Used to differentiate elements of design, provides a hierarchy, and draws the viewer's eye to the most important elements.

• Contrast

• Repetition

• Alignment

• Proximity

The duplication, either exact or duplicate, of any element of design to reinforce the brand.

• Contrast

• Repetition

• Alignment

• Proximity

Each visual element is connected to something else in a clear and logical way.

• Contrast

• Repetition

• Alignment

• Proximity

Keeping things that are related to each other close to each other.

• Contrast

• Repetition

• Alignment

• Proximity

Graphic design elements that work together to communicate the desired message.

• Composition

• Balance

• Symmetrical Balance

• Asymmetrical Balance

Design that attracts the eye to the most important elements first and then to less important elements.

• Composition

• Balance

• Symmetrical Balance

• Asymmetrical Balance

Giving equal weight to elements so that if it is divide in half the two sides mirror each other.

• Composition

• Balance

• Symmetrical Balance

• Asymmetrical Balance

The elements in a composition are different but are still laid out in a visually balanced way.

• Composition

• Balance

• Symmetrical Balance

• Asymmetrical Balance

The balance often uses nature in a spiral layout that is pleasing and calming.

• Radial Balance

• Crystallographic Balance

• The Golden Ratio

Balance with an equal emphasis over an entire two-dimensional surface so that there is always the the same visual weight where you look. Also called all over pattern.

• Radial Balance

• Crystallographic Balance

• The Golden Ratio