Design & DTP · Higher
Design elements & principles
11 cards · 7 quiz · 0 exam
Graphic Communication · Higher · mrkellydt.co.uk
What you're learning in this topic
Learning intention WALT
We are learning about design elements & principles, specifically to:
know
- the type of alignment between items
understand
- line, colour, alignment, contrast, dominance, depth and unity, referring to specific items
- shape, texture, value, mass, balance, emphasis, proportion, rhythm, white space and grid structure
be able to
- answer "explain" questions with cause and effect
Success criteria WILF
- I can explain line, colour, alignment, contrast, dominance, depth and unity, referring to specific items
- I can name the type of alignment between items
- I can explain shape, texture, value, mass, balance, emphasis, proportion, rhythm, white space and grid structure
- I can answer "explain" questions with cause and effect
Elements and principles
| Term | What it means in a layout |
|---|---|
| Line | Lines that separate, lead the eye, connect or underline items |
| Colour | Used for mood, contrast, harmony and to link items (see Colour) |
| Alignment | Items lined up with each other: left, right, centre, top, bottom or justified. Always name the type |
| Contrast | Differences that make items stand out: colour, size, shape, weight of font, light and dark |
| Dominance | The item that stands out most and is seen first (the focal point), usually the largest or brightest |
| Depth | Making items seem to sit in front of others: layering, overlap, drop shadow, gradients |
| Unity | Items look like they belong together: repeated colours, fonts and shapes, and grouping related items (proximity) |
Higher elements and principles HIGHER
| Term | What it means |
|---|---|
| Shape | Geometric or organic shapes, rotated or layered, behind text or as image frames |
| Texture | A surface quality, real or implied, such as paper, wood or fabric backgrounds |
| Value | How light or dark a colour is. High value = lots of white (light); low value = little white (dark). Low-value items stand out; high-value items recede |
| Mass / weight | How heavy an item looks: large, dark, bold items carry more visual weight |
| Balance | Visual weight spread across the layout: symmetrical (formal) or asymmetrical (informal, dynamic) |
| Emphasis | Making one item stand out from the rest, e.g. bold, colour, outline, white space around it |
| Proportion | The relative size of items: bigger items attract attention first; equal sizes give equal importance |
| Rhythm | Repetition of an element (shapes, colours, formatting, numbering) that leads the eye through the layout |
| White space | Empty space that separates items, gives a clean look and draws attention to what it surrounds |
| Grid structure | Columns and rows that items are placed on, giving a consistent, organised layout |
How to answer layout questions
- Be specific: name the actual items. "The red heading contrasts with the black background" scores; "contrast makes it stand out" doesn't.
- Two or more items for unity, contrast, alignment and depth: these principles are relationships between items.
- Name the alignment type: "the body text and heading are left aligned".
- Explain = cause + effect: "The title is the largest text (cause), so it dominates and is read first (effect)." Course reports say most candidates give only the effect.
- Don't repeat the same point for different parts of a question.
Design challenge: gig poster
The brief. A youth music venue in Glasgow needs an A3 poster for a Saturday gig.
- Sketch two thumbnails.
- Name the focal point and explain why it dominates.
- Describe two layout principles you used, naming the items.
What a good answer includes
- Thumbnails, annotated against the brief.
- A dominant item (the largest or brightest), explained as cause and effect.
- The alignment named by type, e.g. "the heading and body text are left aligned".
- Contrast and unity described using the actual items.
- The key information: what, where, when, price.
Key terms
| Dominance | The item that stands out most and is seen first. |
|---|---|
| Contrast | Differences in colour, size, shape or weight that make items stand out. |
| Unity | Items look like they belong together: repeated colour, font, shape. |
| Depth | Items appear to be in front of others: layering, overlap, drop shadow. |
| Alignment | Items lined up; always name the type: left, right, centre, top, bottom. |
| Value | Lightness or darkness: high value has more white, low value less white. |
| Rhythm | Repetition that leads the eye through a layout. |
| Proportion | Relative sizes of items, affecting what is seen first. |
| White space | Empty space that separates items and draws attention. |
| Grid structure | Columns and rows that give an organised, consistent layout. |
| Emphasis | Making one item stand out, e.g. with bold, colour or an outline. |
Quick check
1. Which answer would score for alignment?
- The items are all aligned to look neat
- Alignment has been used to make it tidy
- Everything is balanced across the page
- The heading and body text are left aligned
Show answer
D: The heading and body text are left aligned. Name the type and the items.
2. The largest, brightest item that is seen first shows…
- Dominance
- Unity
- Line
- Alignment
Show answer
A: Dominance. Dominance.
3. Repeating the same font and colour across a layout creates…
- Contrast
- Unity
- Depth
- Dominance
Show answer
B: Unity. Unity.
4. A drop shadow behind an image mainly creates…
- Unity
- Line
- Depth
- Alignment
Show answer
C: Depth. It lifts the image off the page.
5. Which has a HIGH value?
- Navy blue
- Dark green
- Black
- Pale pink
Show answer
D: Pale pink. High value = more white.
6. Numbered steps with the same formatting leading the eye show…
- Rhythm
- Balance
- Texture
- Mass
Show answer
A: Rhythm. Rhythm through repetition.
7. "Explain" questions need…
- A list of terms
- Cause and effect
- One word
- A sketch only
Show answer
B: Cause and effect. Cause + effect in context.
Printable worksheet
An I do, we do, you do worksheet for this topic, with a separate answer sheet.