Visual weight is the perceived prominence or heaviness an element contributes to a composition. Darker colors, larger elements, photographs, and typography styles can increase it, so distributing these choices carefully helps a page feel balanced. section 2.1.5
Use visual weight to make practical layout decisions:
- Compare images with nearby text: a full image can outweigh text, while whitespace can counterbalance it. section 2.1.5
- Choose symmetrical balance for predictable repetition, or asymmetrical balance for more visual interest while preserving overall equilibrium. section 2.1.5
- Check whether unequal columns or empty space pull attention too strongly toward one side. section 2.1.5
A balanced landing page
A two-column layout can place an image on one side and text on the other, then alternate those positions in later rows. Even when content lengths differ, repeated distribution and whitespace can keep the composition balanced.
