If you are planning to build a website it is important to consider ways in which to make the experience inviting and user-friendly to encourage prospective clients to spend time browsing through your site. An important factor in achieving an engaging user experience is to get the visual balance spot on. Visual balance refers to the balancing of design elements to allow your viewer to enjoy the time spent on your website and to entice them to use your business.

When designing for the web the experience needs to be easy on the eye and prevent visual agitation or discomfort. If your website design is visually off balance your site will feel disorganised and your users could feel lost, uneasy and lose interest. An inviting and visually balanced design allows users to sit down, relax, and be taken through the flow of information in a logical and easily digestible order. Visual balance is the quality of balancing design elements in such a way that the user’s focus is drawn to specific sections of your website in a visually intuitive way.

Visual design elements, just like physical objects, can be very small in size while carrying a lot of weight. By understanding the mass element of design very small components can be designed to demand the attention of the eye. This process of directing the eye to a specific point on the web page is known as the visual interest or the focal point of a design. The skill of making the core informational elements of your website stand out through focal points in your design is key to getting your core message across.

Types of Balance

There are different ways to apply visual balance in design to get elements to interact with each other on the webpage in a way that gets information across effectively and encourages user participation. There are five basic methods for achieving this balancing effect:

  • Horizontal balance
  • Vertical Balance
  • Radial Balance
  • Symmetrical Balance
  • Asymmetrical Balance

Balancing your website is of utmost importance in digital branding and marketing. The look and feel of your site will influence whether people spend time on your site, interact with your brand and ultimately make use of your business. To ensure that your website communicates your brand effectively and converts visitors to paying customers and loyal clients it is best to make use of a professional website designer with the skills and training needed to plan the interaction between graphic elements and information on your website.

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