Emptiness

Empty space is an ally of graphic design. A lot of information can be conveyed through the use of space and placement of text or objects in strategic places within the space. This example is a powerful method for drawing attention to the text message.

Less Than %100 Black

When placing dark, or black, text on a light background, if you chose about 80% of the full colour, you get a softer, lower contrast. It can make a big difference to how your readers engage with your design.

Contrast

Contrast can be an affective design tool. It can create a lot of interest in your designs and also add dramatic effects. In this example their are two types of contrast: shape and texture.