Module 3 – Chapter 6

Elements of Visual Arts

Elements of the visual arts are the basic “building blocks” that are used in producing a work of art.
They are the things or raw materials that are used by the visual artist to come up with a drawing,
painting, design, or sculpture. They are also referred to as Elements of Design which are used as a basis
for judging or evaluating an artwork. Without these elements, no artwork would result.

There are seven elements of the visual arts, but the artist may or may not use all of them in a
particular work. The artist chooses only the elements which he will manipulate until he feels these will
effectively put across his ideas or feelings. These seven elements include the following:

1. Line

A line is a series of points which moves to a certain direction and also defines the shape of an object.
A line always moves and so, it is sometimes called the “moving point.” It is also equally important as a
concept to depict objects and symbols, and in defining shapes.

Lines have direction and meaning and they could either be straight or curved. Straight lines are often
associated with energy, firmness, strength or vitality; it connotes strength, rigidity or stability. Curved
lines suggest grace and are softer than straight lines. They sweep and turn gracefully between end points.
They are less definite and predictable than straight lines. They bend, they change direction. Curved lines
also express fluid movement. They can be calm or dynamic depending on how much they curve. The
less active the curve, the calmer the feeling.

The emotional state of a person is also evident in the way he holds himself as defined by his posture
or position. A confident and strong man will walk straight and tall while a sickly or shy person will
slouch or stoop. On the other hand, a tired or sleepy person will assume a reclining or sleeping position.

Straight lines move in one direction only. They could either be horizontal, vertical or diagonal.

Horizontal line

Vertical line Diagonal line Curve line

Horizontal lines are always associated with peace, serenity and calmness; they lend a lazy, quiet
feeling to a photograph or a painting. They may bring to mind how it feels to lie down and be relaxed.
Some examples of using horizontal lines to create a calming mood are long, rolling waves on a
shoreline, the solid line of a fallen tree; and capturing the peaceful line of an ocean horizon. The calm,
relaxed feeling created in all of these scenes can be further enhanced by using a horizontal format.
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Horizontal lines and Landscape layout

Vertical lines are the most powerful lines in visual art. They are associated with a feeling of
strength, height, integrity, solidity, dominance and power such as when viewing a tree, skyscraper,
flagpole or anything else standing tall and sturdy.

Solid vertical lines are attention-getters and can be used to create tension, to act as direct guides and
paths, and to act as dividers and natural frames. They are powerful composition elements and as such,
should be used with care.

Vertical lines and Portrait layout

Diagonal lines are lines of action. They have no equal in visual intensity; they suggest dynamism
and life and are often considered the most interesting. They represent movement and animation and they
can lead you into the frame of the picture and to the center of interest.

Diagonal lines
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2. Color

Color is the most appealing element of the arts because it is the most attractive and aesthetic. Color
is produced by the action of waves of light upon the human eye. Color then, is a property of light;
naturally, without light, no color would exist. When light strikes a surface, some of the color rays are
reflected, some are absorbed, and others pass through. Most surfaces absorb the color rays and that
which is reflected appears to be the color that we see. A green leaf is green because it is the light ray that
is reflected back to the eyes of the beholder. Black is black because all the light rays are absorbed and do
not reflect any and white is white because it reflects back all the color rays.

Color has three attributes: hue, value an intensity. Knowledge of these attributes will make color
more understandable and be used effectively.

Hue is another word for color. The hues of the rainbow are the colors which we call them: red,
orange, yellow, green, blue, indigo and violet. These hues are either primary, secondary or tertiary.

Primary Colors – red, blue, yellow. These colors are not results of mixing any other colors and are
the starting point for every other color.

Secondary Colors – this is the term used to describe colors that are created by mixing two primary
colors. There are three secondary colors: green (made up of blue + yellow); violet (made up of red +
blue); and orange (made up of blue + yellow).

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 Tertiary Colors – these colors are created by mixing primary and secondary colors. There are six of
these: red-orange, yellow-green, blue-violet, red-violet, yellow-orange, and blue-green. Three examples
follow.

Value is defined as the relative lightness or darkness of a color. It is an important tool for the
designer/artist, in the way that it defines form and creates spatial illusions. Value changes are obtained
by adding black or white to a color. Adding white to a hue produces a high-value color, often called a
tint. Adding black to a hue produces a low-value color, often called a shade. Shades are the relative
darkness of a color and tints are the relative lightness of a color. Maroon is a shade of red while pink is a
tint of red; sky blue is a tint of blue and midnight blue is a shade of blue. These are created by darkening
or lightening the pure hue.

Here is an example of a value scale that has values ranging from the darkest dark, to the whitest
white.

