Short introduction with examples
Composition - the way design elements are arranged using design principles; layout (static, dynamic).
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Contrast - difference between elements (with size, color, value, position, etc.)
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Emphasis (focal point) – the main focus on in an artwork, usually achieved by contrast
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Visual hierarchy/ Dominance - the varying degree of emphasis among design elements
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Hierarchy of information - a visual hierarchy of text: the headline, subheading and body copy.
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Scale - the comparison of one object to another in terms of size
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Proportion - ratio; comparing parts to a whole in terms of size (golden ratio)
Example 1 (Parthenon, a former temple on the Athenian Acropolis, Greece)
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Example 3 (Emil Alzamora, Abyss)
Balance - the visual weight of each element is distributed in a way that makes the composition feel stable (symmetrical, asymmetrical, radial)
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Unity among variety creates harmony and interest
Unity - using similar or repeated elements in a design to create consistency
Variety - using different elements to create interest or contrast in an artwork
Rhythm – repetition of elements in order to create a feeling of organized movement
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Visual movement - the path the viewer's eye takes through the design, often to areas of focus
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Gestalt, Proximity - elements near each other are seen as a unit.
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Gestalt, Figure Ground relationships (Positive/Negative space)
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Grid - a structure made up of a series of intersecting lines used to align content and organize graphic elements.
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