Chapter 4

1. Chapter 4 Balance…

2. 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.

3. Visual Weight • Visual weight is the illusion of physical weight of a visual element on a page.

4. Visual Weight • 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.

5. 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

6. Symmetrically Balanced Layouts • Are easy to create • Convey a formal, dignified, and historical feeling • Lack dynamic movement and are often static • Are a safe solution

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

8. Asymmetrically Balanced Layouts • Are more challenging to create • Convey a feeling of dynamic movement • Are visually interesting

9. Asymmetrically Balanced Layouts • 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.

10. 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.

11. Balance Example • 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

12. Balance Example 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

13. Balance Example • 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.