Shade Tint

Tints (adding white to a pure hue) Shades (adding black to a pure hue)
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Intensity is the brightness or darkness of a color; it is also referred to as saturation. If the color is
very bright, then it has a high intensity; if it is dull, then it has a low intensity. A brilliant yellow, a very
vibrant red, and a strong, rich blue – these are said to be intense, or saturated. Duller versions of these
colors then, are lacking in intensity.

The contrast of intensity can affect how easily a color is seen, its position in space, or even what hue
it is perceived as being. When colors of the same hue but different intensity are seen together, the more
intense color will be perceived as being more intense. This is due to color relativity. In the example
below, the middle color will appear more intense next to the lower intensity color on the right.

A more intense color will attract the eye and be seen first and more prominently. Such a color will
have more visual weight than a less intense one.

A lower intensity color will also be seen as receding or being farther than a more intense color of the
same hue.

The green color bar on the left will appear to be closer than the green bar on the right.

Color: Its Psychology and Meaning

Colors have varied effects and meanings to people. They also have a subconscious effect on people’s
mood, emotions and behavior. They can cast a powerful impact on the minds of men and can also
influence the behavior of people to some extent. Some of them also have a soothing effect, whereas
some of them can stimulate or energize.

Colors can either be warm or cool. Red, yellow and orange are considered as warm colors while
blue, green and violet are considered as cool colors. These colors have varied effects on the viewer.

Warm colors affect the viewer physiologically; he sees warm

colors as brighter, lighter and more forward while cool colors are
more somber, relaxing and distant. Warm colors are advancing
colors for they make objects appear larger and nearer whereas cool
colors are known as receding colors for they make objects appear
smaller and farther than they seem to be. Physically, warm colors
cause body temperatures to rise while cool colors are having the
opposite effect of lowering respiration rates. Psychologically, warm colors can make the viewer feel hot
and agitated while cool colors calm them down.

Colors also have universal or dual symbolisms to people of various cultures. Black means death or
grief to others but elegance to some. Red is associated with love but to war as well.
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The following colors have the following symbolisms attached to them:

Red. Red is the most emotionally intense color. It stimulates a faster heartbeat and breathing; it is also
the color of love. Red clothing gets noticed and makes the wearer appear heavier. Red clothes might not
also help people in negotiations or confrontations. Red cars are popular targets for thieves. In decorating,
red is usually used as an accent. Decorators says that red furniture should be perfect since it will attract
attention. In literature, colors are also used to make language more graphic and vivid. Below are some
expressions using the color red and their corresponding meaning:

in the red: in debt

caught red-handed: caught in the act
see red: become angry
red-letter day: special occasion
paint the town red: go out and have fun

Orange. Orange is vibrant, the combination of red and yellow. It denotes energy, warmth, and the sun.
orange has lesser intensity or aggression than red, calmed by the cheerfulness of yellow.

As a warm color, orange is a stimulant – stimulating the emotions and even the appetite. Orange is
found in nature in the changing leaves of fall, the setting sun, and the skin and meat of citrus fruit.

Yellow. Yellow is a warm color; it is the color of sunshine. It connotes happiness and joy but is also the
color of cowardice and deceit. Cheerful sunny yellow is an attention getter. While it is considered an
optimistic color, people lose their tempers more often in yellow rooms, and babies will cry more. It is
the most difficult color for the eye to take in, so it can be overpowering if overused. Yellow enhances
concentration, hence its use for legal pads. It also speeds metabolism.

Yellow-dog contract: “an employment contract in which a worker disavows membership in and
agrees not to join a labor union in order to get a job”

Yellow journalism: Journalism that exploits, distorts, exaggerates the news to create sensations and
attract readers.

Green. Green symbolizes nature. It is the easiest color on the eye and can improve vision. It is a
calming, refreshing color and is the most popular color used in decorating rooms. People waiting to
appear on TV sit in “green rooms” to relax. Hospitals often use green because it relaxes patients. Brides
in the Middle Ages wore green to symbolize fertility. Dark green is masculine, conservative, and implies
wealth. However, seamstresses often refuse to use green thread on the eve of a fashion show for fear it
will bring bad luck. Green also symbolizes freshness or being new.

Green-horn: beginner; an inexperienced person

Green with envy: full of desire for someone else’s possessions or advantages
Green-eyed monster: jealousy

Blue. Blue is the color of the sky and the ocean and is one of the most popular colors. It symbolizes
peace and calmness. Blue is said to cause the body to produce calming chemicals, so it is often used in
bedrooms. Fashion consultants recommend wearing blue to job interviews because its symbolizes
loyalty. People are also more productive in blue rooms. Studies show weightlifters are able to handle
heavier weights in blue gyms. Blue can also be cold and depressing.

