1. Emphasis: is about creating a focal point—an area in the design that immediately draws the viewer’s attention. Designers highlight this point using size,

 color, contrast, or placement.

 Example:

A poster with a large, bold title at the top creates emphasis. The viewer’s eye is drawn to the title first. 

Balance: refers to how visual weight is distributed in a design. Visual weight can be attributed to size, color, texture, or shape.

 There are three main types:

• Symmetrical balance: Elements are mirrored on both sides of a central line (formal and orderly).
  
  

• Asymmetrical balance: Elements differ but still create a balanced feeling (modern, dynamic).
  
  

Radial balance: Elements radiate outward from a central point (like a flower or mandala).

Example:

A website layout with a large image on one side and text on the other can still feel balanced even if the sides are not identical.

3. Contrast: Contrast is created when two elements are opposite or very different. This helps important parts stand out and improves readability.

 Common contrasts include: 

1. Light vs. dark
   
   

2. Large vs. small
   
   

3. Smooth vs. rough
   
   

4. Bold vs. thin
   
   

Example:

White text on a dark background shows strong contrast and is easy to read.

4. Repetition: is the repeated use of certain elements—colors, shapes, fonts, or lines—to create unity and consistency throughout the design.

Example:

Using the same font style and color for all headings in a brochure creates a cohesive look.

5. Proportion: Proportion refers to how the sizes of different elements relate to each other. Proper proportion helps create harmony and a sense of realism.

 Example:

In a drawing of a person, the head should not be too large or too small compared to the body.

6. Movement guides the viewer's eye through a design in a deliberate path. It helps the viewer understand what to look at first, second, and so on.

1.  Movement can be created using:

   1. Directional lines
      
      

   2. Arrows
      
      

   3. Color progression
      
      

   4. Placement of elements
      
      

Example:

A magazine layout might lead the eye from the headline, to the image, to the body text through careful arrangement 

7. Alignment: ensures elements in a design line up with each other. This creates organization, cleanliness, and professionalism.

 Example:

Text aligned neatly in columns is easier to read than text placed randomly on the page.