Balance
- provides stability and structure to a design
- weight distribution in design
Proximity
- creates relationship between elements
- provides a focal point
- visually connected in some way
Alignment
- allow us to create order & organisation
- create visual connection with each other
Repetition
- strengthen design by tying together individual elements
- create association & consistency
- create rhythm
Contrast
- juxtaposition of opposing elements
- allow us to emphasize or highlight key elements
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