- Visual Hierarchy
- Visual weight
- Scale
- Emphasis
Contrast – Most effective when strong
- Dynamics is the arrangement of visual elements in a composition to suggest the illusion of movement or direction. Rhythm, Dynamics, Directional. The suggestion of motion by the use of repeated structures creates dynamics.
- Balance is the concept of visual equilibrium. It is the combination of opposing elements in a composition that results in visual stability. Most successful compositions achieve balance using symmetry or asymmetry.
- The consistent repetition of graphic elements works to create visual unity. These elements can be as simple as colour, spatial relationships, a shape or a texture. Sometimes repetitive elements are not identical in appearance but are in fact so similar that their connection is clear.
- Unity is the underlying principle that sums up all of the principles and elements of design. Unity refers to the combination of all the elements successfully working together to achieve a sense of harmony in your design. This can be achieved through the consistent use of graphic elements. Using repetition or patterns is one of the most basic factors in creating a strong sense of unity.
Equal amounts of positive (used) and negative (open) space
- Vertical lines – Power, Dignity, Masculinity, Height
- Horizontal lines – Sturdy, Calm, Restful
- Diagonal – Activity, Motion
- Curved – Soften objects
Texture
- Smooth – Formal
- Textured – Informal
- Mix both for best effect
Rhythm – Moves your eye from one point to another in the room.
- Transitions
- Radiation from central point
- Gradation – Size (Small to large) or Dark to light
