| A | B |
|---|
| Symmetrical | elements of the design are centered or evenly divided horizontally and vertically on a page |
| Asymmetrical | off-center alignment created with an odd or mismatched number of elements |
| Radial | elements radiate from or swirl around in a circular or spiral path |
| Contrast | the use of big and small elements, black and white text, squares, and circles; adds emphasis and appeal |
| Proximity/unity | grouping of elements to demonstrate their relationship to each other |
| Repetition/consistency | repetition of some aspect of the design throughout the entire layout, aids navigation, improves readability |
| White space | negative or blank space, Gives a design breathing room, Smoothes transition between elements |
| Rule of Thirds | visually dividing the page into thirds vertically and/or horizontally and placing the most important elements within those thirds |
| Lines | used to organize information, simulate movement, lead the eyes, enhance a design |
| Shapes | used to enhance a publication and convey meaning |
| Mass | used to define size, space, and create an impact |
| Texture | used to convey a sense of feel |
| Color | used to evoke emotion and action; adds or detracts attention |
| Perception | calming, exciting, mixed, neutral, spedifying color |
