Figure Ground, Refers to our ability to separate a visual scene into two parts: the main object and the background, Contrast, Deliberate use of opposing aesthetic qualities in design elements or components to create a visually striking composition., Hierarcy, Refers to the sequence in which a design is read or viewed., Scale, The relative size of two or more components in a visual communication., Pattern (Repetition), Consistent repetition of a design element, while alternating patterns involve the use of two or more design elements that are alternated in a specific sequence., Pattern (Alternation), Created using various design elements, such as lines, shapes, colours and textures, and can be used to add visual interest, Proportion, Relates to the size, scale and ratio of different design elements in relation to each other and the overall design., Cropping, Involves removing, framing or concealing a portion of a visual message., Balance (Symmetrical), How the components of an image are arranged; Involves mirroring components on either side of the axis, resulting in a centred and stable composition., Balance (Asymmetrical), How the components of an image are arranged;involves placing components of different sizes and weights off-centre to create a more dynamic composition.

Design Principles

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