Relationship of elements in a pattern or grid
Determined by how elements are placed on a page
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 or swirl out from a center point.
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
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
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
cool colors (blue, green and violet)
warm colors (red, orange and yellow)
beige, ivory, taupe, black, gray, and white
Add or Detract Attention
More or less noticable
Make some colors sand out while others appear to recede
Lead the Eye
lead the reader's eye to certain elements in the design
A chart used to to choose colors.
Colors that look good together to create a more visually appealing publication.
colors are created by mixing varying degrees of red, green and blue light.
red, green, and blue
color is created by layering cyan, magenta, yellow and black ink.
Cyan, Magenta, Yellow, and Black
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 plus white
hue plus black
the amount of the hue used