The Principles of Design

Emphasis      Unity      Balance     Rhythm  



Equal distribution of weight.


Visual weight



The two main type of balance are symmetrical and asymmetrical:


Repeating colors, shapes, values, textures, or lines creates a visual relationship between elements, called correspondence.

Treating different elements in the same manner also ties them together. This is called continuity.


When and element is placed in a composition, it creates an implied horizontal and vertical axis at its top, bottom, center and sides. Aligning other elements to these axes creates a visual relationship which unifies them.

Implied axes
Align to an axis Unified alignment



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