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ORGANIZING PRINCIPLES

VARIETY
change; different ways of applying same element; different elements

BALANCE
symmetry and asymmetry; visual weight

PROPORTION
relative size of design elements

MOVEMENT
continuity, fluidity, connectedness among design elements; eye path; rhythm

EMPHASIS
visual weight; focal point; anomaly

ECONOMY
simplicity; clear, clean; lacks embellishment; straightforward

RHYTHM
pattern; measured movement

REPETITION
same element used more than once

UNITY
harmony; how well things “go together”

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