SlideShare a Scribd company logo
Shubhi Thakuria
Nov 2020
Design Principles for
Visual Communication
What's wrong
with this slide?
Contrast
DEFINITION
Avoid elements that are
merely similar. If two
items are not exactly
same, then make them
different. Really different.
PURPOSE
Our eyes like the
contrast. It attracts eyes
to start communication
and emphasizes
important information.
PROCESS
Large and small font,
thick and thin lines; light
and dark color; vertical
and horizontal element,
small and large graphic.
Applying Contrast
Repetition
DEFINITION
Refers to the conscious
usage of similar
elements of design
throughout the page.
PURPOSE
It develops organization
and strengthens unity.
Reduces development
time.
PROCESS
Repeat element like
color, shapes, texture,
graphics, fonts, thick
line, certain bullet, etc.
Applying Repetition
What's wrong
with this slide?
Alignment
DEFINITION
Nothing should be placed
on a page arbitrarily.
Every element should
have a visual connect
with something on page.
PURPOSE
It creates a clean,
cohesive structure and
evokes a calm, secure
feeling which helps us
communicate better.
PROCESS
Align graphic elements
by aligning the edges of
the graphic and the text
elements using the flush
left/right/center.
Applying Alignment
What's wrong
with this block?
Proximity
DEFINITION
Items related to each
other together should be
grouped together. Group
makes them one visual
unit.
PURPOSE
It reduces clutter and
gives a clear structure. It
help us understand
where to begin and
finish reading.
PROCESS
Placing similar elements
together.
Applying Proximity
Applying it all !
PRAC
PROXIMITY
Items related to each
other should be grouped
together.
ALIGNMENT
Every element should
have some visual
connection with another
on the page.
REPETITION
Use similar elements of
design throughout the
page.
CONTRAST
Avoid elements that are
merely similar. If two
items are not exactly
same, then make them
different.

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Design Principles for Visual Communication

  • 1. Shubhi Thakuria Nov 2020 Design Principles for Visual Communication
  • 3. Contrast DEFINITION Avoid elements that are merely similar. If two items are not exactly same, then make them different. Really different. PURPOSE Our eyes like the contrast. It attracts eyes to start communication and emphasizes important information. PROCESS Large and small font, thick and thin lines; light and dark color; vertical and horizontal element, small and large graphic.
  • 5. Repetition DEFINITION Refers to the conscious usage of similar elements of design throughout the page. PURPOSE It develops organization and strengthens unity. Reduces development time. PROCESS Repeat element like color, shapes, texture, graphics, fonts, thick line, certain bullet, etc.
  • 8. Alignment DEFINITION Nothing should be placed on a page arbitrarily. Every element should have a visual connect with something on page. PURPOSE It creates a clean, cohesive structure and evokes a calm, secure feeling which helps us communicate better. PROCESS Align graphic elements by aligning the edges of the graphic and the text elements using the flush left/right/center.
  • 11. Proximity DEFINITION Items related to each other together should be grouped together. Group makes them one visual unit. PURPOSE It reduces clutter and gives a clear structure. It help us understand where to begin and finish reading. PROCESS Placing similar elements together.
  • 14. PRAC PROXIMITY Items related to each other should be grouped together. ALIGNMENT Every element should have some visual connection with another on the page. REPETITION Use similar elements of design throughout the page. CONTRAST Avoid elements that are merely similar. If two items are not exactly same, then make them different.