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Unity is the visual consistency of design elements to make a part of the whole and the whole of the parts. It's achieved by using similar textures, shapes, colors, or themes throughout the design.

Hierarchy is the arrangement of elements in a way that implies importance. It guides the viewer's eye to the most critical information first, typically through variations in scale, color, type, etc.

Scale refers to the relative size of various elements in a design, contributing to balance and hierarchy. It can be used to attract attention to a focal point or to create interest and depth.

Repetition strengthens a design by tying together individual elements. It creates consistency and cohesion by repeating visual elements throughout a design.

Contrast involves placing opposing elements next to one another to emphasize differences or create visual interest. It can be applied through color, size, type, or texture and helps direct the viewer's attention.

Balance is the distribution of visual weight within a design. It can be symmetrical or asymmetrical, helping to create a sense of stability. It is applied through the arrangement of elements so that no one section overpowers another.

Alignment refers to the orderly arrangement of elements that creates a cohesive, unified look. It can be applied to text, images, and shapes to create a visual connection between elements.

White space, or negative space, refers to the area of a design that is left unmarked. It gives the design elements room to breathe, reducing clutter and enhancing readability.

Color theory is the collection of rules and guidelines which designers use to communicate with users through appealing color schemes in visual interfaces. It dictates the relationships between colors and the psychological impact they have.