Design Principles

Vertical Lines: Characterize dignity, formality, stability, and strength

Horizontal Lines: Represent calm, peace, and relaxation

Diagonal Lines: Give the sense of movement, action, and activity

Curved Lines: Give the sense of freedom and a soothing mood

Color: Described by hue, value, and saturation  

Shape: 2D Area enclosed by curves or lines

Form: 3D Volume or solid

Space: Areas between and around parts of an image or the implied depth in that image

Texture: Look or feel of the surface

Contrast: Used to emphasize an element of design

Balance: Visual and Physical balance

Radial Balance: Distribution of components in a circular pattern around a center point

Emphasis: Used to draw attention to one area

Rhythm: Repeated use of line, shape, color, texture or pattern

Unity: Consistent use of design elements

Aesthetic: 1. Concerned with beauty or the appreciation of beauty. 2. Of pleasing appearance

Gestalt: The principle that maintains that the human eye sees objects in their entirety before perceiving their individual parts.

Pattern: A repeated decorative design

Symbol: A thing that represents or stands for something else, especially a material object representing something abstract

Proportion: 1. The relationship of one thing to another in size, amount, etc. 2. Size or weight relationships among structures or among elements in a single structure.

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