1. Balance. The visual weight of objects, texture, colors, and space is evenly distributed on the screen.
2. Emphasis. An area in the design that may appear different in size, texture, shape or color to attract the viewer’s attention.
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An example page of balance and emphasis
3. Movement. Visual elements guide the viewer’s eyes around the screen.
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| Movement |
4. Pattern, Repetition, and Rhythm. These are the repeating visual element on an image or layout to create unity in the layout or image. Rhythm is achieved when visual elements create a sense of organized movement.
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| Pattern, Repetition, and Rhythm |
5. Proportion. Visual elements create a sense of unity where they relate well with one another.
6. Variety. This uses several design elements to draw viewer’s attention.





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