Design-2

Contrast


Contrast is achieved by including elements within the design that look measurably different from one another. A designer may use color, shape, texture, size or typeface to create contrast.

White space

White space—sometimes called negative space—is the part of the design that is unmarked by imagery or text. It’s also what Midwesterners call their depressing, winter landscape.

Rule of thirds

The rule of thirds is a technique that designers use to determine focal point. Using a grid of three rows and columns, focal points are indicated where the lines converge. Designers use this as a guide to determine where to place important elements in their design.

Grid


A grid is a series of intersecting vertical, horizontal, angular or curved lines used to organize graphic elements on a page, as well as in relation to one another.

Hierarchy


In design, hierarchy is the organization of elements by level of importance. Newspapers, magazine spreads and movie posters are good examples of the use of design hierarchy. Headlines (also called display type) are usually placed at the top, while subheads and body copy fall underneath.

Scale


Scale is the size of an object in relation to another object. Scale can be used to create interest and grab a viewer’s attention.

Thumbnail sketch

When conceptualizing, a designer will often create small, rough drawings—thumbnail sketches—to explore many ideas.

Mock-up

A mock-up is a real or digital model used to test early design ideas and see how they could look in the real world.