The document discusses basic principles of graphic design such as visual hierarchy, color, scale, repetition, balance, grids, and typography. It provides examples of how these principles can be applied to create hierarchy and guide the eye through an information graphic using techniques like font size, color, line weight, scale of elements, layers, repetition of elements, and balanced composition.

1. differences between responses both quantatitively and qualitatively.
BASIC PRINCIPLES OF
GRAPHIC DESIGN
PLAN601E VERBAL AND VISUAL: INFORMATION GRAPHICS (SESSION 2)
BASIC PRINCIPLES
OF GRAPHIC DESIGN
PLAN601E VERBAL AND VISUAL: INFORMATION GRAPHICS (SESSION 2)

2. JOURNALISTS USE THE MODEL OF AN “INVERTED PYRAMID” TO ORGANIZE INFORMATION IN NEWS STORIES.
THE INVERTED PYRAMID
HIERARCHY provides a route for the eye to follow and
assigns an order of importance to each graphic element.
JOURNALISTS USE THE MODEL OF AN “INVERTED PYRAMID” TO ORGANIZE INFORMATION IN NEWS STORIES.
THE INVERTED PYRAMID
HIERARCHY provides a route for the eye to follow and
assigns an order of importance to each graphic element.

3. FONT SIZE
Very Important
Important
Less Important
Least Important
COLOR HUE LINE WEIGHT
VISUAL HIERARCHY
THERE ARE MANY GRAPHIC ELEMENTS THAT CREATE VISUAL HIERARCHY.
HIERARCHY provides a route for the eye to follow and
assigns an order of importance to each graphic element.

4. WHERE DOES YOUR EYE GO FIRST?
WHERE DOES IT GO FROM THERE?
WHAT DO YOU NOTICE LAST?
WHAT GRAPHIC ELEMENTS CREATE
VISUAL HIERARCHY?
DOES THE HIERARCHY COMMUNITY
A CLEAR IDEA?
HIERARCHY provides a route for the eye to follow and
assigns an order of importance to each graphic element.
FUTURE OF GREENWICH STREET SOUTH, DOWNTOWN ALLIANCE / ARO
Where does your eye go first?
Where does it go from there?
What do you notice last?
What graphic elements create visual
hierarchy?
Does the hierarchy communicate a clear
idea?
HIERARCHY provides a route for the eye to follow and
assigns an order of importance to each graphic element.
FUTURE OF GREENWICH STREET SOUTH, DOWNTOWN ALLIANCE / ARO

5. EQUIDISTANT COLORS
ADJACENT COLORS
COMPLEMENTARY COLORS
MONOCHROMATIC COLORS
COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
THE COLOR WHEEL
THERE ARE DIFFERENT APPROACHES TO SELECTING A COLOR PALETTE.
EQUIDISTANT COLORS
ADJACENT COLORS
COMPLEMENTARY COLORS
MONOCHROMATIC COLORS
COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
THE COLOR WHEEL
THERE ARE DIFFERENT APPROACHES TO SELECTING A COLOR PALETTE.

6. COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
“MILLION DOLLAR BLOCKS”, SPATIAL INFORMATION DESIGN LAB
MONOCHROMATIC BACKGROUND WITH HIGHLIGHT COLOR EMPHASIZING A SINGLE ELEMENT.
COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
“MILLION DOLLAR BLOCKS”, SPATIAL INFORMATION DESIGN LAB
MONOCHROMATIC BACKGROUND WITH HIGHLIGHT COLOR EMPHASIZING A SINGLE ELEMENT.

7. COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
PLANYC 2030, MAYOR’S OFFICE OF LONG-TERM SUSTAINABILITY / TWO TWELVE
EQUIDISTANT COLORS LEAD YOUR EYE FROM LEFT TO RIGHT.
COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
PLANYC 2030, MAYOR’S OFFICE OF LONG-TERM SUSTAINABILITY / TWO TWELVE
EQUIDISTANT COLORS LEAD YOUR EYE FROM LEFT TO RIGHT.

8. COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
NYU PLANS 2031, NYU OFFICE OF STRATEGIC ASSESSMENT,
PLANNING, AND DEVELOPMENT / 2 X 4
COMPLEMENTARY COLORS EMPHASIZE A DIFFERENCE BETWEEN TWO ELEMENTS.
COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
NYU PLANS 2031, NYU OFFICE OF STRATEGIC ASSESSMENT,
PLANNING, AND DEVELOPMENT / 2 X 4
COMPLEMENTARY COLORS EMPHASIZE A DIFFERENCE BETWEEN TWO ELEMENTS.

9. COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
PLANYC 2030, MAYOR’S OFFICE OF LONG-TERM SUSTAINABILITY / TWO TWELVE
COMPLEMENTARY COLORS MAKE SOME ELEMENTS “POP” MORE THAN OTHERS.
COLOR helps to create hierarchy by emphasizing graphic
elements and associating elements with information.
PLANYC 2030, MAYOR’S OFFICE OF LONG-TERM SUSTAINABILITY / TWO TWELVE
COMPLEMENTARY COLORS MAKE SOME ELEMENTS “POP” MORE THAN OTHERS.

10. PANTONE helps to choose a palette of colors that work together
and makes printing more predictable.
CHOOSE COLORS FROM PANTONE SOLID UNCOATED – AVOID RANDOMLY SELECTING COLORS WITH THE COLOR PICKER.
COLOR PICKING
PANTONE helps to choose a palette of colors that work together
and makes printing more predictable.
CHOOSE COLORS FROM PANTONE SOLID UNCOATED – AVOID RANDOMLY SELECTING COLORS WITH THE COLOR PICKER.
COLOR PICKING

11. SCALE helps to create hierarchy using size
to distinguish one element from its surroundings.
SCALE
SCALE helps to create hierarchy using size
to distinguish one element from its surroundings.
SCALE

12. SCALE helps to create hierarchy using size
to distinguish one element from its surroundings.
“MAPPING ISTANBUL,” PROJECT PROJECTS
SCALE CAN LEAD YOUR EYE ACROSS THE IMAGE AND HELP TO MAKE COMPARISONS.
SCALE helps to create hierarchy using size
to distinguish one element from its surroundings.
“MAPPING ISTANBUL,” PROJECT PROJECTS
SCALE CAN LEAD YOUR EYE ACROSS THE IMAGE AND HELP TO MAKE COMPARISONS.

13. SCALE helps to create hierarchy using size
to distinguish one element from its surroundings.
NYU PLANS 2031, NYU OFFICE OF STRATEGIC ASSESSMENT,
PLANNING, AND DEVELOPMENT / 2 X 4
SCALING FONTS DRAWS ATTENTION TO THE MOST IMPORTANT NUMBER.
SCALE helps to create hierarchy using size
to distinguish one element from its surroundings.
NYU PLANS 2031, NYU OFFICE OF STRATEGIC ASSESSMENT,
PLANNING, AND DEVELOPMENT / 2 X 4
SCALING FONTS DRAWS ATTENTION TO THE MOST IMPORTANT NUMBER.

14. ACTIVITY ICONS, WATER CONNECTIONS, GREEN CONNECTIONS, TRANSIT STATIONS, TREES, BUILDINGS, PAVEMENT EDGES, WATER
EAST RIVER ESPLANADE PLAN
NYC ECONOMIC DEVELOPMENT CORPORATION / SHOP ARCHITECTS
LAYERS help you think about what information you want
to communicate and what graphic elements you need.
ACTIVITY ICONS, WATER CONNECTIONS, GREEN CONNECTIONS, TRANSIT STATIONS, TREES, BUILDINGS, PAVEMENT EDGES, WATER
EAST RIVER ESPLANADE PLAN
NYC ECONOMIC DEVELOPMENT CORPORATION / SHOP ARCHITECTS
LAYERS help you think about what information you want
to communicate and what graphic elements you need.

15. REPETITION holds together the composition of
a graphic and can help to communicate a narrative.
REPETITION CAN BE USED TO MAKE COMPARISONS – EDWARD TUFTE CALLS THESE “SMALL MULTIPLES”.
“PUBLIC HOUSING: A NEW CONVERSATION”,
BUELL CENTER FOR THE STUDY OF THE AMERICAN LANDSCAPE, MTWTF
REPETITION holds together the composition of
a graphic and can help to communicate a narrative.
REPETITION CAN BE USED TO MAKE COMPARISONS – EDWARD TUFTE CALLS THESE “SMALL MULTIPLES”.
“PUBLIC HOUSING: A NEW CONVERSATION”,
BUELL CENTER FOR THE STUDY OF THE AMERICAN LANDSCAPE, MTWTF

