You want your learners to buy into your training. You must convince learners that they need this information, and that their lives or careers will be better because of it.
But here’s an uncomfortable truth: Your learners silently (if you’re lucky) evaluate the credibility of your work based on how it looks, and they do so with staggering speed. According to UX magazine, people tend to judge the quality of a product within just 50 milliseconds of looking at it.
Of course, a slick PowerPoint deck alone isn’t enough to achieve learning objectives; we know that the principles of instructional design are the foundation of our work. However, quality visual design helps learners appreciate, engage with, and understand your content. Form must meet function for the most effective learning outcomes.
So, how do we create compelling visual designs, especially when we don’t have a background in art?
Start with the six principles of design: balance, pattern, rhythm, emphasis, contrast, and unity. Just as instructional design models and methodologies shape your training strategy, so should these principles shape your basic visual strategy. By applying them, you can create high-impact visuals. In addition, the principles provide you with more precise language to critique visual design when it’s presented to you.
The six principles of design are:
- Balance: How visual elements are distributed in relation to an axis
- Pattern: How visual elements repeat to create consistency
- Rhythm: How visual elements repeat or alternate to create interest
- Emphasis: How visual elements work together to create a focal point
- Contrast: How visual elements oppose each other to highlight differences
- Unity: How visual elements create an overall sense of cohesion
To understand how these principles are applied with maximum impact, look to the masters. Throughout history, the world’s greatest artists have used the six principles of design to captivate viewers.
For example, take a look at "The School of Athens,” a fresco by Raphael.
Raffaello Sanzio da Urbino, The School of Athens, 1509–1511, fresco at the Raphael Rooms, Apostolic Palace, Vatican City. Public Domain image from Wikimedia Commons.
Here, Raphael uses the design principle of balance. Despite not being perfectly symmetrical, all the elements are arranged so that neither the left nor the right side of the work has dominance over the other. We see this when we highlight the major elements (red), in relation to a vertical axis (black):
On either side of the vertical axis, the arches present mirror images of each other, columns are evenly distributed, a marble sculpture appears near the outer edges, and the many figures in the bottom half of the work occupy roughly the same size and shape of space. Using balance, Raphael depicts a large number of elements with a wide variety of colors, shapes, and sizes, without seeming cluttered or disorderly.
Now, here’s an example of how to translate this principle to visual design in a corporate setting.
This slide exhibits poor balance in the main body section:
Using the same elements, the main body of the slide can be reconfigured to show balance according to a vertical axis:
But that’s just applying one design principle! Do you want to learn how to apply all six principles to your work, or how to give more precise feedback to your designers? Join me at ATD TechKnowledge 2021 for my session: “Leveraging Principles of Art Theory and History for Visual Design.”
FAQs
The elements, or principles, of visual design include Contrast, Balance, Emphasis, Movement, White Space, Proportion, Hierarchy, Repetition, Rhythm, Pattern, Unity, and Variety. These principles of design work together to create something that is aesthetically pleasing and optimizes the user experience.
What is the theory of visual design? ›
Visual Design Principles. The elements of visual design — line, shape, negative/white space, volume, value, colour and texture — describe the building blocks of a product's aesthetics. On the other hand, the principles of design tell us how these elements can and should go together for the best results.
What are the principles of visual arts? ›
The principles of art and design are balance, contrast, emphasis, movement, pattern, rhythm, and unity/variety. The use of these principles can help determine whether a painting is successful, and whether or not the painting is finished. The artist decides what principles of art he or she wants to use in a painting.
What are the 7 principles of art? ›
The Principles of Art (balance, contrast, emphasis, movement, pattern, rhythm, and unity/variety) represent how the Elements of Art (line, shape, color, value, form, texture, and space) are used by an artist to create a painting, drawing, or other work of art.
Why are the principles of visual design important? ›
Graphics that take advantage of the principles of good visual design can drive engagement and increase usability. Visual-design principles inform us how design elements such as line, shape, color, grid, or space go together to create well-rounded and thoughtful visuals.
Why are principles of art and design very important? ›
Art elements and principles are important because they serve as the foundation for creating and analyzing works of art. Elements and principles of art are important because they help artists create visually appealing and emotionally impactful works of art.
What are the 7 principles of visual design? ›
The fundamental principles of design are: Emphasis, Balance and Alignment, Contrast, Repetition, Proportion, Movement and White Space. Design differs from art in that it has to have a purpose. Visually, this functionality is interpreted by making sure an image has a center of attention, a point of focus.
What is the theory of visual arts? ›
An understanding basic elements and principles of art and ability to apply them to a specific aesthetic intent.
What are the 4 main elements of visual design? ›
Line, shape, color, texture, and space are the basic elements of design.
What is the basic concept of visual art? ›
Visual arts refers to art forms that express their message, meaning, and emotion through visual means. Visual arts may be categorized as decorative, commercial, or fine art, such as painting, photography, or sculpture.
The Visual Arts and Design Career Pathway involves designing, producing, exhibiting, performing, writing, and publishing multimedia content including visual and performing arts and design, journalism, and entertainment services.
What are the basic principles of design? ›
What are the principles of design? There are twelve basic principles of design: contrast, balance, emphasis, proportion, hierarchy, repetition, rhythm, pattern, white space, movement, variety, and unity.
What is basic design in art? ›
Basic Design may be thought of as the fundamental, purposeful organization which underlies any form of art expression. The sig·nificance of the expression, its clarity, power, beauty and usefulness grow from this root and are determined by its quality.
What are the 7 elements of visual art? ›
The 7 basic elements of visual art are SHAPE, LINE, SPACE, FORM, TEXTURE, VALUE, AND COLOUR. These elements are the building blocks of art that help the artist communicate. These elements help us in understanding the piece of art more clearly.
What are the fundamentals of art and design? ›
These are line, shape, color, value, form, texture, and space. Meanwhile, the principles of art represent how the artist uses the elements of art to create an effect and to help convey the artist's intent. The principles of art and design are balance, contrast, emphasis, movement, pattern, rhythm, and unity or variety.
How do graphic design principles help your artwork? ›
Graphic design principles are the foundation of effective visual communication. They help designers create layouts that are visually appealing, easy to understand, and memorable. Some of the most important graphic design principles include: Balance: A balanced design creates a sense of stability and harmony.
What is the significance of visual design in creating arts? ›
Visual design plays a crucial role in creating art that is both effective and attractive . It encompasses the use of various elements such as color , line , shape , texture , and space to convey a message , evoke emotions , and capture the viewer 's attention .
How is the principle of good proportion achieved in the visual arts? ›
In visual art balance and proportion is usually achieved by using what is called The Golden Section, also called The Golden Ratio or Divina Proportione.
How do visual design principles help in conveying? ›
They can also help you convey a specific mood, tone, or emotion to your audience. Whether you want to inspire, persuade, inform, or entertain, you can use visual elements such as color, typography, layout, and imagery to create a consistent and effective mood for your content.
