Appearance of having equal visual weights

Creating balance by using the same objects, shapes, colors or movement on each half of a design so it appears one side of the design is a reflection of the other

Creating balance in a design using a variety of objects, shapes, colors, movement or white space which have equal visual weight but are not the exact same of each half

Organization structure which ranks objects by importance

Use of design elements to draw attention to a focal point

Use of repeated design elements, such as size, color, typeface, spacing or grid structure

Feeling of cohesiveness between all design elements in a design

Method used to deliver content to audiences

Any documents which are viewed at once on one page or screen

Any documents which contain multiple pages or screens

Short bursts of text which provide important information about content

Used to break long body text into shorter segments

Small headline which helps classify information

Larger headline than main headlines meant to draw attention to a main article

Summary of important information in an article

Larger quote pulled from the body text and emphasized

Main segment of text which communicates information

Lines which enclose another design element

Any space which is not occupied by design elements

System for laying out design elements consistently using a series of vertical, horizontal and diagonal lines; used only when creating a document and will be invisible when the design is published

Individual lines within a grid which content should be aligned; can also be added individually as designers need

Area surrounding any design element

Vertical divisions of content

Margins between columns

Horizontal divisions of content

Refers to the location of a color on the color wheel

Measurement of lightness or darkness

Measurement of purity and vibrancy of a color

Short amounts of text such as headlines or subtitles

Text intended to be read at length

Line letters sit on

Height of capitalized letters

Height of lowercase letters

Strokes going above the x-height

Strokes going below the baseline

Main vertical stroke of a letter

Horizontal stroke connecting two vertical strokes

Horizontal stroke intersecting a vertical stroke

Horizontal letterform where at least one end does not attach to the vertical stroke

Descending stroke

Lower stroke of a "k"

Main curved stroke of an "s"

Curve in lowercase "n" and "m"

Spacing between individual letters

Spacing between the baseline of lines in a paragraph

Curved line connecting the serif to a stroke

Projection off a main stroke but not enough to become a serif

Decorative lines at the end of a stroke

Serif projection extending from the end-point of an uppercase "L", "T" or "E"

End of a stroke without a serif

End of a stroke with a teardrop shape

Curved portion to enclose a counter

Peak of an uppercase "A"

Closed portion of "a" and lowercase "e"

Negative space in a letter

Decorative element added to or replacing terminal serif

Dot about a lowercase "j" or "i"

Small projection from upper right side of a double-story lowercase "g"

Lowercase "g" which does not include a loop

Set of characters designed to go together

Lowercase "g" which includes a loop

Specific style of characters within a typeface

The relationship among the elements of a visual that helps all the elements function together; supported by all the other principles

Group related items together

Nothing should be placed on the page arbitrarily. Every item should have a visual connection with something else on the page.

Something (a line, an edge, a curve, a direction) continues from one element to another

The prevailing influence of one element over another, and a function of hierarchy

If two items are not exactly the same, then make them different; really different

The art of arranging pictographic and typographic elements to create effective communication