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.
Symmetrically Balanced Layouts (2 of 2)

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
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.

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. 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.