Design Principals Vocab

Front

Design components visually combined and arranged:

Back

Composition

Front

Elements in a composition: headline, subheadline, captions, copy, byline, photos, typography, banners, images, links, etc.

Back

Component / Module

Front

Abstract elements of theme, connotation, message, and style:

Back

Concept

Front

Position of items in a composition affects their spatial relationship and significance.

Back

Placement

Front

Visual harmony is the agreement between elements, crucial for theme and appearance in a composition.

Back

Harmony

Front

Distribution of components providing stability:

Back

Balance

Front

Relative size and scale of components in a composition that create unity.

Back

Proportion

Front

Relative size of one component to another:

Back

Scale

Front

Grouping of objects by closeness:

Back

Proximity

Front

Repetition or alternation of components in a composition:

Back

Rhythm