INFORMATION DESIGN

Principles of

(special flyer edition)

#1 rule of information design:

CREATE A

CLEAR VISUAL

HIERARCHY

GOOD VISUAL HIERARCHY BAD VISUAL HIERARCHY

ontrast

epetition

lignment

roximity

C

AR

P

eadings

ccess

ypography

pace

H

TA

S

CONTRAST – BE BOLDCreate contrast with…• COLOR • SHAPE & SIZE• TEXTURE• TYPEFACE

COLOR• Contrast with dark and

light, color hue, saturation, temperature, intensity

• Keep the rule of 3 colors!

Repeat colors, headings/subheading types, words to create clear visual hierarchy.

REPETITION

ALIGNMENT

Strong lines guide the reader’s eye.

PRO TIP: Don’t center everything by force of habit (though it can create nice effects).

PRO TIP 2: Use a grid to design (and the rule of thirds).

PROXIMITY

Keep related ideas together.

Proximity failures…(or not)

HEADINGSPromote easy navigation (follow CRAP principles for headings).

ACCESSHelp readers easily find and understand important info.• Might use bullets and dashes, depending on the document

(typically not white papers).• Use graphics (like tables and charts) where appropriate.

TYPOGRAPHYRule of thumb: no more than two typefaces in a single document.

serif = body text

sans-serif = headings Arial, Calibri, Gill Sans, Avenir, Helvetica, Futura,

Impact

Times New Roman, Garamond, Century Schoolbook, Baskerville

SPACE

Sample redesign

WORD tools for page design…• Header/footer• Tables• Shapes• Text boxes• Columns• Insert photos/text wrap

When in doubt, remember: simpler is better.