12. Have you ever read a document where the author has decided to center a long-ish block of text (kind of like I am doing here?) Isn't it a little harder to read this text when it's centered than it would be if it were left-justified? We might argue that it is just a matter of convention, that we are just used to reading text that is left justified. But the principle of alignment suggest that creating a strong implied line connecting objects on the page creates cohesion.
19. It's okay to break alignment when it serves a specific purpose such as to intentionally create tension or draw attention to a specific element of the page. (Also an example of asymmetical balance.)
20. Rule of Thirds, Shape and Balance "Rule of Thirds" - elements arranged along any of the one-third dividing lines take on importance and liveliness. Shape - use a pattern that attracts and focuses attention. Balance - balance is achieved when the "weight" of the elements in a display is equally distributed.
21. all over balance rule of thirds and asymmetrical balance
23. Color Scheme Complementary colors lie opposite each other on a color wheel. Analogous colors lie next to each other on the color wheel. Warm colors excite Cool colors calm
24. Color Appeal Cheerios uses complementary colors to appeals to consumers. The main colors are warm, exciting colors. Johnson's uses analogous cool colors to appeal to consumers.
25. Arrangement Proximity - put related elements close together. Directionals - are used to direct the viewers to "read" the display in a particular sequence. Contrast - Dark figures show up best on light grounds and light figures show up best on dark grounds. Consistency - Be consistent in use of elements on computer screens, overhead slides, or handouts. Examples http://coe.sdsu.edu/eet/articles/designprin1/start.htm
