Devices which controls the sequence in which visual events are observed or the amount of attention which is paid to them.

1. Size - the largest form seen first
2. Color Intensity - Intense area of warm color, will dominate an intense cool area of the same size.
3. Location - objects located at center receive earliest attention.
4. Convergence - Convergence of line on a point in the visual field can import dominance to the point without the aid of size and color. The eye finds it difficult to resist the point from which lines or strong light radiate, or toward which they converge. The Design problem is to avoid the obvious. Create subsidiary centers of intrest which put stress on the radiant center.
5. Difference or Exception - Nonconformity stands out. If an ovoid shape appears among a number of squares it will be seen as the exception. In a field of similar shapes, the shape bearing a different color or texture will assert it individuality.

1. small size
2. peripheral location
3. Dull or gray color
4. Remoteness from converging or radiating lines
5. Similarity to other forms in shape, color, texture

1. Is achieved through analogous color, and color tonality - The prevalence of a single color or admixture throughout a work.
2. Is achieved in similarity of any kind - Shape, color, size, illumination, character of line, and edge, and texture.
3. Clustering - Forms which are dissimilar can be unified by the device of clustering. Closeness suggests coherence. The eye is deceived by propinquity into accepting a relationship among incongruous forms. If surrounded by open space, dissimilar forms located near each other tend to be perceived as a unit.
Note: Any device for achieving unity runs the risk, if employed too mechanically, of losing the viewers interest (Monotony)

Left and right halves of the visual field are identical mirror images of each other. Spontaneous appeal which may relate to the bilateral symmetry of the human body.

• Suggests analogy to a lever and fulcrum, or a seesaw.
• A heavy weight can be counter-balanced by a lighter weight which is located at a further distance from the center.
• Other thing being equal, the larger, more massive shape seems to be heavier.
• Weight by Color - warm colors are heavier then cool colors. Strong intensity heavier then weak or faded intensity. Take Yellow and orange, an area of yellow would appear larger then and equal area of orange, because yellow is higher in value; but orange has a stronger wave length then yellow and so would advance before it; Their apparent weight, therefore, might be equal.
• Weight by Texture - Coarsely textured surfaces appear to be heavier then smooth surfaces.
• Weight by Location - Forms above the midpoint on a vertical axis, appear lighter then they do below.