As a film student one of the first concepts I learned and engraved in my heart were the elements and principles of art. In a nutshell, they are mechanisms to organize and arrange the various characters that compose a design or visual work.
There are several reasons why it’s so important to know them. Mainly because a designer or artist can’t create a piece without using at least two.
In a PR/Marketing agency environment, keeping in mind those concepts give you the opportunity to effectively communicate to the rest of the team (especially the ones that do not have an art/design background) how the chosen elements will visually reflect and impact the messaging of the diverse campaigns you could be working on.
These principles/elements combined with color theory and composition knowledge will pretty much guarantee that your design work will be interesting, engaging and most importantly, to the focused audience it will be memorable.