| A | B |
|---|
| Asymmetrical Design | Balancing contrasting elements on a page. |
| Balance | The equal distribution of design elements on a page. |
| Consistency | Uniformity among design elements within or among documents. |
| Contrast | The difference in the degrees of lightness and darkness on a page. |
| Color | A powerful tool in communicating a message and evoking an emotional response from viewers. |
| Page Layout | The way in which elements are arranged on the page. |
| Directional Flow | Positioning elements to draw the readers eye through the document. |
| Z Pattern | When scanning a page, the eye tends to move in a Z pattern. |
| Focal Point | Element used to draw the reader’s eye. |
| Grid | The underlying structure of a document. |
| One-column | A common page layout used for fliers and formal documents. |
| Multi-column | An easily read page layout used for brochures and many folded documents. |
| Gutter | The white space between columns. |
| Proportion | Sizing elements in relation to their relative importance and to each other. |
| Symmetrical Design | Balancing similar elements equally on a page. |
| Thumbnail Sketch | A rough sketch used in planning a layout and design. |
| Alignment | Lining up text and/or graphics on a page. |
| White Space | Background space with no text or graphics. |
| Legibility | The ease with which individual characters are recognized. |
| Desktop Publishing | Using computer software such as MS Word to create porfessional-looking documents for both office and home use. |
