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Direction, Simplicity and Unity
The artist in arranging or composing these visual elements directs the eye throughout the pictorial space with a picture plane. A really good artist takes the viewer on a journey throughout the picture plane, the design and does not let them exit. The spaces in between, those interspaces are what we call negative shapes. They have a direction. Even the use of the visual elements, if you're using color here and over there, that is directing the eye.