Unit D

MERCHANDISE
INFORMATION
4.02 Explain the elements
and principles of design.

Elements of design
Color

Line

Shape/Silhouette

Texture

Principles of design

Balance
Proportion
Emphasis
Rhythm

The elements of design are

combined in different ways to form
designs.
The principles of design are
guidelines/rules for using the elements
of design.
When the elements of design are
used effectively according to the
principles of design, harmony results.

Harmony: The pleasing visual effect

of a design created by tasteful use of
the elements of design following the
principles of design.

The Importance of Color

Creates the greatest visual impact
for the consumer
Can affect illusions of the size and
shape
Can reflect the personality of an
individual
Is associated with psychological
traits and emotions

Color
Hue: (1) The technical
word for color. (2)
The name given to a
color, such as red or
yellow, that
distinguishes one
color from another.

 Value: The
lightness or
darkness of a
color.
Tint: The lighter
hue created when
white is added to
a color.
Shade: The
darker hue
created when
black is added to
a color.

Color
Intensity: The
brightness or
dullness of a
color.
Neutrals: Black,
white, beige, and
gray. Neutrals
can be used
alone or with any
other colors.

Color wheel
A diagram that
illustrates
hues and
their
relationship to
each other.

 Primary hues:
Red, yellow, blue.
These colors
cannot be made by
using any other
color. All other
colors are made
from a combination
of these.
Secondary hues:
Orange, green,
violet. These are
created by mixing
equal amounts of
two primary colors.

 Intermediate hues:
Blue-violet, bluegreen, yellowgreen, yelloworange, red-orange,
red-violet. Colors
made by combining
equal amounts of
adjoining primary
and secondary
hues.

Warm and cool colors

Warm colors:
Red, orange
yellow.

Cool colors:
Green, blue,
violet.

Think of the
sun and its
warmth.

Think of the
calmness of the
ocean or sky.

Color schemes
Plans that can be used to provide
harmonious color combinations.
Monochromatic

Splitcomplementary

Analogous
Triad

Complementary
Accented
Neutrals

Monochromatic color
Different tints,
shades, and
intensities of a
single color.
Example: light
blue trousers
and jacket with
a navy blue
vest.

Analogous colors
Two to five
colors that are
adjacent on the
color wheel.
Example:
orange, yelloworange and
yellow worn
together

Complementary colors
Two colors
opposite each
other on the
color wheel.
Example:
Orange and
blue

Split-complementary colors
One color plus
the colors on
each side of its
complement.
Example: red
combines with
yellow-green
and blue-green.

Triad colors
Three colors that
are equidistant
from each other
on the color
wheel.

Accented neutral
White, gray,
black, or beige
with a bright
color accent.
Example:
Businesswoman
wearing a gray
dress with a red
scarf.

Psychology of color

RED: exciting, aggressive, passionate

ORANGE: earthy, warm, hopeful
YELLOW: cheerful, sunny, cowardly
GREEN: restful, envious, fresh
BLUE: calming, cool, depressed
PURPLE: drama, rich, royal
WHITE: innocent, pure, peaceful
BLACK: sophisticated, gloomy, mysterious
GRAY: old, sad, modest

Shape
The silhouette or the overall form or
outline of an outfit or clothing style.
Influences the
illusion of size
Indicates
whether or not
apparel is in
fashion at a
given time

Most silhouettes are formed by:

The width and length of the
neckline, sleeves, and/or
waistline.
The width and length of
pants and skirts.

Basic silhouettes for womens

fashions
Straight

Bell-shaped
Back fullness (bustle)

Basic silhouettes for

mens clothing
American or classic cut
European

Silhouettes
Are always changing in fashion

The general direction that a

silhouette takes either becoming
wider, narrower, longer, or shorter
shows a fashion trend.
Examples: varying lengths for womens
skirts, varying widths for mens neckties

Line
A distinct, elongated mark that can
lead the path of eye movement
up and down, side to side, or
around objects.
Give direction, or a feeling of
movement
Provides visual direction
Helps draw attention to good points
and play down the bad ones

Basic types of lines

Straight lines: Lines without curves or
bends. Straight lines are severe and
formal and suggest power and dignity.
Curved lines: Circular or gently waved
lines. Curved lines add softness and
roundness to apparel.

