Line

I'm sure you are aware of what a line is, but just in case, let’s make it clear: a line is any linear mark. If you think about it, everything consists of lines. Even the words and letters that you are reading now are created from thousands of curved, broken and straight lines. Various ideas can also be conveyed through lines. Straight lines indicate order and neatness, wavy ones create a sense of movement, and zigzags - tension or excitement.

In photography, the technique of “guidelines” is often used, which, as the name implies, directs the eye. If you can find the guidelines and focus on them, you can focus the viewer's eye on the specific details of the image. Use the lines - this is a great way to stylize your illustrations. Pay attention to the lines to create intriguing images.

Scale

Scale plays a huge (sometimes literally) role in the design. In its most basic sense, the scale is the specific size of individual elements. The scale helps us interpret designs and images correctly. Let’s say you need to draw a mouse next to an elephant. Most likely, your mouse will be much smaller than an elephant, so that the audience would understand the essence of the picture at first glance.

That is how scale helps us understand many things correctly. But it is not necessary to always be guided by realism when choosing a scale. You can create incredibly large or very small images to amaze viewers or emphasize what is most important in the design and what is secondary.

Color

I know, there is no need to talk about how important color is in design, but I will tell you about it anyway. Color is the foundation of the basics. Color creates a certain mood and atmosphere, conveys emotions; each shade evokes its own associations. In short, color can decide the fate of your design. Color plays a role not only in branding elements, its effect extends to everything - even to photography. Thanks to filters and various settings, we can infinitely improve the colors and tones of photographs.

Are you creating a sleek and sophisticated poster design? Why not use a monochrome filter with black tones and high sharpness - such as the Canva “Street” filter. Or maybe you want to create an eccentric image? Reduce the image contrast slightly to muffle colors, make them softer and calmer.

Repetition

Take any well-known brand - Coca-Cola, Apple, Nike - and I'm sure you all remember their logos, image, and color scheme. Why does all this instantly pop up in our memory? Yeah, right, the reason is repetition. As for brand design, repetition is a key element: it provides a consistent brand image and logically links all the elements together. Repetition is a key element of branding, but it also finds its way into creating great “one-time” designs. For example, repetition is a key component of patterns and textures.