– Persuading Presence

Elements and Principles of Design

Understanding the elements and principles of design gives us the vocabulary and understanding to talk about poster design as effective, aesthetically pleasing, or visually arresting.

The Elements of Design refer to the visible things we see in a design:

They are like building blocks. Elements may have sub-elements, as you’ll see below.

The Principles of Design are concepts that refer to the relationships of the elements of design to each other and to the total composition. They guide how we arrange those visible elements to make effective compositions: They include: