1. Contrast
1.1. Combining elements to point out their differences
2. Emphasis
2.1. Emphasis is the method used to draw attention to a part of the design by making it the focal point or the main idea. There are common techniques that are used to add emphasis in a design such as...
2.1.1. Contrasting elements
2.1.1.1. big, small, thick, thin, negative, positive
2.1.2. Color
2.1.3. Reverse an element out of the background
3. Repetiton
3.1. Repeating certain elements throughout the entire design. Using repetition can pull the design together (using a theme of squares then using different sizes and shapes of squares and rectangles).
3.1.1. Example: using a repeated background on a PowerPoint presentation.
4. Color
4.1. Color is the hue of a pigment or light and is produced by the subtraction or addition of primary and secondary colors produced from light.
4.1.1. Humans are restricted by the limitations of their eyes and ears to perceive the world.
4.1.2. Our eyes have cells contained on the retina, that chemically respond to different wavelengths of visible light, namely red, green, and blue. These colors are often refereed to as the visible spectrum.
4.1.2.1. The visible is only one small part of the electromagnetic spectrum. Other waves of the electromagnetic spectrum are always there but our eyes cannot detect them.
4.1.3. Color is the primary tool for symbolism in communication. There are different uses of color...
4.1.3.1. They can attract the eye
4.1.3.2. Produce visual stimuli
4.1.3.3. Organization
4.1.3.4. Provoke emotional response
5. Shape
5.1. Shape is any form that occupies and defines negative and positive space. Shape is anything that has width, shape or depth. There are three types of shapes...
5.1.1. Geometric
5.1.1.1. Triangles
5.1.1.2. Squares
5.1.1.3. Circles
5.1.2. Natural
5.1.2.1. Animals
5.1.2.2. Plants
5.1.2.3. Humans
5.1.3. Abstract
5.1.3.1. Simplified Versions of natural shapes
6. Space
6.1. Space is the negative or positive area that an object or objects occupy in a design. Using simple principles can control the relative position of every element. Some principles are...
6.1.1. White Space
6.1.1.1. The space around your design and between elements in your design.
6.1.2. Overlapping Elements
6.1.3. Value
6.1.3.1. The lightness or darkness of an object.
7. Line
7.1. Line has length, position and direction and is either visible or invisible. A line (curve) is basically any distance between two points. Lines can take on a variety of shapes and functions such as...
7.1.1. Connectors and separators
7.1.2. Outlines
7.1.3. Graphs and grids
7.1.4. Symbolism
8. Balance
8.1. Balance is the optical illusion of equal spacing of objects.
8.1.1. Formal balance
8.1.1.1. When elements on a page can be centered and/or evenly divided both horizontally and vertically it has symmetry. Symmetrical balance is generally for more formal, orderly layouts. These layouts often convey a sense of tranquility, familiarity, elegance or serious thought.
8.1.2. Informal balance
8.1.2.1. It involves placement of elements in a manner that allows elements of varying visual weight to balance one another around an imaginary point. For example, it is possible to balance a heavy weight with a cluster of lighter weights on equal sides of the imaginary line.
9. Movement
9.1. Combines elements in an art work to create the illusion of action
10. Rhythm
10.1. Rhythm is a reoccurring movement or pattern, which can produce a feeling of motion in the design. Size, shape, color, spacing, angles and texture of the materials are all factors in placing rhythm in a design and can help lead the eye in some direction. Types of rhythm include...
10.1.1. Repetition
10.1.1.1. Repeating similar elements in a consistent manner.
10.1.2. Variation
10.1.2.1. Change in form, size or location.
11. Unity
11.1. Unity is the completeness and harmony of a design. Unity is achieved when all the elements belong together. Several methods of organization are used to produce unity in the design such as...
11.1.1. Grouping
11.1.2. Using a grid
11.1.2.1. subdivision of space
12. Proportionate
12.1. Proportion is the relative size of one object in comparison to another. The human body is a considered an ideal proportion based on the size relationships between the body and the head. A caricature is funny because the head is out of proportion.
13. Texture
13.1. Texture is the look or feel of any object or surface. This appearance can be...
13.1.1. Visual
13.1.1.1. Illusion texture, such as patterns
13.1.2. Tactile
13.1.2.1. Physical texture
14. Size
14.1. Size is how big or small objects are in relation to the space they occupy. The primary roles size plays in design are...
14.1.1. Function
14.1.1.1. What the Visual is being used for
14.1.2. Atractivness
14.1.2.1. How does the size make it look?
14.1.3. Organization
14.1.3.1. Making the visual easier to process/ understand