-ABC-DEF-DEF-DEFABCD-DCCBBA-ABCD-DCCBBA
Progressive
AB-AAB B-AAABBB-AAAABBBB
AB-AB-AB-AB-AB-AB
AB-AB-AB-AB-AB-ABABC-ABD-ABE-ABF-ABG-ABH-ABI
Continuous
ABABABABABABABABABA
AAAAAAAAAAAAAAAAAAA
Random
A- ABBB- AC- ABC AAACC AC
AA-AAAAAAAAA- AA- AAAAAAAA

COLOR

Colors play a large role in the elements of design with the color wheel being
used as a tool, and color theory providing a body of practical guidance to

color mixing and the visual impacts of specific color combination.

Color is a form of two visual communication. Its a basic property of light.
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Form and Color are the two basic elements in visual communication. Form
affects the intellect and Color affects the emotions

COLOR WHEEL: It is an abstract illustrative organization of color hues around a

circle, which shows the relationships between Primary colors, Secondary colors,
Tertiary colors.

PRIMARY, SECONDARY AND TERTIARY COLORS

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Primary colors: They are red, yellow and blue. Nothing can be mixed to get
these colors.

Secondary colors: They are green, orange and purple. They are created by
mixing two primary colors (orange, green, purple)

red + yellow = orange

yellow + blue = green

blue + red = purple

Tertiary colors: They are created by mixing primary and secondary colors- redorange, yellow-orange, yellow-green, blue-green, blue-purple, red-purple
Primary + Secondary = Tertiary color

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COLOR VALUES

If a color is made lighter by adding white, the result is called a tint.

If black is added, the darker version is called a shade.
And if gray is added, the result is a different tone.

For example, pink is a tint of the Primary color red.

The incremental addition of black or gray to a hue results in darker values

of the hue known as shades. A shade of red is burgundy.

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COLOR SCHEMES

They are logical combinations of colors on the color wheel. In color theory,
a color scheme is the choice of colors used in design for a range of media.

For example, the use of a white background with black text is an example
of a common default color scheme in web design.

Color schemes are used to create style and appeal. Colors that create an
aesthetic feeling together commonly appear together in color schemes.

I.

Complementary colors Scheme

Colors that are opposite each other on the color wheel are considered to

be complementary colors (example: red and green).

The high contrast of complementary colors creates a vibrant look
especially when used at full saturation. This color scheme must be

managed well so it is not jarring.

Complementary color schemes are tricky to use in large doses, but work
well when you want something to stand out.

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II.

Split-Complementary Color Scheme:

This color scheme is a variation of the complementary color scheme. In

addition to the base color, it uses the two colors adjacent to its
complement.

This

color

scheme

has

the

same

strong

visual

contrast

as

the

complementary color scheme, but has less tension.

The split-complimentary color scheme is often a good choice for

beginners, because it is difficult to mess up.

III.

Analogous Color Schemes

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This color scheme use colors that are next to each other on the color
wheel. They usually match well and create serene and comfortable
designs.

Analogous color schemes are often found in nature and are harmonious
and pleasing to the eye.

Make sure you have enough contrast when choosing an analogous color
scheme.

IV.

Triadic color schemes

This color scheme uses colors that are evenly spaced around the color
wheel. These schemes tend to be quite vibrant, even if you use pale or

unsaturated versions of your hues.

To use a triadic harmony successfully, the colors should be carefully
balanced - let one color dominate and use the two others for.

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V.

Rectangle or Tetradic color scheme

This color scheme uses four colors arranged into two complementary
pairs. This rich color scheme offers plenty of possibilities for variation.

VI.

Tetradic color schemes works best if you let one color be dominant.

Square color scheme

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This color scheme is similar to the rectangle, but with all four colors
spaced evenly around the color circle. Square color schemes works best if
you let one color be dominant

WARM AND COOL COLORS: The color circle can be divided into warm and cool
colors.

Warm colors which are vivid and energetic, and tend to advance in
space.

Cool colors which give an impression of calm, and create a soothing

impression.

White, black and gray are considered to be neutral.

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BLACK

Colors often have different meanings in various cultures. And even in Western
societies, the meanings of various colors have changed over the years.

Black is the color of authority and power. It is popular in fashion because it

makes people appear thinner. It is also stylish and timeless.

It also implies submission. Priests wear black to signify submission to God.
Black outfits can also be overpowering, or make the wearer seem aloof or

evil. Villains, such as Dracula, often wear black

Black represents aloof, evil, death, unknown, fear, mystery, dark, night, sad,
murky, sinful, inhuman, fiendish, devilish, infernal, monstrous, horrible,
nefarious, treacherous, traitorous, villainous, depressing, somber, doleful,
mournful, funereal, disastrous, calamitous, harmful, deliberate, pessimistic,
dismal,

hostile,

threatening,

wicked,

disgrace,

morbid,

grotesque,

undesirable, dangerous, false.

WHITE

Brides wear white to symbolize innocence and purity. White reflects light
and is considered a summer color.

White is popular in decorating and in fashion because it is light, neutral,

and goes with everything.
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However, white shows dirt and is therefore more difficult to keep clean
than other colors. Doctors and nurses wear white to imply sterility.

