Elements and principles of design in
context to fashion…
If a designer want to say something through his design, 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. They can inform us where to begin, what
to probe, and how to analyze.
Significance of the topic ……
ELEMENTS OF DESIGN
Elements are the basic
components of design.
These are components or
parts which can be isolated
and defined in any visual
design or work of art .
They are:
POINT
LINE
SHAPE
FORM
SPACE
TEXTURE
COLOUR
POINT
A point is the smallest
and most basic element.
Points are dimensionless
marks made to denote
position.
These can vary in size,
value, regularity or
irregularity, and can be
used alone or as a unit in
a group.
Points can be used to
form a value or pattern
(placed close together
forms a darker value,
further apart forms a
lighter value).
Even though there is only
one point or mark, it can
catch our sight creating
emphasis.
If there are two points, we
will make a connection and
see a line.
A unit in a group forms a line
or shape i.e. Forming the
genesis of any line or mark
or shape
If there are three points, it is
unavoidable to interpret
them as a triangle; the mind
supplies the connections.
These are called as
grouping, or gestalt.
Gestalt is the fundamental
tool the designer or artist
uses to build a coherent
composition.
LINE
A line is a form with
width and length,
but no depth.
It can indicate
motion or direction.
The direction of a
line can convey
mood.
Eyes follow lines.
A line can be
straight, curved,
vertical, horizontal,
diagonal, or zigzag.
The direction and
orientation of a line can
also imply certain
feelings. Horizontal
lines imply tranquility
and rest, whereas
vertical lines imply
power and strength.
Oblique lines imply
movement, action and
change. Curved lines or
S shaped lines imply
quiet, calm and sensual
feelings.
Lines that converge
imply depth, scale and
distance.
There are two types:
OUTLINE and STYLE
LINES.
Outline is the outer
edge of the design
whereas style lines
are the lines that
divide up the space
inside of the outline.
Style lines can be
created by several
things: belts, ruffles,
seams, a color line,
or a pocket.
VERTICAL LINES :
suggest more of a
potential for
movement.
Leads eye up and
down makes wearer
look taller and
thinner
Feeling of dignity,
strength, poise,
sophistication
Horizontal lines
Leads eye across the
body, makes wearer
seem shorter and
wider.
Use where you want
to look wider.
Are calm and quiet.
Diagonal lines.
Strongly suggest
movement and give
more of a feeling of
vitality to a design.
Degree of slant
determines the
visual effect.
Draws attention to
where they are
used.
Effects of lines in a dress
Body appears taller when
divided by vertical lines and
wider when divided by
horizontal lines.
Thick lines attract attention.
Several vertical lines can
increase width depending
on how they are spaced.
Thinner horizontal lines can
increase length depending
on how they are spaced.
Wide V shape creates width
narrow V shapes gives
slimming effect.
SHAPE
Shape is an area that is
contained within implied
line, or is seen and
identified because of
color or value changes.
Shapes are the result of
closed lines still shapes
can be visible without
lines.
Shapes have two
dimensions, length and
width, and can be
geometric or free-form.
A shape stands out from the
space next to or around it
due to a defined or implied
boundary, or because of
differences of value, color,
or texture.
Shapes can also show
perspective by
overlapping.
They can be geometric
or organic.
Some primary shapes
include circles, squares,
triangles and hexagons
all of which appear in
nature in some form or
another
The shape, or Silhouette, is
the most obvious visual
element of a garment; it is
probably the first thing that
is seen.
Silhouette can reveal or hide
a natural body contour.
The goal of a silhouette is to
compliment the shape of
the body.
However, exaggeration is
often used in order to create
a certain type of effect or
emphasize.
Full, wide shapes make you
look bigger.
Trim, compact silhouettes
make you look smaller .
Straight, tubular shapes
make you look taller .
The shape, or Silhouette, is
the most obvious visual
element of a garment; it is
probably the first thing that
is seen.
Named after a French
author and statesmen
“Etienne de Silhouette, who
made portraits in black with
no background.
The silhouette differs from
an outline which depicts the
edge of an object in a linear
form, while a silhouette
appears as a solid shape.
FORM
Form describes volume
and mass, or the three
dimensional aspects of
objects that take up
space.
Forms can and should be
viewed from any angles.
form is derived from the
combination of point,
line and shape.
When you hold a
baseball, shoe, or small
sculpture, you are aware
of their curves, angles,
indentations, extensions,
and edges-their forms.
SPACE
Space is defined and
determined by shapes
and forms.
Is the open area in and
around the
arrangement.
It includes the area in
which the design is
placed.
Space is often
categorized as positive
or negative.
