1. Beauty: The definition of “beauty” in graphic design is best be described by using the words “resolved” or “decisive,” indicating that the presence of beauty is found in something which exhibits confidence, credibility, and purpose.
  2. The Shape of Space: A vertical format of a square is more confrontational than a horizontal format, and a square format is neutral.
  3. The Dot: The dot is not necessarily a circular shape, but anything with a recognizable center which serves as an anchor and reference point for the eye. It is a fundamental building block of design, and it’s relation to other forms plays a complex role in ascribing meaning to the design.
  4. The Line: A line represents dynamic movement, so the manipulation of length, weight, repetition, angle, and overlap are all methods of enhancing meaning in images.
  5. Plane and MassA plane or a mass is simply a large dot whose outer edge has become more important to the shape, and interacts with the negative space surrounding it.
  6. Geometric vs. Organic Form: A form is considered geometric if its outer edge seems mathematically regularized, while an organic form has a more irregular or textured edge.
  7. Static and Dynamic: The best way to ensure a dynamic design is to vary the proportions of spaces between forms and format edges. When the proportions are too similar, you are left with a static image.
  8. Strategy for Arranging Form: A few strategies for arranging forms include; side-to-side spacing, back/foreground placement, and static/dynamic shape juxtaposition.
  9. Activating Space: Sometimes a space can begin to feel inactive, or disengaged from the rest of the image. To counteract that, the designer needs to force other spaces in the image to communicate with that part of the composition.
  10. Proportional Sections: Methods for arrangement can be intuitive, or they can utilize the Rule of Thirds, Musical Logic, Mathematical Logic, and the Golden Section, which are more mathematical ways of designing proportionate images.

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