Proportion
The relationship between the size and scale of different elements in a design. Creates balance and visual hierarchy.
Repetition
Uses repeating elements to create unity and consistency in a design. Helps reinforce a message or theme.
Emphasis
Creates a focal point in a design by making a particular element stand out. Achieved through size, color, contrast, or placement
White Space:
The empty or negative space around elements in a design. Improves readability, clarity, and visual hierarchy.
Alignment
Arranges elements along a common line or grid. Creates order, organization, and a sense of cohesion.
Movement
Guides the viewer's eye through a design using lines, shapes, or colors. Creates a sense of flow and dynamism.
Contrast
The difference between elements in a design (e.g., light vs. dark, big vs. small). Creates visual interest and helps emphasize important elements
Balance
Distributes visual weight evenly throughout a design. Can be symmetrical, asymmetrical, or radial. Creates a sense of stability and harmony.