(Sample Graphic Design Work) This document is part of an assignment where I had to develop an evaluation criteria for Visual Tools. I redesigned a cover art work after evaluating the previous one. February 22, 2007.

1. | Module 3: E3 Activity on “Informational and Statistical Visuals”.
IDT 560: Visual Literacy
By: Arturo Pelayo.
Instructions:
Redesign the form you created for Module 2, now include criteria on Visual Tools as well as Visual Actions (CARP).
I.
II. Use the new form to critique a poorly designed chart, graph, table, diagram, or illustration.
III. Redesign the item you choose to critique.
IV. Write a short paragraph outlining the improvements.

2. Procedure:
• Creation of an introductory documentation page for future reference and incorporation of Best Practices.
• Creation of a Document Version History Page to detail the changes of the E2 Form and the E3. (Satisfies Instruction I).
• The 3rd page of this document includes the “E2” form.
• The 4th & 5th pages represent the new “E3” form.
• When printed, the document can be easily laminated, as each side of the form would remain on the same sheet of
paper.
• The 4th page will be the CARP side & the 5th page will include the criteria on Visual tools. (Satisfies Instruction II).
• The 6th page includes the “old” illustration evaluated in E2.
• The 7th page includes the redesigned illustration. (Satisfies Instruction III).
• The 8th & 9th pages include an E3 template. (Satisfies Instruction I).
• The 10th page includes a paragraph with discussion of improvements.

3. Documentation of changes to form (document version history):
Change E2 E3 Reason?
Font type used. Helvetica, size 11. Euphemia UCAS, size 12. The Integration of mild serifs enhances the visual appeal of the
document while also providing better readability and less eye
strain.
Risk: This is not a standard font of MS Word.
Mitigation: Provide a PDF file.
Page Formatting US Letter (landscape). US Legal (landscape). Provides better readability and uniform density of text presented.
Risk: The evaluator may not have legal-sized paper when
printing the document.
Mitigation: Provide a notice to the user.
Graphics A clock was used as a For CARP side there are
metaphor instead of an no changes. For Visual Keeping consistency in the presentation and adding visual cues
ordinary itemization of Tools, a similar metaphor for variables aids the learner in identifying them.
variables is used
Chart titles Not present On the top left corner in For easy identification, form titles of “visual tools” and “visual
black background. actions” where added with appropriate figure/ground relationship.

4. ★✩✩✩✩ ★★✩✩✩ ★★★✩✩ ★★★★✩ ★★★★★
visual
Lame Disappointing So-So Marginal Unified
actions
 The material lacks any guidance The material devalues the credibility The material meets the The material is “OK” but The material enhances
for the user to discern what it is of the sponsoring agencies. needs. But does not show has no “added value”. the appeal of the event &
st
1 glance he/she is looking at. quality. sponsors.
 The objective of the document “Farewell Reception” is the main Text Headings and visuals Its seamless to understand Best practices are
cannot be discerned visually or purpose of the document, yet it is allow the user to identify the the interface, minor followed and Image
purpose through writing. the last line written. use of the material. details lost. Strategies are respected.
 The choice of colors and Overall there is cohesion between Content relationships are Variations on the design The material is appealing
graphics is overpowering, hard the fonts, graphics and output distracting to the purpose of elements are minimal. to the eye and is “a
contrast to read and disruptive. media used. the material. scrapbook keeper”.
 Content is over or under sized, Relationship across elements is Graphics and text seem to Minor problems with The sizes are pleasing to
pixilated. Illogical. distorted. belong on the same space. text/graphics the eye.
scale relationships.
 The spacing of text is inconsistent Text grouping does not match It is easy to discern sections Some elements slightly Has perfect cohesion of
from one page to the next. No physical or invisible margins of from one another. “off the rule of thirds” . relationships.
alignment hierarchy. graphics.
 The material lacks order, The graphic/text-to-space ratio is There are some “dead The product has balance, The material has appeal.
structure and cannot have not cohesive. Font variation is spots” (blank areas make cohesion and is (Fibonacci harmony).
harmony appeal or value of any kind. disrupting. imbalance). appealing.
 The material has absolute lack of Changes in text/graphic lacks The material is boring as it Content neither The material has a
varied graphics / text framing. uniformity and prevent learner from does not provoke interest. overwhelms nor under cohesive & sound theme.
repetition making connections. powers the material.
 Material does not provide Content is scattered, hard to find. The content is present but The content may be
content to fulfill purpose. other factors undermine its polished by replacing The material is “Visually
content presence. words/graphics. Literate”.
 Spacing of graphics and text is The figure/ground relationships are Content “stands on its Content has cohesion Material has a natural
tight. No emphasis on missing. No visual independence. own”, but looses grouping. and a level of harmony. visual flow and order.
proximity relationships.
 The material seems to need an The material lacks uniformity; it has The material has a structure The material can be
Instruction Manual to be no interface that can be seamlessly yet time still needs to be “read” although some The material is “Visually
logic read/understood. followed. invested to understand it. Headings are missing. Literate”.
 The material has 18 out of 50 possible “stars”, it is almost Disappointing, but pretty well in the Lame category.
verdict