Have the blues: being sad or melancholy

Black and blue: bruised
Blues: music by African-Americans characterized by raw emotion and suffering.

Indigo. The color of indigo is a deep, rich dark blue. It is sometimes referred to as royal blue since
during the Elizabethan times, only privileged people could wear this color. The symbolic meaning of the
color indigo was power, importance and wealth. Indigo with the color blue has a Biblical symbolizing
heavenly grace.

Violet. The color violet is closely associated with thoughts of royalty and spirituality. Because it’s a
mixture of two colors, violet containing more red will be warmer, brighter and more intense. It will tend
to create color meanings more closely associated with red; violet containing more blue will naturally
have more of the cool, calming color symbolism of blue.

White. White is purity, cleanliness, and innocence; white is a brilliant color that can cause headaches for
some. Too much bright white can also be blinding. In most Western countries, white is the color for
brides. In the East, it’s the color for mourning and funerals. White is often associated with hospitals,
especially doctors, nurses, and dentists. Some cultures view white as the color of royalty or of deities.
Angels are typically depicted as wearing white. In early Westerns, the good guy wore white while the
bad guy wore black.

White lie: a lie told to avoid the painful implications of truth

White elephant: valuable possessions of which its owner cannot dispose and whose cost
(particularly cost of upkeep) is out of proportion to its usefulness or worth.

Black. Black can represent mystery, secrecy, or doom. It is often regarded as representing evil. In the
Western world, many people wear black to funerals to show mourning. Black is the absence of color. In
clothing, black is visually slimming. Among young people, black is often seen as a color of rebellion.
Black is both positive and negative. It is the color for little boys in China. Black, like other dark colors,
can make a room to shrink in size and even a well-lit room looks dark with a lot of black. Black can
make other colors appear brighter.

Black market: The illegal business of buying or selling goods or currency in violation of
restrictions such as price controls or rationing.
Black list: list of persons or things considered undesirable or deserving punishment.
Little black book: an address book, especially one kept by a man, with the names of women
considered available for dating.

3. Texture

Texture is an element of the visual arts which is closely related to the sense of touch. It is the way a
surface feels to the touch; it may be rough, smooth, fine, coarse, grainy or sharp. It is experienced when
something is stroked or when the hand glides over a surface. The texture of the material is real if it can
be felt like when one touches a piece of sculpture or architecture. In paintings and in drawings, it is
sometimes implied or suggested with the clever use of lines, lights or shadows.
 Texture can also be created through illusion. The painter tries to make an illusion when he makes an
object look the way it would feel when it is touched like when he uses lumpy paints or mixed media
(stones, metal or realis) on flat surfaces like the canvas paper.
 4. Shape

Shape is the element of art which refers to the form made when a line or lines enclose an area. Three
straight lines can become a triangle while four straight lines can be formed into a square or rectangle.
Thus, when lines form together, they become shapes.

There are three basic shapes: circle, triangle, and rectangle but a shape has two dimensions only: a
length and a width. Painters can turn circles into coins, faces or balls while rectangular shapes can
become tables, buildings, windows or beds. Triangles can be formed into mountains, ice cream cones or
skirts while squares can become boxes, gifts or notebooks.

Closely related to shape is form. If shape has two dimension, form has three: length, width and
height. It gives depth to shapes like cones, cubes, or spheres. Form gives visual weight to shapes…and
every kind of form has its aesthetic effect (Ariola,2008).

5. Space

Space is the area occupied by the subject in an artwork. Painting does not deal with space directly
for it is represented in a 2-dimensional surface. Oftentimes it is a created illusion in a drawing or
painting. In architecture however, it is an important consideration both in the interior and exterior parts
of the building or house. A structure and its purpose will be dictated by the amount of space one has. If
one has limited space but needs to house a lot of people in a congested area, a high- rise building is more
practical than a two-story structure.

Space could either be positive or negative. Positive space refers to the area occupied by the subject
while negative space is the area not covered by the subject.

6. Perspective
 Perspective is the element of art which is directly influenced by distance. It is the effect of distance,
position or height on the appearance of objects. Perspective could either be linear or aerial. Linear
perspective is how objects look like when lines seemingly converge in the distance. It gives the illusion
of depth and distance. Aerial perspective how things appear when seen from a distance s affected by
diffusion of light in the atmosphere.
Linear Perspective Aerial Perspective

7. Value

Value is the element of art which is directly associated with light. It deals with the darkness (shades)
or lightness (tints) of a color and is key to the illusion that light gives. The
combination of light and dark values contributes to the beauty of any artwork
especially used in art technique called chiaroscuro, which, according to
Wikipedia, is a “contrast in illumination between light and dark areas”. The
term chiaroscuro comes from the word chiaro which means “light” and suro,
“dark”. This technique has been widely used since the Greek times for it gives volume to any three-
dimensional form or figure and helps heighten emotional tensions.

