C
O
N
C
E
P
T

Unity

Balance

Relevance

Emphasis

Contrast

Appropriateness

Repetition

Consistency

Simplicity

White Space

  Click any image to see a larger version  

C
O
N
T
E
N
T

Focused

Alignment

Hierarchy

Readability

Information Rich

C
O
M
P
O
N
E
N
T

Type

Color

Images

Graphic Elements

Details

Balance: Balance is all about proportion. All the elements of a design should be distributed in a pleasing manner. The overall effect should flow together. There are three types of balance: symmetry, asymmetry and chaos (learn more about these on my blog.) I chose symmetry here.

Balance at work:
The goal of this piece was a panel advertisement to go on the left hand side of a magazine for a car contest.