The arrangement of type, graphics and other elements on the page. Extremely important because it uses hierarchy to inform the audience of the most important element on the page. Uses line, shape, balance, and repetition.

Colors affect the emotions of the people who see them. In general, cool colors are colors of calm, sadness or peace, while warm colors are colors of passion, aggression and excitement. People are aware of this to some degree, and when they see an image that utilizes specific color schemes, they understand the meaning of those colors.

Typography is the art, craft and techniques of type design and arranging type. The arrangement of type is the selection of typefaces, point size, line length, leading (line spacing) and letter spacing.

SERIF short, light lines or curves called serifs projecting from the top or bottom of a letter.

SANS-SERIF does not use serifs.

SCRIPT simulate handwriting or calligraphy. Not good for body copy - hard to read.