Line
• Continuous mark on a surface• Connect, separate and organize
elements• Guides the eye in following the design• Help convey emotions
Shape• Enclosed space defined by lines. • Adds visual weight to a design• Help divide design areas• Convey symbolic meaning
Classified as:• Organic • Geometric
Space• Area around and within objects• Manipulated using close proximity to
create associations with objects and to give emphasis
Types of space• Positive space• Negative space
Texture• The feel of a surface, or the
illusion or simulation of it• The most commonly seen textures,
apart from flat or smooth, are things like paper, stone, concrete, brick, fabric, and natural elements
Color
• The reflection of light bounced back by an object
• Has symbolisms and give meaning to the design
Classified as:• Warm- (red, orange, yellow)• Cool- (green, blue, violet)
Type
• The letterforms of text or words• Are shapes which can evoke emotions
Typeface or font- style of the letterforms• Serif- letterforms with extensions at their
ends• Sans serif- letterforms without
extensions at their ends
- Are persuasive messages that call or draw the attention of the viewers to take notice of a product or idea.
- The goal is to sell the product
Caption
- Is a phrase or a sentence used to summarize the importance of charts, graphs, illustrations, photographs or tables.
- It may not be necessary at all times
Headline
- Is the extra-large opening statement used in a layout.
- It summarizes what the text is about- Leads them to read the rest of the ad
http://www.slideshare.net/emurfield/elements-principles-of-art-design-powerpoint?v=default&b=&from_search=1