Balance and Tension are two opposing aspects that keep the viewers’ interest.
Contrast is the key ingredient in successful modern design.
Contrast is the difference between thrilling and boring.
Contrast is a strength.
There are multiple types of contrast.
The contrast between: dark and light, large and small, vibrant and somber, happy and sad, excess and minimal.
When the piece lacks contrast it becomes uninteresting and forgettable. Contrast creates interest.
The scale is the size of the elements and their size to each other.
Dull layout consists of many elements that all seem to have the same uniform size and no sense of priority.
Contrast and scale between a very large image and a very small image create a dynamic relationship.
Large element will seem larger next to the smaller one.
Repetition in design can create excitement.
There are many kinds of repetitional composition.
Repeating forms are a great way to direct the viewer.
When you use the same shape or icon in the same way throughout of the piece you create a recognizable language.
But there is a difference between using repeating forms to enhance communication and simply duplicating to maintain uniform appearance.