Positive space referring
to the subject.
negative space referring
to the background or
area around it.
Space can be used to both
separate and connect
elements in a design.
Wider spaces separate
elements from each other
and narrower spaces
connect elements to
reveal relationships
between them.
Overlapping elements
maximizes their
relationship..
By controlling and shaping
space in our designs, we
create rhythm, direction,
and motion. We create
design flow through our
use of space.
TEXTURE
It is the surface look of
an object created by
varying dark and light
areas.
Texture is used to create
surface appearance, and
relates to the physical
make-up of a given form.
Texture often refers to
the material that
something is made of,
and can be created using
any of the elements
previously discussed.
Texture is both a visual
and a tactile
phenomenon.
Motif, a recurring
element, when joined
together, creates a
pattern.
Pattern is an underlying
structure that organizes
surfaces or structures in
a consistent, regular
manner. Pattern can be
described as a
repeating unit of shape
or form.
Extremes of patterns
will accentuate
extremes of the figure.
A moderately sized
pattern would be more
appropriate.
Wider, bigger & more
spaced out print
surface looks larger.
Low contrast motifs
camouflage a large
figure effectively.
Tall slender women can
carry off bold patterns.
Directional pattern
emphasize figure.
Simple styles for
complicated patterns.
Sources of Textures in Textiles and Apparel Products:
Texture due to fibers – silk fibers are long & smooth, wool
fibers are short & crimpled.
Textures due to yarn structure – 2 ply worsted yarn is
smoother than novelty yarn.
Texture due to fabric construction - satin , loop knits
Texture due to surface design – Printing, painting, embossing.
Texture due to finishes – mercerization, crimpling polyester,
denim washes
Texture from product design – tucks, pleating or gathering
COLOR
Color is the response of
the eye to differing
wavelengths of radiation
within the visible
spectrum.
colors can symbolize
different moods,
feelings, cultural
practices, or as a
communication tool.
Color provides
individuals the
opportunity to express
feelings, create illusions
in appearance, and can
bring overall excitement
to a personal wardrobe.
There are three main
components of color:
HUE
VALUE
INTENSITY
Hue
Where the color is
positioned on the color
wheel. The specific
name of a color such as
red, green, etc.
separates one color from
another and is the name
given to each color on
the color wheel.
a hue refers to a pure
color—one without tint
or shade (added white
or black pigment,
respectively)
Value
The general lightness or
darkness of a color.
White and black are
added to change the
overall value (lightness
or darkness) of each
color.
In general, how close to
black or white a given
color is.
Pink is a light value of
red obtained by adding
white. It is called a tint.
Maroon is a dark value
of red obtained by
adding black and it is
called a shade.
Intensity
The brilliance or dullness
of a color.
The more gray a color
has in it, the less Chroma
it has.
Chroma is the purity of a
color. High Chroma
colors look rich and full.
Low Chroma colors look
dull and grayish.
Chroma is called
saturation/intensity
A color wheel is a visual representation of colors arranged according
to their chromatic relationship.
The color wheel or color circle is the basic tool for combining colors.
The first circular color diagram was designed by Sir Isaac Newton in
1666.
The color wheel is designed so that virtually any colors you pick from
it will look good together. Over the years, many variations of the
basic design have been made, but the most common version is a
wheel of 12 colors based on the RYB (or artistic) color model.
Traditionally, there are a number of color combinations that are
considered pleasing. These are called color harmonies or color
chords and they consist of two or more colors with a fixed relation in
the color wheel.
Color harmonies serve to describe the relationships certain colors
have to one another, and how they can be combined to create a
palette of color.
Primary colors
Secondary Colors
Tertiary Colors
Complimentary colors
Analogous colors
Split complimentary
Triadic color
Rectangle (tetradic) color
Square color
Achromatic color scheme
Monochromatic Color scheme
Primary Colors: Colors at their basic
essence; those colors that cannot be
created by mixing others
Secondary Colors: Those colors achieved
by a mixture of two primaries
Tertiary Colors: Those colors achieved by
a mixture of primary and secondary
hues.
Complementary Colors: Those
colors located opposite each
other on a color wheel.
Split-complementary 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.
Analogous Colors: Those colors
located close together on a color
wheel.
Triadic color scheme uses colors
that are evenly spaced around the
color wheel.
Rectangle or tetradic color scheme
uses four colors arranged into two
complementary pairs.
Square color scheme is similar to the
rectangle, but with all four colors
spaced evenly around the color
circle.
Achromatic color scheme uses
only black, white and grey .They
posses no other hue.
Any color that lacks strong
chromatic content is said to be
unsaturated, achromatic, or near
neutral.
