UNITY – Where you are required to pull a design together, giving it a
single piece feel
RHYTHM – That reflects depth, contrast and repetition
PROPORTION – Realistic/unrealistic, that depends on your intent
EMPHASIS – Creating a focal point for deriving results
ECONOMY – The user is provided only with what is needed to
understand the design
DIRECTION – Guiding the viewer through the design
CONTRAST – Using contrasting colors and textures
BALANCE – To invoke specific emotions