David Kadavy

Proportion, loosely defined, is how the size or magnitude of one thing relates to that of another related thing.

Figure 5-3 The composition on the right is more visually interesting than the composition on the left, despite sharing similar characteristics, because it possesses different proportional relationships.

The success of this ratio can be found in its relationship with the number 3. Any time you have three of something, no matter how you divide them, the relationship is 2:3.

A good composition is what attracts the viewer’s eye and engages it, guiding his eye throughout.

When something appears to be closer to you in a painting or composition, it is considered to be in the foreground. Things in the foreground are likely to be noticed first in any composition.

As you mouse over certain elements of the Think Vitamin design, they pop into the foreground, prompting you to interact with them.

The term design principles refers to a series of beliefs or tenets about what kind of features make a composition attractive.

Elements can be made dominant by being the darkest, the lightest, the largest, or even by having lots of white space around them.

This restriction was a blessing, because changes in size are best done with some proportional consideration.

Dark backgrounds can provide a sense of exclusivity and sophistication.