What does "visual weight" describe in design?

Visual weight refers to how much attention an element attracts within a design composition. This concept is essential in understanding how different elements contribute to the overall balance and harmony of a design. Elements with greater visual weight, such as bold colors, intricate patterns, or large shapes, tend to draw the viewer's focus more intensely than lighter or simpler elements.

By effectively manipulating visual weight, designers can guide the viewer's eye through the composition, creating a sense of movement or encouraging the viewer to stop at particular areas of interest. This principle is pivotal for achieving balance and ensuring that the elements of a design work together cohesively, thus enhancing the overall effectiveness in communicating the intended message or aesthetic.

While actual weight or distribution of colors may impact perception, they do not directly convey the concept of how much attention an element commands. Similarly, the fit of elements together pertains more to harmony and unity, rather than their ability to attract attention.