Visual communication will get and hold attention. Images in particular, help people grasp concepts quickly and easily. There are many techniques used in graphic design to harness the power of visual presentation.
Our brains interpret relationships between objects almost instantly with very little effort. Here are some graphic design examples using pairs, partners and opposites to convey different messages.
1_ Pairs
Use pairs or threes to get more attention
Pairs have a relationship on the page which is quick and easy to understand. Pairs can visually indicate a connection, collaboration, attention, symmetry, balance and more.
A pair of eyes give you their full attention
Listen with your eyes! If people look at us, we feel more engaged because we have their full attention. Seeing a face looking at us in a presentation is naturally more engaging.
Doubling up can show collaboration and support
By doubling up we can draw more attention. In this example, a pair of linking icons emphasize collaboration and support. Two heads are better than one.
A pair of dice increase your options, make it three for even more
When choice or multiples are part of the message, use repetition in imagery. Use pairs, threes, or more.
A pair of wings show symmetry, balance and coordination
In some instances, an object or feature would look unstable if there was only one. Demonstrate symmetry and balance with pairs such as wings or balanced scales.
2_ Partners
Use perfect partners to add meaning
Partners are a great visual tool. Two items together can augment the message and create more impact, especially if they are an obvious pairing. Partners can tell an instant story.
An object and its shadow – perfect partners
Use shadows as the perfect partner to an image to add depth and meaning. Play with a bit of artistic licence to add another element to the story.
Partner images – the before and after
Another powerful partner is the before and after. Whether that is imagery or icons it tells the story in an instant.
3_ Opposites
Opposites attract
Using opposites is a great way to draw attention to one thing on a page. In monotone, we see the biggest thing first. In colour, we see the brightest thing first. Combine these and we can draw attention to small things with colour differences. Designers use this to their advantage to lead the reader around the page and make key messages standout.
Big vs small shows hierarchy and importance
We see the biggest thing first
Bright vs pale creates standout contrast
The brightest shape gains prominence over the biggest
Black and white vs full colour
For the Neve’s Bees brand, we purposefully design the parent brand name in black and white to contrast with the bright coloured patterns for the product packaging. The logo is the dependable anchor whilst the pattern background projects abundant goodness and joy.
WATCH OUT, IF YOU MAKE EVERYTHING BOLD nothing STANDS OUT!
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AUTHOR: Nikki Shield
Nikki has over 20 years experience of working with businesses creating logos, graphics and design collateral. She understands the importance of building a picture in an authentic way that aids communication.
