The document discusses various design principles for creating effective visual communication, including use of proximity to group related elements, alignment to create order, repetition to emphasize relationships, contrast to highlight important information, emphasis to draw attention to the main message, and style to give a unified look and feel. Examples are provided showcasing good and poor applications of these principles.

1. Design Portfolio Patrick Waugh

2. Effort/Reward Perceived Effort ————————————— Probability of Viewer Engagement = Perceived Reward

3. Effort is high and Reward is low No Images, nothing rewarding, a lot to read. Sign color even tends to blend into background colors

4. Effort is high and Reward is low Small, cramped type leads to a want to gloss over and not read. Nothing is inviting, I would potentially look at the map, then move on.

5. Low Effort and High Reward Easy to read, and very catchy design High reward, thanks to the inclusion of the mirror and you into the design. Most people would at least stop and look.

6. Low Effort and High Reward Easy to read, and very catchy design Clever marketing, simple design

7. Picture Words Concrete Verbs "picture words"—words that create a picture. You can say "amble", "trudge", "hike", "scurry", or "sneak" instead of "walk." When you are using nouns, use "concrete nouns." Instead of "bird" use penguin, eagle, sparrow, hummingbird, raven, ostrich... Instead of "child," use toddler, teen, juvenile delinquent, tomboy, princess... When you are using verbs, use "picture verbs." Create a mental movie: Instead of "drink," use gulp, sip, guzzle, swig... Instead of "eat," try dine, feast, devour, gulp, nibble... Instead of "talk," try mutter, mumble, shout, whisper, chat, murmer...

8. Bland word usage While Red Panda is more descriptive than just animal, there is no other words that really bring the poster to life. Simple words like Height, legal protection, threats, habitat, and destruction are bland and non-descriptive.

9. Boring Very little her is done to convey any sort of meaning or create any sort of visual image. Basic words to not help with visual images, and a better more imaginative description could help tremendously

10. Good Descriptions Comparisons and analogies help with visualization and getting your message across

11. Good Descriptions Comparisons and analogies help with vizualization and getting your message across

12. Audience Deciding what you want your audience to know will make it clearer to you what your main message will be, as well as what supporting information will help you impart that message. Deciding how you want your audience to feel will make it easier to make appropriate choices in style, visuals, font, color and layout. Each of these choices should be made with the informed knowledge of how those choices elicit and reinforce the emotion you are trying to achieve. Deciding what you want your audience to do will focus your work and help with organization and flow. We are communicating in order to get our audience to do something. The information you give will not only expand their knowledge, but cause them to take action upon that knowledge.

13. Poor job reaching your audience The title about bored shows a young child sitting in a bored stance. Which shows the intended audience as students. Yet the main picture is of an old many lounged up in front of a fire, which makes me feel the audience is parents.

14. Bullied sends the message that one is hurt and being picked on. Red Eyes make me feel that someone is angry or devil driven. A smile or smirk shows me happiness He seems to be in a happy go lucky mood with his chain, mp3, and cell phone. Poor job reaching your audience

15. Knowing your audience What a powerful design. Being able to explain in a very simple manner that you should only use the water that you need. There is no wasted space here, and it sends a clear message to its audience.

16. Knowing your audience Another powerful design. Four clear lights on the billboard and only one is one, because the other three are needed. A clear explanation of its importance to the intended audience.

17. Embellishment Enhancement Embodiment Embellishments actively detract from the message. An related image that does not tell us everything, but it enhances or strengthens the message. The visuals and title are enough to carry the entire message on their own. This is called embodiment .

18. Embellishment Radar image is confusing, and distracting. Eyes get directed up to the image due to the arrows, how busy the rest of the picture is and its placement. However the image does not embody or enhance the message at all.

19. Embellishment The image at the top is a distraction and has no direct relation that is readily apparent.

20. Embody Visual images explain the situation clearly Words help clarify, but are simple and to the point.

21. Embody Image embodies the iconic poster. Good use of movie worlds to help convey look of characters.

22. Proximity Proximity tells the reader which pieces of information are related and which are not.

23. Too much movement Your eye jumps around on the page to the 8 different sections. It is not clear what is the title, or if there is any order to anything. Tough to tell what is the most important with different capital usage and spaces between letters.

24. Too far away Now everything is too close together to be really clear on what is really related to what right off the bat. Your eye still jumps around to try to figure out what is useful. Tough to tell what is the most important with different capital usage and spaces between letters and arrangemetn

25. Better Proximity By separation of the title and the message you can make a clear distinction of what is more important. While not perfect, you can now see that the proximity grouping of the examples allows your eyes to move from one to the other and not in such a scattered manner

26. Better Proximity By separation of the title and the message you can make a clear distinction of what is more important. Although it is a bit busy, and the color choices could use some work, there now is two distinct groupings at play here.

27. Alignment Alignment gives the design a comfortable sense of order.

28. Poor Alignment Due to center alignment we get too many alignment lines in the picture. It makes it feel overly busy and a bit too much work. Random Left alignment with no vertical alignment makes this feel like a messy layout

29. Poor Alignment As you can see there is no real alignment of the text. On the left side there seems to be four different alignments. But there seems to just be three lines on the right

30. Good Alignment Three simple lines of alignment for this sign give a nice neat and orderly appearance.

31. Good Alignment A simple linear alignment here gives this poster a strong appearance, that helps relate images to text and provide one with a sense of direction.

