1. Chapter 4 Balance…

2. Objectives Learn more about balance and appreciate its importance. Understand the effect of balance in a design. Identify the two main types of balance: symmetrical balance and asymmetrical balance. Discover what visual weight is and how it affects the balance of a design. Analyze how color works with the principle of balance.

3. What is Balance and Why Use It? A balanced design is one in which the visual weights of all of the elements are equally dispersed throughout the layout. People find pages with good balance more comfortable and functional than poorly balanced pages. Balanced designs seem more resolved than an unbalanced design.

4. Visual Weight (1 of 2) Visual weight is the illusion of physical weight of a visual element on a page.

5. Visual Weight (2 of 2) Size, color, boldness, and texture of a visual element contribute to its visual weight. Images carry more visual weight than body copy, as people tend to look at images before text. In determining balance the visual weight of each element must be considered and counterbalanced with other elements on the page.

6. Symmetrical and Asymmetrical Balance There are two types of balance: - In symmetrically balanced layouts visual elements are mirrored from side to side or from top to bottom - In asymmetrically balanced layouts visual elements are arranged unequally, yet balanced, on the page

7. Symmetrically Balanced Layouts (1 of 2) Are easy to create Convey a formal, dignified, and historical feeling Lack dynamic movement and are often static Are a safe solution

8. Symmetrically Balanced Layouts (2 of 2) Symmetrical layouts are identified by drawing an imaginary axis line through the center of the page.

9. Asymmetrically Balanced Layouts (1 of 2) Are more challenging to create Convey a feeling of dynamic movement Are visually interesting Are energetic, informal and dynamic

10. Asymmetrically Balanced Layouts (2 of 2) To identify an asymmetrically balanced layout draw an imaginary axis line through the center of the page. The two halves will be different, yet a successful layout will still be visually balanced.

11. Symmetrical vs. Asymmetrical

12. A Few Words About Proportion Striking a working balance depends on finding the right sizes and visual weights for the elements—words, phrases, and graphics—in the space. Finding a working balance depends upon practice. Formulaic approaches yield dull and dry results that appear amateurish.

13. Balance Example (1 of 3) The balance on this page is awkward: - Too much white space (space without visual elements) at the bottom of the page - It shows weak emphasis WHITE SPACE – Space on the page not filled by text, graphics, lines, or other visual elements

14. Balance Example (2 of 3) The balance in this version of the page is better, but still needs improvement: - As the bugs and headline are about the same size, they seem equally important - Color in just the headline leaves the page visually heavy

15. Balance Example (3 of 3) The asymmetrical balance on this page works better than the original. - Type at an angle gives this page dynamic movement - A new typeface and color in the headline and subheads add visual excitement and balance each other.

16. Taking It A Step Further Figure 4-11: Positioning type so that it runs uphill has a positive, energetic connotation. The type seems dynamic, as if it is moving with energy into the future Figure 4-12: Don’t stagger type. It looks awkward and is difficult to arrange gracefully on the page. TIP: Adding a drop shadow behind an element adds a “dimensional” look, Skewing elements away from the horizontal and vertical adds dynamic energy to a layout.

17. Final Balance Example

18. Chapter Summary Unbalanced pages seem amateurish and may drive readers away. Balanced pages are more comfortable to readers and enhance communication. There are two types of balance: symmetrically and asymmetrically balanced layouts. The visual weight of elements must be considered to strike a working balance.

19. MINI QUIZ #4 - asymmetrical - dignity - visual weight - white - informal - symmetrical - dynamic - formality 1.The illusion of physical weight of a visual element on the page is called ________ ____________. 2.There are two different kinds of balanced layouts ___________ and ____________. 3.Symmetrically balanced layouts convey a feeling of history, __________, and ____________. 4.Asymmetrically balanced layouts are more energetic, ___________ and ___________. 5.Space on the page not filled by text, graphics, lines, or other visual elements is called ________ space.

20. EXERCISE #1 DIRECTIONS: Make a symmetrically balanced layout and an asymmetrically balance layout. Feel free to add visual elements such as rule lines, triangles, or rectangles to enhance your page design.