7 tools

of good
information
design
(but you can use them for other types of design too)

dont worry, you

already know this.
All the key principles of good design
apply, whether theyre print,
environmental, or interactive.
However, the following basic tools are
particularly effective in solving
information design challenges.

design tool #1

color

People identify with colors.

It is an effective way to convey diferentiation.
It allows the reader to quickly scan and isolate
important elements, and impart meaning.

What do you identify red with?

What do you identify red with?

Colors can create identities.

Who are these companies?

An understanding of culture is important when using

color to evoke certain responses color means different things to different cultures.

Designers often choose color as the central

organizing element of a piece.

design tool #2

type styling

The styling of type can create hierarchy, and

differentiate types of information.
Type weights, scales, italics, contrasting fonts...
they can all be part of your design arsenal.

Dont be afraid to play with typography.

It can play a pivotal role in your overall message.

design tool #3

design tool #3

weight + scale

Humans scan patterns and differences as a

way to read quickly.

Changes in the weight and scale of artwork and

type can signal that certain pieces of information
are more important.

design tool #4

structure

design tool #1

Structure helps us
navigate through
complexity,
and leads to a quicker
understanding of
new things.

Grids help navigate the reader through

complex information.

Grids direct regular readers to information

that is usefull to them (and allow them to ignore what isnt).

design tool #5

grouping

Clustering information
helps readers quickly
locate the information they
are seeking.
Multiple entry points
allow a reader to absorb
information as visual
sound bytes.
The grouping of
information can signal
hierarchies of important,
especially when grouped
with changes in color,
weight, and scale.

design tool #6

graphic
elements

Lines, Rules, Bullets and other graphic devices

attract the eye.
These devices can also act as tools for showing visual
direction, leading the viewer around the work.

design tool #7

Imagery

Captivating images draw readers in.

Boring images are a great way to ensure nobody
will read what you have to say.

Combining text and image is one of the most

important ways to help a reader retain information.

A smart use of:

color
type styling
weight + scale
structure
grouping
graphic elements
imagery