Informal Balance: A casual, unpredictable distribution of visual weight which does not use opposing halves. It is usually devised by intuition rather than analysis, and in visual esthetic design, it may be used more frequently than symmetrical and asymmetrical balancing schemes.
Most of us try to achieve balance in our lives, whether it is physical or emotional. If only we looked up every once in a while, we’d realize that balance is all around us; it might be informal, but it’s there. Great branding allows us to envision a certain brand or company’s products embedded in our own lives. One technique to achieve this is informal balance. The juxtaposition is not blatantly symmetrical or explicit, but natural. It looks like the product or brand being sold could just slide right in to your life without conflict. Sounds easy, but even informal balance is designed with thought and intention. You just need to find it.
