Line – a line is a mark made by a tool as it is drawn across a surface. All lines have direction and quality.
- Line Type: Lines may be straight, curving, or angular.
- Line Direction: Horizontal lines move across the page east to west, or west to east. Vertical lines move up and down the page, north to south or south to north.
- Line Quality: A line may be delicate or bold, smooth or broken, thick or thin, regular or changing, and so on.
- Linear: used to describe objects, and map or unify.
Shape – the general outline of some thing, in a closed form or path.
- Linear shapes: the predominant use of lines to form; curving or angular, regular or changing, flat or volumetric, etc.
Value – the lightness or darkness of a visual element.
- Value contrast: the relationship of one element to another in respect to lightness and darkness, which evoke an emotional response.
- Low value: a narrow range of values
- High value: a wide range of values
Color – a powerful and provocative design element when used correctly, evokes attention.
- Hue: the name of a color (red, blue, green, etc.)
- Value: the range of the color (lightness or darkness)
- Saturation: the brightness or dullness of a color choose colors appropriate for your design concept
- select colors that will communicate a brand’s or group’s spirit
- make sure colors will enhance the readability of the type
- establish sufficient contrast to create visual impact
- create many color sketches
try to design the same piece with one or two colors, and with full color
Texture – the tactile (the feel or touch) of a surface.
- Tactile textures: real surfaces that can be touched with the fingers.
- Visual textures: illusionary textures which give the impression of real textures.
Format – the substance or support for the graphic design.
- Posters, brochures, magazines, billboards, wall murals, etc.
