Scale<ul><li>Definition: Basically, this is the size of the design element in comparison with another element.</li><li>Importance: It tells viewers which elements to look at, in what order to look at them, and what’s most important to focus on.</li></ul>Hierarchy<ul><li>Definition: Visual hierarchy refers to the arrangement and presentation of elements within a composition.</li><li>Importance: Same as scaling, hierarchy is important in design because it defines the importance and sequence of elements within a composition.</li></ul>

Basic Graphic Design Principles

Negative Space<ul><li>Definition: The space between, within and surrounding an object in an image, often to form another image or symbol.</li><li>Importance: It provides the eye with a place to “rest” between important information, while also creating rhythm and structure. </li></ul>Direction<ul><li>Definition: Literally the direction of your design elements - horizontal, vertical, diagonal, etc.</li><li>Importance: Same as scaling and hierarchy, it defines the importance and sequence of elements within a composition.</li></ul>

Repetition<ul><li>Definition: Repetition is simply repeating a single element many times in a design.</li><li>Importance: To create a sense of unity and consistency throughout a design.</li></ul>Contrast<ul><li>Definition: The difference between two or more elements in a composition. This is more than just opposite colors.</li><li>Importance: Creates hierarchy, emphasizes the focal point of your design</li></ul>Balance<ul><li>Definition: The distribution of the visual weight of objects, colors, texture, and space.</li><li>Importance: Creates cohesiveness, completion, and satisfaction.</li></ul>

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Basic Graphic Design Principles