Design Is: Vol 3

We are pattern-seeking creatures. We make sense of things based on rhythm, expectation and logic. Balance is the force that holds those traits together.

Balance satisfies the mind. In alignment, it is the peace between objects. In color, it is the expression of emphasis. And, in shapes it is the hierarchy.

Now, balance is also used frequently as contrast. Throwing a piece out of balance can convey your point in a way color, shape and alignment cannot. Later we’ll get into more tertiary levels of the design process, like context, medium and delivery, but for now balance is the curve-ball.

In my experience, if your work is balanced centered, you are more focused on typography or physical hierarchy. When justified left or right, balance is settled on the foundation of your heading. If your cross-section shows no balance, justification or internal hierarchy, your negative space is crucial and likely your focal point. Semi-spaced posters are great examples of balance through pattern under disproportionate objects. Your eye goes to the edges rather than the objects (pattern balance!) alway looking for a pattern.

The lack of balance is its own art form. The all-verse approach to design. No chorus (hierarchy) no bridge (color) or solo (alignment) It’s all rise. You can do this 100% of the time but eventually you will develop a pattern as a pattern-devoid designer!

Balance keeps all things in motion and you will see this in all projects. I’m a big believer in keeping these principals because I feel they bring out the best in your work. Applying these loose boundaries on your process can and will deliver results, each one better than the last as you find the intrinsic value for your own style.