.
.
.
| Emphasis | Most important is most prominent | ||||
| Contrast | Different elements should look different | ||||
| Flow | Visual and verbal path of movement through a page or sequence of pages (western vs other culture orientation) | ||||
| Repetition | Helps to achieve a unified, cohesive and controlled design (different from pattern) | ||||
| Balance | Distribution of visual elements for a pleasing and clear layout | ||||