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1.01 Design Principles

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Term
Definition
Balance   Determined by how elements are arranged  
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Symmetrical   Elements of the design are centered or evenly divided horizontally and vertically on page  
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Asymmetrical   Off-center alignment created with an odd or mismatched number of elements  
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Radial   Elements radiate or swirl out from a center point  
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Contrast   Emphasizing the difference between two elements. Create interest and exciment  
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Unity/Harmony   All of the design elements are consistent with each other in shape, style and color and consistent with the overall message.Help the reader understand the who;e message.Can be achieved through repetition/consistency  
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Examples of Unit/Harmony   Using consistent font scheme or repeated shape throughout, using lines to connect, placement of related objects near each other ( Example: Picture with caption)  
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Scale/Proportion   The relationships between the sizes of various elements.Creates visual impact and aids readability  
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Dominance/Emphasis   The first element the eye sees; the focal point  
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Grids   Visually dividing the layout into columns and/ or rows  
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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  
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Optical Center   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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Z-pattern   The visual path the eye follows when looking at a printed page  
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