"You highlight only one element, not two"
Contrast
Any form of communication, some materials or ideas must be more than others. Contrast can be achieved by size, shape, tone, texture and direction.
Anything that is unnatural, that disturbs the viewer would automatically mean that the design is bad. Contrast should be created. By changing direction, contrast is created.
Balance
Balance is a matter of weight distribution. Balance exist when the elements are placed with the sense of equipoise or counter balance. There's two kinds of balance:
- Symmetrical Balance
- Asymmetrical Balance
Proportion
The planning of a design starts with settling on a shape in which design elements will be arranged. The most pleasing shape is a rectangle. Proportion helps create a pleasing impression. It is related to balance but it is concerned primarily with division of the space.
Rhythm
Rhythm is achieved through the orderly repetition of any elements, size, shape, tone, texture. The eye will spot the rhythm and follow it's pattern.
Harmony
Harmony exists in manual characteristics of the design element size, shape, tone and texture.
Movement
Movement of the eyes will always move as follows:
- Bigger --> Smaller
- Dark --> Light
- Coloured --> NON - Coloured
- Irregular shape --> Regular Shape
Unity
The individual elements of the design must relate to each other and to the total design. Without this unity, no design can register an overall impression.
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