Visual Component. Elements are the building blocks or basic units in the construction of a visual image. These are: line, shape, form, color, value, texture, and space, Line is the most basic element of design. It is fundamental in the creation of an image. These can be horizontal, vertical, diagonal, straight, curved, dotted, broken, thick, and thin, Some are obvious lines and others are implied. Shapes can be two. dimensional (or flat) enclosed areas that create an outline. Examples are geometric circles, triangles, squares, and ovals, as well as some organic or all other shapes, They can be found anywhere in the world. Forms are three-dimensional. These are the geometric cube, sphere, and cone. These also include organic forms, such as people, animals, tables, and chairs. Color is described by three characteristics: hue, value, and saturation. Hue refers to the particular spectrum of light activated, Value is the tonal degree of light and dark. Saturation refers to the levels of purity ight activated. It shapes our perceptions, and shapes our with the spectrum of li the way it feels or the way it looks. emotions. Texture refers to the surface quality, ‘This can be real or implied by different uses of media. It is the degree of roughness or smoothness in objects. Simply, this can be the feel, appearance, thickness, or stickiness of a surface. Is it silky or furry or velvety? Space is either “positive” or “negative” in an image. Positive space is the main subject in the visual, and negative space is the rest of the space in the same visual. Negative space is what is outside of the positive space or main subject. This simply means that area around, within, or between images or parts of an image (relating to perspective). Principles. Design principles are used to organize the basic elements of visual texts into pleasing and interesting images. Balance and Harmony. This refers to the sense of distribution of perceived visual weights that offset one another. We feel more comfortable - and, therefore, visually satisfied - when the parts of an image seem to have balance or be in harmony with one other. Imbalance gives a sense of disharmony, which is usually not the intention of the creator. Balance and harmony can be achieved through symmetry or asymmetry, or by combining similar related elements, such as color and shape. Sometimes artists deliberately disturb our sense of balance. Pattern. It is a combination of elements or shapes repeated in a predictable, recurring, and regular arrangement. It is used symbolically to represent many things: people, beliefs, and the specific meanings, and they are passed down from generation to generation. The predictability of pattern is important establishing ahistorical tradition and cultural practices. Proportion. It refers to the size of objects in relation to the other objects in the image. Proportion can be used to draw attention to an object or be playful (make something look bigger or smaller than it is) all to make a point or cause awareness. It creates unity when all parts work together.10. 11. Emphasis. This draws attention to a focal point. This is done by contrasting shapes or colors in the image to feature one aspect. With emphasis on a certain part, you are able to highlight what is most important in a photograph. Note that if everything is emphasized nothing will stand out. Contrast. It is a distinct difference between elements of a form or composition, either visually or in subject matter. Visual contrast can be achieved through the use of intense complementary colors. Images, such as night and day create contrast in subject matter. When both types of contrast are used in the same composition, they create the most contrast. Movement. In visual images, movement comes from the kinds of shapes, forms, lines, and curves that are used. Diagonal lines tend to create the illusion of movement or motion. Changes in direction, darkness or lightness, or connecting or overlapping shapes can imply movement or restlessness. A series of images shown as individual frames (like a comic strip) can provide a sense of movement through time. Rhythm. This is created when an element is repeated over and over again, like many lines, or shapes or colors. It could also be a specific content, like many shoes, faces, or cars. It creates a feeling of organized movement, and is like music in that it has “beat.” Unity. It refers to the relationship among the elements of an image that helps them function together. It helps to organize an image and gives it a sense of oneness. In other words, the words (texts) and images work together to create meaning. Unity can be achieved through the use of similar shapes and patterns, the use of space, or a common background. Perspective. It is otherwise known as point of view. Depending on the perspective, you may have a new and unique way of seeing a particular sight. It’s very interesting and refreshing to see an image from a perspective that we do not encounter ourselves. We are so used to seeing things from our own point of view that it stimulates our sense to see something new (inspired from Reiner, 2015).