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

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

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

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

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

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

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

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

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.

Approximately 1.618 and is believed to be aesthetically pleasing.