| A | B |
|---|
| Balance | The arrangement of elements |
| Symmetrical Balance | Elements are centered or evenly divided both vertically and horizontally |
| Asymmetrical Balance | Off-center alignment created with an odd or mismatched number of elements. |
| Radial Balance | the elements radiate from or swirl in a circular or spiral path. |
| Contrast | Emphasizing the difference between elements |
| Unity/Harmony | All of the design elements are consistent with each other in shape, style and color and consistent with the overall message |
| Scale/Proportion | the relationships between the sizes of various elements |
| Dominance/Emphasis | the first element the eye sees; the focal point |
| Design Compositions | These concepts will help you arrange elements and use design principles effectively |
| Grids | The use of columns/rows in design |
| The Rule of Thirds | Splitting an image or design into thirds, so you end up with 9 equal sections |
| Optical Center | the spot the eye first sees when it encounters a page. slightly above and to the right of the actual center. Place the most important design element here. |
| Z Pattern | the pattern the eye follows when scanning a page. |