Pure achromatic colors include
black, white and all grays; near
neutrals include browns, tans,
pastels and darker colors.
Neutrals are obtained by mixing
pure colors with either white,
black or grey, or by mixing two
complementary colors.
Monochromatic colors are
all the colors (tints, tones,
and shades) of a single hue.
It uses variations in
lightness and saturation
of a single color.
It may be considered
boring unless there is
diversity within the
design.
It looks clean and
elegant. They colors go
well together, producing
a soothing effect.
They are very easy on
the eyes, especially with
blue or green hues.
THE COLOR PSYCHOLOGY
BLACK absorbs all light in the
color spectrum.
symbol of menace or evil
indicator of power
represent treacherous
characters such as Dracula
and is often associated
with witchcraft
associated with death and
mourning in many cultures
In ancient Egypt, black
represented life and
rebirth
Consider how black is used
in language: Black Death,
blackout, black cat, black
list, black market, black tie,
black belt.
White represents purity
or innocence.
White is bright and can
create a sense of space
or add highlights
White is also described
as cold, bland, and
sterile..
Rooms painted
completely white can
seem spacious, but
empty and unfriendly.
Hospitals and hospital
workers use white to
create a sense of
sterility
RED is a bright, warm
color that evokes strong
emotions.
Red is associated
with love, warmth,
and comfort.
Red is also
considered an
intense, or even
angry, color that
creates feelings of
excitement or
intensity.
Consider how red is
used in language:
redneck, red-hot, red-
handed, paint the
BLUE is described as a favorite
color by many people and is the
color most preferred by men.
feeling of calmness or
serenity.
often described as peaceful,
tranquil, secure, and orderly.
people are more
productive in blue rooms.
can also create feelings of
sadness or aloofness.
least appetizing. Some
weight loss plans even
recommend eating your food
off of a blue plate.
Can lower the pulse rate
and body temperature
Consider how blue is used in
language: blue moon, blue
Monday, blue blood, the
blues, and blue ribbon
GREEN is a cool color that
symbolizes nature and the
natural world.
also represents tranquility,
good luck, health, and
jealousy.
green can improve reading
ability.
Green has long been a
symbol of fertility and was
once the preferred color
choice for wedding gowns in
the 15th-century
Has calming effect. For
example, guests waiting to
appear on television
programs often wait in a
“green room” to relax
relieve stress and help heal
Consider how green is used
in language: green thumb,
green with envy, greenhorn
YELLOW is a bright that is
often described as cheery and
warm.
It is most fatiguing to the
eye due to the high amount
of light that is reflected.
Using yellow as a
background on paper or
computer monitors can lead
to eyestrain or vision loss in
extreme cases.
It creates feeling of
frustration and anger.
people are more likely to
lose their tempers in yellow
rooms and babies tend to cry
more in yellow rooms.
It can increase metabolism.
most attention-getting
color. Yellow can be used in
small amount to draw notice,
such as on traffic sign or
advertisements.
PURPLE is the symbol of
royalty and wealth.
also represents wisdom and
spirituality.
BROWN is a natural color that
evokes a sense of strength and
reliability.
can also create feelings of
sadness and isolation.
Brown brings to mind
feeling of warmth, comfort,
and security.
It is often described as
natural, down-to-earth, and
conventional, but brown can
also be sophisticated
ORANGE is a combination of
yellow and red and is
considered an energetic color.
feelings of excitement,
enthusiasm, and warmth.
Orange is often used to
draw attention, such as in
traffic signs and advertising
PINK is essentially a light red
and is usually associated with
love and romance.
Pink is thought to have a
calming effect. One shade
known as "drunk-tank pink"
is sometimes used in prisons
to calm inmates(this effect
only occurs during the initial
exposure to the color).
Sports teams sometimes paint
the opposing teams locker
room pink to keep the players
passive and less energetic.
Examples of color illusions.
Garment in a single color or tones of that color adds to the illusion
of height .
Darker colors worn above hip line with lighter colored bottoms tends
to shorten a figure.
Dark colors recede visually & light, bright colors pop out. Woman
with large bust & slender waist can equalize her figure by wearing
dark top & light color bottom .
Light colors are flattering around the face e.g. light color collars
being worn on a dark dress .
Bright colors focus attention on the are of the body. Can be used to
highlight a positive feature.
Space filled with pattern seems larger than plain space.
A dark shirt teamed with a light skirt gives a different effect to a dark
skirt teamed with a light shirt. It can be used to help correct bottom
heavy & top heavy.
PRINCIPLES OF
DESIGN
Principles of design are
the method or
procedure of using the
elements in design.
