Once you’ve developed your concept for your client’s site, its time to create the interface design. One of the key ingredients to a successful layout is consistency so your user doesn’t get confused. By providing a consistent user experience, it will be clear to the site visitor. By applying some basic design principles or “rules”, the design has a better chance at success. The following describes some of the key principles of design composition or layout. All of these rules are not required at all times; yet a seasoned designer understands when to use each to support their concept.

• Emphasis – This is also referred to as the focal point and is the center of interest in your layout. It is dominant and influences the relationships between all the elements that form the composition. Emphasis can be created through scale, positive and negative spatial relationships and placement with in the overall layout. For example a designer may place an element slightly center and larger, then balance that elements with another to maintain our interest. Other designers may choose to avoid emphasis all together. They want all parts of the work to be equally interesting (see examples on right).
• Unity - When nothing distracts from the whole design you have unity. Unity without variation can be uninteresting yet is an effect method toward the creation of balance and symmetry. These principles are often employed when creating patterns or textures.
• Contrast – Contrast can be created using scale, color, shape and placement. Contrast also helps to create a focal point in your design.
• Balance – Balance is the consideration of visual weight and importance. It is a way to compare the right and left side of a composition