VISUAL ELEMENTS
Line
Free
Rough
Jagged
Wavy
Controlled
Powerful
Strong
Angular
Delicate
Flowing
Simple
Thick
Thin
Horizontal
Vertical
Diagonal
Broken
Heavy
Light
Faint
Rounded
Overlapping
Shape & Form
Closed
Open
Distorted
Flat
Organic
Geometric
Deep
Positive
Negative
Composition
Elongated
Curvaceous
Large
Small
2D / 3D
Implied
Rounded
Silhouette
Symmetrical
Asymmetrical
Angular
Irregular
Tone
Bright
Dark
Highlight
Shadow
Midtone
Faded
Bold
Smooth
Harsh
Contrasting
Sombre
Intense
Muted
Strong
Faint
Light
Medium
Dramatic
Soft
Subtle
Gradual
Dull
Pattern
Regular
Irregular
Radial
Block
Uniform
Repeated
Geometric
Random
Symmetrical
Varied
Simple
Complex
Natural
Man-Made
Motif
Ornate
Subtle
Bold
Loose
Tight
Decorative
Rhythmic
Texture
Visual
Physical
Rough
Smooth
Soft
Hard
Coarse
Uneven
Bumby
Spikey
Broken
Furry
Fine
Rounded
Feel
Tactile
Shiny
Satiny
Glossy
Matte
Jagged
Scaly
Colour
Bright
Bold
Primary
Secondary
Tertiary
Complementary
Radiant
Dull
Vivid
Monochrome
Harmonious
Natural
Earthy
Neon
Subtle
Saturated
Luminous
Cool
Warm
Hue
Saturated
Pastel
TYPOGRAPHY
serif, sans serif, script, decorative, weight, bold, light, regular, condensed, expanded, uppercase, lowercase, title case, tracking, kerning, leading, hierarchy, legibility, alignment, justified text
COMPOSITION
grid system, column, gutter, margin, rule of thirds, golden ratio, frame, spacing, padding, visual hierarchy, focal point, tension, alignment, symmetrical, asymmetrical
BRANDING
logo, logotype, brandmark, icon, symbol, wordmark, identity system, brand palette, brand guidelines, consistency, recognisability, tone, audience fit, brand personality, tagline, positioning, cohesion, visual assets
PHOTOGRAPHY
composition, depth of field, focus, blur, framing, cropping, rule of thirds, lighting (soft, harsh, directional), shadows, highlights, perspective, angle, close-up, wide shot
DIGITAL GRAPHICS
vector graphics, raster graphics, bitmap, resolution, CMYK, RGB, layering, masking, clipping mask, adjustment layers, blending modes, opacity
USEFUL ADJECTIVES
bold, subtle, dramatic, playful, chaotic, minimalist, futuristic, retro, grungy, elegant, clean, busy, structured, experimental, subdued, technical, expressive, industrial
PRINCIPLES OF DESIGN
Unity
cohesive • unified • connected • consistent • integrated • whole • complete • coherent • linked • belonging • ordered • resolved • harmonious arrangement •
Rhythm
regular • irregular • alternating • random rhythm • progressive rhythm • beat • pulse • tempo • visual cadence • repeated intervals • measured spacing • flowing rhythm
Variety
diverse • mixed • contrasting elements • multifaceted • wide-ranging • eclectic • rich • varied • assortment • juxtaposed • unexpected • shifting combinations
Contrast
strong • bold • subtle • high contrast • low contrast • opposing • dramatic • tension • highlight vs shadow • dark vs light • thick vs thin • stark differences
Proportion
scaled • oversized • miniature • exaggerated • realistic • life-size • out of proportion • well-balanced • distorted scale • equal • uneven • comparative size • ratio
Repetition
repeated • recurring • motif • pattern • sequence • cycle • echoing • mirroring • duplication • iterative • continuous • repeated elements
Movement
dynamic • flowing • directional • guided eye-line • leads the viewer • implied motion • kinetic • swirling • path-of-view • visual flow • sense of action • energetic
Harmony
blended • unified through colour • consistent • visually pleasing • concordant • gentle relationships • combined effectively • smooth • compatible • tonal harmony
Balance
symmetrical • asymmetrical • radial • weighted • evenly distributed • off-balance • centred • equilibrium • counter-balanced • anchored
WORDS TO AVOID
There is nothing strictly speaking ‘wrong’ with these words, however they can often be replaced with better words.
Vague / Meaningless Words
These don’t say anything specific.
•Nice
•Cool
•Good
•Bad
•Pretty
•Boring
•Simple (unless used carefully)
•Modern (too broad)
•Old-fashioned (too broad)
•Different
•Weird
•Normal
Unique
Overused Phrases
Often used as filler.
•eye-catching
•stands out
•makes it pop
•it looks effective
•the colours go well together
•it is unique
•it grabs my attention
kind of
•sort of
•Probably
Try to replace these with better adjectives and explanations regarding how and why