BALANCE
PROPORTION
EMPHASIS
RHYTHM
UNITY
BALANCE is the concept of
visual equilibrium, and relates
to our physical sense of balance.
It can be achieved by the
location of objects, volume
or sizes of objects, and by
color.
It can also be achieved by
balancing lighter colors with
darker colors, or bold colors
with light neutral colors.
It is the act of comparing or
estimating two things, one
against the other, and the
contrast between:
• Empty space (white space)
and filled space
• Text and images
• Color and no colors and
different colors
• Textures against flat colors
SYMMETRICAL BALANCE
can be described as
having equal "weight" on
equal sides of a centrally
placed fulcrum. It may
also be referred to as
formal balance.
The average human body
is visually symmetrical,
which means the body
appears to be same on
each side of the central
vertical line.
ASYMMETRICAL BALANCE
also called informal balance,
is more complex and difficult
to envisage.
It involves placement of
objects in a way that will
allow objects of varying visual
weight to balance one
another around a fulcrum
point.
Visual horizontal balance is
especially important while
correcting figure problems
RADIAL BALANCE
converges at a point & enhances a certain part of the garment &
body
PROPORTION
It refers to the relative size
and scale of the various
elements in a design.
Applying the golden mean to
the human figure establishes
classic figure. Greek artisans
& mathematicians analyzed
buildings and the art of
civilization and formulated
the Golden Mean. Ratio of
the Golden mean is 3:5:8 or
5:8:13.
Clothing can be worn to
visually balance awkward
body proportions
Example: Mini or a micro mini
skirt can make the legs seem
longer & slender as compared
to someone wearing a full
length trouser
EMPHASIS
Is dominance or focal point
refers to areas of interest that
guides the eye into and out of the
image through the use of
sequence of various levels of focal
points, primary focal point,
secondary, tertiary, etc.
Emphasis hierarchy may give
direction and organization to a
design, and avoid subconscious
confusion.
sometimes improve the design's
visual appeal and style.
Emphasis hierarchy or focus is not
giving each object in a project
equal dominance within a piece of
work
Emphasis can be increased by
making the object larger, more
sophisticated, more ornate, by
placing it in the foreground
The primary focus point or area
receives the largest emphasis in a
given space
RHYTHM
It is the repeated use of lines
& shapes to create a pattern.
Rhythmic use of design
elements leads the eye
through the design, giving the
garment some continuity .
Garments appear
disconnected when they lack
rhythm or is overburdened
with details that do not work
together harmoniously.
Rhythm can be described as
timed movement through
space; an easy, connected
path along which the eye
follows a regular arrangement
of motifs. The presence of
rhythm creates predictability
and order in a composition.
LINEAR RHYTHM refers to
the characteristic flow of the
individual line.
REPETITION involves the use
of patterning to achieve
timed movement and a
visual "beat". This repetition
may be a clear repetition of
elements in a composition,
or it may be a more subtle
kind of repetition.
Repetition with variation is
interesting, without
variation repetition can
become monotonous
ALTERNATION is a specific
instance of patterning in
which a sequence of
repeating motifs are
presented in turn;
(short/long; fat/thin;
round/square; dark/light.
GRADATION employs a
series of motifs patterned to
relate to one another
through a regular
progression of steps.
This may be a gradation of
shape or color. Some shape
gradations may in fact
create a sequence of events.
Gradation of size and
direction produce linear
perspective.
Gradation of of color from
warm to cool and tone from
dark to light produce aerial
perspective.
Gradation can add interest
and movement to a shape.
A gradation from dark to
light will cause the eye to
move along a shape.
UNITY
Unity refers to a sense that
everything in a piece of work
belongs there, and makes a
whole piece.
It is achieved by the use of
balance, repetition and/or
design harmony.
It means that all elements of a
design work together to
produce a successful visual
effect.
Some examples:
• Style lines should be
consistent on every area of the
garment.
• Stripes & plaids should be
matched at meeting points,
this is called mitering.
• Style lines on all the areas of
the garment should have
compatible angles and should
compliment each other.
HARMONY in a design is the
visually satisfying effect of
combining similar, related
elements. e.g. adjacent colors on
the color wheel, similar shapes
etc.
CONTRAST is positioning of
opposing elements.
Example:
• opposite colors on the color
wheel - red / green, blue / orange
etc.
• Contrast in tone or value - light /
dark. Contrast in direction -
horizontal / vertical.
• The major contrast in a design
should be located at the center of
interest.
• Too much contrast scattered
throughout a design can destroy
unity and make a design difficult
to look at.
• Unless a feeling of chaos and
confusion are what you are
seeking, it is a good idea to
carefully consider where to place
your areas of maximum contrast.