This document provides principles and tips for effective information design. It discusses the importance of establishing a clear visual hierarchy using contrast, repetition, alignment, proximity (CRAP) principles. Specific tips include using color, size, shape, and texture contrast; repeating design elements; aligning elements to guide the eye; and keeping related ideas in proximity. Headings should promote navigation. Typography, white space, and accessibility are also covered. The goal is to present information in a simple, easy to understand visual structure.

1. INFORMATION DESIGN
Principles of
(special flyer edition)

2. #1 rule of
information
design:
CREATE A
CLEAR VISUAL
HIERARCHY

3. GOOD VISUAL HIERARCHY BAD VISUAL HIERARCHY

4. ontrast
epetition
lignment
roximity
C
A
R
P
eadings
ccess
ypography
pace
H
T
A
S

5. CONTRAST – BE BOLD
Create contrast with…
• COLOR
• SHAPE & SIZE
• TEXTURE
• TYPEFACE

6. COLOR
• Contrast with dark and
light, color hue, saturation,
temperature, intensity
• Keep the rule of 3 colors!

9. Repeat colors, headings/subheading types,
words to create clear visual hierarchy.
REPETITION

11. ALIGNMENT
Strong lines guide the reader’s eye.

12. PRO TIP:
Don’t center everything by force of
habit (though it can create nice effects).

13. PRO TIP 2:
Use a grid to design (and the rule of thirds).

16. PROXIMITY
Keep related ideas together.

18. Proximity failures…(or not)

19. HEADINGS
Promote easy navigation (follow CRAP principles for
headings).

20. ACCESSHelp readers easily find and understand important info.
• Might use bullets and dashes, depending on the document
(typically not white papers).
• Use graphics (like tables and charts) where appropriate.

21. TYPOGRAPHYRule of thumb: no more than two typefaces in a single
document.
serif = body text
sans-serif = headings
Arial, Calibri, Gill Sans, Avenir, Helvetica, Futura,
Impact
Times New Roman, Garamond, Century Schoolbook,
Baskerville

22. SPACE

23. Sample redesign

24. WORD tools for page
design…
• Header/footer
• Tables
• Shapes
• Text boxes
• Columns
• Insert photos/text wrap

25. When in doubt, remember: simpler is better.