The Importance of Visual Hierarchy in Business Communication: A Comprehensive Overview
In the world of design, visual hierarchy is a crucial principle that helps guide the reader through a piece of visual communication effectively. This concept, derived from the Gestalt philosophy, was first developed in the early 20th century by the Berlin School of Gestalt Psychology.
Visual hierarchy is used in various forms of visual communication, such as movie posters, newspapers, websites, and even phone lock screens. It provides subtle guidance to the reader about the order in which information should be consumed and shows how different pieces of information relate to one another.
The six major principles of visual hierarchy are size, color, reading patterns, contrast, repetition, and grouping.
Size
Bigger elements are perceived as more important by the human mind. In an infographic, try using just three to four type sizes ranging from the biggest (for the title or main heading) to the smallest (for notes or captions).
Color
Bright colors tend to stand out, particularly if the colors around them are subdued. Contrast, using contrast helps to draw the eye to specific elements. For instance, a bright, contrasting color against a muted background can make certain information pop.
Reading Patterns
In the West, we read from top to bottom and left to right. Designers use this pattern to create a natural flow in their designs, guiding the reader's eye from the most important information to the least.
Contrast
Using contrast helps to draw the eye to specific elements. Complex patterns will generally attract more attention than simple ones, and the same goes for shapes.
Repetition
Repetition helps to create a sense of familiarity and importance. In business communications, using repetition (paired with a little variety) can help ensure the audience understands the relative importance of information.
Grouping
Grouping similar elements together helps to create a sense of unity and importance. Elements placed in close proximity will also appear related.
When creating visual hierarchy for presentations, the hierarchy needs to work for each individual slide, while maintaining a cohesive look throughout. In the design process, the squint test can help you note which areas or individual elements of the design stand out the most, and adjust scale, color, or alignment if certain areas are jumping out more than they should.
Lastly, it's important to use balance, color, repetition, contrast, size, spacing, and alignment to ensure the reader understands the relative importance of the information in an infographic. By carefully considering these principles, designers can create visually appealing and effective designs that guide the reader through the information with ease.
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