Design Elements

Updated 2007-02-08 17:29



HueThe name of a color
SaturationBrightness or Dullness of a color
ValueLightness or darkness of a color
LineA mark made by a tool as it is dragged across a surface
Line type (attributes)the way it moves from beginning to end (curved, straight, angular)
Line directionThe direction of a line in relation to the page (Horizontal, vertical, diagonal)
Line qualityhow a line is drawn (thin/thick, bold/delicate, smooth/broken)
Shapea closed form or path, an area of color
Visual textureillusionary, give the impression of real textures
Balancean equal distribution of weight
Symmetrya balanced image
Asymmetrywhen you arrange dissimilar or unequal elements of equal weight on the page
Emphasisthe arrangements of visual elements, giving stress or importance to some elements
Focal Pointthe part of a design that is most accentuated
Visual hierarchyarranging elements according to emphasis
Rhythma pattern created by repeating or varying elements, with consideration to the pace between them, and by establishing a sense of movement from one element to another
Unitymaking the elements of a design look as though they belong together
Grida guide, a structure made up of verticals and horizontals that divide a format into columns and margins
Flowarranging elements so that the audience is led from one element to another through the design; also called movement
Positive & Negative spacepositive - the foreground, negative - what's in the background
Perspectivediagonals headed toward the a vanishing point on the horizon to give the illusion of spacial depth
Diagonalsused to make an illusion of depth, headed toward the horizon
Vanishing pointwhere the diagonal lines meet the horizon
Caligraphydrawn by hand
Letteringcustom designed by drawing
Typeletterforms produced by mechanical means
Type fonta complete set of leterforms, numerals and signs
Type familyseveral designs of a type font, including light, medium, bold, and italic.
Baselinebottom of capital or lowercase letter, excluding descenders
Caplinetop of capital letters
X-Heightheighth of lowercase letters, excluding ascenders and descenders
Ascender linethe height of lowercase ascenders
Descender linethe depth of lowercase descenders
Ascenderpart of a lowercase letter that rises above the x-height
Descenderthe part of a lowercase letter that falls below the baseline
Uppercase/LowercaseKept in upper/lower cases in the old days
Leading (Ledding) or line spacingThe spaces between sentences (between lines of type)
Kerning or letter spacingThe space between each letter
Word SpacingThe space between words
Serifstrokes on the end of a character (much easier to read or print)
Sans Serifwithout serif (easier to read on a monitor, because they don't have the resolution to display curves)
Flush left/ragged rightleft align
Justifiedtext that aligns on left and right
Flush right/ragged leftright align
Centeredcentered on imaginary vertical axis