figure/ground

similarity

proximity

closure

continuance

translation

rotation

reflection

glide/reflection

dilation

structured space

symmetric balance

asymmetric balance

ambiguous balance

neutral balance

FIGURE/GROUNDseparating elements based on their contrast

SIMILARITYsimilar objects/forms are viewed as a group

PROXIMITYforms in close proximity (near one another) are

viewed as groups and favored over parts farther away

from one another

CLOSUREour minds naturally tend to close gaps in forms, making them

stable, whole images

CONT

INUA

NCE

visu

al g

uida

nce

lead

ing

the

eye

to c

ontin

ue a

long

a p

ath

TRANSLATIONsliding the same form to a new location, keeping

the same orientation

ROTATIONturning forms around an axis or center

REFLECTIONflipping a form exactly across an invisible line

GLID

E/RE

FLEC

TION

com

bina

tion

of re

flect

ion

in a

line

and

a tr

ansl

atio

n al

ong

that

line

DILATIONthe gradual and proportional enlarging of a form; expanding

STRUCTURE [ONE]

STRU

CTUR

E [T

WO]

STRUCTURE [THREE]

STRUCTURE [FOUR]

STRUCTURE [FIVE]

STRUCTURE [SIX]

SYMMETRICAL BALANCEcentered compositions or those with equal balance and mirror images

ASYMMETRICAL BALANCEbalanced compostion that has equal weight on each side, but not identical forms on each side

AMBIGUOUS BALANCEit is not immediately clear whether the composition is balanced on both sides

NEUTRAL BALANCEbalance is reached by arbitrary placement of forms

© tessa canon, 2012

completed as a requirement for visual communication in the

graphic design department at the kansas city art institute.

michael kidwell, assistant professor.