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.