The art and technique of arranging type to make written language legible, readable, and visually appealing. It involves choosing fonts, sizes, and spacing to ensure the text is both functional and aesthetically pleasing.

Encompasses the knowledge of how colours interact with each other and how they can be used to create specific moods and effects. Understanding colour harmonies, contrasts, and colour psychology is essential for effective design.

The way different elements in a design are lined up. Proper alignment creates a sense of order, unity, and visual harmony.

Contrast is the principle of differentiating between elements in a design. It can be achieved through colour, size, shape, or texture, and it's essential for guiding the viewer's eye and highlighting important information.

Known as negative space, white space is the area around and between elements in a design. It's crucial for creating visual breathing room, improving readability, and preventing a design from feeling cluttered.

Arrangement of elements in a design to show their relative importance. It helps users understand the structure of the content and quickly grasp the most important information.