Line
Is a mark on a surface that describes a shape or outline. Lines can be thick or thin,used to create texture, they can be vertical, horizontal, diagonal, and contour lines. |
Color
Has 3 properties chroma, intensity and value. Color refers to specific hues. The color wheel is a way of showing the chromatic scale in a circle using all the colors made with the primary triad. |
White Space
What lies between objects , the flat surface. White space gives the design breathing room
| Size |
Variations in the proportions of objects, lines, and shapes
Texture
The degre of roughness and/or smoothness in an object, the different uses of media may be used to obtain the effect. Texture is always a part of our design whether intentional or not.
Text
The use of text is important in navigation
Value
The degree of light and dark in a design. It is the contrast between black and white and the tones in between.
Balance
Symmetrical
Is a feeling of visual equality in shape, form, value, and color. Balance can be symmetical or evenly balanced asymmetrical and un-evenly balanced. Color, values, textures, shapes, forms, objects, etc., can be used to create balance |
Direction
All lines have direction-Horizontal, Vertical,or Oblique. Horizontal suggests calmness, stability, and tranquility. Vertical gives a feeling of balance, formality, and alertness. Oblique suggests movement and action
Contrast
The extreme changes between values. Variety
Rhythm
Elements recur regularly, a flow of objects. Is used to create eye movement and direction. Can be used to direct the user from one element to another.
Emphasis
A focal point created by making one element of the design more prominent or eye-catching than others.
Shape
Shapes are flat and can be grouped into two categories-geometric and organic. A 2- Dimensional Line with no form or thickness.
Unity
Describes the relationship between the individual parts and the whole of a composition. Very similar to Harmony
Repitition
Repeat. With variation repitition is interesting, without variation it becomes monotonous
Harmony
Brings together a composition of similar units. Very similar to Unity |
Dominance
Relates to varying degrees of empahsis in design. It determines the visual weight of a composition, establishes space, and perspective.
Perspective
How an image is percieved by the human eye. Foreshortening, horizon line, vanishing points.
Consistency
Consistent type graphics helps the user to navigate.
Alignment
Brings order to chaos, alignment of text and graphics
Proximity
AKA closeness. Proximity creates a bond between elements on the page, how close together or far apart elements are suggests a relationship or lack of relationship.
Mass
The amount of space taken up by an element.. Each piece created has a physical mass
Proportion
The relationship between size and shape. Helps achieve balance and unity in layout. Must be balanced by the use of contrast or unity.
Pattern
Keeping the design in a certain format, creates+ texture, suggest movement, lead the eye,
Movement
Is the suggestion or illusion of motion .
Similarity
Items that look alike, based on size, color, or shape.
