23BDN102

COMMUNICATION
IN DESIGN

Ms. Mishael Sharaf • Ms. Gaurvi Sharma

Communication The process of conveying messages,
ideas and information through visual
Through Design and tangible means.
 Communication in Design

It refers to the strategic use of visual elements,

typography, and multimedia to convey messages,
express ideas, and engage audiences.
It encompasses various design disciplines,
including graphic design, user experience (UX)
design, and visual communication.
Principles of effective
Communication
1. Clarity: Clearly convey your message to avoid confusion.

2. Conciseness: Keep your message brief and to the point.

3. Accuracy: Ensure your message is accurate and reliable.

4. Completeness: Provide all necessary information to

avoid confusion.

5. Consistency: Be consistent in your message and design.

Principles of effective Communication

6. Relevance: Make your message relevant to your audience.

7. Feedback: Encourage feedback to improve communication.

8. Respect: Show respect for your audience's needs, values, and

beliefs.

9. Simplicity: Use simple language and design to facilitate

understanding.

10. Timeliness: Communicate at the right time to maximize impact.

Elements of Design & Their Contribution to
Effective Communication

1. Line: Directs the viewer's attention, creates movement, and defines shapes.

2. Shape: Represents forms, icons, and symbols, conveying meaning and

message.

3. Form: Creates depth, volume, and texture, adding dimensionality to design.

4. Value: Contrast between light and dark, creating visual hierarchy and
emphasis.

5. Texture: Adds tactility, creating a sensory experience and emotional

connection.
Elements of Design & Their Contribution to
Effective Communication

6. Color: Evokes emotions, conveys meaning, and differentiates elements.

7. Typography: Communicates message, tone, and personality through
font choices and arrangement.
8. Space: Organizes content, creates harmony, and guides the viewer's eye.
9. Size: Hierarchy and emphasis, drawing attention to important elements.
10. Visual Weight: Balance and contrast, creating visual interest and flow.
Establishing Size impacts visibility
Hierarchy:

Typography helps to
organize information by
guiding the viewer’s
eye. Different font
sizes, weights, and
styles create a visual
hierarchy, allowing
important information to
stand out and
secondary details to be
processed later.
Notice in the above example how the
largest word is also the most striking
and emotive. Readers are much more
likely to quickly respond to the word,
“cracking” than the second-largest
word, the basic “performance.” The
design wouldn’t be nearly as effective if
the words were the same size or if
another word on the page, such as “act”
or “time” were even larger.
Perspective Creates an Illusion of Depth
By utilizing perspective, designers can create
an illusion of depth ranging from a few inches
to several miles. Because we see similar
illusions in the real world, we generally
perceive larger objects as being closer than
similar smaller objects and, therefore, they
usually command attention before any other
object on a page.
Color and Contrast Draw Attention
Consider the above design. Notice
how it grabs far greater attention
when the natural tones were
highlighted to neon colors? The
color scheme is known as a
duotone, an increasingly-popular
web-design trend. The effect, which
layers a pair of contrasting colors
over a photo, lends to striking
designs that figuratively pop off the
page or screen
Dramatically contrasting colors can
also emphasize specific elements than
a spectrum on a more gentle scale.
Placing a red object against a green or
black background will draw more
attention than the same red object on
an orange or purple background.

The color combinations used in a

design, and how they relate to one
another, are known as its color
scheme. A designer’s choice of color
scheme can create unity, harmony,
rhythm and balance within a creation,
but it can also create contrast and
emphasis.
Fonts Organize Design

Typeface hierarchies can be created with text of various sizes, weights and spacing—or a combination of each
element. Even if a single font is used throughout a design, varying its size and weight not only draws attention to
more important elements, but creates an overall composition that is easy to read and understand.
Space Provides Emphasis and Movement

One of the most basic tenets of visual composition deals with what you leave out of your design. According to the Rule
of Space, an aesthetically-pleasing design requires its fair share of clutter-free negative space, often referred to as
“white space,” regardless of the design’s actual background color.
Negative Space Emphasises
Compositions lacking ample negative space can result in a
jumbled, confusing and chaotic design. In other words, less
is more. Savvy designers can even utilize the blank space to
suggest an additional visual message. Just think of the
“arrow” implied within the center of the famous FedEx logo,
or the Coca-Cola design, above
Alignment Directs Eyes
Repetition Unifies a Composition

For a unified design, repeat some element—whether it’s font, color, shape or size—throughout the entire
composition. Consistent styles help clearly define the visual hierarchy of any design.
Lines Suggest Movement

