| A | B |
|---|
| Alignment | Arrangement of text and objects on a page |
| Consistency | Maintain consistent color scheme, font scheme, and graphics |
| Contrast | Emphasize the most important objects with color and size |
| Proximity/Unity | Objects grouped appropriately |
| White Space | Negative or blank space should be uniform |
| Target Audience | Groups with identifying characteristics such as age, ability, & special interests |
| Energizing & emotional colors | Used to excite and promote action |
| Calming and spiritual colors | Used to reduce the level of excitement and promote serious behaviors |
| Symbolic colors | Used to evoke culture-specific responses |
| Font scheme | Uniform style, size, & effect |
