-Line: Connects 2 points, organize, texturize, guide the eye, provide movement, make a statement, and convey universal meanings.
-Shape: Shapes can add fullness to a design, an area that stands out from the things around it, due to a defined or implied boundry. Mechanical shapes, also called geometric shapes are the kind that can be made with a ruler or compass.
-Mass: Visual weight of graphic and text element, each object has its own mass relative to the whole piece, convey a mood or provide emphasis, to create contrast.
-Texture: More realistic, visual or tactile surface characteristics of a piece, paper is a form of texture, also texture is a key element in packaging, texture can be made from photos that are distorted or blurred,
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-Color: Can convey a certain mood or feeling in a piece, color is not essential to a good design, value is how light or dark a color is, increase/decrease contrast, value creates movement, color can lead the eye, draws attention to one area.
Principles
-Balance
-Proximity
-Alignment
-Repetition
-Contrast
-White Space