5. ★✩✩✩✩ ★★✩✩✩ ★★★✩✩ ★★★★✩ ★★★★★
visual
Lame Disappointing So-So Marginal Unified
tools
The material is extremely After a significant loss of time, the The material meets the The material is “OK” but The material enhances
hard to read and lacks user understands the purpose of needs. But does not show has no “added value”. the appeal of the event
type
 any guidance for the user the provided medium. quality and shows no & sponsors.
to discern what it is he/she emphasis on
is looking at. relationships.
The objective of the There is no cohesion in the design Visuals and text have The rule of thirds is Form and function are
document cannot be whatsoever. The relationships, minimal appeal and implicit in the design, clear in the design. The
discerned visually or hierarchy and scale are relationship to one yet there are material has a cohesive
shape
 through writing. It does not evidently disproportioned. The another. The design is distractions on the & sound theme.
provoke interest. message is lost. distracting and “looks composition.
busy”.
There are too many colors Color palette does not work in Color relationships are There are variations on The material has
which overpower the harmony with the document as a distracting to the purpose the contrast of the use appeal and is legible.
color
 document and make it whole. It deprives the learner of the material. of colors.
hard to read and from making connections.
disruptive.
There is an imbalance on Relationship across figure and Objects are not There are aspects of Figure and ground
the figure and ground ground is not cohesive. It is appealing and do not the figure/ground relationships are
relationships. Figure has distorted. There are many “dead ground properly onto rations that are still mastered. There is
depth
 been reversed. The spots” (blank areas make their intended use and conflicting with one consistency in design
material lacks consistency imbalance). hierarchy. another. This creates and relationships are
in ratios of graphics and distracting design. intuitive.
text.
The spacing of text is Text kerning and alignment do There are gaps between Background contrast is There is consistency on
inconsistent from one not have harmony to graphics. graphics and text, minimal and color fonts, colors, graphics
space
 page to the next. Too Space is misused and anchoring is not palette is appropriate. and background art.
many fonts. Too Heavy. overpowering. mastered. Savvy.
The material has 7 out of 25 possible “stars”, it is Lame.
verdict


