Visual communication designs which we also know as graphic design; is the combination of image, text and technology to pass a message.
This is different from art; as a piece of art work can have different meaning to different viewers. Sometimes, before you can read meaning to an artwork, the artist need to explain what inspired the art work. That is not the same with visual communication designs. It has same meaning to all viewers; there is a directory; such that, when people see it, they understand the message correctly.
THINGS TO KEEP IN MIND FOR VISUAL COMMUNICATION DESIGNS
- Keep your design simple. Avoid noise on the page, put only the important things. The heading, sub-heading and image. This is important; so viewers get the message that the design is passing immediately.
- Be consistent. When viewers are navigating one page after another; they should feel they are still on the same project.
- Avoid Contrast. To be able to attract the viewers to the most important part of your design; you need to add contrast on your colour, font size etc. with the use of hierarchy.
HIERARCHY IN VISUAL COMMUNICATION DESIGNS
Hierarchy helps creates the order of importance of design elements. Here, the design elements are similar to building blocks; these blocks arrangement is the hierarchy. Examples of design elements are; lines, colour, shapes, textures, framing and typography.
The order in hierarchy demands that, a design should first attract; then intrigue; and finally pass the message. A good example is a magazine, the front page is often the attraction, the content gives the intrigue and message. A good design must pass through the order of hierarchy.
WAYS TO USE HIERARCHY
Use of colour. You can draw attention on the most important part of a design with use of colour. Warm colours; such as, red, yellow, and orange calls attention. These colours breathe energy and they are eye catchy.
Cool colours on the other hand such as blue; green and purple absorb, they give a sense of relaxation. For instance, a dull coloured page with a small section of text; done with red or orange will call attention to the text.
When you are doing a beauty logo design; you can use purple. Orange, yellow and black are suitable for restaurant or entertainment logo. Colour blue resonates with tech logo designs as it brings into the viewers mind stability and trust.
The use of size. For example, you can use the product or image on a magazine as the focal point. The larger it is, the more important it appears. The font size can be the first part of hierarchy in a visual design. The larger a font size is, the more catchy it is to the viewers eyes.
PRINCIPLES OF VISIUAL COMMUNICATION DESIGN
These refers to effective use of elements earlier mentioned.
Examples are balance, proximity, alignment, repetition, contrast and space.
There is no visual communication designs that comes about by chance. A designer works hard to efficiently blend the elements of designs; thus effectively passing the message to the audience with the use of design principles.
Satori Graphics – https://youtu.be/dGYCn9qYjUQ
Seun Olatunji; A virtual training guide to becoming a professional graphic designer