1. Hierarchy: You need to use visual cues to tell people what to pay attention to first, second, third, etc.
2. Balance: Symmetrical balance is the most straightforward. It’s achieved when elements on either side of a central vertical axis are basically the same.
3. Alignment: How text or graphic elements are lined up on a page.
4. Emphasis: Be sure to emphasize the parts you want your users to look at first.
5. Proportion: Use proportion to create visual interest by drawing the viewer’s eye to particular visual elements within your designs.
6. Movement: Control which elements users focus on by placing them along the path of the most natural eye movement patterns.
7. Negative Space: Use white space, without white space, pages look cluttered and are hard to navigate.
8. Contrast: Color contrast is often the first thing people think of, but differences in the sizes of elements, shape, or some other property also create contrast.
9. Repetition: Use similar elements throughout your design, as repetition can be used to create rhythm, which helps move users through your designs.
10. 11. Variety: Also, using variety of elements and design keeps it interesting and prevents users from getting bored.
11. 12. Unity: Unity such as (proximity, alignment, and repetition) gives a design and sense of harmony, both visually and conceptually.

Tags: web design | visual | design