| A | B |
|---|
| Alignment | Arrangement of elements in a pattern or grid. |
| Symmetrical Balance | Elements of the design are centered or evenly divided both vertically and horizontally. |
| Aysemmetrical Balance | Off-center alignment created with an odd or mismatched number of elements. |
| Radial Balance | the 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 elements to demonstrate their relationship to each other. |
| Repetition/Consistency | Repeat some aspect of the design throughout the entire layout. |
| White Space | Negative or empty space between text and/or graphics. |
| Rule of Thirds | Using imaginary grids to visually divide the page into thirds vertically and/or horizontally and placing most important elements within those thirds. |
| Optical Center | the spot the eye first sees when it encounters a page. |
| Z Patterns | the pattern eye follows when scanning a page. |
| Grids | Imaginary lines used to divide a page into sections to aide in the placement of elements on the page. |
| Lines | used to organize information, simulate movement, lead the eyes and 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 "visual" sense of feel. |
| Color | Used to evoke emotion and action; adds or detracts attention |
| Color Wheel | A chart used to show the relationship between colors. |
| Hue | A color |
| Tint | A hue plus white |
| Shade | A hue plus black |
| Saturation | The amount of the hue used. |
| RGB | Red, Green, Blue |
| CMYK | Cyan, Magenta, Yellow and Black |
| Color Matching | The process of matching the colors produced on the computer screen to the colors that can be printed on paper using ink. |
| Complementary Colors | Colors that look good together to create a more visually appealing publication. |
| Creating Colors on Monitors | Colors are created by mixing varying degrees of red, green and blue light. |
| Creating Colors on Printers | In the four-color printer process, color is created by layering, cyan, magenta, yellow and black ink. |
