alignment and relationship of elements in a pattern or grid
elements of the design are centered or evenly divided horizontally and vertically on a page
off-center alignment created with an odd or mismatched number of elements
elements radiate from or swirl around in a circular or spiral path.
the use of big and small elements, black and white text, squares, and circles
placing elements near each other to demonstrate their relationship to each other
repeating some aspect of the design throughout the entire layout
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
Five Elements of Design
Line, Shapes, Mass, Texture, Color
used to organize information, simulate movement, lead the eyes, enhance a design
used to enhance a publication and convey meaning
used to define size, space, and create an impact
used to convey a sense of feel
used to evoke emotion and action; adds or detracts attention
Lead the eye
by creating a pattern of dark to light values, even when the objects are equal in shape and size, it leads the eye in the direction of dark to light
the spot that the eye sees when it first encounters a page. It is slightly above and to the right of the mathematical center of the page
the visual path the eye follows when looking at a printed page
a chart used to choose colors. Can be used to pick colors that will look good together in desktop publishing publications.
colors that look good together to create a more visually appealing publication
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.
The amount of hue used
cool colors (blue, green and violet)
warm colors (red, orange and yellow)
beige, ivory, taupe, black, gray, and white
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