Q4 Module 3

Principles of Layout,
Graphic, and Visual

Message Design
In a digital age, professional graphic designers with desktop
publishing have made it possible for nearly anyone to produce
well-designed online and paper documents, such as newsletters,
business cards, websites, posters, letterheads, PowerPoint and
Keynote presentations, etc. Being in a digital age, it is beneficial to
have knowledge of basic design principles (Chavanu 2010).
BASIC PRINCIPLES OF GRAPHICS AND LAYOUT
There are usually no more than three different
Font Styles fonts used in a document or design piece. It use the
same one or two fonts, but will change the size and style
of the font for different parts the document. Many
newsletters, for example, make use of the classic and
readable Helvetica or Helvetica Neue font. Regular
Helvetica Neue font style may be used for the body text,
while a slightly larger size of the same font, in bold
style, will be used for sub-titles and pull-out quotes.
Proximity
The next element you will want to notice is

how items and information are grouped together. As
Williams points out, “When several items are in close
proximity to each other, they become one visual unit
rather than several separate units.” For example, in
this business card, information is separated into
groups, instead of scattered all over the card. This
makes the information easier to read.
Repetition
Well-designed documents also use a
repetition of elements, as you can see in this
newsletter where three images are cropped and
aligned together for effective repetition. Again, as
Williams points out, “You can repeat colors, shapes,
textures, spatial relationships, line thickness, fonts,
sizes, graphic concepts, etc.” The effective use of
repetition is pleasing to eye and it can communicate
important content in a design.
Contrast
Notice how the designers use contrast to make

layouts graphically appealing. The large PortagoITC TT font
used for the nameplate of the newsletter beside is in near
stark contrast with the Helvetica Neue used for the body
font. The designer used a strong red graphic fill to make
the nameplate stand out. The idea behind contrast as
Williams explains, “is to avoid elements on the page that
are merely similar. If the elements (type, color, size, line
thickness, shape, space, etc.) are not the same, then make
them very different.”
Alignment
The easiest basic principle of design is alignment. Body
text of course is usually always aligned to the left. But notice how
other elements (images, boxes, titles, and information) are
aligned with one another. “Nothing should be placed on the page
arbitrarily,” writes Williams. In the postcard beside, the alignment
of elements is very evident. The image of the house is aligned with
the green box. The street name and price of the house are both
centered, and the contact information is grouped together under
the photo of the real estate agent. The arrangement of these
elements helps the reader move his eyes from one element to the
next.
15 GOLDEN PRINCIPLES OF VISUAL HIERARCHY
Visuals are everywhere and the commandments of visual communication serve as the complete
guide to the art of designing. Visual hierarchy on the other hand, adds beauty and order to your design.
It offers to your eyes visual assistance, suggesting to them, what information to linger on to, as your
vision glides through it. It lays down a path for the data to flow in, to get absorbed into the brain
smoothly. It guides the human eye from one element of the data to the next, like an invisible pointer
moving through the data, to keep the reader free of any visual fatigue. Adding hierarchy to your design
will not let your readers get intimidated by all the noise and clutter of the data. It can be applied in the
construction of web design, logo, or infographic (Brown 2014). Information graphics or infographics are
graphic visual representations of information, data or knowledge intended to present information
quickly and clearly. They can improve cognition by utilizing graphics to enhance the human visual
system's ability to see patterns and trends.
10 TIPS ON EVALUATING GRAPHICS OR VISUAL MESSAGE DESIGN
It is easy to get lost in the world of visual communication, where almost

everything seems to be original, unique and subjective. Luckily, it turns out that
there is a number of rather clear criteria, which can be extremely helpful in
constructing respectful and honest feedback (Pan 2016)
1. Use proper words and expressions. When discussing design, it is important to

