1.
Shubhi Thakuria
Nov 2020
Design Principles for
Visual Communication

2.
What's wrong
with this slide?

3.
Contrast
DEFINITION
Avoid elements that are
merely similar. If two
items are not exactly
same, then make them
different. Really different.
PURPOSE
Our eyes like the
contrast. It attracts eyes
to start communication
and emphasizes
important information.
PROCESS
Large and small font,
thick and thin lines; light
and dark color; vertical
and horizontal element,
small and large graphic.

4.
Applying Contrast

5.
Repetition
DEFINITION
Refers to the conscious
usage of similar
elements of design
throughout the page.
PURPOSE
It develops organization
and strengthens unity.
Reduces development
time.
PROCESS
Repeat element like
color, shapes, texture,
graphics, fonts, thick
line, certain bullet, etc.

6.
Applying Repetition

7.
What's wrong
with this slide?

8.
Alignment
DEFINITION
Nothing should be placed
on a page arbitrarily.
Every element should
have a visual connect
with something on page.
PURPOSE
It creates a clean,
cohesive structure and
evokes a calm, secure
feeling which helps us
communicate better.
PROCESS
Align graphic elements
by aligning the edges of
the graphic and the text
elements using the flush
left/right/center.

9.
Applying Alignment

10.
What's wrong
with this block?

11.
Proximity
DEFINITION
Items related to each
other together should be
grouped together. Group
makes them one visual
unit.
PURPOSE
It reduces clutter and
gives a clear structure. It
help us understand
where to begin and
finish reading.
PROCESS
Placing similar elements
together.

12.
Applying Proximity

13.
Applying it all !

14.
PRAC
PROXIMITY
Items related to each
other should be grouped
together.
ALIGNMENT
Every element should
have some visual
connection with another
on the page.
REPETITION
Use similar elements of
design throughout the
page.
CONTRAST
Avoid elements that are
merely similar. If two
items are not exactly
same, then make them
different.