Difference degrees of lightness and darkness on the page. Also, used as an organizational aid so that the reader can distinctly identify the organization of the publication.
Contrast, Repetition, Alignment, Proximity.
Established by organizing a positioning element in such a way that the reader's eyes are drawn through the text and to particular words or images that the designer wishes to emphasize.
The center of interest on a page or set of facing pages, created by using color, contrast and proportion.
Duplication of elements or details on one or more pages.
Rule of Thirds
States that page is arranged more effective and appealing to the eye than other designs. Nine equal parts.
White Space/Negative Space
The non-printed space of margins and gutters.
Conformity in the application of something, typically that which is necessary for the sake of logic, accuracy, or fairness.
Attained by equally distributing the weight of various elements, such as blocks of text, graphic images, headings, ruled lines, and white space on the page. Can be described as either symmetrical or asymmetrical.
A part, share, or number considered in comparative relation to a whole.
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