Contrast – Contrast refers to opposites. Contrast creates impact and provides a focal point. For example the focus could be large vs. small, dark vs. light, thick vs. thin, rough vs. smooth or complimentary colour systems.
Hierarchy – Visual hierarchy refers to the apparent order of information with respect to its importance. Hierarchy creates order, differentiates information and makes it easier to understand.
Alignment – Alignment refers to the underlying structure of design. Aligning elements with one and other helps to create order and visual relationships. Alignment should always be used to organise graphic elements. There are two major types of alignment – edge and centre.
Repetition – Repetition refers continuity. It simply means reusing the same or similar elements throughout your design.
Balance – Balance refers to the visual weight of the page. This is reflected by two formal structures – symmetrical and asymmetrical. Balance ties strongly with movement, tension and contrast. It is all about where the eye is lead through the design and how it’s supported by negative space.
