A/V Principles and Elements of Design

provides stability and structure to a design. It is the distributed weight in the design by the placement of elements on the page.

• Balance

• Copyright

• Contrast

creates relationships between elements. Elements should be visually connected in some way. Provides a focal point.

• Balance

• Proximity

• Contrast

aligning elements creates a visual connection between elements which leads to order and organization.

• Proximity

• Balance

• Contrast

strengthens a design by tying elements together and creating association and consistency.

• Repetition

• Balance

• Proximity

emphasize or highlight key elements by contrasting them with other elements.

• Repetition

• Contrast

• Balance

the distance or area between, around, above, below or within elements. Positive and negative space are important in every design.

• Contrast

• space

• repetition

the linear marks made with a drawing tool or the edge created when two shapes meet.

• line

• contrast

• repetition

a self-contained defined area of geometric (squares and circles), or organic (free formed) shapes.

• shape

• space

• contrast

All lines have direction. Horizontal suggests calmness, stability and tranquility. Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action.

• Direction

• contrast

• balance

the relationship of the area occupied by one shape to that of another

• balance

• size

• contrast