Golden ratio:The golden section refers to dividing the whole into two parts. The ratio of the larger part to the whole part is equal to the ratio of the smaller part to the larger part, and its ratio is about 0.618. This proportion is recognized as the most aesthetic proportion, so it is called the golden section.

  Originate from: In ancient Greece, one day Pythagoras was walking in the street. Before passing the blacksmith’s shop, he heard the blacksmith’s sound of striking iron very good, so he stopped to listen. He found that the blacksmith’s beating rhythm was very regular, and the proportion of this sound was expressed mathematically by Pythagoras.


The rule of thirds: The rule of thirds is a composition method often used in photography, painting, design and other arts. Sometimes it is also called well composition. Trisection composition refers to the horizontal division of the picture into three parts, and the main form can be placed in the center of each sub part. This composition is suitable for subjects with multiple forms and parallel focus.


Principles of Gestalt: Seven basic principles of Gestalt: Proximity principle, Similarity principle, Continuity principle, Closure principle, Subject / background principle, Simple symmetry principle, Principle of common destiny.


Negative Space: The negative space in graphic design is transformed from the original figure ground. As early as 1915, it was named after Rubin, so it is also called Rubin inversion figure.


Grid design: The grid gives shape and hierarchy to the design, guides users to browse the page and find the required content. By using the grid correctly, we can accurately know where all kinds of elements should be placed, rather than randomly placing elements on the page, which also helps to speed up the design process.


Visual hierarchy: Whether it is poster design or page design, there will always be strong and weak, primary and secondary from the overall point of view, because there are visual changes, which makes the whole more hierarchical. Generally speaking: when users browse web pages with a lot of information, as designers, they should have visual elements that can form a memory in the user’s mind even if the user just browses.


Alignment or consistency: I think alignment or consistency is close to grid design and visual hierarchy.



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