Directions of lines
Vertical lines: Lines that
go up and down. Vertical
lines create a taller, more
slender look.
Horizontal lines: Lines
that go across. Horizontal
lines give a shorter, wider
look.
Diagonal lines: Lines
that slant at an angle
rather than being vertical
or horizontal.

Ways to create lines in

garments
Structural lines: Lines formed by the
seams, darts, pleats, tucks, and edges
when garments are constructed.
Decorative lines: Lines created by
details added to the surface of clothing
including fabric design and trims such as
top-stitching, lace, tabs, flaps, and
buttons used to decorate the garment.

Texture: The look and feel of fabric.

Can create illusions of size
Can disguise figure irregularities
Can add interest to a garment

*Textures used in apparel should be suited to

the occasions for which the garments will be
worn.

Texture can be provided in

two ways
Structural texture: Texture determined by
the fibers, yarns, and the method of
construction used to produce a garment.
Examples: velvet shirt, striped wool pants

Added visual texture: The finishes and

designs applied to the surface of the
fabric. Examples: The print of the fabric
can give the illusion of height or width to
the wearer. Shiny textures make people
look larger because they reflect light.

Examples of textures

Corduroy
Velvet
Denim
Satin
Cotton
Polyester

Balance
The principle of design that implies
equilibrium or steadiness among the parts
of a design or outfit.

Balance in garments is produced

by structural parts and added
decoration.
A properly balanced garment
appears equal in weight and power
of attraction from all sides, from top
to bottom, and from front to back.

Formal balance
Equilibrium provided by symmetrical
parts. One side resembles the
other.

Informal balance
Equilibrium provided
by asymmetrical
parts. One side is
unequal to the
other.

Proportion
The principle of design dealing with the
relative sizes of all the parts in a
design to each other and to the whole.
Garment details and accessories
should be proportioned for the
wearer.
Proportion is most pleasing when
garment areas are unevenly
divided.

Emphasis
The principle of design that uses
a concentration of interest or
area of focus in a particular part
or area of design.
Emphasis or a focal point can be
used to draw attention or to keep the
eye away.
Emphasis can be provided through
the use of color, texture, structural
lines, decorative lines, or
accessories.

Rhythm
The principle of design concerned with
the pleasing arrangement of the
design elements to produce a feeling
of continuity or easy movement of the
observers eye.
Rhythm is what allows the viewers eye to
move steadily and smoothly through the
lines and spaces of the design.

Four main types of rhythm

Repetition
Gradation
Radiation
Alternation

Rhythm
Repetition:
Gradation:
Rhythm created
Rhythm created
by repeated
by a gradual
lines, shapes,
increase or
colors, or
decrease of
textures in a
similar design
garment.
elements.

Rhythm (cont)
Radiation:
Alternation:
Rhythm created
Rhythm created
by lines
by alternating
emerging from a
elements such
central point like
as light and
rays, resulting in
dark colors or
the parts being
stripes of two
an equal
colors or sizes.
distance from a
given point.

To appear taller and

thinner
Black, navy blue,
charcoal, and
chocolate brown
Monochromatic
colors
Straight silhouettes
Vertical lines
Subtle prints, plaids
Smooth, flat textures
Narrow, matching
belt

To appear shorter and

thicker
Sharply contrasting
colors
Light, bright, warm
colors
Wide silhouettes
Horizontal lines
Bold prints, plaids
Bulky texture
Wide, contrasting belt
Gathers or pleats

To attract attention
White, yellow,
orange, and red
Bright colors
Busy prints
Shiny or
textured fabric
Clingy fabrics

To avoid attention
Dark, cool, and
dull colors
Plain patterns
Minimal structural
design
Earth tones
No applied
decoration