32. Repetition Elements can be grouped into related items, even if physically located in different places.

33. Nothing is repeating There is no repeating elements of this design. Different Fonts Different Spacing Different Colors Different Alignment

34. There is no repeating elements of this design. Alignment is left, center, and then offset. Fonts are of different types without repetition.

35. Repeated Picture with red text box shows repetition. Pictures of men with the bottom text box show a nice repetition relationship.

36. Clear Repetition Repeated Red Lines Repeated Box Design

37. Contrast Important elements can be emphasized. The Function of elements can be pointed out, Such as contrast between titles and text blocks.

38. Bad contrast between the text. Too many texts that are not different enough to be a real contrasting element to the design. (10 different fonts) Colors are too similar to really contrast each other. Gradation in text does not help contrast.

39. Texts are too close in size that they cause a bad contrast. Colors are too similar to really contrast each other. Text over dark colors is hard to read

40. Great use of contrast Contrasting with white and black always help images stand out. The hues and tints of the colors help bring out a contrast of elements, even though they are monotone

41. Good use of Contrasting elements There is a lot of words here, but thanks to the contrast and the alignment it does not seem overwhelming. Good use of light and dark colors to give a sense of order with contrasting visuals

42. Emphasis Make sure that you emphasize the important elements of your design to convey the message that you want.

43. Lost Emphasis The design mess at the bottom two thirds of this poster draw your eye continuously Because there is no concrete tie of this design choice to the message you lose the point of emphasis

44. Lost Emphasis Bold and larger type brings your eye to those words, and here there is a very confusing message. Don’t Destroy the things you love… BUT… Kill Trees

45. Simple elegant design Simple use of complementary colors. Blue is cool which works with the weather idea. The Orange brings your eye down and is a nice contrast. Your eye jumps down to the type which leaves enough in question to make you look back at the picture.

46. The straight lines met by the circles help the night sky emphasis Simple use of contrasting light and dark colors give a nice night sky emphasis These elements do a good job emphasizing the message. Simple contrasting design

47. Color Color choices are extremely important. Color can make a design interesting, boring, exciting, natural, soothing, uncomfortable, classy, and so on. Color can emphasize an element in the design. It can tie two or more elements together. It can tie a group of designs together. In can make elements appear closer (reds/yellows) or far away (blues/grays). It can make your message warm or cold. The right choices can make your design look professional, but the wrong choices can make it look amateurish.

48. The use of blue and orange is a good use of complimentary colors, there needs to be a better use of tones here as the orange font becomes very difficult to read. Poor tone Choice

49. No conscious color choice The color choice of Blue, Green, and Pink, is not any sort of three color relationship. (Not a triad, analogous, or split triad) Also has tone issues that make the words tough to read.

50. Simple Compliment of Colors The Orange color of font helps draw your eye initially as it is a nice compliment against the blue The Blue in the design, helps the sky idea and helps give the rest of the image a cohesion.

51. Nice contrast, and style thanks to the color choice. Complementary colors of blue and orange while subtle create a nice visual image. Orange tints and hues run through design which help make it feel cohesive. Blue and white make a nice contrast that is very easy to read.

52. Style All of your design choices contribute to "style“ so please make all design choices from now on in purposeful pursuit of a style you clearly define

53. Mixed Messages Nuclear Energy is the main focus of the words, but the contrast is not overly strong to convey it as a bad thing. Green is a color that conveys harmony, and healthy, yet this is a message warning of poor health and danger. The actual danger sign is scribbled out

54. Breaking a familiar style Going with an arched logo can have its pleasantries, but in the case of FedEx it causes the subtle arrow to be lost. Thus ruining a stylistic choice that is a hallmark of FedEx. Looking here at their traditional logo you can see a distinctive arrow that is lost in the previous image.

55. Stylish Dark reds, with the blues and yellows (Primary Triad) get the feeling right for a bottle of wine. Colors are hues and tines of the primaries, yet do not feel childish. The text and image take the shape of a wine bottle in a stylish and hip manner.

56. The stylistic choices of font feel like a race track. Everything says Racing The colors are taken from the formula one logo and used throughout the design. The design makes one feel like it is a quick and fast design, just like a race.

57. Type Typography is the art and technique of arranging type, type design, and modifying type glyphs.

58. Very Difficult to read I count at least three different fonts. The shadow on the “Spring Gallery” font makes it very difficult to read Font types are too similar in size and shape to contrast, so they seem distracting.

59. Not Contrasting Enough Font types are very similar in weight, and becomes distracting. Look at the letter E as an example of a different but similar font.

60. Good use of font choice. The simple contrast in font choice here gives us a picture of the message. In this case similar fonts, actually enhance the image.

61. Good use of font choice as it enhances and adds to the image. The white font choice and its alignment conveys the zombie teeth motive well The black font choice and its alignment convey a empty nose bone on a skull