| A | B |
|---|
| Alignment | Relationship of elements in a pattern or grid |
| Balance | Determined by how elements are placed on a page |
| Symmetrical balance | Elements of the design are centered or evenly divided horizontally and vertically on a page |
| Asymmetrical balance | Off-center alignment created with an odd or mismatched number of elements |
| Radial balance | Elements radiate or swirl out from a center point |
| Contrast | The use of big and small elements, black and white text, squares, and circles to emphasize important information |
| Proximity | Placing elements near each other to demonstrate their relationship to each other |
| Unity | Placing elements near each other to demonstrate their relationship to each other |
| Repetition | Repeating some aspect of the design throughout the entire layout |
| Consistency | Repeating some aspect of the design throughout the entire layout |
| White Space | Negative or empty space between text and/or graphics |
| Rule of Thirds | Visually dividing the page into thirds vertically and/or horizontally and placing the most important elements within those thirds |
| Optical Center | The spot that the eye sees when it first encounters a page |
| Z-pattern | The visual path the eye follows when looking at a printed page |
