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Objective 1.02

Design and Color

TermDefinition
Alignment Visual relationship between all of the elements in a layout.
Balance The way in which the elements of a piece are arranged.
Symmetrical Elements of the design are centered or evenly divided both vertically or horizontally.
Asymmetrical Off-center alignment created with an odd or mismatched number of elements.
Radial With radial designs the elements radiate from or swirl around in a circular or spiral path.
Contrast The use of big and small elements, black and white text, squares and circles.
Proximity/Unity The grouping of elements to demonstrate their relationship to each other.
Repetition/Consistency Repeat some aspect of the design throughout the entire layout.
White Space Negative or blank space of any color.
Rule of Thirds Using imaginary grids to visually divide the page into thirds vertically and/or horizontally and placing the most important elements within those thirds.
Optical Center The spot the eye first sees when looking at a page.
Z-Pattern The pattern the eye follows when scanning a page.
Lines Can be used to organize, create movement, connect, separate, provide texture, or convey a mood or emotion.
Shapes Used to highlight information, organize or separate information, or make the design more interesting. Examples include: squares, rectangles, circles, and triangles.
Mass Refers to the size, space and heaviness of an object.
Texture An effect applied to a background or as the fill for an object.
Color Can be used to evoke emotion. Set a tone or mood for the publication. Color themes include: cool, warm, and neutral. Color can also Add or detract attention, create movement, or lead the eye.
Value Refers to the lightness or darkness of the hue.
Color Wheel A chart used to show the relationship between colors.
Complimentary Color Colors that look good when used together.
Monitors RGB
Printers CMYK
Color Matching The process of matching the printed ink color as closely as possible to the color displayed on the monitor.
Hue A color.
Tint A hue + white.
Shade A hue + black.
Saturation The amount of the hue used.
Calming Colors Also known as cool colors. Colors with blue in them.
Exciting Colors Also known as warm colors. Colors with red in them.
Neutral Colors Beige, ivory, black, grey and white.