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The empty space or the open area between design elements. Also known as 'white space'. Examples: The space around the subject in a logo, the unmarked margins in a book.

It draws attention to a particular area or object within the artwork, making it a focal point. Examples: A bold statement in an advertisement, high-contrast colors in a painting to draw the eye.

The art and technique of arranging type to make written language legible, readable, and appealing when displayed. Examples: Choosing fonts for a website, spacing between letters, and setting the text layout for a book.

The surface quality of a material, either tactile or visual. Examples: The feel of a raised print on a business card, the visual simulation of texture in a graphic design.

An arrangement of elements that creates a line or an edge aligning as a potential guide. Examples: Text aligned to the left in a newspaper column, centered titles in a presentation.

The relative size of elements against each other which can indicate the importance, create depth or focus. Examples: Enlarged titles, small footnotes, a large icon next to smaller ones.

The arrangement of opposing elements in a piece to create visual interest. Examples: Dark text on a light background, contrasting sizes in a composition.

A repeating element or symbol all over a work to bring about a sense of rhythm or harmony. Examples: Stripes in clothing designs, polka dots in background illustrations.

A body of practical guidance to color mixing and the visual impact of specific color combinations. Examples: Complementary colors in a logo design, the use of a warm color palette in an ad campaign.

The arrangement of elements to signify the order of importance. Examples: Large headlines before smaller text in a flyer, scaling of icons on a dashboard according to usage frequency.

The repeated use of certain elements or design aspects to create a sense of unity and consistency. Examples: Repeating a geometric pattern in wallpaper design, consistent use of brand colors throughout a website.

The principle of grouping related items together to create a relationship and reduce clutter. Examples: Contact information grouped together on a business card, menu items grouped by category.

The distribution of visual elements within a design to achieve a visually pleasing effect. Examples: Symmetrical design in a brochure, use of asymmetry in a webpage layout.

The path that the viewer’s eye takes through the work of art, often to focal areas, influenced by visual weight and direction. Examples: A winding road in a landscape painting guiding the eye, arrows in infographics.