| A | B |
|---|
| Aesthetic | 1. Concerned with beauty or the appreciation of beauty. 2. Of pleasing appearance. |
| Asymmetry | Symmetry in which both halves of a composition are not identical. Also referred to as informal balance. |
| Audience Analysis | The understanding of the consumer group for which the design is targeted. This would include the audiences, demographics, physical location, amount of time available to view the design, and interest in the subject matter. |
| Balance | A condition in which different elements are equal or in the correct proportions. There are three types of visual balance: symmetry, asymmetry, and radial. |
| Color | The property possessed by an object of producing different sensations on the eye as a result of the way it reflects or emits light. |
| Contrast | 1. The state of being noticeably different from something else when put or considered together. 2. Enhancement of appearance provided by juxtaposing different colors or textures. |
| Demographics | The statistical data of a population, esp. those showing average age, income, education, etc. |
| Element | A basic constituent part. |
| Emphasis | Special importance, value, or prominence given to something. |
| Form | 1. Having the three dimensions of length, width, and depth. Also referred to as a solid. 2. The organization, placement or relationship of basic elements, as volumes or voids in a sculpture, so as to produce a coherent image. |
| Gestalt | The principle that maintains that the human eye sees objects in their entirety before perceiving their individual parts. |
| Graphic Design | The art of combining text and pictures in advertisements, magazines, books, etc. |
