{"id":149,"date":"2022-04-04T15:53:55","date_gmt":"2022-04-04T15:53:55","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/chapter\/visual-design-principles-overview\/"},"modified":"2022-04-19T17:22:42","modified_gmt":"2022-04-19T17:22:42","slug":"visual-design-principles-overview","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/chapter\/visual-design-principles-overview\/","title":{"raw":"Visual Design Principles","rendered":"Visual Design Principles"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Outcome<\/h3>\r\n<ul>\r\n \t<li>Describe basic visual design principles<\/li>\r\n<\/ul>\r\n<\/div>\r\nBusiness communicators don\u2019t always have access to a graphic artist. In the event that you as communicator find yourself needing to create visuals that dazzle without the help of a graphic artist, here are a few basic principles of visual design you can keep in your back pocket.\r\n<h2>Contrast<\/h2>\r\nContrast 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 \u201cweight\u201d to your design and guides the viewer\u2019s eye to what you want them to see.\r\n\r\n<img class=\"aligncenter wp-image-4721 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08174526\/elementsofformat1.png\" alt=\"Illustrating of 5 roses in a row. Only the center one is colored in red the rest are left in black and white.\" width=\"1000\" height=\"207\" \/>\r\n<h2>Alignment<\/h2>\r\nAlignment 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. In the first image of trees\u00a0below, we see six trees\u00a0that are in two rows even though they\u2019re not precisely linear. In the second image, we perceive two groups of three.\r\n\r\n<img class=\"alignnone wp-image-6330 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/05175804\/elementsofformat2_new.jpg\" alt=\"Appropriate alternative text can be found in the text above this image.\" width=\"1000\" height=\"336\" \/>\r\n<h2>Hierarchy<\/h2>\r\nIf there are multiple elements in a design, more visual \u201cweight\u201d 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.\r\n\r\n<img class=\"aligncenter wp-image-4723 size-medium\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08174724\/elementsofformat3-300x259.png\" alt=\"A diagram depicting hierarchy. At the top there is a row of 6 individuals. Below them in the left group is a row of two individuals and below them one individual. The left group has one individual above two individuals. \" width=\"300\" height=\"259\" \/>\r\n<h2>Repetition and Pattern<\/h2>\r\nRepetition 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.\r\n\r\n<img class=\"aligncenter wp-image-4724 size-medium\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08174746\/elementsofformat4-300x160.png\" alt=\"Illustration of two groups of seven pencils in a row. The group of pencils on the right has a blue one as the middle pencil that is much longer than the others. \" width=\"300\" height=\"160\" \/>\r\n<h2>Color<\/h2>\r\nColor 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?\r\n\r\n<img class=\"aligncenter wp-image-4725 size-medium\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08174814\/elementsofformat5-300x103.png\" alt=\"Illustration of three roses. The far left rose is blue, the middle rose is orange, and the far right rose is red. \" width=\"300\" height=\"103\" \/>\r\n\r\nXerox dug deep into why color is important in communication. Check out their <a href=\"https:\/\/www.office.xerox.com\/latest\/COLFS-02UA.pdf\" target=\"_blank\" rel=\"noopener\">two-page cheat sheet<\/a>\u00a0to learn more about how to leverage color for the best effect in your presentation.\r\n<h2>Balance and Space<\/h2>\r\nKeeping the elements of your design balanced gives the design some form and stability. Even spacing makes it look professional and attractive, but that doesn\u2019t mean it needs to be symmetrical. It can be asymmetrical, with larger items in the upper left corner balancing out smaller ones in the lower right, and so on.\r\n\r\nLeaving open or \u201cnegative\u201d space ensures that your visual isn\u2019t cluttered and can highlight the important parts of a design. As we mentioned in our adopted standards above, simplicity is your friend!\r\n<h2>Font<\/h2>\r\nDesign doesn\u2019t stop at the picture. Fonts have everything to do with your audience\u2019s engagement with your communication. Take a look at this font and decide if it\u2019s easy to read:\r\n\r\n<img class=\"aligncenter wp-image-5340\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02165848\/brushscriptfont-1024x98.png\" alt=\"A cursive font with the words &quot;The brown fox jumps over the lazy dog.