| A | B |
|---|
| Principles of Design | Alignment, Balance, Contrast, Proximity/Unity, Repitition/Consistency & White Space |
| Alignment | Relationship of elements in a pattern or grid |
| Balance | Determined by how elements are placed on a page |
| 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 |
| Radical | Elements radiate or swirl out from a centerpoint |
| Contrast | The use of big & samll elements, black & white text, squares, & circles to add emphasis to important information |
| Proximity/Unity | Placing elements near each other to demonstrate their relationship to each other |
| Repetition/Consistency | Repeating some aspect of the design throughout the entire layout to improve readability & aid in navigation |
| White Space | negative or empty space between text or graphics |
| Rule of Thirds | Visually dividing the page into thirds vertically &/or horizontally & placing the most important elements within those thirds |
| Optical Center | The spot the eye sees when it first encounters a page. Located slighty above & to the right of the center of the page |
| Z-pattern | The visual path the eye follows when looking at a printed page. |
| Five Elements of Design | Lines, Shapes, Mass, Texture, & Color |
| Lines | Used to organize information, simulate movement, lead the eyes & enhance a design |
| Shapes | Used to enhance a publication and covey meaning |
| Mass | Used to define size, space, and create impact |
| Texture | Used to convey a visual sense of feel |
| Color | Used to evoke emotion and action; adds or detracts attention |
| Value | A subset of color; lightness or darkeness of an object, regardless of color |
| Color Wheel | A chart used to show the relationship between colors, often used to pick colors that will look good together |
| Complimentary Colors | Colors that look good together to create a more visually appealing publication |
| Color on Monitors | Created by mixing varying degrees of red, green & blue light (referred to as RGB) & expressed as hexadecimals |
| Color on Printers | Color is created by layering cyan, magenta, yellow & black ink (referred to as CMYK) in printing process & expressed in percentages |
| Color Matching | The process of matching the colors produced on the computer screen to the colors that can be printed on paper using ink to ensure the printed publication looks as much like the on-screen publication as possible |
| Hue | A color |
| Tint | A hue plus white |
| Shade | A hue plus black |
| Saturation | The amount of the hue used |
| Calming Colors | Cool colors (blue, green & violet) |
| Exciting Colors | Warm Colors (red, orange, & yellow) |
| Neutral Colors | Beige, Ivory, Taupe, Black, Gray & White |
