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The use of the same or similar elements throughout a design. Used to create consistency, cohesion, and to reinforce an idea or style.

The arrangement of elements to signify importance. Used to guide the viewer through the composition by visually prioritizing content.

Conveys moods and emotions, used for brand recognition and to communicate messages visually.

Defines shapes, leads the eye, can convey emotion or movement. Used in art to suggest form, create patterns, indicate direction, and divide space.

An enclosed space defined by lines or contrasts. Used to create icons, symbols, and to represent ideas in a visual way.

Refers to the lightness or darkness of a color. Used for creating depth, contrast, and emphasis.

The arrangement of visual elements to ensure a coherent composition. Used to create a unified and organized appearance.

The spatial relationship between elements. Used to group related items and organize information for clarity.

Refers to the surface quality, both simulated and actual, of artwork. Used to add interest, depth, and dimension in visual pieces.

Relates to the three-dimensionality of an object. Used in design to give the illusion of 3D on a 2D surface.

Refers to how large or small something is. Used to attract attention, show importance, and create visual interest in compositions.

The art and technique of arranging type to make written language readable, appealing, and engaging. Used to convey tone, establish visual hierarchy, and for branding.

The difference in luminance or color that makes an object distinguishable. Used to draw attention and guide the viewer's eyes to important elements.

Refers to the distance or area between, around, above, below, or within elements. Used to create the illusion of depth in a composition.