&quot; The font has a lot of extra curves and is compressed, making it difficult to read\" width=\"802\" height=\"77\" \/>\r\n\r\nYou can tell what it says; however, reading this font for too long could get taxing, especially on a screen. Is this next font easier to read?\r\n\r\n<img class=\"aligncenter wp-image-5341\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02170018\/sansseriffont-1024x98.png\" alt=\"A plain sans serif font with the words &quot;The brown fox jumps over the lazy dog.&quot; The font is simple, making it easier to read.\" width=\"812\" height=\"78\" \/>\r\n\r\nYour audience won\u2019t continue to read your communication if you\u2019ve chosen a font that\u2019s difficult to read.\r\n\r\nIn addition to legibility, there\u2019s a question of style. How do you feel about these lines of text and how they work together?\r\n\r\n<img class=\"aligncenter wp-image-5342\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02175247\/DisneyQuote.png\" alt=\"A quote from Walt Disney reading &quot;If you can dream it, you can do it.&quot; The majority of the quote is in a simple sans serif font. The words dream it are light purple and in a cursive font. The words do it are in a serif font, all capital letters, and a dark purple.\" width=\"350\" height=\"452\" \/>\r\n\r\nThey\u2019re just words, but they\u2019re very visual; the use of color and different fonts draws your attention to the words \"dream it\" and \"do it.\"\r\n<div class=\"textbox examples\">\r\n<h3>watch it<\/h3>\r\nGraphic artists use a variety of rules to choose fonts and lay them out in a graphic design. This video shows you\u2014very visually\u2014how graphic artists make fonts work as a component of visual media.\r\n\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?ad_autoplay=1&amp;ad_default_source_volume_control=1&amp;ad_source_volume_control=0&amp;itx_collapse_on_load=0&amp;itx_collapsible=1&amp;itx_downloadable=0&amp;itx_highlight_by_caption_frames=0&amp;itx_keywords=1&amp;itx_light_scroll=0&amp;itx_multi_text_track=0&amp;itx_progress_bar=1&amp;itx_progressive_tracking=1&amp;mf=2775003&amp;p=20361&amp;pt=5&amp;video_id=sByzHoiYFX0&amp;video_target=tpm-plugin-3cs0uexq-sByzHoiYFX0\" width=\"640px\" height=\"420px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\n<\/div>\r\nBusiness communicators aren\u2019t necessarily graphic artists, but a good command of a graphic designer\u2019s visual design techniques will help you evaluate your visual media and decide if it\u2019s going to support your message. These aren\u2019t all the visual design principles a graphic designer employs, of course, but for our purposes, they're a good place to start.\r\n<div class=\"textbox exercises\">\r\n<h3>Additional Resources<\/h3>\r\n<ul>\r\n \t<li><a href=\"https:\/\/www.oreilly.com\/learning\/visual-design-principles\" target=\"_blank\" rel=\"noopener\">Visual Design Principles<\/a>\u00a0by Joel Marsh<\/li>\r\n \t<li>\r\n<p id=\"subheaderFirstHeader\" class=\"style-scope site-topnav\"><a href=\"https:\/\/edu.gcfglobal.org\/en\/beginning-graphic-design\/\" target=\"_blank\" rel=\"noopener\">Beginning Graphic Design: Fundamentals of Design<\/a>\u00a0from\u00a0Goodwill Community Foundation, Inc.<\/p>\r\n<\/li>\r\n<\/ul>\r\n<\/div>\r\n<div class=\"textbox tryit\">\r\n<h3>Practice Question<\/h3>\r\nhttps:\/\/assessments.lumenlearning.com\/assessments\/8561\r\n\r\nhttps:\/\/assessments.lumenlearning.com\/assessments\/8562\r\n\r\n<\/div>\r\n<h2>Contribute!<\/h2>\r\n<div style=\"margin-bottom: 8px;\">Did you have an idea for improving this content? We\u2019d love your input.<\/div>\r\n<a style=\"font-size: 10pt; font-weight: 600; color: #077fab; text-decoration: none; border: 2px solid #077fab; border-radius: 7px; padding: 5px 25px; text-align: center; cursor: pointer; line-height: 1.5em;\" href=\"https:\/\/docs.google.com\/document\/d\/1DSd6O7YM8FwOlpkYotW7nqcsiutMDw1GUYq-1dNcziI\" target=\"_blank\" rel=\"noopener\">Improve this page<\/a><a style=\"margin-left: 16px;\" href=\"https:\/\/docs.google.com\/document\/d\/1vy-T6DtTF-BbMfpVEI7VP_R7w2A4anzYZLXR8Pk4Fu4\" target=\"_blank\" rel=\"noopener\">Learn More<\/a>","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Outcome<\/h3>\n<ul>\n<li>Describe basic visual design principles<\/li>\n<\/ul>\n<\/div>\n<p>Business communicators don\u2019t always have access to a graphic artist. In the event that you as communicator find yourself needing to create visuals that dazzle without the help of a graphic artist, here are a few basic principles of visual design you can keep in your back pocket.