Smooth, flat horizontal shapes give us a sense of stability and calm.

1. Smooth, flat horizontal shapes give us a sense of stability and calm.

2. Vertical shapes rebel against gravity and are more exciting and active. They imply energy and reaching toward heights.

3. If a horizontal bar is placed across a row of verticals, stability reigns again.

4. Diagonal shapes are dynamic because they imply motion or tension.

5. Mountains, slides, waves: all of these are diagonals in movement or tension.

6. A triangle placed on a flat base gives a feeling of stability.

7. The same triangle placed on a diagonal gives a sense of movement.

8. Any picture that emphasizes the diagonal is dynamic.

9. Objects placed in the top half of a picture often feel free, triumphant, or more lofty.

10. The bottom half of a page feels more threatened, sadder, heavy-laden and constrained. It has less pictorial weight.

13. The center of the page is the most effective center of attention.

14. The edges and corners of the picture are the edges and corners of the picture world.

15. White or light backgrounds feel safer to us than dark backgrounds because we can see well during the day…

16. …and only poorly at night.

17. Our skin is thin. Pointed objects easily pierce. We feel more scared looking at pointed shapes.

18. Curved shapes embrace and protect us.

19. The larger an object is in a picture, the stronger it feels.

21. We associate the same or similar colors much more strongly than we associate the same or similar shapes.

22. Contrast and movement enables us to see.