16. REPETITION holds together the composition of
a graphic and can help to communicate a narrative.
HOLDING BACKGROUND ELEMENTS CONSTANT IS A GOOD WAY TO SHOW CHANGE OVER TIME.
EAST RIVER ESPLANADE PLAN
NYC ECONOMIC DEVELOPMENT CORPORATION / SHOP ARCHITECTS
REPETITION holds together the composition of
a graphic and can help to communicate a narrative.
HOLDING BACKGROUND ELEMENTS CONSTANT IS A GOOD WAY TO SHOW CHANGE OVER TIME.
EAST RIVER ESPLANADE PLAN
NYC ECONOMIC DEVELOPMENT CORPORATION / SHOP ARCHITECTS

17. REPETITION holds together the composition of
a graphic and can help to communicate a narrative.
IT DOESN’T HAVE TO TAKE MUCH REPETITION TO COMMUNICATE A COMPELLING IDEA...
SPONGE PARK, DLAND STUDIO
REPETITION holds together the composition of
a graphic and can help to communicate a narrative.
IT DOESN’T HAVE TO TAKE MUCH REPETITION TO COMMUNICATE A COMPELLING IDEA.
SPONGE PARK, DLAND STUDIO

18. BALANCE happens when there is a hierarchy, but no one
graphic element has more “visual weight” than another.
IN A CAT’S CRADLE, EACH LINE SEGMENT IS HELD IN TENSION WITH THE REST...
BALANCE happens when there is a hierarchy, but no one
graphic element has more “visual weight” than another.
IN A CAT’S CRADLE, EACH LINE SEGMENT IS HELD IN TENSION WITH THE REST...

19. BALANCE happens when there is a hierarchy, but no one
graphic element has more “visual weight” than another element/cluster.
COMPOSITIONAL BALANCE

20. The rule of thirds says that the eye
likes to see images and layouts
broken into a grid 3 x 3 grid and its
natural focal point is off-center.
GRIDS are important to establishing structure and consistency.
LAYOUT AND GRIDS

21. 1) PAGE MARGINS
2) VERTICAL COLUMNS
3) HORIZONTAL ROWS
4) SPACE BETWEEN TYPE
OR IMAGES (GUTTER)
GRIDS are important to establishing structure and consistency.
LAYOUT AND GRIDS
4
1
2
3

22. 4
1
3
GRIDS are important for laying-out boards or
arranging elements in a supergraphic.
1) PAGE MARGINS
2) VERTICAL COLUMNS
3) HORIZONTAL ROWS
4) SPACE BETWEEN TYPE
OR IMAGES (GUTTER)
“VENDOR POWER”, CENTER FOR URBAN PEDAGOGY
2
GRIDS are important to establishing structure and consistency.
1) PAGE MARGINS
2) VERTICAL COLUMNS
3) HORIZONTAL ROWS
4) SPACE BETWEEN TYPE
OR IMAGES (GUTTER)
“VENDOR POWER”, CENTER FOR URBAN PEDAGOGY
4
1
3
4
1
2
3

23. 4
1
3
GRIDS are important for laying-out boards or
arranging elements in a supergraphic.
1) PAGE MARGINS
2) VERTICAL COLUMNS
3) HORIZONTAL ROWS
4) SPACE BETWEEN TYPE
OR IMAGES (GUTTER)
“VENDOR POWER”, CENTER FOR URBAN PEDAGOGY
2
4
1
2
3
1) PAGE MARGINS
2) VERTICAL COLUMNS
3) HORIZONTAL ROWS
4) SPACE BETWEEN TYPE
OR IMAGES (GUTTER)
“VENDOR POWER”, CENTER FOR URBAN PEDAGOGY
GRIDS are important to establishing structure and consistency.
4
1
3
4
1
2
3

24. FuturaRockwell
HelveticaClarendon
Century Schoolbook News Gothic
SERIF FONTS SANS-SERIF FONTS
TYPOGRAPHY is important for establishing hierarchy
and making presentations legible.
TYPOGRAPHY

25. HELVETICA NEUE
Century Schoolbook luptat ra
qui numquo eari dolore etur
sandae nonsequo mint. Genit
ipsam fugitectem doluptam
es si id ut velicim aciur,
simusandis enet audae dessinc
tatiuntotat moluptur, solupis
HELVETICA NEUE
Helvetica Neue
Helvetica Neue
HELVETICA NEW
HEADER AND TEXT LABELS
TYPOGRAPHY is important for establishing hierarchy
and making presentations legible.
TYPOGRAPHY
CHOOSE ONE SERIF FONT FOR RUNNING TEXT AND ONE SANS-SERIF FONT FOR HEADERS AND LABELS;
A VARIETY OF SIZES, DISPLAY TYPES, AND TINTS ADDS VISUAL INTEREST TO THE PRESENTATION.