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COMPOSITION AND THE PRINCIPLES OF DESIGN You will apply principles of design and visual organisation to your designs using a combination of balance, scale, unity and proportion, rhythm, symmetry and positive and negative space. By utilising the elements of line, tone, texture, shape, and emphasis, you will achieve visual harmony in your composition and layout. As you develop a working knowledge of the properties of colour, you will apply appropriate colour schemes that reflect the emotions of various consumer markets. PRINCIPLES Balance-an equal distribution of weight. When a design is balanced we tend to feel that it holds together, looks unified and feels harmonious. Understanding balance involves the study of several visual factors-weight, position and arrangement. Weight can be defined as creating the illusion of physical weight on a page and can appear heavy or light. Focal point and visual hierarchy- what do you look at first when you look at a...

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