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| Question | Answer |
| Line | Used to divide a layout or Connect elements in a layout |
| Shape | Helps to sustain the readers interest. Also can organise the page by separating items. Categorised as natural, geometric or abstract. |
| Texture | Physical texture is the appearance of the paper, coarseness or smoothness of paper. Visual texture is the pattern of an image. Texture can create moods or add richness to a graphic display. |
| Size | Size commonly relates to the importance of an item in a design. The biggest item being the most important. |
| Colour | Creates mood and stimulates emotions. Helps to create corporate identity the public will remember. Harmonious colours bring unity. Contrasting colours create boldness. |
| Value | Deals with colour tones in a layout. Darker tones have higher value. Dark tones next to Light tones create contrast. |
| Mass | Mass is the space in the pace it covers. Example a bold heading has a greater mass than all sub-headings. |
| Design Principles | The elements in a page that assemble the overall composition of the design. |
| Balance | Balance is the symmetry of a page i.e. Items are equally spaced out around a centre. Creates stability, a sense of conservation. |
| Contrast | Colour, font styles and shapes that are opposites to one another or very different increase the visual impact of contrast. |
| Emphasis/Dominance | Dominance is the related to the bigger bolder or underlined items. Emphasis is used in items like, headings, sub - headings and graphics. |
| Rhythm | Creating a flow in the page. Directs the reader to make the layout easy to understand and follow. |
| Proximity | The positioning of elements make the publication easier to follow and understand. |
| Unity | Unity allows the layout to achieve a sense of items linking with each other and being close. |
| Alignment | Connects elements visually to achieve a neat, structured look. |
| White Space | Areas with no form of items. White space allows the eye to rest. |
| Flow | Flow is the layout of the poster which helps the texts and graphics flow. |
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