| A | B |
|---|
| organization | the key to good design |
| surface | elements seen; line, shape, color, etc. |
| hidden | elements that are transparent to the viewer |
| cluster | the brain and eye does this when looking at similar elements |
| gestalt | german for form, the whole is greater than the sum of the parts |
| format | the venue and arrangment of design |
| comps | construct prototypes taking into account design decisions |
| field of vision | oval shaped, roughly double the width to height |
| reactangle | psychological association that affects the image will be read |
| horizontal | nature, serenity |
| vertical | contemporary, architectural, |
| square | neutral, stable |
| golden rectangle | proporational aid that build internal relationships and aids in hiearchy, eye movement |
| eye movement | built in survival feature that makes the eye scan |
| theme | subject or topic that represents an idea, quality or character |
| motif | a recurrent idea represented |
| non-objective | nonrepresentable to anything recognizable, makes attempt to depict the real world |
| abstract | resemble but distorts real world |
| realistic | replicates real world, descriptive, nameable |
