• Line The most basic element Indicates direction and movement, directs to a focal point Length of lines indicate elegance or strength Straight and wavy can convey emotions of order or chaos Organic and rigid lines can be juxtaposed and used to convey different ideas
• Shape Enclosed lines, geometric organic and abstract Geometric are precise and orderly, communicate structure and rigidity Organic shapes lack well defined edges Fluid and emphasis on movement. Abstract shapes Minimalist representations of reality.
• Tone Lightness and darkness of a hue Adds contrast and depth
• Form Positive space, A shape or line that is resting over the space Form and space are connected Positive space is just the elements of a design
• Space Negative space Area surrounding a shape that creates form The area not occupied by elements Less negative space can feel cramped and crowded More negative space provides clarity and minimalism
• Colour Adds emphasis and mood to a design Hue, saturation, value etc Colour psychology
• Texture Adds a tactile appearance to a design, adds depth