Layout

Organization

Effective design requires effective organization. Organization of a design requires design principles to be used consistently throughout the creation process. The design principles involved with maintaining organization is consistent with hierarchy, balance, rule of thirds, figure-ground, C.A.R.P., color, sizing, line, shape, and typography. Good organization, apparent hierarchy, and good use of figure-ground will help your design have proper flow.

Hierarchy

Hierarchy is meant to help provide the viewer with cues to help them identify order of importance. Consistent sizing and organization of information are usual methods to hierarchy.

One way information hierarchy is achieved is through chunking. Chunking is taking small chunks of information and grouping them into clusters of related material. Organizing your chunks of material in ways that highlight specific material is also how hierarchy is created. Effective visual methods of chunking material are through the use of tables, charts, and diagrams.

Alignment and hierarchy go hand-in-hand. Western culture reads from left to right and top to bottom. The most important information should be presented in accordance to standard Western reading practices. However, info-graphics sometimes tend to have the main topic featured in the center with supporting information around it. In that case, you would use arrows or other visual cues to create hierarchy. Make sure to maintain simplicity and consistency to avoid confusing the viewer.

Balance

Designers should always strive for a balanced layout. Balance is represented by the equal distribution of the “weight” of a design (positive versus negative space). Meaning if there is equal placement (vertically and horizontally) of visual objects on a page that would mean the page is balanced. An example would be placing four large text boxes with information in each one of them in each corner of the page leaving equal amount of space around each one, then this would be a balanced composition.

Another scenario of balance can be through symmetry (formal) and asymmetry (informal). Symmetry is where there are equal visual elements that correspond precisely on either sides of a center axis or point. In this case balance is achieved. Asymmetry is where unequal visual elements occur on either sides of a center axis or point. However, it is possible for an asymmetrical layout to achieve balance. The way that can be done is by the whole page maintaining a consistent “weight”. Hierarchy can be lost if an asymmetrical design is not balanced well and visual cues are not present or apparent. If that happens it can cause the viewer to lose interest or become distracted because they are not sure where they should be looking.

Unbalanced Layout

Balanced Layout (asymmetrical)

Rule of Thirds

Rule of thirds refers to dividing up the composition in thirds like a Tic-Tac-Toe game. This divides the composition into 9 equal sections. You would use the intersecting lines to indicate where visual content will be placed. This helps keep the page balanced and organized.

Figure-ground

Figure-ground is a perception principle of the mind that only allows the viewer to focus on one image (stimulus) at a time although there maybe multiple images (stimuli) present. Figure-ground can also be referred to as positive (figure) and negative (white) space. For informational design the figure is the message and the ground is the background.

Do you see that there is more than one image here? Which one is supposed to be the intended “message”?

Do you see a vase or a face? Do you see a rabbit or a duck?

Figure-ground distinction is an important part of making your information clear and concise. You do not want to make design choices that interfere with the viewer’s ability to focus on the correct message. Specifically, the background should never compete with the foreground (message). Using a patterned background can be distracting and interfere with readability and learning.

Additional Gestalt Resources

• Gestalt Principles

Copyright © 2015 Angela Lenz