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Balance

The first principle we’re going to look at is ‘balance’, which is to do with how the difference shapes, sizes and color elements are harmonized. Good website design needs to incorporate a high level of visual stimulation, yet at the same time, should not distract the visitor with too many inconsistent or conflicting components. Each part of the page has its own visual emphasis that is dependent on the color, shape or size of the images or the text blocks. Good balance on a web page does not mean simply having design components placed in an exact symmetrical manner on the page. For example, you might create good balance by having an image on the right hand side of the page with a strong block of text on the left hand side. An even more challenging design principle is achieved with asymmetrical balance. This is done by combining different objects on each side of the page with each of these elements having a different visual weight color, size or shape. An example of asymmetrical balance might be if you had a strong element in the center of the page, the balance may be achieved by having a lighter design component further out toward the edge of the page.

Emphasis

The next style component we are going to consider is ’emphasis’, this relates on how you encourage your website visitor toward the focal point of the web page. In other words you want the most important design elements to really stand out on the page. Typically the focal point is a component that is very different from the other design elements on the page. Naturally there very different ways that you can achieve this emphasis, you might decide to use highly contrasting image colors, you may go for a bold font or you may just use a larger font. Whichever way you decide to highlight a component on your web page, the final result should be that your visitors attention is focused on the area that you want to emphasize.

Unity

The third component were going to look at is ‘unity’. This can be defined as how all the different components on the page appear to be very coherent and that the page has a unified structure. In other words all the components: the text, headlines, images, graphic elements, photographs and sub-headers all look like they belong with each other. Unity can be accomplished on the page by using the same font, colors that match or by using similar design elements throughout the page.

Rhythm

The final element were going to look at is called ‘rhythm’. Rhythm can be defined as how the various visual components can be seen by your visitors as having a unified pattern. The idea here is to attempt to generate a consistent pattern or structure to the design of the page. Repeating the same elements in a consistent way at regular intervals creates a smooth, even rhythm whereas dramatic changes in the spacing or the size of visual elements creates a much more lively, dynamic mood to the web page. Ultimately the viewer should perceive a holistic style from the website despite the fact there may be differing visual components that make up the overall design.

The reality is that people visiting your website for the first time will gain an immediate impression of the design priciples. They subconsciously rely on visual cues to assess the overall balance and harmony of the web page. This can be a major factor in their decision to continue to explore the rest of the site or to search for a better alternative. If the website is coherent and visually appealing and appears to have intuitive navigation, they are much more likely to explore the site further, buy your product or service or sign up for your newsletter. Another clear benefit is that they are far more likely to return to your site through having bookmarked it, or even signed up for your email list.