Graphic Design

• Create a pleasing appearance and a consistent look and feel for the website.
  

• The color scheme for the website should be consistent with the logo.

• The graphic design needs to be de-emphasized, so it doesn't draw attention to itself.
• Any design element that distracts from the actual usage of the website should be removed.
  

• Avoid basing the layout on real-world objects; most physical feels break down on very tall pages (i.e. having each page look like a spiral notebook, or a painting hanging on a wall).
  

Balance

• Formal balance (symmetrical)
• Informal balance (asymmetrical) is dynamic, and keeps the viewers attention on the visual message
• In horizontal balance, objects are balanced left-to-right
  
• In vertical balance, objects are balanced top-to-bottom
  
• In radial balance, equal or similar objects emanate from a central point
  

Harmony

• All elements of a visual image relate to and complement one another
• Organization of images
• Repetition of similar shapes
• Monochromatic or analogous color
  
• Equal spacing

Unity

• The elements of a visual image work together to form a complete whole
  

Emphasis

• The order in which a person views the elements of a visual image, and the importance attached to each, is determined by the emphasis placed on each area
• The area of strongest emphasis is the focal point
• Emphasis is achieved by means of contrast, isolation, location, convergence, and unusualness
  
• High contrast emphasizes differences, while low contrast de-emphasizes them
• A single element can be isolated from a group by emphasizing it
• Most people in western culture look first at the upper left region, follow it to the right, and then move towards the bottom
  

Perspective

• Arranging two-dimensional elements to simulate a three-dimensional, real-world layout

• Varying the size of different elements
• Blurring or sharpening elements (implies different relative depths)
  
• Imposing one image over another
• Using of consistent lighting and shading
• Varying the thickness of lines
• Varying the saturation of colors (hue)

• Distant elements
  

• Smaller images
  
• Composed of thinner lines
• Partially-covered by other images
• Lower color saturation
  

• Near-by elements
  

• Larger images
  
• Composed of thicker lines
• Partially cover other images
• Higher color saturation
  

• Lighting and shading typically places a single light source at the upper left

Movement

• The illusion of action or motion

• Repetition of shapes
  
• Change of shapes
• Diagonal lines
• Curves
• Change of colors
• Direction (where an image is pointing to, facing, or heading towards)

Variety

• Elements that offer contrast to the harmony and unity of a visual image
• A level of change in the visual image helps keep the viewer's attention
  

Dots

• Dots draw emphasis to specific areas
• A single contrasting dot can bring harmony to an image

Lines

• Thick lines are stronger
• Horizontal lines offer balance and stability
• A vertical line interupts an image
  
• Vertical lines suggest power, dignity
• Diagonal lines attract the eye
• Diagonal lines suggest action and movement

Shapes

• Rectangles are dull, honest, stable
  
• Curves are warm, relaxing, and reassuring
• Triangles suggest action, tension, risk, challenge
  

Value

• Dark areas are gloomy, mysterious, dramatic, menacing
• Light areas are fun, warm, happy
• Gradual changes in value suggest movement

Colors

• Complementary colors offer contrast
• Analogous colors are pleasing
• Cool colors (blue, green, violet) are calm and reflective
• Cool colors are often used for image backgrounds
• Warm colors (red, orange, yellow) are active and dynamic
• Children prefer warm colors