Principles and Elements
Of Design
The best designers sometimes disregard
the principles of design. When they do
so, however, there is usually some
compensating merit attained at the cost
of the violation. Unless you are certain
of doing as well, it is best to abide by
the principles (of design).
-William Lidwell
The Elements
The Principles
Basic Composition
The Golden Ratio or Rule of Thirds
Hue
colour
Tint
Any colour with white added
Shade
Any colour with black added
Tone
A colour that has been
“greyed” down
Value
The lightness or darkness of
a colour
Chroma
A colour’s purity, intensity,
or saturation
TheColourWheel
Primary
Secondary
Tiertiary
References
• Lasquite, Mydee. “What Makes Good Design: Basic Elements and Principles.” Visme, 23 August 2016,
visme.co/blog/elements-principles-good-design/
• Bhadauria, Ravi. “Principles of Design.” Slideshare, 3 March 2016,
www.slideshare.net/admecinstitute/principles-of-design-59011113
• Joseph, Julianna. “16 Interior Design Elements and Principles Images.” NewDesignfile, 11 September 2012,
www.newdesignfile.com/post_interior-design-elements-and-principles_125342/
• Munsell Color System, munsell.com/
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