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| relationship of elements in a pattern or grid. |
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| determined by how elements are placed on a page. |
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| elements of the design are centered or evenly divided horizontally and vertically on a page. |
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| off-center alignment created with an odd or mismatched number of elements. |
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| elements radiate or swirl out from a center point. |
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the use of big and small elements, black and white text, squares, and circles.
a. Adds emphasis to important information
b. Adds appeal |
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| placing elements near each other to demonstrate their relationship to each other. |
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repeating some aspect of the design throughout the entire layout.
a. Aids navigation
b. Improves readability |
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negative or empty space between text and/or graphics.
a. Gives a design breathing room.
b. Smoothes transition between elements. |
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| visually dividing the page into thirds vertically and/or horizontally and placing the most important elements within those thirds. |
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| 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. |
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| the visual path the eye follows when looking at a printed page. |
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1. can be used to
a. Evoke emotion
i Color themes can be used to set a tone or mood for the publication.
ii Color themes
(a) Calming colors – cool colors (blue, green and violet)
(b) Exciting colors – warm colors (red, orange and yellow)
(c) Neutral colors - beige, ivory, taupe, black, gray, and white |
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| used to organize information, simulate movement, lead the eyes and enhance a design. |
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| used to enhance a publication. |
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| used to define size, space, and create an impact. |
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used to convey a “visual” sense of feel.
1. Add or detract attention – make design elements more or less noticeable.
c. Create movement – make some colors stand out while others appear to recede.
d. Lead the eye – lead the reader’s eye to certain elements in the design. |
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