Proximity:
Proximity is grouping things together that are related.
A lack of uniformity can cause confusion.
Proximity in a design will usually overwhelm color.
Alignment:
When items are aligned on a page the result is a stronger cohesive unit
"Nothing sould be placed on the page arbitrarily. every item should have a visual connection with something else on the page."
When aligned elements are physically separated from each other, there is an invisible line that connects them, both with your eye and in your mind.
Repetition:
"Repeat some aspect of the design throughout the entire piece."
consistency
Contrast:
A way to make things stand out
"If two things are not exactly the same, then make them different. Really different."
Large type vs. Small type
Thin lines vs. thick lines
Cool colors vs. warm colors
Horizontal elements vs. Vertical elements
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