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• Composition (How you lay out all of the elements in a design so that they work well together)
• Layout by visual weight (The visually heavy parts of your layout should follow/affect the layout more than the visually light parts)
• Visual balance (If one area has heavier elements, it feels unbalanced)
• Areas of interest and areas of rest (Provide clusters of interesting elements and empty areas for the eyes to rest)
• Directing the eye (Designers should direct the viewer’s eyes towards the right elements)
• Teasing continuation (When the viewer can’t see the whole design you need to let them know there’s more, to avoid the “false bottom” or the “illusion of completeness”)
• Gestalt (Laws of proximity, similarity, closure, continuation, uniform connectedness)
• Dominant, sub-dominant, and subordinate (One element should be dominant, some more should be focal points but less dominant, and the rest should fade into the background)