6. Original graphic:
*
*
*
*
*
*

7. Redesigned graphic:

8. ★✩✩✩✩ ★★✩✩✩ ★★★✩✩ ★★★★✩ ★★★★★
visual
Lame Disappointing So-So Marginal Unified
actions
 The material lacks any guidance The material devalues the credibility The material meets the The material is “OK” but The material enhances
for the user to discern what it is of the sponsoring agencies. needs. But does not show has no “added value”. the appeal of the event &
1st glance he/she is looking at. quality. sponsors.
 The objective of the document “Farewell Reception” is the main Text Headings and visuals Its seamless to understand Best practices are
cannot be discerned visually or purpose of the document, yet it is allow the user to identify the the interface, minor followed and Image
purpose through writing. the last line written. use of the material. details lost. Strategies are respected.
 The choice of colors and Overall there is cohesion between Content relationships are Variations on the design The material is appealing
graphics is overpowering, hard the fonts, graphics and output distracting to the purpose of elements are minimal. to the eye and is “a
contrast to read and disruptive. media used. the material. scrapbook keeper”.
 Content is over or under sized, Relationship across elements is Graphics and text seem to Minor problems with The sizes are pleasing to
pixilated. Illogical. distorted. belong on the same space. text/graphics the eye.
scale relationships.
 The spacing of text is inconsistent Text grouping does not match It is easy to discern sections Some elements slightly Has perfect cohesion of
from one page to the next. No physical or invisible margins of from one another. “off the rule of thirds” . relationships.
alignment hierarchy. graphics.
 The material lacks order, The graphic/text-to-space ratio is There are some “dead The product has balance, The material has appeal.
structure and cannot have not cohesive. Font variation is spots” (blank areas make cohesion and is (Fibonacci harmony).
harmony appeal or value of any kind. disrupting. imbalance). appealing.
 The material has absolute lack of Changes in text/graphic lacks The material is boring as it Content neither The material has a
varied graphics / text framing. uniformity and prevent learner from does not provoke interest. overwhelms nor under cohesive & sound theme.
repetition making connections. powers the material.
 Material does not provide Content is scattered, hard to find. The content is present but The content may be
content to fulfill purpose. other factors undermine its polished by replacing The material is “Visually
content presence. words/graphics. Literate”.
 Spacing of graphics and text is The figure/ground relationships are Content “stands on its Content has cohesion Material has a natural
tight. No emphasis on missing. No visual independence. own”, but looses grouping. and a level of harmony. visual flow and order.
proximity relationships.
 The material seems to need an The material lacks uniformity; it has The material has a structure The material can be
Instruction Manual to be no interface that can be seamlessly yet time still needs to be “read” although some The material is “Visually
logic read/understood. followed. invested to understand it. Headings are missing. Literate”.
Write a review here:

verdict

9. ★✩✩✩✩ ★★✩✩✩ ★★★✩✩ ★★★★✩ ★★★★★
visual
Lame Disappointing So-So Marginal Unified
tools
The material is extremely After a significant loss of time, the The material meets the The material is “OK” but The material enhances
hard to read and lacks user understands the purpose of needs. But does not show has no “added value”. the appeal of the event
type
 any guidance for the user the provided medium. quality and shows no & sponsors.
to discern what it is he/she emphasis on
is looking at. relationships.
The objective of the There is no cohesion in the design Visuals and text have The rule of thirds is Form and function are
document cannot be whatsoever. The relationships, minimal appeal and implicit in the design, clear in the design. The
discerned visually or hierarchy and scale are relationship to one yet there are material has a cohesive
shape
 through writing. It does not evidently disproportioned. The another. The design is distractions on the & sound theme.
provoke interest. message is lost. distracting and “looks composition.
busy”.
There are too many colors Color palette does not work in Color relationships are There are variations on The material has
which overpower the harmony with the document as a distracting to the purpose the contrast of the use appeal and is legible.
color
 document and make it whole. It deprives the learner of the material. of colors.
hard to read and from making connections.
disruptive.
There is an imbalance on Relationship across figure and Objects are not There are aspects of Figure and ground
the figure and ground ground is not cohesive. It is appealing and do not the figure/ground relationships are
relationships. Figure has distorted. There are many “dead ground properly onto rations that are still mastered. There is
depth
 been reversed. The spots” (blank areas make their intended use and conflicting with one consistency in design
material lacks consistency imbalance). hierarchy. another. This creates and relationships are
in ratios of graphics and distracting design. intuitive.
text.
The spacing of text is Text kerning and alignment do There are gaps between Background contrast is There is consistency on
inconsistent from one not have harmony to graphics. graphics and text, minimal and color fonts, colors, graphics
space
 page to the next. Too Space is misused and anchoring is not palette is appropriate. and background art.
many fonts. Too Heavy. overpowering. mastered. Savvy.
Write a review here:
verdict


10. Discussion of Improvements:
One of the primary aspects that caught my attention on the original graphic was the misuse of repetition
of an outdated graphic (the world map) that was also too small as an original image that was imported to
the document in the first place.
The use of the original purple globe map tried to emphasize the “internationality” aspect of the event,
however it was too empowering and off scale in relation to the text and other bodies in the document. It
broke all margins and was visually too heavy to be at the top of the document. Such distraction caused
the text to seem out of place and the font type used with such strong serifs was inappropriate as it seemed
that the text was “in a hurry”.
The front cover did not have a clear message of the event. The new design is bold and objective. It
employs a large graphic with sufficient alpha transparency to make it recede on to the background and
anchor the weight of a borderless design. The sponsoring agencies’ logos where also removed as the
integration of so many graphics receded from chunking into high density stacking.
The new design looks and feels 30 years younger. It is bold, innovative and enhances the image of the
agencies involved.