Basic Design Principles

(adapted from Van Oster, PageMaker 6.5))

1. Focus - element to which the eye looks first in a visual composition
2. Balance - composition achieved by the way elements are distributed on a page; symmetrical vs. asymmetrical.
3. Visual Weight - impact a single element has on a page, achieved by size and typography, density, page position, or anomalies.
4. Directional Flow - direction the eye moves in as it perceives a design, created by lines in a composition.
5. Unity - overall look that tends to hold the composition together visually.
6. Visual Identity - nonverbal image closely associated with a company or organization.

Building Blocks of Design
(adapted from http://desktoppub.about.com/library/weekly/aa010901a-s1c1.htm)

Lines
1. horizontal lines
2. vertical lines
3. diagonal lines
4. curved or freeform lines
5. lines used in a pattern
6. non-solid (dashed, dotted, etc.) lines

Shapes
1. square (not-rectangle) graphic element
2. square (not-rectangle) text blocks
3. circle graphic element
4. triangle graphic element
5. circle, triangle, or freeform text blocks
6. paper in other than a rectangle (diecut brochures or business cards or perhaps a non-rectangular ad amid a sea of rectangular ads in a newspaper)

Mass
1. physically large
2. physically small
3. visually massive
4. visually small or light