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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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| the use of big and small elements, black and white text, squares, and circles.a. Adds emphasis to important informationb. Adds appeal |
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| placing elements near each other to demonstrate their relationship to each other. |
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| 5. Repetition/Consistency |
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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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| off-center alignment created with an odd or mismatched number of elements. |
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elements radiate or swirl out from a center point.
3. Contrast – the use of big and small elements, black and white text, squares, and circles. |
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visually dividing the page into thirds vertically and/or horizontally and placing the most important elements within those thirds
1. 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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the visual path the eye follows when looking at a printed page.
C. Five Elements of Design |
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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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Color themes can be used to set a tone or mood for the publication.
ii Color themes |
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| cool colors (blue, green and violet) |
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| warm colors (red, orange and yellow) |
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| beige, ivory, taupe, black, gray, and white |
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| make design elements more or less noticeable. |
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| make some colors stand out while others appear to recede. |
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| lead the reader’s eye to certain elements in the design. |
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