Formal Visual Elements

• 2-Dimensional Visual Elements
• 3-Dimensional Visual Elements
• Design Principles

Familiarity with the words of the trade and understanding their meanings will help

• Facilitate our communication,
• Convey how you envision your project, and
• Enhance my understanding of what you imagine.

2-Dimensional

pertains to marks on a surface and to the illusions created by those marks.

Character:

The particular quality of or relationship between elements; the resultant impression of personality, feeling, or sense of spirit.

Line:

A long narrow mark.

positive:

Where the line is.

negative:

Where the line isn't.

Path:

The character of a line described from one end to the other.

straight, angular, zig-zag

curved, lyrical, wavy

Shape:

An enclosed area that is caught and defined when the head of a line meets its tail.

Negative Shape (aka Volume):

The area of lesser saturation, or lighter illusory weight; where the color isn't.

Positive Shape (aka Mass):

The area of greater saturation, or heavier illusory weight; where the color is.

(Implied) Texture:

The impression or illusion of tactile qualities.

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3-Dimensional

pertains to the actual, physically perceptible qualities of solid material.

Character:

The particular quality of or relationship between things; the resultant impression of personality, feeling, or sense of spirit.

Line:

The illusion discerned when materials of differing character abut one another.

Space:

The unimpeded area contained within physical barriers.

The vacant area surrounding material objects.

Shape:

The quality or resultant character of mass placed in space.

angular

curved

Mass:

The material bulk of the physical objects that interfere with, divide, or inhabit space.

Volume:

The space devoid of material.

(Actual) Texture:

The actual tactile qualities on material surfaces.

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The Design Principles

arrange the CHARACTER or quality of relationships between Visual Elements.

Scale:

The relative size of shapes or objects to one another; the relationship of those to the viewer.

Proportion:

The size relationship of parts to one another or of parts to the whole.

Weight:

Material substance, bulk; gravity.

[Illusion of] Mass:

[Illusion of] Volume:

Balance:

The illusion of weight or force.

Bi-Symmetry:

Shapes or objects evenly placed across a central axis.

Radial Symmetry:

Shapes or objects extending out from an obvious centrally located point.

Asymmetry:

Lopsided, uneven placement or grouping of shapes or objects.

Repetition creates Rhythm:

The organization and recurrence of elements.

Variety with Unity:

The diversity and integration of elements.

Harmony:

The pleasing employment of elements

Dis-harmony:

Visual confusion.

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