Colour is produced when light, striking an object, is reflected back to the eye. The three properties of colour are hue, intensity and value. Hue is the name we give a colour, intensity is the vividness of the colour and value is how light or dark the colour is.    

Lines help to guide the eye through a photograph and can  be horizontal, vertical, diagonal, straight, curved, thick or thin. It can help to create perspective an can be created by connecting one point to another.  

Movement is the path the viewer's eye takes through the work of art, often to focal areas. It is usually directed along lines, edges, shape and colour within the art.  

 Rhythm is created by the careful placement of repeated elements in a work of art to casue a visal tempo or beat. To keep rhythm exciting and active, variety is essential.  

 Repetition is created by reusing the same or similar elements throughout a design. It helps to create a sense of unity within an artwork as well as consistency and cohesiveness.   

 Value is the degree of lightness and darkness in a colour. Value can relate to shades, where a colour gest darker by adding black to it, or tints, where a colour gets lighter by adding white to it. It is essentially the design term for light and dark. 

Scale refers to the size of an object in relation to another object where as proportion refers to the relative size of parts of a whole. Scale and proportion can create a feeling of unity when all parts relate well with each other.  

 Balance is the distribution of the visual weight of objects, colours, texture, and space. It creates a sense of equilibrium. In symmetrical balance, the elements should be balanced to make a design feel stable. In asymmetrical balance, the sides are different but the image still appears balanced. The three main types of balance are horizontal, vertical and radial.  

 Space refers to the area that a shape or form occupies. It can be defined as positive or negative; positive is the filled space while negative is the empty space.  

 Shapes are created when the ends of two lines are connected. They are two-dimensional and can be defined by line or by contrast to it's surroundings.  

Texture is used to describe how something feels or how it looks like it would feel. Some examples are smooth, bumpy, hard, rough etc.  

Volume defines 3D visuals that have length, width and depth. It is illustrated in images through the use of shading, lighting, colour and other elements or design features.   

 Variety refers to a way of combining visual elements to achieve intricate and complex relationships in a design. Artists can utilize several elements of design to hold the viewers attention and guide their eye through and around the work of art. Variety helps to make visual interest in a piece of work.   ​​​​​​​

Emphasis is used in a design to catch the viewers attention and to create focus in an image. Size, colour, shape, texture and more can be used to achieve emphasis.  

Contrast refers to the arrangement of opposite elements (e.g. light vs dark clours, rough vs smooth textures, large vs small shapes, etc.) in a piece used to create visual interest and excitement.  

 Typography is the art and technique of arranging type to make written language legible, readable, and appealing when displayed. (serif- tails, san serif- no tails) 

Unity is created when each element has a clear visual relationship to one or more other elements. When it is achieved, a design does not become cluttered or confusing but it evokes a sense of quality or organization.  

 Form has height, width and depth. It is the visible configuration of something and is three-dimensional. 

It is the repeating of an object or symbol all over the design. It increases visual excitement by enriching surface interest.