Chapter 4 Balance…

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.

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.

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

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.

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

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

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

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

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.

Symmetrical vs. Asymmetrical

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.

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

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

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.

Taking It A Step Further 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. 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.

Final Balance Example

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.

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.