Module 3 – Chapter 7
PRINCIPLES OF DESIGN
The different elements of the arts have to be organized well so that their combinations will produce
pleasing, beautiful and interesting artworks. As such, following several principles in organizing these
elements is needed. These guideposts are called principles of design.

Principles of design are the beliefs on how to work with and arrange the different elements of the
arts. They are the beliefs or guidelines used for putting elements to create effective communication of
the artist’ feelings or ideas. If the elements are the “what” of a design, the principles are the “how”.
Using the recipe metaphor, the elements are the ingredients and the principles are the directions in
cooking these ingredients.

These principles can also be thought of as what are done to the different elements of design. The use
of these principles allows the artist to create more interesting and beautiful combinations of lines, shapes
or colors. How these principles are applied determines the success of creating a work of art. The
principles of design, then, perhaps even more than the elements, are difficult to separate from one
another for it is only when they are working together that an effective design is created.

1. Balance

In the visual arts, balance refers to the “visual weight” of lines, forms, textures or colors. It is the
power of attraction of each element, the quality which gains and holds the attention (Ariola,2008) of the
viewer. Large, dense elements appear to be heavier while smaller elements appear to be lighter; bigger
and more colorful objects get more attention than the smaller and darker ones. To achieve a balance, the
artist has to distribute the attraction of each element to achieve a sensation of equilibrium. This
principle, when applied effectively, gives a feeling of stability and rest.

In interior decoration, careful consideration is given to the placement of objects within a room
according to their visual weight. Line, form, color and texture all help to determine their visual weight,
which refers to how much space objects take up within a room. Distribute various objects throughout a
room to maintain balance.

Balance can either be symmetrical, asymmetrical or radial.

Symmetrical balance is also known as formal balance or bilateral symmetry. It is condition

wherein the visual weights on both sides are exactly alike; the elements used on one side of the design
are similar to those on the other side. This is seen in objects of the same size and shape when arranged
on two sides of a center and is easiest to see in perfectly centered compositions or those with mirror
images. The normal human body is a very good example of formal balance wherein half of the body
looks like the other half. When the elements evenly divide the page such as a centered alignment or in
equal segments (halves, quarters, etc.,)., a formal balance is achieved. It achieves its balance through
repetition which creates a feeling of stability, formality, orderliness and peacefulness. Careful
consideration is needed in using this kind of balance for it could become monotonous or boring.

Asymmetrical balance or informal balance is a kind of balance wherein objects of unequal

weights or attraction are placed at correct distances from the center. The sides are different but still look
balanced for the weights are equal but the elements are not the same. It is used to attract viewer’s
attention and allows them to think about what they see. To achieve this, a large shape can be balanced
by a small dark colored shape. This kind of balance is more casual and spontaneous, thus the term
informal. To others, it is also more interesting than formal balance.

Tersiisky 2008 states that visual weight is influenced by the following:

 Position- the farther an element is from the center, the heavier it will feel; a large object placed
near the center can be balanced by a smaller object near the edge.
 Size- larger feels heavier
 Texture-an element with more complex texture is heavier visually than one simple texture or
no texture at all
 Isolation- an isolated element has more visual weight
 Value-darker feels heavier
 Value contrast-the higher the value-contrast, the heavier the weight
 Quantity-multiple small objects can balance larger object
 Orientation- a diagonal orientation carries more visual weight than a horizontal or vertical one
 Shape-elements that have more complex shapes feel heavier than those with simple shapes
 Color-the brighter and more intense its color, the heavier the element will feel
 Radial balance is a kind of balance wherein the elements are arranged from a central point or
radiate from the center or swirl around in a circular or spiral path. Its balance is based on a circle with its
design extending from the center. A star, the iris around each pupil of the eyes, a wheel with spokes, and
a sunflower (as well as other flowers and other plant forms).

2. Proportion

Proportion is the relative size of an object in relation to other objects in the design. This is the
pleasing effect that is achieved when a whole and its parts and between parts themselves are not too big
nor not too small for one another. If they are, they are “out of proportion” and are not pleasing to the
eyes. This is why people who have longer torsos than their limbs or bigger heads compared to other
parts of their bodies appear less attractive. In interior designing, large furniture for big spaces is fine but
smaller spaces also call for smaller furniture. In sculpture, the size of a statue or any sculptural work
must not be too big nor too small for its background or surroundings. In painting, too much use of color
or use of equal amounts of various colors in a combination produces monotony. As such, using one
color more than the others will produce a more pleasing effect.

