Designerly Conversations, Part One

Putting words to the visual process

Working with designers can sometimes feel like a mystery. There’s a lot of lingo, some intricate and downright formidable tools (what even is a Bezier curve?), and a completely different way of thinking about communication. By understanding a few key principles of graphic design–many of which you will quickly comprehend if you’re not aware of them already–you’ll be speaking fluent “design-speak” in no time!

So, grab your coffee, sit back, and let’s talk about how to better connect with designers.

First, learn a little design language.

Instead of using vague descriptors subject to individual interpretation, try speaking the language graphic designers use. This language consists of Gestalt principles and basic compositional theory among others. These are general rules about how humans perceive visual information, and they can help you communicate exactly what you’re looking for.

Get familiar with a few concepts.

Composition: This is the relationship between all elements of the design. Is there a sense of order and unity? Does it feel balanced? Does the background interfere with the foreground? Is it legible? Can you readily discern the message? Finally, how does it “feel” does it inspire any emotion? Use these questions to help describe and determine the overall impression of the layout.

Alignment: Check the alignment of elements on the page. Look at the arrangement of elements and make a note whether they are centered or aligned on the sides, top, or bottom. Overall, the layout should use alignment to create order and unity. Notice whether the alignment is applied consistently, how the elements’ positions affect the organization of the information, and what you look at first. (a.k.a. Focal Point) If your eye wanders across the page, a focal point is missing.

Focal Point: is what attracts the most attention on the page. Notice whether it is clearly the most important and prominent visual element. It should capture attention and lead the viewer to understand and recall the message. The focal point is the apex of a visual hierarchy that helps command attention and communicate a message instantly. One of the ways to create a focal point is to use the principle of Contrast.

Contrast: is the difference between visual elements. Such as: Large elements vs. small ones; soft colors vs. saturated hues; big striking photographs vs. white space; a large bold headline vs. thin elegant text; serif vs. san serif; wide leading vs. tight; the list goes on. Contrast is one of the primary ways to establish hierarchy.

Proximity: is the rule that elements grouped closely together belong together. But it does not mean these elements are similar. For instance, a photo with a caption directly under it shows the principle of proximity at work. The words go along with the photo, even though they are distinct graphical elements. Proximity can also help establish hierarchy by grouping elements closer together to create a focal point. Such as a headline overlapping a photograph.

Repetition: repeating elements and styles create harmony and consistency in a design. Use a defined color palette, determine the fonts for headline, subhead, and text; and use shape and line consistently. Repetition is especially important in long documents and helps establish flow which gives the reader a logistical sense within the structure of a multi-page publication.

Describe what you see.

Now that you have a few tools, you’re ready to engage in an informed dialog about design.
Review the layouts and campaigns you have already in the market and use these principles to assess whether they are hitting the right mark or could use some improvement. Then stay tuned for the next installment of “Designerly Conversations” as we look at communicating about design with designers.