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Asymmetrical balance

distribution achieved by arranging non-identical elements on both sides of an imaginary center line on the screen.


is the distribution of optical weight in the layout.

Inter-screen unity

is the design that users encounter as they navigate from one screen to another; provides consistency throughout a presentation.

Intra-screen unity

is how the various elements relate to one another on the same screen.

Linear presentations

author of the presentation controls the flow of information in the application.

No balance

a design that has elements arranged on the screen without regard to the optical weight of elements.

Non-linear presentation

allows the user to interact with a presentation and control how the information will be viewed; allows the user to be active rather than passive during the delivery of the information.

Optical center

a point slightly above and to the right of the mathematical center of the screen.

Optical weight

the ability of an element such as a graphic, text, headline, or subheading to attract the user's eye.


function performed as the mouse pointer rolls over and points to an object.

Sequential navigational scheme

takes the user through a controlled, linear process.

Symmetrical balance

distribution achieved by arranging elements as horizontal or vertical mirrored images on both sides of an imaginary center line of a screen.


how a presentation will be offered to the user; that is, the look and feel of the presentation.

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