<\/p>\n<h2>Contrast<\/h2>\n<p>Contrast 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 \u201cweight\u201d to your design and guides the viewer\u2019s eye to what you want them to see.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4721 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08174526\/elementsofformat1.png\" alt=\"Illustrating of 5 roses in a row. Only the center one is colored in red the rest are left in black and white.\" width=\"1000\" height=\"207\" \/><\/p>\n<h2>Alignment<\/h2>\n<p>Alignment 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. In the first image of trees\u00a0below, we see six trees\u00a0that are in two rows even though they\u2019re not precisely linear. In the second image, we perceive two groups of three.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-6330 size-full\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/05175804\/elementsofformat2_new.jpg\" alt=\"Appropriate alternative text can be found in the text above this image.\" width=\"1000\" height=\"336\" \/><\/p>\n<h2>Hierarchy<\/h2>\n<p>If there are multiple elements in a design, more visual \u201cweight\u201d 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.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4723 size-medium\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08174724\/elementsofformat3-300x259.png\" alt=\"A diagram depicting hierarchy. At the top there is a row of 6 individuals. Below them in the left group is a row of two individuals and below them one individual. The left group has one individual above two individuals.\" width=\"300\" height=\"259\" \/><\/p>\n<h2>Repetition and Pattern<\/h2>\n<p>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<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4724 size-medium\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08174746\/elementsofformat4-300x160.png\" alt=\"Illustration of two groups of seven pencils in a row. The group of pencils on the right has a blue one as the middle pencil that is much longer than the others.\" width=\"300\" height=\"160\" \/><\/p>\n<h2>Color<\/h2>\n<p>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<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4725 size-medium\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/08174814\/elementsofformat5-300x103.png\" alt=\"Illustration of three roses. The far left rose is blue, the middle rose is orange, and the far right rose is red.\" width=\"300\" height=\"103\" \/><\/p>\n<p>Xerox dug deep into why color is important in communication. Check out their <a href=\"https:\/\/www.office.xerox.com\/latest\/COLFS-02UA.pdf\" target=\"_blank\" rel=\"noopener\">two-page cheat sheet<\/a>\u00a0to learn more about how to leverage color for the best effect in your presentation.<\/p>\n<h2>Balance and Space<\/h2>\n<p>Keeping the elements of your design balanced gives the design some form and stability. Even spacing makes it look professional and attractive, but that doesn\u2019t mean it needs to be symmetrical. It can be asymmetrical, with larger items in the upper left corner balancing out smaller ones in the lower right, and so on.<\/p>\n<p>Leaving open or \u201cnegative\u201d space ensures that your visual isn\u2019t cluttered and can highlight the important parts of a design. As we mentioned in our adopted standards above, simplicity is your friend!<\/p>\n<h2>Font<\/h2>\n<p>Design doesn\u2019t stop at the picture. Fonts have everything to do with your audience\u2019s engagement with your communication. Take a look at this font and decide if it\u2019s easy to read:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5340\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02165848\/brushscriptfont-1024x98.png\" alt=\"A cursive font with the words &quot;The brown fox jumps over the lazy dog.&quot; The font has a lot of extra curves and is compressed, making it difficult to read\" width=\"802\" height=\"77\" \/><\/p>\n<p>You can tell what it says; however, reading this font for too long could get taxing, especially on a screen. Is this next font easier to read?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5341\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02170018\/sansseriffont-1024x98.png\" alt=\"A plain sans serif font with the words &quot;The brown fox jumps over the lazy dog.&quot; The font is simple, making it easier to read.\" width=\"812\" height=\"78\" \/><\/p>\n<p>Your audience won\u2019t continue to read your communication if you\u2019ve chosen a font that\u2019s difficult to read.