Graphics Programs Reference
In-Depth Information
Establishing a Strong Design Priority
For years I have asked designers in Japan what they believe to be the most common
causes of poor, ineffective designs. One of the most common answers is the problem of
a weak design priority. Design priority, another way of saying focal point, is based on a
determined assignment of value or importance to different elements.
When a viewer sees a design for the first time—a slide, poster, page, and so on—he or
she is naturally and instantly attracted to whatever stands out. Problems arise for
communication when (1) nothing really pops out, (2) too many things pop out, or (3)
superfluous elements pop out unintentionally and become a distraction. Any of these
problems can clutter the visual design and confuse the viewer.
The presenter must be consciously aware of what he or she wants the viewer to notice
first, second, third, and so on. Nothing can be by accident. Visuals with a strong design
priority often use contrast to get attention and guide the viewer's eye through a design.
Good slide designs have many things in common with good designs found in billboards
and posters. What's important for a billboard to be effective? At the very least, a poster
or billboard must (1) get noticed, (2) be understood, and (3) be remembered. Slides are
a bit like this: we want the visual elements on the screen to get attention and draw the
viewer in. Once drawn in by the element that pops out the most, the viewer is guided by
design priority and the various contrasts among the elements to illuminate the points you
are making. In the end, this hierarchy helps create messages that are more meaningful
—messages that target the viewer's visual and verbal channel.
This sign in downtown Osaka, Japan, really pops out, mostly because of its unusual orientation.
Dominance and structure
Another way of looking at a design's effectiveness is in terms of dominance, which is
related to design priority or creating a focal point. Every good visual has a clearly
dominant element that lets the viewer know where to begin.
The larger or more dominant elements are generally going to rank higher in the structure
in most designs, but this is not always the case. For example, a very large type size used
in a declarative sentence across the top would usually be highest in the ranking, but if a
large photograph is used in the slide, the text may attract the eyes second.
