1.) ALIGNMENT:
Alignment is defined as the arrangement/placement of an object in linear fashion (horizontally or vertically) or along a common center in relation to another object. Alignment is essential in a design to create a sense of unity and cohesion that contributes to the overall pleasing aesthetics of the design. It can be a very strong factor in understanding of the design. Generally alignment is discussed in linear fashion but there are also diagonal, spiral and circular alignments that depend on angles and central points.Even with all such principles, there also some exceptions; for example a chaotic design to create tension or a focal point to attract attention. However, these exceptions are occasional and should be avo
ided to keep alignment as a major principle of
design.
Spikes of a wheel are aligned in a circular manner to maintain the uniformity in the wheel's working.
2.) HIGHLIGHTING:
Highlighting is an effective technique for bringing attention to elements of design. However, if it is applied improperly, it can be ineffective and lose the performance in these areas. The guidelines address the benefits and liabilities of the common highlighting techniques. Techniques that are used in highlighting are the following: general, bold, italics and understanding, typeface, color, inversing and blinking. Example of using highlighting is to improve the face features of the model’s face.
3.)LAYERING:
Layering is a way of organizing information by putting them into related groups. It is used to ‘manage complexity, but can also be used to reinforce relationships in information.’
There are two kinds of layering
1) Two-dimensional:
divide information into layers so that only one layer of information can be viewed at a time. It can be presented in linear or nonlinear style.
2) Three-dimensional:
divides information in a way so that multiple layers of information can be viewed at one time. These layers are presented ‘in either opaque or transparent planes of information that sit atop one another.
EXAMPLES:
Three Dimensional Layering:(Opaque)
4.) SIGNAL-TO-NOISE RATIO:
Signal-to-noise ratio is described as the ratio of relevant and irrelevant information in a piece of work. Signal is identified as the information that is being conveyed and noise is identified as the irrelevant information that distracts the viewer from the real meaning. In an ideal design the aim should be to achieve a high signal-to-noise ratio, suggesting that the information provided is efficient and is presented in a concise and simple manner. This can be achieved by maximizing signal and minimizing noise. Maximizing signal involves clearly communicating the idea with the minimal use of elaborative elements. Thorough research and careful decision-making is essential for that. Minimizing noise involves removing all the unnecessary elements. To maximize the signal-to-noise ratio consider simple design strategies and avoid unnecessary expression of elements.
In the example listed below, the two brochures are for the same campaign.
Low signal-to-noise ratio (graphics distracting)
High signal-to-noise ratio(simple and clear)
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