Unit D

MERCHANDISE
INFORMATION
4.02 Explain the elements
and principles of design.

Elements of design
Color

Line

Shape/Silhouette Texture

Principles of design
Balance
Proportion
Emphasis
Rhythm

The elements of design are

combined in different ways to
form designs.
The principles of design are
guidelines/rules for using the
elements of design.
When the elements of design
are used effectively according to
the principles of design, harmony
results.
Harmony: The pleasing visual
effect of a design created by
tasteful use of the elements of

The Importance of
Color
Creates the greatest visual
impact for the consumer
Can affect illusions of the size
and shape
Can reflect the personality of
an individual
Is associated with
psychological traits and
emotions

Color
Hue: (1) The
technical word for
color. (2) The
name given to a
color, such as red
or yellow, that
distinguishes one
color from another.

 Value: The
lightness or
darkness of a
color.
Tint: The
lighter hue
created when
white is added
to a color.
Shade: The
darker hue
created when
black is added
to a color.

Color
Intensity: The
brightness or
dullness of a
color.
Neutrals:
Black, white,
beige, and gray.
Neutrals can be
used alone or
with any other
colors.

Color wheel
A diagram that
illustrates
hues and
their
relationship
to each
other.

 Primary hues:
Red, yellow, blue.
These colors cannot
be made by using
any other color. All
other colors are
made from a
combination of
these.
Secondary hues:
Orange, green,
violet. These are
created by mixing
equal amounts of
two primary colors.

 Intermediate
hues: Blueviolet, bluegreen, yellowgreen, yelloworange, redorange, redviolet. Colors
made by
combining equal
amounts of
adjoining primary
and secondary
hues.

Warm and cool colors

Warm
Cool colors:
colors: Red,
Green, blue,
orange
violet.
yellow.
Think of the
sun and its
warmth.

Think of the
calmness of
the ocean or
sky.

Color schemes
Plans that can be used to
provide harmonious color
combinations.
Monochromat
ic
Analogous
Complementa
ry

Splitcomplementa
ry
Triad
Accented
Neutrals

Monochromatic color
Different tints,
shades, and
intensities of a
single color.
Example: light
blue trousers
and jacket
with a navy
blue vest.

Analogous colors
Two to five
colors that are
adjacent on
the color
wheel.
Example:
orange, yelloworange and
yellow worn
together

Complementary
colors
Two colors
opposite each
other on the
color wheel.
Example:
Orange and
blue

Split-complementary
colors
One color plus
the colors on
each side of its
complement.
Example: red
combines with
yellow-green
and blue-green.

Triad colors
an
ge

gr
Blue-

Red
-vio
let

Ye
llo
wor

een

Three colors
that are
equidistant
from each
other on the
color wheel.

Accented neutral
White, gray,
black, or beige
with a bright
color accent.
Example:
Businesswoma
n wearing a
gray dress with
a red scarf.

Psychology of color

RED: exciting, aggressive, passionate

ORANGE: earthy, warm, hopeful
YELLOW: cheerful, sunny, cowardly
GREEN: restful, envious, fresh
BLUE: calming, cool, depressed
PURPLE: drama, rich, royal
WHITE: innocent, pure, peaceful
BLACK: sophisticated, gloomy,
mysterious
GRAY: old, sad, modest

Shape
The silhouette or the overall form or
outline of an outfit or clothing style.
Influences the
illusion of size
Indicates
whether or not
apparel is in
fashion at a
given time

Most silhouettes are formed

by:
The width and length of
the neckline, sleeves,
and/or waistline.
The width and length of
pants and skirts.

Basic silhouettes for womens

fashions
Straight
Bell-shaped
Back fullness (bustle)

Basic silhouettes for

mens clothing
American or classic cut
European

Silhouettes
Are always changing in fashion
The general direction that a
silhouette takes either
becoming wider, narrower,
longer, or shorter shows a
fashion trend.
Examples: varying lengths for
womens skirts, varying widths for
mens neckties

Line
A distinct, elongated mark that
can lead the path of eye
movement up and down, side to
side, or around objects.
Give direction, or a feeling of
movement
Provides visual direction
Helps draw attention to good points
and play down the bad ones

Basic types of lines

Straight lines: Lines without curves
or bends. Straight lines are severe
and formal and suggest power and
dignity.
Curved lines: Circular or gently
waved lines. Curved lines add
softness and roundness to apparel.

