English 313, Project 2, Slidedoc 2, Spring 2020. Designed by Karen Thompson.

1. for PSA Poster or Billboard
Visual Design Principles
1

2. Principle 1: Contrast 3
Black backgrounds and contrast 4
Principle 2: Scale and Proportion 5
Visual Hierarchy 6
Focal Points 7
Principle 3: Alignment 8
Using Grids 9
Principle 4: Typography 9
Principle 5: Color 11
Color Schemes 12-15
Principle 6: Gestalt Perception 16
Proximity 17
Closure 18
Similarity and Anomaly 19
Tip 20
Table of Contents
2

3. Contrast is the difference in visual weight
(saturation) between the background
and text (or other visual element such as
an icon).
In this top example, contrast is effective
because although the background and
text are the same color the levels of color
saturation are different.
In the example below it, the levels of
color saturation are the same. The effect
is jarring to the eye and text tends to
vibrate, making it difficult to read.
Principle 1: Contrast
3

4. Many PSA announcements use
black backgrounds.
The key to using a black
background is to use colors for all
other elements that are both highly
saturated and very bright (i.e.
neon like) also photographs work
well against a black background.
Black background and contrast.
4

5. Scale is the size of one object in relation to
the other objects in a layout.
Proportion refers to the size of the parts of an
object in relationship to other parts of the
same object.
In using this principle, you want to think about
what elements need to be emphasized by
how you size them to create visual hierarchy
and focal points as explained in the following
two slides.
Principle 2: Scale and Proportion
5

6. Visual hierarchy in design means the
arrangement of elements imply levels of
importance.
It is achieved in visual rhetoric by
creating dominant, sub-dominant, and
subordinate focal points using varying
visual weight (size, contrast) and
alignment.
Visual Hierarchy
6

7. Focal points have levels:
Dominant is the level with the most
visual weight. In this image, the elephant
is the dominant focal point.
Sub-dominant is the level that gets the
viewers attention next. In this image, the
text title is sub-dominant.
Subordinate is the level with the least
visual weight. In this image, the smaller
text and the WWF logo are subordinate
focal points.
Focal Points
7

8. Alignment means that elements are
not scattered on a page but
arranged relative to a line or margin.
The line doesn't have to be an
actual one. In fact, it is usually
invisible -- implied by the way
elements are arranged.
Principle 3: Alignment
8

9. Grid lines can help you with alignment to create a
balanced composition.
You don’t need to confine page elements to
individual grid units. Text and images can span
several units. You can also make some grid lines
visible to help balance the composition.
Try leaving some grid elements empty.
If you are not using a tool that allows you to create a
grid and make it visible as you design the layout, try
drawing lines after you have done a layout to check if
you have a balanced composition.
Using Grids
9

10. Font styles are rhetorical because
the shape of the letters conveys
meaning.
So, choose your fonts wisely, and
while it’s fine to combine font styles,
it is best not to use more than two
different fonts.
Consider how fonts can add texture
to your PSA poster or billboard. In
this drop and drive image, notice
how the font style and other
elements are suggestive of a
vehicle accident.
Principle 4: Typography
10

11. Color harmony means the viewer
experiences color choices in a visual as
presenting a sense of order.
Color is also culturally meaningful. So, when
choosing colors, think of how your audience
will perceive the meaning. In western culture,
these colors convey the following meanings.
• Red: Passion, Love, Anger.
• Orange: Energy, Happiness, Vitality.
• Yellow: Happiness, Hope, Deceit.
• Green: New Beginnings, Abundance, Nature.
• Blue: Calm, Responsible, Sadness.
• Purple: Creativity, Royalty, Wealth.
Principle 5: Color
11

12. This color scheme uses one color
but varies the saturation (level of
color density).
A monochromatic color scheme is
the easiest way to achieve color
harmony.
Monochromatic Color Scheme
12

13. This color scheme uses any three
colors that are next to each other on
the color wheel.
It is also an easy way to achieve
color harmony because the colors
are closely related to one another.
Analogous Color Scheme
13

14. This color scheme uses colors that
are opposite one another on a
color wheel.
Complementary colors create a
vibrant visual experience but are the
most difficult to use.
If you use complementary colors,
follow the rules on the next slide.
Complementary Color Scheme
14

15. Use no more than THREE different
colors and apply the 60-30-10 rule.
1. Primary Color – 60%
2. Secondary Color – 30%
3. Accent Color -10%
Rules for using complementary colors.
15

16. Gestalt means "unified whole". It refers
to theories of visual perception
developed by a group of German
psychologists in the 1920s.
These theories describe how people
tend to organize visual elements into
groups or unified wholes when certain
principles are applied.
The following slides cover some of the
basics of using three of these
principles.
1922 - Max Wertheimer, Kurt
Koffka and Wolfgang
Köhler developers of Gestalt
Theories of Visual Perception.
Principle 6: Gestalt Perception
16

17. Proximity means grouping related
design elements together.
We perceive elements that are grouped
in proximity to one another as belonging
to one visual “information unit’ or “topic.”
Proximity
17

18. Closure is what what happens when
we look at a shape that is incomplete,
but we perceive it as a whole by filling
in the negative space to complete it.
Using closure reduces the complexity
needed to convey visual information
while also actively engaging the viewer
who has to stay with the shape long
enough to make sense of it.
Closure
18

19. Similarity means that when objects look
the same viewers will often see them as a
pattern or group.
Anomaly uses the principle of similarity to
alter one object in order to draw attention
to difference.
Similarity and Anomaly
19

20. One way to get a sense of designs that work is to search for images
of PSA billboards and posters. Pay attention to those designs that
catch your eye and model your billboard or poster after one of them.
Tip
20