5About focus Focus is used to centre attention. Design principles - FocusAbout focusFocus is used to centre attention.Focus can be created by contrasting elements so that they attract attention.
6The large light coloured face stands out from the darker background. Design principles - FocusThe large light coloured face stands out from the darker background.
7Design principles - Focus A bright colour stands out against dull colours, just as a loud sound can stand out against a quiet sound.
8Contrast and placement are effective ways to create focus. Design principles - FocusContrast and placement are effective ways to create focus.
9Dark tones stand out over light tones. Design principles - FocusDark tones stand out over light tones.Heavy lines stand out more than thin lines.Bold patterns stand out more than fine patterns.
10Strong colour stands out more than soft colour. Design principles - FocusSize and placement of text and images should relate the importance of information.Strong colour stands out more than soft colour.
11Lines and visual rhythms can move attention towards a focal point. Design principles - FocusSize and placement of text and images should relate the importance of information.Lines and visual rhythms can move attention towards a focal point.
12Design principles - Focus Some designs have a single focal point. In these designs, the components are arranged to focus attention towards this point.
13Other designs have multiple focal points for emphasis. Design principles - FocusOther designs have multiple focal points for emphasis.
14Design principles - Focus Some designs do not have a clear focal point. Repeated elements are used to keep the eye moving
53Design principles - Rhythm About rhythmRhythm is a feeling of structured movement created by the repetition of elements.
54Design principles - Rhythm Rhythm can be used to create a sense of movement in, through or around a design.
55Rhythm is created by the repetition of elements. Design principles - RhythmRhythm is created by the repetition of elements.Repeated elements and the spaces between them make patterns that we experience as rhythm.
56Design principles - Rhythm Repetition of elements and spaces create regular steady rhythms that have a feeling of order.
57Design principles - Rhythm Abstract placement of elements and spaces create irregular rhythms that have a sense of imbalance, tensions and expectation.
59Design principles - Balance About balanceBalance is achieved when things are in equilibrium. This is commonly achieved through an equal weighting or distribution of elements within a whole.
60Design principles - Balance Balance is important because it can create a feeling of stability. Balance is achieved by selecting and arranging text and images to control the distribution of ‘weight’.
61Balance can be achieved by placing an object within a space. Design principles - BalanceBalance can be achieved by placing an object within a space.The focus here is the placement of the dozer. The text is used to balance the image.
62Symmetry can create order, formality, calmness and stillness. Design principles - BalanceSymmetry is created by dividing a space and the elements within it equally.Symmetry can create order, formality, calmness and stillness.
63Design principles - Balance These designs have asymmetrical balance. When they are divided down the middle, there are different selections and arrangements of elements in each part. Asymmetry can look informal, natural and energetic.
64Design principles - Balance PlacementHigher smaller square has more energyOrientationSmaller square rotated off axis equalizes energyValueDarker value gives smaller square greater weightColourColour energizes smaller square
65Defying gravity creates greater energy. Design principles - BalanceDefying gravity creates greater energy.Resting is more stable.