Design is the process of developing a visual product using visual language to communicate ideas, concepts and messages to a specific audience. A successful design connects the viewer with the message. Successful designs consider layout during the planning process. Layout is the arrangement of text, images and/or graphics.
While there are no specific rules to follow when designing, the basic principles of concept, components and composition – the Three C's of Layout – should work together to create visually appealing and effective designs.
Review each of the Three C's of Layout below to help ensure your designs have maximum impact.
Concept is the theme or style of design based on the product's purpose. This is the basis of your design. It reinforces the message and appeals to the intended audience. The following intangible characteristics of a design are critical to its visual presentation and message delivery:
- Purpose: Know your purpose so the audience doesn't misinterpret the meaning.
- Audience: Tailor the text and images to the intended audience.
- Unity: Remove competing elements that can muddy the message for a unified theme.
- Clarity: Simplify the work to create the biggest visual impact.
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component is the visual element(s) used within a design. Examples of components include photos, illustrations, icons, typography, lines, decorations, borders and backgrounds. Choice and placement of the elements should be considered in relation to the total composition. Keep the following guidelines in mind:
Text
- Legible: Maintains clear, well-formatted text.
- Readable: Ensures text flows naturally and makes sense.
- Size and space: Keeps font spaced and sized appropriately for the product and message.
Imagery
- Cropping: Uses the cropping tool to zero in on the message.
- Color: Adjusts the color within the image elements to establish visual interest, create a focal point or add variety adhering to ethical DoW photo alterations.
Color and Value
- Unify: Incorporates color and value to bring the design together and create a theme.
- Energize: Involves incorporating decisions about color to add tension and produce a more vibrant layout, as needed.
Design Choices
- Connotation: Communicates a meaning and style through elements that should tie into the layout's overall theme, support the purpose and help communicate the intended message.
- Attributes: Creates balance, rhythm, unity and emphasis through text, imagery, color and all other possible elements.
- Placement: Positions elements to guide attention as a focal point or to support the main idea.
Composition is the way the components of a layout are visually combined and arranged.
Composition techniques consider the subject, creative elements, balance and perspective during the design process. Ask these questions to determine the position of the elements in a layout:
- What is the product?
- How will the product be presented?
- Can the user clearly understand the message?
- Were principles of design incorporated (e.g., balance, rhythm, unity, emphasis and contrast)?
Use the following infographic as a design cheat sheet to enhance your understanding of the details that make up the Three C's of Layout.