<\/p>\n<p>In addition to legibility, there\u2019s a question of style. How do you feel about these lines of text and how they work together?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5342\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/06\/02175247\/DisneyQuote.png\" alt=\"A quote from Walt Disney reading &quot;If you can dream it, you can do it.&quot; The majority of the quote is in a simple sans serif font. The words dream it are light purple and in a cursive font. The words do it are in a serif font, all capital letters, and a dark purple.\" width=\"350\" height=\"452\" \/><\/p>\n<p>They\u2019re just words, but they\u2019re very visual; the use of color and different fonts draws your attention to the words &#8220;dream it&#8221; and &#8220;do it.&#8221;<\/p>\n<div class=\"textbox examples\">\n<h3>watch it<\/h3>\n<p>Graphic artists use a variety of rules to choose fonts and lay them out in a graphic design. This video shows you\u2014very visually\u2014how graphic artists make fonts work as a component of visual media.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?ad_autoplay=1&amp;ad_default_source_volume_control=1&amp;ad_source_volume_control=0&amp;itx_collapse_on_load=0&amp;itx_collapsible=1&amp;itx_downloadable=0&amp;itx_highlight_by_caption_frames=0&amp;itx_keywords=1&amp;itx_light_scroll=0&amp;itx_multi_text_track=0&amp;itx_progress_bar=1&amp;itx_progressive_tracking=1&amp;mf=2775003&amp;p=20361&amp;pt=5&amp;video_id=sByzHoiYFX0&amp;video_target=tpm-plugin-3cs0uexq-sByzHoiYFX0\" width=\"640px\" height=\"420px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<\/div>\n<p>Business communicators aren\u2019t necessarily graphic artists, but a good command of a graphic designer\u2019s visual design techniques will help you evaluate your visual media and decide if it\u2019s going to support your message. These aren\u2019t all the visual design principles a graphic designer employs, of course, but for our purposes, they&#8217;re a good place to start.<\/p>\n<div class=\"textbox exercises\">\n<h3>Additional Resources<\/h3>\n<ul>\n<li><a href=\"https:\/\/www.oreilly.com\/learning\/visual-design-principles\" target=\"_blank\" rel=\"noopener\">Visual Design Principles<\/a>\u00a0by Joel Marsh<\/li>\n<li>\n<p id=\"subheaderFirstHeader\" class=\"style-scope site-topnav\"><a href=\"https:\/\/edu.gcfglobal.org\/en\/beginning-graphic-design\/\" target=\"_blank\" rel=\"noopener\">Beginning Graphic Design: Fundamentals of Design<\/a>\u00a0from\u00a0Goodwill Community Foundation, Inc.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div class=\"textbox tryit\">\n<h3>Practice Question<\/h3>\n<p>\t<iframe id=\"lumen_assessment_8561\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=8561&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_8561\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n<p>\t<iframe id=\"lumen_assessment_8562\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=8562&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_8562\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n<h2>Contribute!<\/h2>\n<div style=\"margin-bottom: 8px;\">Did you have an idea for improving this content? We\u2019d love your input.<\/div>\n<p><a style=\"font-size: 10pt; font-weight: 600; color: #077fab; text-decoration: none; border: 2px solid #077fab; border-radius: 7px; padding: 5px 25px; text-align: center; cursor: pointer; line-height: 1.5em;\" href=\"https:\/\/docs.google.com\/document\/d\/1DSd6O7YM8FwOlpkYotW7nqcsiutMDw1GUYq-1dNcziI\" target=\"_blank\" rel=\"noopener\">Improve this page<\/a><a style=\"margin-left: 16px;\" href=\"https:\/\/docs.google.com\/document\/d\/1vy-T6DtTF-BbMfpVEI7VP_R7w2A4anzYZLXR8Pk4Fu4\" target=\"_blank\" rel=\"noopener\">Learn More<\/a><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-149\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Visual Design Principles. <strong>Authored by<\/strong>: Freedom Learning Group. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Roses - Contrast. <strong>Authored by<\/strong>: Lumen Learning. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Trees - Alignment. <strong>Authored by<\/strong>: Lumen Learning. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>figures - Hierarchy. <strong>Authored by<\/strong>: Lumen Learning. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Pencils - Repetition and Pattern. <strong>Authored by<\/strong>: Lumen Learning. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Roses - 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