Movement is one of the most effective ways to attract viewers’ attention, especially when it’s implied within a still
design. Lines are obviously efficient in pointing to items of emphasis—just think about an arrow—but they don’t have
to physically appear on the page to do the trick.
Alternative Grid
Designs
Breaking the Grid

Breaking the Grid

Some designers will

choose to break the grid
entirely, randomly
placing visual elements
across a page in order to
best stand apart from
surrounding gridlocked
text. That surrounding
text can be in the same
design or on a
surrounding page.
These design elements work together to:

● Capture attention
● Convey message and meaning
● Create emotional connections
● Guide the viewer's eye
● Establish hierarchy and emphasis
● Create a cohesive and effective design
 VISUAL COMMUNICATION

It is a powerful tool for It plays a crucial role in various fields,

communication, as it can including marketing, education, and
transcend language barriers journalism, and is used in various forms,
and capture attention more
such as:
effectively than text alone.
- Graphics and logos
Visual Communication
combines art, design, and - Infographics and data visualization
technology to create visual - Photography and videography
content that informs, educates, - Advertising and branding
and persuades audiences. - Digital media and web design
 Effective Visual Communication requires a deep
understanding of visual elements, design principles, and
human perception, as well as the ability to craft a clear and
compelling message.
Typography
Who invented alphabets? The origins of ABC

From symbols from cave era to present time

alphabets

https://ilovetypography.com/2010/08/07/wher
e-does-the-alphabet-come-from/
History and Evolution:

Explanation: Typography has evolved from

hand-drawn letterforms in manuscripts to
the movable type of the printing press, and
finally to digital fonts. Each phase brought
about significant changes in how
information was disseminated and the
visual style of the time.
Gutenberg’s movable type allowed for the mass production of
books, revolutionizing information sharing in the 15th century. Fast
forward to the 20th century, the creation of Helvetica (1957) became
symbolic of modern, clean design and is still widely used in
corporate branding today.

Gutenberg printing process:

https://youtu.be/DLctAw4JZXE?feature=shared
Typography

Typography is crucial in design and communication because

it impacts how a message is perceived and understood. Here
are a few key reasons why typography is important:

Readability and Legibility: Good typography ensures that

the text is easy to read and understand, which is essential for
effective communication. Choosing the right font, size, and
spacing makes the content accessible to readers.
Setting the Tone and Mood: The
style of typography influences how
the audience feels about the
message. For example, bold,
sharp fonts might convey
professionalism or urgency, while
softer, rounded fonts might create
a friendly or casual tone.
Brand Identity: Typography plays a major role in shaping the
visual identity of a brand. Consistent use of specific fonts becomes
a recognizable element of a brand’s image, helping to
communicate its values and personality.
Aesthetic Appeal: Good typography enhances the overall design, making it more visually appealing. Well-chosen
typography can engage viewers, making the design not only functional but also attractive.
Video on Typography:

Typography Ted talk

Team Bold Team Italics

1. What is the art of arranging type called? Answer: 1. Name a common serif font. Answer: Times New
Typography Roman
2. What are the small decorative lines at the end of 2. Name a common sans serif font. Answer: Helvetica
letters in some fonts called? Answer: Serifs 3. What is the alignment of text where lines are evenly
3. What kind of fonts do not have serifs? Answer: spaced on both sides called? Answer: Justified
Sans serif 4. Which type of typography focuses on functionality
4. Which type of font is typically used for coding? and simplicity? Answer: Modernist
Answer: Monospaced 5. What font style is often used to indicate emphasis?
5. What is the process of organizing text to guide the Answer: Bold
reader’s attention called? Answer: Visual hierarchy 6. What is the difference between letter height and
6. What style of typography imitates handwriting? width called Answer: Proportion
Answer: Script 7. What do you call the design or style of a particular
7. Which type of font is designed to stand out in large set of characters? Answer: Typeface
headings or titles? Answer: Display 8. What term describes the weight or thickness of
8. Which typography principle refers to the ease of letters? Answer: Font weight
reading text? Answer: Readability 9. Which font family is known for clean and minimal
9. What is the name of the space between individual letterforms? Answer: Sans serif
letters in a word? Answer: Kerning 10. What is the term for a slanted version of a font
10. What is the space between lines of text called? used for emphasis? Answer: Italic
Answer: Leading
The Basics

1. Hierarchy
2. Line length / Measure
3. Line height/ Leading
4. Baseline
5. Grids
6. Tracking
7. Small caps
8. Drop caps
9. Ligatures
10. Kerning
11. Glyphs & Alternates Find the definition and examples for each of these and
12. Proper Characters share them tomorrow.