Visual Elements and Design Principles in Media Production

David Kei-man Yip

Abstract: Visual elements such as dot, line, plane and color are the basic components of an image. By applying design principles to these visual elements in visual expression, the creative possibilities are infinite. Cinematic style is created by the filmmaker’s control over the medium. Many visual styles of media projects are the application of the design principles to the visual elements. This systematic approach is not only confined to a shot composition but also to the whole visual structure of the work involving the development of both story and visual elements. This article analyzes this design approach to visual styles by discussing the works of several film masters as examples of how media project can use this approach to design and structure visual content.