• Harmony A sense of cohesiveness between elements Elements aren't the same but can be linked through colour style etc
• Unity Harmony produced by elements in a piece, Need to feel organized and have a cohesion Colour can provide unity, as can style.
• Movement (of the eye) The path our eyes take in a design Can be abused to lead the eye Leading lines can dictate movement
• Balance Balance feels grounded, with equal elements on both sides Acts like a scale to balance an image
• Pattern Repetition of multiple elements, Patterns are complex and can make a design look busy
• Variety Creates contrast and tension Mixing shapes and colors can enhance a design
• Repetition Repeating the same element to create consistency Similar shapes and fonts and colors can be used to create repetition Helps create brand consistency and cohesiveness.
• Contrast Level of difference between design elements to create hierarchies Contrasting colors can make a design stand out, as can shapes Contrast can create a focal point
• Hierarchy Hierarchy dictates element importance and which text to read first Titles should be apparent
• Alignment Things have correlation and order by aligning to a certain border High alignment is more uniform and less alignment makes a piece look chaotic
• Scale Relative size of objects, larger scale elements have more prominence and can create hierarchy
• Emphasis Drawing the eye, contrasting elements can emphasize them. Contrast creates emphasis Leading lines can create emphasis