use the right words and expressions that define and describe the visuals. Lines,
colors, letters and shapes are called design elements.
2. Search for C.R.A.P. C.R.A.P is a set of basic design principles that stands for
contrast, repetition, alignment and proximity. Look at design elements and ask
yourself these four questions:
➢Is there enough contrast between design elements?
➢Do design elements create a certain visual flow supported by the repetition
of forms?
➢ Are design elements aligned to each other in a clear, readable way?
➢ What is the distance between design elements and what type of visual
message does it create?
3. Pay attention to color. Color is an essential design element that should not be
underestimated in any project. Color choices can entirely change the way of
reading a design.
4. Find emphasis. In a design, there is often an element that is much stronger

than everything else. It is called an emphasis. If you decide that a particular
design element needs attention, simply emphasize it by changing its size, shape or
colour.
5. Analyze typography. Typography carries a message about a design.
Take a look at typefaces and fonts chosen for a project and ask yourself
following questions:
➢How many typefaces/fonts are used in this design?
➢Do they create a clear message or maybe a feeling of chaos?
➢Is there enough contrast between titles, tag lines and other types of
text?
➢Are pieces of text grouped in a clear, readable way?
➢Is the text aligned well?
6. Take a look at images. If there are photographs, icons or other images used in a design, it
is important to analyze them. Do they support the project? Are they properly used and fit the
general design aesthetics? How would you estimate their quality? Can you see pixels? Are they
used accordingly to the copyright policy? Using well-exposed good quality photographs is
probably the best idea. However, 13 icons and symbols are not necessarily welcome –
especially when downloaded from internet.
7. Ask about target group. What is a purpose of the evaluated design? Is it a flyer advertising
art classes for kids or a poster inviting for a jazz concert? Maybe it is an informative website
about yoga practice or a layout of a cooking blog? The target group is essential and it will
determinate the usage of colours, fonts and any other design elements.
8. Define clear messages. Take a look at a visual project, whatever it is, and ask yourself
about the message that it conveys. What type of a message is it exactly? Does it support
the chosen business, event, or activity? Is it encouraging and entertaining? If the message
is misleading, think of a better visual solution for the evaluated design. There is always a
space to improve!
9. Maximize impact. Is the design impactful, legible and meaningful? Could an average
viewer read and understand it well? Does it stand out and catch your eye? Does it support
defined goals and objectives? In the visual communication, things are designed to make
impact. What can you improve to make a project stronger?
10. Ask questions. While evaluating a visual project, you should ask questions
and make sure that you understand the creative process behind it. It will not
be always possible, but using the opportunity of communicating with a
designer can give you a chance to give a more constructive feedback.
Sharpen your eye and truly study the project – at some point it will become
much easier! A trained eye has a capability of analyzing the tiniest and the
most subtle relations between design elements to detect what could be
improved.
ACTIVITY 1
ACTIVITY 2
The different principles of graphic and layout as well as the visual message design really help and guide you in
designing whatever document you plan to do like poster, infographic, brochure, flyer, logo, or your website. Though
there are a lot of applications that you can use in order to do this but it is still necessary to know the principles
behind stunning and elegant graphic.
The basic principles of graphics design include fonts, _______________, alignment, __________________, and
____________________. Fonts or types should not be more than _____________ but the size and _____________ of
the font can be changed in different parts of the document. Several items can be grouped together or be in close
________________ to each other to form as one unit. When it comes to repetition, you can repeat the
_______________, shapes, __________________, spatial relationships, line thickness, _______________,
_________________, graphic concepts, etc. And to make your layouts graphically appealing, use
__________________. These basic principles are used in evaluating the graphics. Another, when you evaluate, you
need to find emphasis too in the use of size, ______________, or color. Other things to consider are
__________________ or fonts, ________________, or ______________ group.
THE BEST WAY TO
PREDICT YOUR
FUTURE IS TO
CREATE IT.

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Principles of Layout,

Graphic, and Visual

The next element you will want to notice is

Notice how the designers use contrast to make

It is easy to get lost in the world of visual communication, where almost

1. Use proper words and expressions. When discussing design, it is important to

4. Find emphasis. In a design, there is often an element that is much stronger

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