| A | B |
|---|
| Alignment | alignment and relationship of elements in a pattern or grid |
| 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 |
| Proximity/unity | grouping of elements to demonstrate their relationship to each other |
| White space | negative or blank space |
| 7. Rule of Thirds, Visual Center, Grids | 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 |
| Value | a subset of color; lightness or darkness of an object, regardless of color |
| i. Increase or decrease contrast | the greater the difference between an object and its background, the greater the contrast |
| Create movement | objects of the same value create a static design with all objects equal in visual importance |
| Lead the eye | by creating a pattern of dark to light values, even when the objects are equal in shape and size, it leads the eye in the direction of dark to light |
