Alignment The placement of images and components of the presentation so that they line up along an axis, border or common centre.

Composite image A composite image is a graphic image (or photograph), made up of a combination of images.

Contour The outline of an object.

Contrast Contrast of colour, shape, size, space, scale creates visual attraction, different shapes can be used to provide contrast in a composition. Similar shapes may not be as visually appealing.

 Emphasis also known as Dominance.  Exists where an element or elements within a composition contain a hierarchy of visual importance.

Focal point Is the visual point /centre of interest in a composition. Visual elements and principles are used to direct the viewer's eye to this point.

Kerning Adjusting the lateral (horizontal) space between letters.

Leading The vertical spacing (measured in points) between lines of text.

Line Any mark connecting any two separate points. It can organise, direct, separate or suggest emotion in a design.

Negative and positive space Images appearing on the page surface are positive, whilst anything appearing further back in space is negative. Can be referred to as white

space ie the space between objects in a composition.

Opacity The density of a colour or tonal value. The opacity of an image or object can range from transparent (0% opacity) to opaque (100% opacity). The ability to edit the opacity of individual objects allows the designer to create images that seem to flow into and through one another.

Proximity The placement of elements in relation to each other in a composition.

Elements that are close together are perceived to be more related than those are more widely spaced apart.

Repetition Repetition of shapes, colour, texture, size etc in a composition which can be used to strengthen the presentation, develop the organisation of the

image and make the presentation more unified.

Saturation Is the colour intensity of an image. A colour with high saturation will appear brighter and more vibrant than the same colour with low

saturation. Colours in grayscale images have no saturations (white, grays and black).

Shape Anything that has height and width. Shapes define objects, attract attention, communicate ideas and add excitement.

Similarity Condition of elements within the composition being visually grouped according to features, contours or symmetries.

Space The distance or area between or around things. Separates or unifies highlights and gives the eye a visual rest.

Texture The look and feel of a surface, adds richness and dimension, emphasises and suggests mood or feeling.

Tone/ Value The darkness or lightness of an area. Value separates, suggests mood, adds drama and creates the illusion of depth.