Principle

Definition

Example

Balance

The ability to arrange all the elements so that no part is overpowering

If the title is in a bold green text, then the bold green color should be used again at the bottom. Shapes and colors must be repeated for good balance.

Harmony

The blending of elements to create an integrated appearance

Achieved by repetition of several of the elements such as repeating colors, shapes, and space

Emphasis

The ability to attract attention

An intriguing flashy image on the first web page will attract attention. Bold red text stands out. Text links should be obvious because of color choice.

Movement

The way the viewer’s eye moves around and through any design layout

Moving through a web site requires clear navigation tools and uniform layouts that are repeated on every page. Titles should be at the top of a page, text links at the bottom, image links in the same place on each page.

Rhythm

The repetition of elements that helps add balance and harmony to the whole

Consistent repetition of colors and layouts, content links and backgrounds

Contrast

Purposeful changes in elements and principles to add interest and emphasis

Use graphics with different shapes and sizes; overlap vertical and horizontal bars of color.