Never underestimate the power of this super neutral. It works with any
other color, in any context, anywhere. One color plus white equals an

almost foolproof color scheme.

White would be an inappropriate color for a wedding in China. It is the
color of mourning. If a bride chooses a white wedding gown, her parents

would probably not allow her to get married.

White represents Innocence, purity, sterility, fairness, snow, frost, milk,
ghostly,

ultraconservative,

blank,

empty,

transparent,

honorable,

dependable, auspicious, fortunate, harmless

RED

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The most emotionally intense color, red stimulates a faster heartbeat and

breathing.
It is also the color of love. Red clothing gets noticed and makes the wearer
appear heavier. Since it is an extreme color, red clothing might not help

people in negotiations or confrontations.

Red cars are popular targets for thieves. In decorating, red is usually used
as an accent. Decorators say that red furniture should be perfect since it

will attract attention.

The most romantic color, pink, is more tranquilizing. Sports teams
sometimes paint the locker rooms used by opposing teams bright pink so
their opponents will lose energy.

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Colors resembling the color of blood; the primary color at one extreme end
of the visible spectrum, an effect of light with a wavelength between 610

and 780 nm.

Increases pulse rate and breathing and causes blood pressure to rise.
Infants and children respond well to red. Red is for the amorous,

outspoken, and optimistic.

Red represents hot, passionate, urgent, danger, blood, devil, angry,
enraged, amorous, outspoken, optimistic

PINK

A color varying from light crimson to pale reddish purple

Makes one feel prosperous, a bit pampered. "Baker Miller" pink is used in

jail holding cells to calm prisoners.

Pink is also used to treat patients suffering from headache disorders.
Pink represents Femininity, sweetness, prime, left-wing

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BLUE

The color of the sky and the ocean, blue is one of the most popular colors.
Peaceful, tranquil blue causes the body to produce calming chemicals, so
it is often used in bedrooms.

Blue can also be cold and depressing. Fashion consultants recommend

wearing blue to job interviews because it symbolizes loyalty.

People are more productive in blue rooms. Studies show weightlifters are
able to handle heavier weights in blue gyms.

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GREEN

Currently the most popular decorating color, green symbolizes nature. It is

the easiest color on the eye and can improve vision. It is a calming,
refreshing color. People waiting to appear on TV sit in "green rooms" to
relax. Hospitals often use green because it relaxes patients. Dark green is

masculine, conservative, and implies wealth.

The Color intermediate in the spectrum between yellow and blue, an effect
of light with a wavelength between 500 and 570 nm.; found in nature as
the color of most grasses and leaves while growing, of some fruits while
ripening, and of the sea. A secondary color that has been formed by the
mixture of blue and yellow pigments.

A good color for people in transition. Green is Mother Nature's color,

lover's of green may be fickle.

The money color--bound to influence.
In Celtic myths the Green man was the God of fertility.
Universal symbolism: Nature, freshness
Contemporary symbolism: Ecologically beneficial
Nature, health, regeneration, contentment, harmony, cheerful, lively,
friendly, fresh, sickly, unripe, immature, simple, unsophisticated, gullible,
new

LIGHT GREEN

Color between white and black; having a neutral hue

A good color for offices. It promotes productivity and stimulates creativity.
Neutral, ambiguous, intermediate, apathetic, dull, drab, monotonous,
mature, sober, somber, mousy, smoky

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YELLOW

Cheerful sunny yellow is an attention getter. While it is considered an

optimistic color, people lose their tempers more often in yellow rooms, and

babies will cry more.

It is the most difficult color for the eye to take in, so it can be
overpowering if overused. Yellow enhances concentration, hence its use

for legal pads. It also speeds metabolism.

A color between yellow and red in the spectrum, an effect of light with a
wavelength between 590 and 610 nm; reddish yellow. A secondary color

that has been formed by the mixture of red and yellow pigments
Not a color that everyone loves, but those who do are generally social and

fun loving.
Yellow represents confident, creative, adventurous, fun loving, sociable

PURPLE

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The color of royalty, purple connotes luxury, wealth, and sophistication. It

is also feminine and romantic. However, because it is rare in nature,

purple can appear artificial.

The color of fantasy. Most men dislike purple.
Purple represents royalty, intelligence, wealth,

beauty,

inspiration,

sophistication, high rank, exalted, imperial, princely, excessively ornate

rhetoric, profane, shocking.

BROWN

Solid, reliable brown is the color of earth and is abundant in nature. Light

brown implies genuineness while dark brown is similar to wood or leather.

Brown can also be sad and wistful. Men are more apt to say brown is one
of their favorite colors

4. Summary
Elements of design described here are point, line, shape, form, space,
color, and texture and information about various design principles, like the
balance,

proportion,

perspective,

emphasis,

movement,

pattern,

repetition, rhythm, variety, harmony, and unity. These elements and

principles can be the basic knowledge and analytical frame work for a
designers.
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Elements of Design refer to what is available for the artist/ designer or any
person willing to communicate visually, while Principles of Design describe
how the elements could be used (e.g. is the line (that falls into elements
category) repeated, with the use of symmetry.

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