- Contrast (Size contrast, shape contrast, texture/color contrast)
The most common example of all, this is pretty much where it all starts. If two colors are different to each other (say, black and white) they have high contrast, whereas if they are very similar (red and orange) then they have low contrast.
The next most common form of contrast is using size. Something big beside something small generally indicates that the bigger item is far more important. That’s right, we’re saying that size matters!
Shape contrast means making things notable in by their difference in physical shape compared to other things on the page. At its most basic level this can be used in things like adding rounded corners to buttons, but taken to more extreme levels it can attract a lot more attention.
- Balance (informal balance, and formal balance)
an area that first attracts attention in a composition. This area is more important when compared to the other objects or elements in a composition. This can be by contrast of values, more colors, and placement in the format.
- Proportion
refers to the relative size and scale of the various elements in a design. The issue is the relationship between objects, or parts, of a whole.
- Perspective
Perspective (from Latin: perspicere to see through) in the graphic arts is an approximate representation, on a flat surface (such as paper), of an image as it is seen by the eye. The two most characteristic features of perspective are that objects are smaller as their distance from the observer increases; that they are foreshortened, ie that the size of an object's dimensions along the line of sight are relatively shorter than dimensions across the line of sight.
