Design elements and principles

Design Elements and Principles

Most people have been using these basics for years, so there's nothing to be leery of. The basic elements are: color, line, shape, texture, and space.

Color

Color represents emotion and allows objects to stand out from the background. When the primary colors--red, blue, and yellow--are arranged with the secondary colors between them, this is known as a color wheel . A designer's choice of color combinations can greatly influence the character of a display. Complimentary colors (opposite on the color wheel) create a sense of excitement and action, which is most useful in display work . When placed side by side, they intensify each other, but are seldom used in equal amounts. The most pleasing color schemes are those that combine families of colors--those that are near each other on the color wheel. Colors can advance and recede and have certain psychological connotations. For example, red suggests danger and passion (blood), blue suggests tranquility (sky), green suggests nature (leaves), and yellow suggests prosperity (sun). Remember these connotations are not ironclad, but can often be counted on to contribute additional emotional layers to a display.

Tips on using color in displays:

Limit display to black and white (or beige) and one intense color.
Use strong contrasts; black backgrounds provide an automatic contrast.
Use dark accents on a light background, and light accents on a dark one.
Remember good design is simple and using many colors will add clutter.

Line

Lines represent order and give the eye explicit directions about where to look and how to interpret what it sees. They group related objects together and divide unrelated objects. The line is also the edge where two shapes meet--2 sheets of paper placed side by side have a "line" between them. Most often lines are functional rather than decorative.

Tips on using lines:

Decide which part of your display is the most important, and direct attention to it by judicious use of line.
Do not scatter lines about at random.
Remember that margins are an invisible line.
Attention to line does not mean that all elements in the design have to be lined up.

Shape

Shape is any type of form used in a display, remembering that the display case or bulletin board itself is a shape. The main problem is to arrange all of the different sizes and shaped items into larger and more important shapes, and then to relate them to the rest of the design.

Tips on using shapes:

If you use background shapes, keep them simple and large.
Use as few shapes as possible and don't use 2 or 3 shapes where 1 large one will do.
Do not mix shapes too much.
Try to limit the number of different shapes and sizes used.

Texture

Texture is the visual or tactile appearance of a surface. Surfaces can look or feel smooth, rough, soft, cool, or warm. They can look pleasant or unpleasant, which can have a dramatic effect on a display.

Tips on using texture:

Use smooth board against a textured fabric.
Natural fabrics are especially good for backgrounds because they have a recognition factor (we know how they feel).
Matt and shiny finishes also add texture.

Space

Space is depth and dimension--objects that are in front of or behind things, around them, or projecting from them. Space adds interest, excitement, and contrast to your design.

Tips on using space:

A small item can be projected by attaching it to a small cardboard piece to give it a 3-D effect.
Any shape that overlaps another seems to be in front of it and warm colors seem to be in front of cool ones.
The use of a small easel can project an item.
Anything which adds depth or the appearance of depth will enhance the display.