Graphic Design Principle: Balance

Balance in design refers to the visual weight of each element, and how each element’s visual weight is distributed in the layout.

Symmetrical Balance

  • Things are centered vertically and/or horizontally. Many cans and bottles use this approach—but they don’t have to.
Advertising example demonstrating the design principle symmetrical balance

Asymmetrical balance

  • Elements are not perfectly centered
  • They utilize white space and the visual weight of other elements to balance the layout.
  • This can take more time, thought and skill, but it usually looks more developed and professional
Advertising example demonstrating the design principle asymmetrical balance
Advertising example demonstrating the design principle asymmetrical balance

Radial Balance

  • Notice that the tent falls on the page using the rule of thirds.
  • This ad also emphasizes the tent and bottle with color and isolation
Advertising example demonstrating the design principle radial balance