What are the elements of great design?

While creativity and imagination are important to the creation of a successful design, without an understanding of the different elements of great design it’s impossible to translate ideas into a finished product.

Line

Lines are one of the most basic yet integral elements of good design. As well as being used to connect two points, lines can also be used to create space between elements, provide a clear focal point, and separate sections to aid communication and understanding.

Direction

Different elements can be used together to create a sense of direction and movement, with lines playing a significant role here. Horizontal lines often communicate stability and peace, whereas vertical lines create balance and formality, and curved lines create action and movement.

Shape

Lines form shape, which can be used to communicate a specific brand image and add an additional layer of interest to an overall design. For example, experienced Birmingham design agencies may often use square shapes to signify stability and security, and circles to represent unity and completeness because of their long-standing connotations.

Scale and Size

Scale and size should always be viewed as a duet of elements, as they both hold a lot of responsibility when it comes to bringing a sense of proportion, contrast and balance to a design.

Colour

As this Leeds University article explains, colour can influence and impact the way we live. In visual design, different colours and tones can be used to represent different personalities and emotions, as well as to focus the attention of the viewer and heighten the overall impact of other design elements.

Colour can also stand alone, supporting other elements and serving as a simple background on which everything else is built. This is why successful Birmingham design agencies have a comprehensive understanding of colour and its effects.

Texture

Texture can be used in a variety of ways to add an element of realism or interest to a design. It can also be used as an accent to draw attention to a specific part of an overall design, which can support the effective communication of key points and ideas.