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Design Principals

Vocabulary

TermDefinition
Balance determined by how elements are arranged
Symmetrical elements of the the design are centered or evenly divided horizontally and vertically on a page
Asymmetrical off-center alignment created with an odd or mismatched number of elements
Radial elements radiate or swirl out from a center point
Contrast emphasizing the difference between two elements.
Unity/Harmony all of the design elements are consistent with each other in shape, style and color and consistent with overall message. (repetition/consistency)
Scale/Proportion the relationships between the sizes of various elements. creates visual impact
Examples of Unity/Harmony Using consistent with each other in shape, style and color and consistent with overall message.Helps reader understand the whole message.
Dominance/Emphasis The first element the eye sees; the focal point
Grids Visually dividing the layout into columns and/or rows
Rule of Thirds Visually dividing the page into thirds vertically and horizontally and placing the most important element along a line or where the lines intersect
Optical Center The spot that the eye sees when it first encounters a page. It is slightly above and to the right of mathematical center of the page
Z-Pattern The visual path the eye follows when looking at a printed page
Created by: J'essence Brooks
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