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| Relationship of elements in a pattern or grid |
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| determined by how elements are placed on a page |
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| Elements of the design are centered or evenly divided horizontall and vertically on a page |
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| Off center alignment created with an odd or mismatched number of elements |
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| Elements radiate or swirl our from center point |
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The use of big and small elements, black and white text, squares, and circles
a.Adds emphasis to important information
b.Adds appeal |
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| Placing elements near each other to demonstrate their relationship to each other |
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Repeating some aspect of the design throughout the entire layout.
a.Aids navigation
b.Improves readability |
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Negative or empty space between text and/or graphics.
a.Gives a design breathing room.
b.Smoothes transition between elements |
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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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| 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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| The visual path the eye follows when looking at a printed page. |
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| Used to organize information, simulate movement, lead the eyes and enhance a design |
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| Used to enhance a publication |
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| Used to define size, space, and create an impact |
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| Used to convey a “visual” sense of feel |
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Can be used to
a.Evoke emotion
i. Color themes can be used to set a tone or mood for the publication.
ii. Color themes
(a)Calming colors – cool colors (blue, green and violet)
(b)Exciting colors – warm colors (red, orange and yellow)
(c)Neutral colors - beige, ivory, taupe, black, gray, and white
b.Add or detract attention – make design elements more or less noticeable.
c.Create movement – make some colors stand out while others appear to recede.
d.Lead the eye – lead the reader’s eye to certain elements in the design. |
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| A chart used to choose colors. Can be sed to pick colors that will look good together in desktop publishing publications |
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| Colors that look good together to create a more visually appealing publication |
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a. On Monitors – colors are created by mixing varying degrees of red, green and blue light.
i. Referred to as RGB (red, green, blue)
(a) ii. Expressed as hexadecimals
b. On Printers - in the four-color printing process, color is created by layering cyan, magenta, yellow and black ink.
i. Referred to as CMYK (cyan, magenta, yellow and black)
ii. Expressed as percentages
c. Color Matching – the process of matching the colors produced on the computer screen to the colors that can be printed on paper using ink to ensure the printed publication looks as much like the on-screen publication as possible. |
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a. Hue – a color
b. Tint – a hue plus white
c. Shade – a hue plus black
d. Saturation - the amount of the hue used |
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