The art of projecting ideas and experiences through visual and textual context. This kind of art is described by the following principles: balance for stability and structure, hierarchy for direction creation, contrast for creating influence and emphasis on significant areas, repetition for unity and strengthening and finally, alignment for creating a clearer result.

The procedure of “selling” ideas or depictions, so as to be recognizable to people and yet to as many as possible. Branding follows these principles: classic approach, matching with client’s principles, originality and idealization.