- Hierchierchy. The relative importance of elements. ( most important to least important)
- Focal " Point- The strongest, most compeling element in a design. ( focused portion in an image)
- Eye path: A strong compestation can guide the viewers eye though the design.
- proportation: Size of elements in proportation to one another. Relative Amouts of space devoted to item eg. written and image.
- visual wieght: equals size + value. ( the lightness or darkness of a colour).
-Type as a visual element: Think of blocks of type as having shape and wieght, just like photo's and illustrations
-Allignment "Grid": It can give a sense of visual order and rythem. Set of guidelines for the user to align and repeat.
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