Ad Design Thanks to: Wendi Cochran Douglas High School

Basic Layout Terms Use the websites listed to find examples of the design terms defined.

Alignment Alignment of text and or graphics on a document. Illustrating the Principles of Design ciples/l/aa_pod2.htmhttp://desktoppub.about.com/od/designprin ciples/l/aa_pod2.htm

Asymmetrical Design Contemporary design in which contrasing elements of unequal weight and proportion are positioned on a page to achieve balance. ciples/g/asymmetrical.htmhttp://desktoppub.about.com/od/designprin ciples/g/asymmetrical.htm

Balance Attain balance by equally distributing the weight of various elements, such as blocks of text, graphics, images, headings, ruled lines, white space on a page. Balance is usually symmetrical or asymmetrical. Look up the following site: Illustrating the Principles of Design les/l/aa_pod2.htmhttp://desktoppub.about.com/od/designprincip les/l/aa_pod2.htm

Consistency Uniformity among specific design elements establishes a pattern of consistency in your document. Inconsistency can confuse and frustrate the reader and can lead to a reduction in readership. ency/Consistency.htmhttp://desktoppub.about.com/od/consist ency/Consistency.htm

Contrast The difference between varying degrees of lightness and darkness on the page. Illustrating the Principles of Design ciples/l/aa_pod2.htmhttp://desktoppub.about.com/od/designprin ciples/l/aa_pod2.htm

Directional Flow Positioning elements to draw the readers eyes through the document. d htmhttp://pcworld.about.com/news/Oct162002i d htm

Focus An elements used to attract the readers eyes.

Legibility The ease with which individual characters are recognized.

Proportion Sizing elements in relation to their relative importance and to each other. ciples/l/aa_pod2.htmhttp://desktoppub.about.com/od/designprin ciples/l/aa_pod2.htm

Symmetrical Design Balancing similar elements equally on a page(centered alignment).

White Space Background space with no text or graphics. Illustrating the Principles of Design ciples/l/aa_pod2.htmhttp://desktoppub.about.com/od/designprin ciples/l/aa_pod2.htm

Z-Pattern When scanning a paper the eyes have a tendency to move in a Z pattern.