{"id":268,"date":"2023-09-19T23:54:19","date_gmt":"2023-09-19T23:54:19","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/visual-design-principles-overview\/"},"modified":"2024-07-23T20:56:06","modified_gmt":"2024-07-23T20:56:06","slug":"visual-design-principles-overview","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/visual-design-principles-overview\/","title":{"raw":"Learn It 5.1.2 Designing Your Message","rendered":"Learn It 5.1.2 Designing Your Message"},"content":{"raw":"

Visual Design Principles<\/h2>\r\n

Business communicators don\u2019t always have access to a graphic artist. You don't need to be a graphic artist to use basic principles of visual design in your communications.<\/p>\r\n

Contrast<\/h3>\r\n

Contrast<\/strong> is when two aspects of an image are strikingly different from one another, like dark and light. Contrast is an important principle in visual design and helps highlight the important part of the image. It adds weight to your design and guides the viewer\u2019s eye to what you want them to see.<\/p>\r\n\r\n[caption id=\"attachment_4721\" align=\"aligncenter\" width=\"1000\"]\"Illustration Figure 1. The contrast in colors draws your eye to the center rose[\/caption]\r\n\r\n

Deciding where to pull the viewer's eye and why is essential. Contrast can help viewers quickly decide where to find the most crucial information in a design, such as in an advertisement, flyer, or when navigating a website.<\/p>\r\n\r\n[caption id=\"attachment_3817\" align=\"aligncenter\" width=\"795\"]\"A Figure 2. The color contrast draws your eye to the top rectangle, which contains the most important information[\/caption]\r\n\r\n

Alignment<\/h3>\r\n

Alignment<\/strong> creates a sharp, linear order to the elements of your visual, so they all have a connection to each other. If objects are closer together, the viewer assumes that they\u2019re related. This principle is known as proximity<\/strong>.<\/p>\r\n

In the first image of trees below, we see six trees in one group that are in two rows even though they\u2019re not precisely linear. In the second image, we perceive two groups of three.<\/p>\r\n\r\n[caption id=\"attachment_6330\" align=\"alignnone\" width=\"1000\"]\"The Figure 3. Objects in proximity to each other are viewed as having a connection[\/caption]\r\n\r\n

Hierarchy<\/h3>\r\n

If there are multiple elements in a design, more visual weight should be given to the most important part of the graphic. Establish the most essential part of the graphic first, and then fill in the rest with the less important parts. Hierarchy can be achieved using some of the other visual principles, like color, contrast, scale, and proximity.<\/p>\r\n\r\n[caption id=\"attachment_4723\" align=\"aligncenter\" width=\"300\"]\"A Figure 4. The visual weight draws your eye to the long line of people at the top before the small groups of people at the bottom[\/caption]\r\n\r\n

Repetition and Pattern<\/h3>\r\n\r\n[caption id=\"attachment_2567\" align=\"aligncenter\" width=\"341\"]\"Five Figure 5. Google Workspace icons use the same colors and style[\/caption]\r\n\r\n

Repetition strengthens the overall design and ties together elements to make them more consistent. This technique is often used in branding to make items more recognizable.<\/p>\r\n

Color<\/h3>\r\n

Color is an important choice in visual communication because each color has a meaning. If you\u2019re following brand guidelines, your colors will reinforce your brand, but if not, you might want to consider some of the universal associations that go along with each color. Green tends to conjure images of the environment, while red symbolizes anger, and yellow, happiness. Which of these roses\u00a0looks cold to you?<\/p>\r\n\r\n[caption id=\"attachment_4725\" align=\"aligncenter\" width=\"414\"]\"Illustration Figure 6. Since the center rose has a lighter color than the rest, it may appear cold. However, blue is sometimes associated with cold. The rose a viewer considers cold may vary depending on their background and experiences[\/caption]\r\n\r\n

However, it's important to remember that associations with color can vary depending on culture. For example, in Western cultures, the color red can be associated with passion or danger. In China and other Asian countries, red symbolizes luck and prosperity.<\/p>\r\n

Xerox dug deep into why color is important in communication. Check out their two-page cheat sheet<\/a>\u00a0to learn more about how to leverage color for the best effect in your presentation.<\/section>\r\n
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[ohm2_question height=\"500\"]14735[\/ohm2_question]<\/p>\r\n

[ohm2_question height=\"500\"]14736[\/ohm2_question]<\/p>\r\n<\/section>","rendered":"

Visual Design Principles<\/h2>\n

Business communicators don\u2019t always have access to a graphic artist. You don’t need to be a graphic artist to use basic principles of visual design in your communications.<\/p>\n

Contrast<\/h3>\n

Contrast<\/strong> is when two aspects of an image are strikingly different from one another, like dark and light. Contrast is an important principle in visual design and helps highlight the important part of the image. It adds weight to your design and guides the viewer\u2019s eye to what you want them to see.<\/p>\n

\"Illustration
Figure 1. The contrast in colors draws your eye to the center rose<\/figcaption><\/figure>\n

Deciding where to pull the viewer’s eye and why is essential. Contrast can help viewers quickly decide where to find the most crucial information in a design, such as in an advertisement, flyer, or when navigating a website.<\/p>\n

\"A
Figure 2. The color contrast draws your eye to the top rectangle, which contains the most important information<\/figcaption><\/figure>\n

Alignment<\/h3>\n

Alignment<\/strong> creates a sharp, linear order to the elements of your visual, so they all have a connection to each other. If objects are closer together, the viewer assumes that they\u2019re related. This principle is known as proximity<\/strong>.<\/p>\n

In the first image of trees below, we see six trees in one group that are in two rows even though they\u2019re not precisely linear. In the second image, we perceive two groups of three.<\/p>\n

\"The
Figure 3. Objects in proximity to each other are viewed as having a connection<\/figcaption><\/figure>\n

Hierarchy<\/h3>\n

If there are multiple elements in a design, more visual weight should be given to the most important part of the graphic. Establish the most essential part of the graphic first, and then fill in the rest with the less important parts. Hierarchy can be achieved using some of the other visual principles, like color, contrast, scale, and proximity.<\/p>\n

\"A
Figure 4. The visual weight draws your eye to the long line of people at the top before the small groups of people at the bottom<\/figcaption><\/figure>\n

Repetition and Pattern<\/h3>\n
\"Five
Figure 5. Google Workspace icons use the same colors and style<\/figcaption><\/figure>\n

Repetition strengthens the overall design and ties together elements to make them more consistent. This technique is often used in branding to make items more recognizable.<\/p>\n

Color<\/h3>\n

Color is an important choice in visual communication because each color has a meaning. If you\u2019re following brand guidelines, your colors will reinforce your brand, but if not, you might want to consider some of the universal associations that go along with each color. Green tends to conjure images of the environment, while red symbolizes anger, and yellow, happiness. Which of these roses\u00a0looks cold to you?<\/p>\n

\"Illustration
Figure 6. Since the center rose has a lighter color than the rest, it may appear cold. However, blue is sometimes associated with cold. The rose a viewer considers cold may vary depending on their background and experiences<\/figcaption><\/figure>\n

However, it’s important to remember that associations with color can vary depending on culture. For example, in Western cultures, the color red can be associated with passion or danger. In China and other Asian countries, red symbolizes luck and prosperity.<\/p>\n

Xerox dug deep into why color is important in communication. Check out their two-page cheat sheet<\/a>\u00a0to learn more about how to leverage color for the best effect in your presentation.<\/section>\n
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