These objective guidelines are meant to free our imaginations, and our intuition will always be our best guide. In general, all good design needs to incorporate drama , unity , variety , and dominance . Drama is contrast. Unity is a harmonious visual impression. Variety is interest.
Dominance expresses the thematic statement.
We must bring opposites into agreement by finding a balance between opposing forces. Nature attains equilibrium by offsetting the influences of contrasts through repetition of things that are alike. In nature the ends or extremities of all things are necessarily complementary to each other and usually seem to exist in the form of a positive and a negative. This is the principle of opposition that creates drama. Drama means a balance and a sense of unity to our work through a mixture of harmony and contrast.