Visual Communication

& Design
Unit 3 & 4 VCE
 Design Elements

Design Elements are best described as components

of visual communications and look at how they are
created. When viewing designs we ask ourselves
how the smaller details effect the visual
communication(s).
 Point

Point is the mark in visual communication.

Point is created because it creates textures, tones

and shade.

Point is also used to locate something in a visual

communication design. Colour and size emphasise
information.
Point
 Line

Identify a kind of line. They can be organic or

straight, natural geometric. They can also be light,
thick, sensitive, textured, flowing, jiggered or
regular. They can be made by pen, brush, or
mechanical instrument.

Lines are used for outlines and lines of

composition.
Line
 Shape

Shape refers to two dimensional enclosure.

Identify organic, natural or biomorphic shapes that

remind us of nature. Geometric, rectilinear, sharp,
hard edged or man-made shapes remind us of
mechanical things.

Shapes express different emotions, explain them.

Shape
 Form

Identify forms such as a cube, a pyramid and a

sphere. Form is created by design elements;
shape, tone, line, and point. In analysing visual
communications we talk less about the role of form
and more about the role of these other elements in
creating form.
Form
 Tone

Tone usually emphasises form. Tone creates subtle

or dramatic effects. When we shade a drawing to
make it look three dimensional we are applying
tone.

Tone also describes both light direction and style of

light. We can create a harsh or soft light in
renderings.
Tone
Tone
 Texture

Texture represents the surface. Identify texture as

rough and/or smooth.

We have real texture; that is texture that you would

feel with your fingertips, and visual texture; like a
lions coat in a photo.
Texture
 Colour
Colour communicates both optically and
emotionally.

Identify primary and secondary, warm and cool

colours, and harmonious or complementary
colours. Discuss tonal values creation of depth.

Consider the symbolic meanings of colours and

how they make us feel. Consider the role of colour
and hierarchy.
Colour
 Type
Identify the kind of typeface; Serif, Sans serif,
decorative. Discuss type of anatomy, type size,
colour, case, alignment, typesetting adjustments;
Leading, tracking, kerning.

Some examples of type: Serif typeface can =

authority, experience, wisdom and tradition. Sans-
serif typefaces = newness, freshness, and
objectivity. Decorative, hand generated or
manipulated type = different emotional effects.
Sources To Use for Type:

Da Font: http://www.dafont.com/
Type
 Design Principles
Design Principles are used to arrange or organise
Design Elements within a visual communication. They
look at the broader picture when viewing visual
communications and how/where objects are located
within a design.

Another approach to looking at Design Principles is to

follow the following formula: 2 Design Elements = 1
Design Principle (eg: The use of line and (+) shape
create (=) the Design Principle of balance).
 Figure Ground

Figure-ground means the relationship between an

image, shape or type (positive shape) and its
opposite (background or negative shape).

Describe a strong or weak figure-ground

relationship. Consider the purpose of VC in
evaluating the fore-ground relationship.
Figure Ground
 Balance
Balance refers to a relationship between two or
more components on a vertical or horizontal axis.
An axis can be created by lines, shapes, type or
images.

Identify symmetrical balance; creating an ordered

and stable composition or asymmetrical balance;
creating a vibrant, dynamic composition. Consider
the purpose of VC in evaluating Balance.
Balance
 Contrast

Contrast is the difference between two or more

components of a visual communication.

Identify contrasts between shape, colour, line, type,

or other element.
Contrast
 Cropping

Cropping is enlarging and/or cutting off a shape,

type, image to emphasis it and attract attention.

Cropped (or cut) images may take on an abstract

quality. This makes them appear fresh.
Cropping
 Hierarchy

Hierarchy refers to the reading order for visual

communications.

Identify and describe the actual reading order with

a minimum of three steps. (First, second and last).

Hierarchy is created by size, colour, scale and

contrast and position of components in a VC.
Hierarchy
 Scale

Scale refers to the relative sizes of similar or same

objects in visual communication.

Using differently sized objects in together helps

create of depth in a composition.

Describe the size of relative components of a

compositions.
Scale
 Proportion

Proportion mean the ratio of relative dimensions of

an image, shape or type. Compare the proportion
of height, depth, width and/or length of
components.

Designers also change the proportion (and scale)

or components to fit differently proportioned
formats.
Proportion
 Pattern
Repetition

Pattern is a repetition and/or alternation of a design

component to create a visual unit. Patterns create
texture and/or draw interest.

Identify repetition or alternation when describing

pattern.

Alteration
Pattern (Repetition)
Pattern (Alteration)
 Helvetica Mediuma

The following website has been used to help create

this document, the information reflects that of which is
found in the link below:

http://helveticamediuma.com/common/theory/
espsvcdindex.html