Contrast

• Creates “pop” - brings design away from the background and makes it stick in memory
• Creates space and different between elements
• Background and elements should be significantly different so they work harmoniously

When working with Type, contrast is essential in balancing the size and weight of the type - if everything’s bold, nothing’s important.

Contrast can come from limitation: e.g. designs usually only feature one or two typefaces - more can dilute and confuse the design.