Key Principles of Effective Visual Design
- Create Contrast Among Items
- Arrange Visual Items Logically
- Create Patterns to Group Items
- Create Balance on the Page
- Use Moderation with all Visual Elements
- Follow Visual Standards
Visual Design Standards
In the Western World (Europe and the United States in particular), viewers “read/view” images with specific expectations in mind. Among these are:
- Readers/Viewers expect an image to move from Top to Bottom
- Readers/Viewers expect an image to move from Left to Right
- Readers/Viewers expect the Center of an image to be the most important
- Readers/Viewers expect the Foreground of an image to be the most important
- Readers/Viewers expect the Larger items in an image to be the most important
- Readers/Viewers expect Thicker items/lines in an image to be the most important
- Readers/Viewers expect areas of Dense Activity in an image to be important
- Readers expect items that seem similar to be related, even if the items aren’t actually related; Similarities show Relationships
Color Design Standards
Color can be used to emphasize or deemphasize points. Used sparingly, color is highly effective. If overused, color also loses its effect for conveying specific messages.
Hot Colors (use sparingly to draw attention/give warnings)
- red
- orange
- yellow (yellow)
Cold Colors (these colors have a more calming effect)
- blue
- green
Why Visuals & Graphics Are Valuable
- make information easier to remember
- make information easier to read
- can increase the impact specific information has on a reader
Visual Rules
Mostly, I want these visual principles to help you use graphics more effectively in technical documents that you create. The real key is to plan carefully for how your reader will receive visual information.
A few rules are worth knowing and trying (as best you can) to follow:
- visuals should be able to stand on their own (so include sufficient labels and headings)
- highlights from visuals should be mentioned in the text (don’t put a chart into a report without talking about the report; at the same time, don’t restate every information point which is on the chart–discuss the most important information)
- use visuals to help make your argument (don’t just use graphics for decoration)
- use white/negative space (for emphasis)
- simple graphics are often the clearest (less is more)