In each of the two paintings, experience the

majesty of the mountain cliffs in the painting
on the left or the towering height of the trees
in the painting on the right with the effective
use of proportion.

In the picture, proportion emphasizes

the distance of the ship and the relative
size of the fish.

3. Harmony
 Harmony is the governing principle that one achieves when a pleasing relationships exists among
the various elements of the artwork. It is the visually satisfying effect of combining similar or related
elements; it unifies every part of the arrangement or design and is achieved when all the elements seem
to “belong” together. It is achieved when all the elements of the design complement one another and not
compete with each other.
According to www.bluemoonwebdesign, there are easy ways to achieve unity in your compositions:

a. Similarity: Try repeating colors, shapes, values, textures, or lines to create a visual relationship
between the elements. Repetition works to unify all parts of a design because it creates a sense of
consistency and completeness.
b. Continuity: Treat different elements in the same manner. Continuity helps to create “family
resemblances” between different forms. This helps to tie them together by creating an
uninterrupted connection or union.
c. Alignment: Arranging shapes so that the line or edge of one shape leads into another helps
creates unity in your design. When an element is placed in a composition, it creates an implied
horizontal and vertical axis at its top, bottom, center and sides. Aligning other elements to these
axis creates a visual relationship which unifies them.
d. Proximity: Group related items together so that these related items are seen as one cohesive
group rather than a bunch of unrelated elements. Elements that are positioned close to one
another are perceived as being related while elements that are farther apart are considered less
related. How close together or far apart elements are placed in a composition suggests a
relationship (or lack of) between otherwise disparate parts. Using a “third element” such as a
road to connect near-by elements with distant ones also helps to create a sense of relationship
between the forms which are not grouped together.

4. Rhythm

In the visual arts, rhythm is a beat, a repetition or an organized movement with the recurrence of a
line, shape or color. When lines, shapes or colors are repeated, a pattern is produced which the eyes
follow form left to right, producing a rhythm.

Rhythm controls the eyes as they move around a room. Rhythm allows the eyes to move around
from one object to another and create a harmonious atmosphere in a room. Rhythm is created through
repetition of line, form, texture and color. It can also be created by progression which is simply a
gradual increasing or decreasing in size, direction or color.

In interior design, rhythm is achieved in a room where the floor tiles are colored dark green and the
walls are painted in light green while the bed is covered with a printed green bed sheet and the plain
curtains are in a shade of green. One can also establish a rhythm by using a color in the pillows, picking
it up in a painting, and echoing it again in a rug. These repetitions will help carry your eye around the
room.

The eyes shift from one object to another, it establishes a certain rhythm in the room and creates
harmony among the various elements.
Rhythm is much more evident in music as well as in dance through the use of repetition or variety
with alternation and contrast.

Bridge of 33 Arches Holy Chapel of Vincennes sculpture

5. Emphasis

Emphasis is the principle of creating a focal point, center of attention or a point of interest in a
design. It is bringing attention to what is most important, catching the eye of the viewer and making him
stop and look at the image. In decorating a room, the focal point is an obvious feature in a room to
which the eye is attracted and could be anything from a fireplace, a piece of artwork, or a window
treatment featuring a beautiful view. The focal point of a room should be emphasized with the use of
line, form, color and texture.

However, it must be remembered that not all elements should be emphasized (e.g. all text is large
and bold, all images are animated or flashing, everything is in bright colors) or else nothing is
emphasized at all.

As a whole, applying almost all of these principles in every assignment is needed but it is
recommended not to apply them all equally because one may be more important than another depending
on the mood and purpose of the design. One design maybe strong in balance, another in proportion,
another in rhythm and so on. Lastly, the personality of the designer should never be left out and must be
included in the design. It is also all right to violate any of the principles of design to promote the growth
of one’s creativity.

ACTIVITY: Draw on a piece of bond paper. Evaluate your own drawing by answering the following
guide questions:

1. What is your drawing about? Put a caption below it. Are there levels of subject interpretation?
(literal, conventional, subjective)
2. How is your subject presented? (realism, distortion, abstraction, etc.)
3. What kind of subject do you have? (portrait, animal, scape, etc.)
4. What is your medium?
5. Explain how you used certain principles of design.
6. What elements of visual arts have you considered in your artwork? Explain.