| A | B |
|---|
| Alignment | relationship of elements in a pattern or grid |
| Symmetrical balance | elements of the design are centered or evenly divided horizontally and vertically on a page |
| Asymmetrical balance | off center alignment created with an odd or mismatched number of elements |
| Radial balance | elements swirl around in a cicular or spiral path |
| Contrast | 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 |
| Repetition/consistency | repitition of some aspect of the design throughout the entire layout; helps navigation and improves readability |
| White space | negative or blank space; gives breathing room to a design; smooths transition of elements |
| Rule of thirds | visually dividing the page into thrids vertically and horizontally and placing the most important elements within those thirds |
| Lines | used to organize information, simulate movement, lead the yes 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 sense of feel |
| Color | used to evoke emotion and action; adds or detracts attention |
| Value | subset of color; lightness or darkness of an object regardless of color |
| Color Wheel | Demonstration of basic colors relative to each other and their relationship to primary colors |
| RGB | A color measure breaks down a color by the amount of red, green and blue used to create it |
| CMYK | A color measure for the printer that bases colors on the ink used in color printing |
| Saturation | The amount of black or white added to a color to get shades or tints |
