Good design can seem as if the designer stumbled onto the perfect combination of design elements. But actually, designers use a set of tools known as the elements of design. These design elements help to communicate a message—whether it’s showing which emails are unread, guiding a purchase or warning about falling rocks. These tools bring clarity to ideas and ensure that designs are as effective as possible.
So, what are the elements of design? There are six basic design elements: line, color, shape, texture, framing and type. But the elements can also include form, space and value. Mastering the elements of design is key to strong brand storytelling and visual communication.
- The elements of design are the fundamental tools designers use to create visually engaging work that communicates messages clearly and effectively.
- The nine key elements of design are line, color, shape, texture, framing, type, form, space and value.
- Line creates structure, movement and emphasis, guiding the viewer’s eye across a composition, while shape organizes visual elements, defines space and brings order to a composition.
- Color evokes emotions, sets the mood and ensures balance through hue, saturation and brightness. Texture adds depth and a tactile quality, creating realism or evoking emotions.
- Framing defines boundaries and emphasizes important details, and typography communicates text while also also enhancing visual impact.
The 9 elements of design
1. Line
Lines enclose and contain parts of a design by creating outlines. Lines—which can be smooth, rough, continuous, broken, thick or thin—also send subliminal messages, evoke emotion and encourage action. A diagonal line, for example, has kinetic energy and movement, while a straight line is ordered and directional.
Marketing materials using line to create dynamism and guide the reader’s eye
Types of lines:
- Straight lines create a feeling of order, stability and professionalism.
- Curved lines feel softer, more organic and dynamic.
- Angular lines create tension, movement and visual drama.
Lines can be used to emphasize and highlight information in a busy composition and guide the viewer’s eye. They can also form shapes or frames (more on this below). The eye naturally finds lines—like in buildings, tree branches, horizons or rain tracks—that create edges or borders.
2. Color
Color is one of the most important design elements. Beyond hue (red vs blue), saturation and brightness create balance and harmony in an image. Designers often use the color wheel to build color palettes, using color theory to ensure that a design has the right mood, temperature and tone.
Use color to make a flyer pop
Complementary colors, which are opposite each other on the color wheel, create high contrast, while analogous colors—neighbors on the wheel—create harmony. And triadic colors, which are evenly spaced, provide balance and vibrancy.
Finally, consider where the design will be seen (printed or screen) to decide whether CMYK or RGB is best.
Colors carry psychological associations. For example, red signals urgency or passion, blue inspires trust and green communicates sustainability or growth. Learn more about color psychology in our guide.
3. Shape
A shape is any enclosed space defined by lines or contrast. Shapes can be geometric (squares, ellipses, triangles, circles) or organic (speech bubbles, blobs and abstract forms).
Using shapes in design makes it easier to find and read key messages
Shape organizes visual elements, defines space and creates order. Other components of a composition, like blocks of text, are also shapes that need to be ordered based on an invisible grid. When shapes interact, designs become more dynamic. Achieve this by using overlapping, layering or balancing shapes on a grid.
4. Texture
Texture is everywhere as we navigate the world around us by sight and touch. Texture can even be used in a digital and printed design—websites and printed marketing materials—to give it life. Texture adds depth and realism to flat compositions. Texture can be visual (like a photograph of fabric) or tactile (the paper choice).
Texture can give designs a tactile feel, even with digital design
Want to communicate softness, comfort and coziness? Use cotton or fabric textures. On the other hand, if you’re selling building supplies, lean toward cement, stone and brick textures, with grittier text.
Use textured business cards, like linen or kraft paper, for a premium feel
More than with any other element of design, texture is a nod to the natural environment. Even in web design, subtle textures can bring warmth and realism to otherwise minimalist designs.
5. Framing
Framing organizes information, creates hierarchy and helps highlight the most important information. Frames can be decorative or minimal and structural. They also help define shapes in white space, bringing structure to design layouts.
Framing helps the reader find key information easily
6. Type
Typography is an important element of design because it conveys the message you want to communicate. But type can also be a visual element—it can be bold, decorative or minimal. By choosing brand fonts wisely, your visuals will remain readable while communicating your brand identity.
Typography is a key element of visual design
Discover which fonts are most likely to appeal to audiences today in our guide to the latest font trends.
7. Form
Form refers to 3D objects or the illusion of depth in 2D designs. This design element builds on shape, but also involves perspective, volume and realism. Shading, gradient and perspective lines all make 2D designs feel 3D.
Designers can use form to create a sense of depth in 2D compositions
For example, a product mock-up uses form to give buyers a feel of what an item looks like in real life. In digital design, forms are simulated, while in packaging or print, they’re physically created. Both of these are impactful and help designs feel more immersive.
8. Space
Space is the area around or between design elements. Positive space is the area occupied by design content, while negative space (also known as white space) balances and frames it.
Space is important when designing marketing materials
Designers use space carefully to create breathing room, improve readability and guide the viewer’s eye around a composition. Too little space leads to clutter, while too much space may look sparse. The most effective design layouts use space strategically to emphasize key messages.
9. Value
Value refers to light and dark, creating contrast and visual hierarchy in design. An image without (or with very little) contrast can look flat. Using strong value differences helps key information stand out, while shadows, gradients and tonal shifts create a feeling of realism and guide the eye around a design.
Create visual hierarchy with light and dark
Browse the latest graphic design trends to ensure your design grabs attention for all the right reasons.
Time to experiment with design elements!
Graphic designers use most or all of these design elements guided by the principles of design. Think of it like this: if the design principles are the rules, the elements of design are the tools.
The best way to master these design elements is to experiment. Adjusting color schemes or spacing and adding shape or texture can elevate a design, helping to craft more meaningful and effective compositions.
Elements of design FAQs
What are the elements of design, and why are they important?
The elements of design are the foundational tools—such as line, color, shape, texture, framing and type—that help designers create clear, engaging and effective visual compositions.
How many elements of design are there?
There are six core design elements, but different design disciplines or perspectives may include additional elements like space, form and value. The number and categorization can vary depending on context and purpose.
What is the difference between the elements of design and the principles of design?
The elements of design are the fundamental tools (like line, color and texture) that form the building blocks of any composition, while the principles of design guide how those elements are arranged to create balance, contrast and harmony.
Do I need to know the elements of design?
Knowing the elements of design is super helpful, whether you’re designing or hiring a designer. It gives you a clear idea of the tools you can use and how to make your ideas come to life. And if you’re outsourcing to a professional, it helps you understand what to look for and how to give feedback so the final result matches your vision.
