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Visual Literacy Fundamentals

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Texture

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Texture refers to the surface quality, real or implied, of media elements, which can add depth and interest to a visual, influencing the feel and realism of the composition.

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Hierarchy

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Hierarchy in media design organizes content to convey the order of importance, often through size, color, and placement, guiding the viewer's attention.

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Perspective

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Perspective is the technique used to represent three-dimensional objects on a two-dimensional surface in a way that mimics how the human eye perceives the world.

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Gestalt Principles

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Gestalt Principles are a set of theories that describe how humans tend to organize visual elements into groups or unified wholes when certain principles are applied, such as similarity, closure, continuation, and proximity.

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Variety

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Variety in media refers to the use of different visual elements, such as shape, size, and color, to create interest and avoid monotony in a design.

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Alignment

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Alignment is the arrangement of visual elements so that their edges or axes line up, which contributes to a unified and cohesive media layout.

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White Space

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Also known as 'negative space', white space refers to the unmarked areas of a design, which can be used to separate or group elements, improve readability, and create a visual rest in media.

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Balance

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Balance in media refers to the distribution of visual elements in a design, which can be symmetrical, asymmetrical, or radial, to create a sense of stability.

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Rhythm

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Rhythm in visual media is created by repeating elements in a predictable manner, which helps to create movement and can guide the viewer's eye through a design.

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Rule of Thirds

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The Rule of Thirds is a composition principle that suggests dividing an image into thirds, horizontally and vertically, so that you have 9 parts, to place points of interest along these lines or at their intersections.

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Scale and Proportion

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Scale refers to the size of visual elements in media, while proportion is the relationship between these elements. Together, they can affect the perception and impact of a design.

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Framing

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Framing in media involves using visual elements to surround or highlight the subject of an image, influencing the viewer's interpretation and focus.

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Contrast

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Contrast involves using opposing elements such as colors, shapes, or textures to highlight differences and create visual interest in media.

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Repetition

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Repetition involves using the same or similar elements throughout a design to create consistency and unity, making the media more recognizable and coherent.

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Motion

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Motion refers to the depiction of movement or change in position within media. It can be real, as in video, or implied, as in static images suggesting movement.

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Color Theory

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Color Theory refers to the study of the impact of colors on human emotions and behaviors, which is crucial in media for creating mood and drawing attention.

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Proximity

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In media, Proximity refers to grouping related items together, which helps to organize information and show relationships between elements.

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Unity

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Unity is the feeling of harmony between all parts of a media work, which provides a sense of completeness and ensures that all components work together effectively.

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Typography

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Typography is the art of arranging type to make written language legible, readable, and aesthetically pleasing, with considerations for font style, appearance, and structure in media applications.

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Emphasis

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Emphasis is a strategy in media to draw the viewer's attention to a particular element or focal point within a design, often through contrast, color, or size.

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