Chapter Overview

Effective design requires a balance between unity and variety. Too much unity can lead to boredom while too much variety can lead to chaos. Any similarity between visual elements tends to increase unity; any difference between visual elements tends to increase variety.
Visual weight refers to the inclination of shapes to float or sink based on their solidity and compositional location. Solid shapes generally weigh more than open shapes, and shapes that extend beyond the upper edge of the format tend to rise while shapes that extend below the format tend to sink.
Symmetry, radial symmetry, and asymmetry can be used to create three forms of balance. Complex forms of balance, the illusion of space, and the illusion of movement can be created when multiple elements are organized within a format.
Scale and proportion are two types of size relationships. Proportion refers to the size relationships within an image, while scale involves a size comparison to our physical reality.
By determining compositional priorities, we can emphasize the most important aspects of a design. Knowing what to leave out is as important as knowing what to include in a design. Every visual element must be used fully.
The illusion of space can be created through linear perspective, overlap, size variation, location, definition, and atmospheric perspective.
The illusion of movement can be created by selecting the most telling moment or through various types of multiplication.

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