In this chapter, Bang delves into the fundamental elements that govern the emotional impact of pictures. She begins by discussing the pervasive influence of gravity, which she identifies as the most powerful physical force that humans are consciously aware of and subject to at all times. She explains how the force of gravity shapes people’s responses to horizontal, vertical, and diagonal shapes, as well as the placement of these shapes within a composition. Bang’s exploration of gravity lays the groundwork for the subsequent principles she introduces.

The first principle states that smooth, flat, horizontal shapes evoke stability and calm. She points out that these shapes are closely associated with the Earth’s surface, the horizon line, and the ground beneath one’s feet. Bang draws a connection between the stability of horizontal shapes and the fact that humans and objects are most stable when they are in horizontal positions, as they are not at risk of falling.

In contrast, the second principle highlights the dynamic and energetic nature of vertical shapes. Bang explains that vertical shapes seem to defy the earth’s gravity, reaching up toward the sky or the heavens.