1. Hierarchy: Organizing things from most important to least important.
2. Focal Point: The strongest, most compelling element in design.
3. Eye Path: A strong composition can guide the viewer's eye through the design.
4. Proportion: size of elements in proportion to one another. Relativeamounts of space devoted to items eg. written vs image.
5. Visual Weight: Equals size + value (the lightness or darkness of a colour).
6. Type As A Virtual Element - Blocks of type as having shape and weight like photos and illustrations.
7. Alignment (Grid) - Sense of visual order and rhythm. Set of guidelines for the user to align and repeat elements within space.
8. Design with intention and use the 7 tools to help guide the viewer's eye.
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