Directions of lines
Vertical lines: Lines
that go up and down.
Vertical lines create a
taller, more slender
look.
Horizontal lines:
Lines that go across.
Horizontal lines give a
shorter, wider look.
Diagonal lines: Lines
that slant at an angle
rather than being
vertical or horizontal.

Ways to create lines in

garments
Structural lines: Lines formed by
the seams, darts, pleats, tucks, and
edges when garments are
constructed.
Decorative lines: Lines created by
details added to the surface of
clothing including fabric design and
trims such as top-stitching, lace,
tabs, flaps, and buttons used to
decorate the garment.

Texture: The look and feel of

fabric.
Can create illusions of size
Can disguise figure
irregularities
Can add interest to a
garment
*Textures used in apparel should be
suited to the occasions for which the
garments will be worn.

Texture can be provided

in two ways
Structural texture: Texture
determined by the fibers, yarns, and
the method of construction used to
produce a garment. Examples:
velvet shirt, striped wool pants
Added visual texture: The finishes
and designs applied to the surface of
the fabric. Examples: The print of
the fabric can give the illusion of
height or width to the wearer. Shiny
textures make people look larger

Examples of textures
Corduroy
Velvet
Denim
Satin
Cotton
Polyester

Balance
The principle of design that implies
equilibrium or steadiness among the
parts of a design or outfit.
Balance in garments is
produced by structural parts
and added decoration.
A properly balanced garment
appears equal in weight and
power of attraction from all
sides, from top to bottom, and

Formal balance
Equilibrium provided by
symmetrical parts. One side
resembles the other.

Informal balance
Equilibrium
provided by
asymmetrical
parts. One side
is unequal to
the other.

Proportion
The principle of design dealing with
the relative sizes of all the parts
in a design to each other and to
the whole.
Garment details and
accessories should be
proportioned for the wearer.
Proportion is most pleasing
when garment areas are
unevenly divided.

Emphasis
The principle of design that
uses a concentration of
interest or area of focus in a
particular part or area of
design.
Emphasis or a focal point can be
used to draw attention or to keep
the eye away.
Emphasis can be provided
through the use of color, texture,
structural lines, decorative lines,
or accessories.

Rhythm
The principle of design concerned
with the pleasing arrangement of
the design elements to produce a
feeling of continuity or easy
movement of the observers eye.
Rhythm is what allows the viewers
eye to move steadily and smoothly
through the lines and spaces of the
design.

Four main types of

rhythm
Repetition
Gradation
Radiation
Alternation

Rhythm
Repetition:
Rhythm
created by
repeated
lines, shapes,
colors, or
textures in a
garment.

Gradation:
Rhythm
created by a
gradual
increase or
decrease of
similar design
elements.

Rhythm

(cont)

Radiation:
Alternation:
Rhythm created
Rhythm
by lines
created by
emerging from a
alternating
central point like
elements such
rays, resulting in
as light and
the parts being
dark colors or
an equal
stripes of two
distance from a
colors or sizes.
given point.

To appear taller and

thinner
Black, navy blue,
charcoal, and
chocolate brown
Monochromatic
colors
Straight silhouettes
Vertical lines
Subtle prints, plaids
Smooth, flat textures
Narrow, matching
belt

To appear shorter
and thicker
Sharply contrasting
colors
Light, bright, warm
colors
Wide silhouettes
Horizontal lines
Bold prints, plaids
Bulky texture
Wide, contrasting belt
Gathers or pleats

To attract attention
White, yellow,
orange, and
red
Bright colors
Busy prints
Shiny or
textured fabric
Clingy fabrics

To avoid attention
Dark, cool, and
dull colors
Plain patterns
Minimal
structural
design
Earth tones
No applied
decoration