| A | B |
|---|
| Alignment | Relationship of elements in a pattern or grid. |
| 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. |
| Radial | Elements radiate or swirl out from a center point. |
| Contrast | Using big and small elements, black and white text, squares, and circles. |
| Proximity/Unity | Placing elements near each other to demonstrate their relationship to one another. |
| Repetition/Consistency | Repeating some aspect of the design throughout the entire layout |
| White Space | Negative or empty space between text and/or graphics. |
| Rule of Thirds | Visually dividing the page into thirds vertically and/or horizontally and placing the most important elements within those thirds. |
| Optical Center | The spot that the eye sees when it first encounters a page. |
| Z-Pattern | The visual path the eye follows when looking at a printed 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. |
| Value | A subset of color; lightness or darkness of an object, regardless of color. |
| Color Wheel | A chart used to show the relationship between colors. |
| Complimentary Colors | Colors that look good together to create a more visually appealing publication. |
| Color Matching | The process of matching the colors produced on the computer screen to the colors that can be printed on paper using ink. |
| 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 |
