Making Learning Memorable with Graphics and Visual Design
November 13 & 14, 2014
401
Thinking Visually:
Communicating Ideas Through Visual Design
Cassandra Cloud, Federal Deposit Insurance Corporation
Making Learning Memorable with Graphics
and Visual Design — November 13 & 14, 2014
5 Principles of Graphic Design
The Basics
Graphic designers don’t just identify the relationships between ideas; they make these
relationships visible. They also use visualizations to emphasize important information. In this
job aid, we’ll look at just 5 of the guiding principles they use – and how they might be applied.
Contrast
Human beings are attracted to differences, so designers use contrast – between sizes, shapes,
colors, values, textures, position, etc. – to guide their attention.

Contrast can be used to highlight differences or provide
emphasis. Using contrast is like shouting “Pay attention to me!”

Contrast establishes focal points of the design.

Contrast provides visual interest. Since we are attracted to
differences, it is a natural focal-point for viewers.

Use it sparingly. If too many elements of your design employ contrast (e.g., dozens of
different colors), nothing will stand out.
Repetition
Repetition ensures less important elements of a design are the same, and less
noticeable.

Repetition provides consistency to a design. Repeating elements of a
design eases the burden on the viewer – as repeating elements of a
design appear to belong together.

Repetition reduces cognitive load. Just as we group information into chunks, we can
likewise group similar elements of a design. If items are related, the audience does not
have to figure out each one.

Repetition enhances contrast. Without repeating colors, shapes, or placement, incidents
of contrast are less notable.

Repetition partners with contrast. An item can have both contrasting features (such as
different colors) and repeating features (such as a similar shape). For example, a
flowchart uses the same set of shapes. However, when illustrating two parts of a
process, a flowchart could also employ contrasting colors to indicate each phase.
Session 401 – Thinking Visually: Communicating Ideas Through Visual
Design – Cassandra Cloud, Federal Deposit Insurance Corporation
Page 1
Making Learning Memorable with Graphics
and Visual Design — November 13 & 14, 2014
Alignment
Alignment refers to the position of design elements – from
how text is aligned, to where images are placed on a page.

Consistent alignment in a design can reduce cognitive
load, by letting the viewer know where to expect
certain types of information.

Alignment can add visual interest. Unique alignment
choices (such as vertical text) can provide contrast and
attract attention.

Alignment can indicate importance. Generally, items given more visual space or appear
first to viewers (e.g., higher on the page in a newspaper) are seen as more important.
Designers use a tool, known as the grid, to set invisible boundaries indicating the position of
reoccurring design elements. Infinite grid variations are possible; however, any grid that you
choose must be used consistently to have the intended effect.
Hierarchy
Hierarchy combines the color, size, and other aspects of your design to indicate levels of
importance.

Hierarchy indicates what is important. Hierarchy ensures that background information
and less important items are deemphasized, and points of emphasis stand out.

Hierarchy guides the viewer. If used effectively, the audience will easily locate headers,
key information, and notable points of emphasis.

Hierarchy encourages consistency. If items are aligned differently on each page or the
images used appear unrelated (e.g., no repetition), hierarchy is clouded.
Simplicity
Simplicity eliminates anything that isn’t needed for understanding.

Simplicity reduces cognitive load. Simplicity requires us to clearly understand our key
message – so we can remove anything that does not support it.

Simplicity guides the viewer by using the tools we have – such as alignment, repetition,
and contrast – to focus attention on only the most important messages in our design.
Session 401 – Thinking Visually: Communicating Ideas Through Visual
Design – Cassandra Cloud, Federal Deposit Insurance Corporation
Page 2
Making Learning Memorable with Graphics
and Visual Design — November 13 & 14, 2014
Applying these Principles
Let’s look at how these principles are applied to a few important aspects of your design.
SIZE
Size may be literal (e.g., Mt. Rushmore) or relational (e.g., between a mouse and an elephant).

To denote importance: Larger shapes or text are viewed as more important or
significant. For small but important objects, exaggerate its real-world size.

To lower cognitive load: Similarly sized shapes or text are chunked together. Ensure
similar objects have an identical size.

To express relationships: Focus on the literal size contrast between two objects, or use
size to indicate their comparative importance.
COLOR
Colors may be described as contrasting, harmonious, complementary, warm, or cool. The color
wheel is a popular tool for effectively using color.

To denote importance: Contrasting colors (placed in opposition on the color wheel)
stand out more to viewers and are easier to read. In addition, warm colors (e.g., such as
red or orange) appear to advance on the page, and naturally stand out.

To lower cognitive load: Complementary colors (placed near each other on the color
wheel) tend to blend together. In addition, cool colors (e.g., such as blue or green)
naturally appear to recede into the background.

To express relationships: If two objects express opposing ideas, use high-contrast colors.
If related, use identical or similar colors. Shapes or text with identical or complementary
colors are chunked together.
SHAPE & LINE
Shapes may be literal (such as the varying shapes of existing sculptures) or relational (such as
the shape indicators of a flowchart).

To denote importance: Highly contrasting shapes (e.g., circles vs. squares) or lines (e.g.,
curved lines vs. hard edges) attract attention. However, even subtle differences can be
powerful. Consider the difference between regular, bold and italic text.

To lower cognitive load: Repeating shapes or lines appear similar, and can be chunked
and interpreted together. If used representatively, ensure this is the intended effect.
Session 401 – Thinking Visually: Communicating Ideas Through Visual
Design – Cassandra Cloud, Federal Deposit Insurance Corporation
Page 3
Making Learning Memorable with Graphics
and Visual Design — November 13 & 14, 2014

To express relationships: If two shapes express opposing ideas, use highly contrasting
shapes. If related, use similar shapes. Some relationships are emphasized by lines or
shapes (e.g., two circles connected by a line).
POSITION
Position may be used to indicate close relationships (such as text in a paragraph) or opposing
relationships (such as two opposing fighters in a boxing match).

To denote importance: Items given more space or precedence are generally viewed as
more important. Text, images, or shapes may also be aligned in unexpected ways (e.g.,
vertical text) to emphasize certain information.

To lower cognitive load: Using templates – or a grid – to provide consistent visual
placement to the elements of a design helps viewers know what to expect.

To express relationships: If two elements of your design are close together, they will be
seen as related. If positioned apart, they will be viewed as separate or opposing.
Session 401 – Thinking Visually: Communicating Ideas Through Visual
Design – Cassandra Cloud, Federal Deposit Insurance Corporation
Page 4