Term
| Focal Point/Emphasis/Center of Interest |
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Definition
| Marks the locations in a composition which most strongly draw the viewers attention. Usually there is a primary, or main focal point, with perhaps secondary emphases in other parts of the composition. |
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| Refers to equalizing the weight of elements in a design. Formal balance is achieved when all of the elements on the page are of equal weight and are placed symmetrically on the page. Balance is the concept of visual equilibrium, and relates to our physical sense of balance. It is a reconciliation of opposing forces in a composition that results in visual stability. Lack of balance can create tension in a composition and can be positive or negative dependent on the focal point and visual language of the image. |
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Term
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Definition
| Formal balance is achieved when all of the elements on the page are of equal weight and are placed symmetrically on the page. Balance is the concept of visual equilibrium, and relates to our physical sense of balance. It is a reconciliation of opposing forces in a composition that results in visual stability. Lack of balance can create tension in a composition and can be positive or negative dependent on the focal point and visual language of the image. |
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| Refers to the relative size and scale of the various elements in a design. The issue is the relationship between objects, or parts, of a whole. |
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| Gives elements the appearance of belonging together. It is the proper balance of all elements so that a pleasing whole results. The image is viewed as one piece, as a whole, and not as separate elements. Using too many shapes or typefaces may cause a design to be unfocused. |
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| Repetition gives motion to a work. If things are repeated without any change they can quickly get boring. However, repetition with variation can be both interesting and comfortably familiar. Repetition may be a clear repetition of elements in a composition, or it may be a more subtle kind of repetition that can be observed in the underlying structure of the image. |
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| Used to create eye movement and direction. It occurs when a design element is repeated. Rhythm acts as guide so the eye is directed to the points of emphasis in a work. The presence of rhythm creates predictability and order in a composition. |
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| Color refers to the hue (spectral color) and brightness/darkness (value) of the colors used. Color can have a strong emotional and psychological impact on the reader. It can be used to add interest. Yellow, orange, and red are considered warm colors and often denotes aggression, excitement, and danger. Blue, green, and violet are considered to be cool colors and are associated with nature and passiveness. |
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| Can be organic and freeform or can be straight and sharp. Lines can create patterns, which adds emotional impact to the visual image. It is an enormously useful and versatile graphic device that is made to function in both visual and verbal ways. |
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| such as: square, circle, and triangle. Each of these shapes have a psychological meaning associated with it. The triangle has the attitude of conflict or action. The circle gives the feeling of protection or infinity. Honesty or equality is associated with the square. |
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| The surface quality within a work - rough, smooth, soft hard glossy etc. Texture can be physical (tactile) or visual |
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| Refers to the size or amount of space taken up by an element. Forms and elements within a space can be thought of as positive or negative. In a two-dimensional composition, the objects constitute the positive forms, while the background is the negative space. Both contribute to the overall proportion, balance, and unity of a work. |
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