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23 Cards in this Set
- Front
- Back
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Alignment
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relationship of elements in a pattern or grid
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Balance
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determined by how elements are placed on a page
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Symmetrical
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elements of the design are centered or evenly divided horizontally and vertically on a page
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Asymmetrical
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off-center alignment created with an odd or mismatched number of elements
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Radial
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elements radiate or swirl out from a center point.
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Contrast
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the use of big and small elements, black and white text, squares, and circles
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Proximity/Unity
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placing elements near each other to demonstrate their relationship to each other
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Repetition/Consistency
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repeating some aspect of the design throughout the entire layout
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White Space
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negative or empty space between text and/or graphics
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Rule of Thirds
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visually dividing the page into thirds vertically and/or horizontally and placing the most important elements within those thirds
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Optical Center
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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
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the visual path the eye follows when looking at a printed page
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Lines
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used to organize information, simulate movement, lead the eyes and enhance a design
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Shapes
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used to enhance a publication.
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Mass
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used to define size, space, and create an impact
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Texture
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used to convey a “visual” sense of feel
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Color
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can be used to Evoke emotion
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Calming colors
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cool colors (blue, green and violet)
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Exciting colors
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warm colors (red, orange and yellow)
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Neutral colors
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beige, ivory, taupe, black, gray, and white
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Add or detract attention
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make design elements more or less noticeable
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Create movement
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make some colors stand out while others appear to recede
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Lead the eye
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lead the reader’s eye to certain elements in the design.
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