1. 1.02A – Principles of Design
Away We
Go!!!

2. Negative or blank space of
any color to give a design
room to breathe; draws
attention to publication.
White space

3. Use of big & small elements,
black & white text, squares
and circles to emphasize
important information.
Contrast

4. Elements of a design are
centered or evenly divided
both vertically and
horizontally.
Symmetrical
balance

5. Elements radiate from or
swirl around in a circular or
spiral path.
Radial
balance

6. Off-center alignment created
with an odd or mismatched
number of elements
Asymmetrical

7. Repeat some aspect of the
design throughout the entire
layout to aid navigation and
improve readability.
Repetition/
Consistency

8. Visually dividing the page into
thirds vertically and/or
horizontally; place the most
important elements within those
thirds.
Rule of
thirds

9. Grouping of elements to
demonstrate their
relationship to each other.
Proximity/
Unity

10. This is the spot the eye sees
when it first encounters a
page.
Optical
Center

11. Where is the optical/vertical
center located?
Slightly above & to
right of
mathematical
center of page

12. What is the visual path the
eye follows when looking at a
printed page?
Z-pattern

13. What design principle gives a
design breathing room &
smoothes transition between
elements?
White Space

14. Can “White Space” include
space between characters,
lines, paragraphs, margins,
etc.?
Absolutely!

15. What design principle aids
navigation and improves
readability?
Repetition/
Consistency

16. What color is “white space”?
ANY color
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