Principles and Elements of Design

Learn underlying design theory

Picture this...

You don't think about where flowers should go anymore. You know. You don't look at images of arrangements and wonder why they appeal to you — you know the principles at work behind them. You don't fret when an arrangement didn't turn out just how you wanted it to because you've identified the missing principle or element and you know what to do next time.

Truly, a deep relationship with the elements and principles of design accelerates our design and composition skills faster than any workshop or real-world experience ever will.

And my favorite part? They can be applied to all kinds of things. Reception design, styling, photography, Instagram planning, fashion, interior design and food. The list goes on and on...

want this to be you? Keep reading.

So are these the "rules"?
SOME PEOPLE SAY "YOU'VE GOT TO KNOW THE RULES TO BREAK THE RULES"

I understand the sentiment, but I would suggest that in flower arranging there aren't rules to be broken, but principles to guide the choices we make and the risks we take. Principles that inspire creativity and courage in a way like nothing else quite can. They weren't made to be broken, but mixed in an infinite number of ways by the creator. They help us tell a story, express emotions, and they encourage. The elements and principles of design are like a language, and the linguists are known for skipping the small talk and shooting straight to the heart. The principles speak deeply, profoundly.

Balance, movement and rest. Repetition, color gradation, focal point, dominance and lines. Proportion, contrast, golden mean, rule of thirds, symmetry, asymmetry, proximity, radiation, pattern and unity. Color, texture and shape. These are a few of the principles and elements we'll cover. And in addition to these, you'll see step-by-step implementation — the mixing and marrying of these powerful concepts.

This class is taught by me, Kelly Perry, owner of Philosophy Flowers.

Here is a sampling of my portfolio. You'll be able to identify the elements and principles you see at work in these arrangements when we finish up our time together!

What's covered in this class?

This is a comprehensive class

Organized framework, 6+ hours of instruction, and thoughtful notes

Marketing Pages Summary Blocks

Lesson 1: Overview Of The Elements & Principles

In this session we will define the elements and principles, their purpose, and how they interact with one another. This framework will guide in-depth discussions & applications in remaining lessons.

Lesson 2: Observing The Elements

Want to choose flowers with purpose? Recognizing the elements makes that possible. Learn to observe them in everyday places and use your ability to quickly describe the elements as you sell flowers and place flower orders.

Lesson 3: Choosing Elements That Tell A Story

Observe as Kelly chooses elements with purpose and employs them to tell three unique stories through three floral demonstrations. She will focus on the principle of proximity in this lesson, but you'll see how several supporting principles interact as she arranges.

Lesson 4: Reaching The Goal Through Principles

Kelly will create a bridal bouquet and centerpiece, relating the framework she uses for arranging to the goals of balance, movement and rest. Along the way, you'll get an overview of the principles that take you there, specifically proportion, actual and implied lines, pattern and radiation. A special emphasis will be placed on reaching physical balance, demonstrating how this can be done with both spherical and triangular shapes.

Lesson 5: Achieving Visual Balance

Reach visual balance while using the principle of contrast. It can be a tricky combo, but with ratios and a little intuition it's very fun and a great way to employ the elements in an interesting way!

Lesson 6: Creating Movement Through Color

We will approach color using traditional, time tested theories as well as a contrasting approach that is easy to apply — no color wheel required. See how color can be arranged through gradation and contrast for both soft and striking displays.

Lesson 7: Rest & The Elements to Employ

Focal Points are often placed low, but what if they were high from time to time, for drama and fun! See two arrangements come together — compare and contrast the message and mood they embody.

Lesson 8: Dominance

Not every design needs a focal point in the traditional sense — but dominance is like the landing brakes on a plane. You don't take off without them. Learn to use dominance and fly with confidence!

In addition to class videos you'll get

Clearly annotated images & notes to reinforce elements and principles

35 case studies on the overview of an arrangement its principles

Marketing Pages Summary Blocks

Elements of design

Included with this class are over 35 annotated images like this one that walk you through the principles and elements at work.

Principles of design

Included with this class are over 35 annotated images like this one that walk you through the principles and elements at work.

Elements of design

Included with this class are over 35 annotated images like this one that walk you through the principles and elements at work.

Principles of design

Included with this class are over 35 annotated images like this one that walk you through the principles and elements at work.

Want to know a little more About me?

I live in Boone, North Carolina with my husband Jesse and our golden doodle Buster. I tend a little garden and love to write about what I see there. I got my start in flowers with Philosophy Flowers in 2012.

I have a B.S. in FACS with Teacher Licensure, and thought I would be a middle school teacher. God had other plans for me though, and I'm reminded of that every day when I pass by the wall where all my dreams, promises and letters from Team Flower members are posted. My education, as unrelated as it may appear, is in truth, very relatable — an uncanny setup for the work I do with Team Flower. I took classes in marketing, entrepreneurship, interior design, fashion design and education. All these topics and skills transfer beautifully. I also left college with my husband Jesse, who is, in every way, the perfect partner for me and Team Flower.

If you want to know more, check out these interviews

Kelly will answer your questions!

if you have a clarifying design question or want to talk principles, comment while watching and Kelly will chime in!

Sounds good, but...

How much does it cost?

Join starting with just $74

8 month payment plan

OR

Save with one payment of $499

Purchase & Receive instant access to entire class

14 day money back guarantee included

Access never expires

At the end of the day, this choice is determined by assessing the time and energy it would take for you to accomplish these things on your own, and how much that time and energy is worth to you. What amount would you pay to expedite your learning curve, have the information you need and get your business earning income faster?

Psst… there's more

Lifetime access to the class materials & Team Flower Community

Easy access on all your devices (computer, tablet and phone)

Instant, on-demand access to class anytime, anywhere

Direct access to the instructor for questions

Listing in the Team Flower Directory

Fast, friendly customer support

Are you a little nervous this class might be a total flop?

there's no risk

If you feel we didn't deliver as promised, you don't like the instructor, or online learning isn't for you, no hard feelings! Just reach out within 14 days and we'll refund your money!

Feedback from your future classmates

Marketing Pages Summary Blocks

Jenny Preston

After this class I feel more empowered knowing that there are principles of design that I can follow and can use to my advantage. This class definitely helps me enhance my personal design style and create the types of arrangements I've always loved and admired. The lessons have made me more aware of what to look for in my arrangements and how to create balanced designs with depth.

TaQuilla Martin

This class is a must! From using transition flowers, to gradation, to color choices — there are so many techniques shared in this class that I’m excited to start working on! They are proven techniques that you can use to feel confident in your work and produce quality arrangements every time.

Paula Rice

This class is foundational to understanding what it is that makes an arrangement pleasing to look at. So often you see a hodge-podge of perfectly spaced plant material and it’s not pleasing to look at. Knowing these principles gives you confidence to step out of the mold and create! This class will help set your work apart from just the average person.

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