These design principles are simplicity, balance, emphasis and unity. The following is a brief summary of each principle. The simplicity principle states that in order to communicate effectively, visuals should convey one basic idea. Visuals that contain many ideas are confusing to viewers and misinterpretations are greatly increased. Therefore, the viewer best comprehends multiple ideas in a series of visuals, which are interpreted one at a time.
Emphasis provides a means by which attention can be drawn to the important elements of a visual.
Emphasis can be accomplished by using labels, arrows and contrasting color, by changing the size relationship, or by doing anything that draws the eye to the important element in the visual. Balance is a form of equilibrium within a Web page or visual. Visuals on a Web page that are out of balance are disturbing to viewers. Formal balance refers to a situation in which the two halves of the visual are symmetrically arranged around the vertical center of the visual. Informal balance refers to an arrangement in which the elements are not symmetrically arranged, but still appear balanced and stable.