Emphasis (contrast) is a principle of design. 

• happens when two elements are different

• greater the difference = greater contrast

• different colour, value, size and type

• opposites such as colour, light/dark, direction up/down

Meanings can be attached to emphasis by contrast

• used to emphasise 

• used to highlight

• used to catch your eye

• adds interest

• shows what is important

• can be too much if you overdo it

Emphasis (proportion) is a principle of design. 

• the relationship of 2 or more objects

• is how 2 or more  objects (elements) compare

• size and scale

• purposeful distribution of objects

• to maintain proportion, use it once, use it two more times

• to make it disproportionate, change the visual size and weight of the objects

• thickness of lines should be in proportion to text 

Meanings can be attached to emphasis by proportion

• distort size = objects closer to front

• choose object size for the effect the want

• good proportion adds harmony

• if all elements similar = good proportion

• use to demonstrate a size difference

• build a focal point

• prominent shapes attract attention

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Dominance is a principle of design. 

• some elements more important

• one is overpowering the other

• visual weight of the element

• the one that stands out

• dominant = one in foreground with most visual weight

• sub-dominant = the secondary object

• subordinate  object = little visual weight, background

Meanings can be attached to dominance

• is the focal point

• the centre of interest

• point of importance

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Unity (proximity) is a principle of design.  

• is how close objects are together or visually connected somehow

• if close = good unity

• see objects as one group

• arrange as a group 

 Meanings can be attached to unity by proximity

• a sense of oneness

• helps unify a design

• keep a caption close to its image

• keep contact address/telephone/email details together, easy to see it

• use sub-groups as needed, eg website put tabs together

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Unity (repetition) is a principle of design.  

• by using similar shapes

• by using similar patterns, line, shape, colour, value, texture

• by using a common background

• all elements function as one

 Meanings can be attached to unity by repetition

• a sense of oneness

• helps unify a design

• a feeling of organised movement

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Pattern is a principle of design.  

• planned or random repetitions

• rich surface design

• repetition of elements such as lines, colour, values, textures

• often has centre of interest

 Meanings can be attached to pattern

• often has centre of interest

• increases visual excitement

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Movement is a principle of design.  

• movement in still images is an illusion

• trick the human eye to think an object is moving

• linked to rhythm

• linked to flow

• is the path your eye takes looking at a design

• your eyes can be directed along lines, colour, edges and shapes

• artists lead your eye through the design

Meanings can be attached to movement

• diagonal lines create an illusion of movement

• blurr = movement if used effectively

• text directs eye movement. left to right, top to bottom

• change of colour value creates movement

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Balance is a principle of design. 

• all things equal in the design

• symmetrical balance = same on both sides

• symmetrical balance = like a mirror image

• asymmetrical balance = equal on both sides but not the same elements

• off balance = not balanced placement of elements

• create symmetrical balance = repeat left side on the right side

• create asymmetrical balance = repeat left side on the right side, but with different element

• formal balance = place images side by side

• informal balance = place images similar but imbalanced

• horizontal balance = from a central horizontal line

• vertical balance = from a central vertical line.

• radial balance = similar coming out from the centre

Meanings can be attached to balance

• balanced = comfortable, formal, ordered, quiet

• informal balance is more dynamic

• informal balance = gains a focus on visual message

Learn more here, here, here