Emphasis and focal point are principles of art
that draw attention to specific locations in a
work. Emphasis is the principle by which an artist
draws attention to particular content. A focal
point is a specific place of visual emphasis in
a work of art or design.
that draw attention to specific locations in a
work. Emphasis is the principle by which an artist
draws attention to particular content. A focal
point is a specific place of visual emphasis in
a work of art or design.
HIERARCHY
• Be understandable—it’s okay to be obvious!
• The tool you use to prioritize your content.
• Helps to enhance the meaning of your message.
• Guides your reader to the messages you are
sending in a organized fashion.
• Be understandable—it’s okay to be obvious!
• The tool you use to prioritize your content.
• Helps to enhance the meaning of your message.
• Guides your reader to the messages you are
sending in a organized fashion.
WHITE SPACE
White space is a design element. You see shapes, not details. If you use white space, you would use it
to accent your focal point, add to the logical
grouping of the written content, and add to the overall
artistic effect. Little white space makes for a
crowded, unappealing page. Too much white space
overwhelms the intended focal point and breaks apart
the relationships between design elements.
White space is a design element. You see shapes, not details. If you use white space, you would use it
to accent your focal point, add to the logical
grouping of the written content, and add to the overall
artistic effect. Little white space makes for a
crowded, unappealing page. Too much white space
overwhelms the intended focal point and breaks apart
the relationships between design elements.
BALANCE
• Create two forces of equal strength that pull in
opposite directions.
• Use multiple forces pulling in different directions
so their strengths offset one another.
• Create two forces of equal strength that pull in
opposite directions.
• Use multiple forces pulling in different directions
so their strengths offset one another.
ALIGNMENT
Proper alignment refers to defi ning invisible visual
lines and aligning design elements along them
(horizontally and vertically). You don’t want to scatter
elements arbitrarily all over the page or you lose the
visual connection of your elements.
• Line up items along a strong edge on the page.
• Choose one alignment and use it on the entire
document (don’t mix).
• Remember vertical alignment too.
Proper alignment refers to defi ning invisible visual
lines and aligning design elements along them
(horizontally and vertically). You don’t want to scatter
elements arbitrarily all over the page or you lose the
visual connection of your elements.
• Line up items along a strong edge on the page.
• Choose one alignment and use it on the entire
document (don’t mix).
• Remember vertical alignment too.
HARMONY/PROPORTION
Proportion is the relationship of two or more elements in a design and how they compare with one another. Proportion is said to be harmonious when a correct or desirable relationship exists between the elements with respect to size, color, quantity, degree, or setting. Good proportion adds harmony, symmetry, or balance among the parts of a design.