In part 1, we established that size, color, contrast, alignment and repetition are founding principles of visual hierarchy. In order for a slide to be intuitive to the reader, the information must be meticulously structured. Furthermore, readers should easily recognize the concepts being portrayed visually without the need to recall information. Therefore, there should be an intended order for graphic composition. There are a few more elements to highlight that can aid in creating that intended order.
Proximity
Placing elements that are related close together also helps with recognition. The reader will understand the idea even before you spell it out by placing items in either close proximity or spacing them out.
Whitespace
Whitespace is blank space on a slide. It can be tempting to fill every inch of each slide, but breathing room can powerfully tell a story, as well. More space around elements aids in visual hierarchy by drawing the eye toward them. Less clutter creates more clarity.
Texture
In graphic design, texture serves to bring life to an element. Stunning textures speak to visual hierarchy by capturing the eye’s attention. Texture powerfully creates compelling narratives by connecting the reader with sensations and experiences. In fact, there are easily accessible websites dedicated to providing you with texture options for your deck.
Typography
Finally, typography can draw the reader in and push the narrative forward. You may believe that pairing fonts is an artform reserved for the best designers. But, following some simple rules of thumb regarding fonts can give you an edge in this space.
Viewership
Another item to consider is if your deck will be viewed on desktop or mobile. If desktop, it is reasonable to pull together three levels of visual hierarchy to make your point. If a reader will likely view your deck on their phone, try to stick to two distinctions.
Remember, the goal is recognition. Your audience should intuitively gain understanding in a strategic order. Be sure to take a step back, get a second opinion, and evaluate your slide’s visual hierarchy from different angles. The more aware you are of each element, the better you can portray your message.
If all of this sounds daunting, enlist a graphic designer to help! At Ethos3, our design team can obsess over the visual hierarchy of each slide so you don’t have to! Let us know the scope of your project today!
