Showing & Telling: How to Enhance Your Message Through Graphic Design

I've always been a visual person (if my colored hair and fashions didn't cue my coworkers in on that already) and an artist at heart. To those whom design does not come naturally, I understand the question of "why does this matter to me?" Well, if you've ever opened a document and instinctually groaned when it consists of pages and pages of text blocks, then you know why! People don’t want to read a long, boring brick of text. Beyond the literal verbiage, it's important to utilize visual indicators and design elements to enhance your message and keep the reader engaged.

Below are 4 key graphic design principles I keep in mind to elevate my end products, from setting up my own personal planner to laying out a proposal in InDesign to making a PowerPoint presentation. There's a lot of C.R.A.P. out there (pun intended!) but these principles are simple, beginner-friendly ways to add interest to your final product.

1. Contrast - Different elements should be very different, whether through color, shape, value, etc. An easy example of this is header text; you need the body text to look different from header text so the title pops! I think my signature move is using background color, this helps segment the page and emphasize key tex.t A fun way I incorporate this in my planners is through texture, instead of adding a block under text I'll add stripes, similar to a table with alternating-colored rows.
2. Repetition – Consistent use of elements throughout the document to create a cohesive brand. This is a great reason to have design standards to ensure consistency across elements. Use the same header text, bullet symbols, color palette. Stay consistent and make sure to double check that your components match.
3. Alignment - Placement of elements for a visual connection and streamlined appearance. Where are your margins? What is the page size? The alignment of elements should demonstrate their connection while maintaining balance. If the page feels messy or busy, turn on guides and check the objects to make sure they are aligned, and that may solve the problem!
4. Proximity - Group related items together to indicate similarity and differences. Play with this property when you’re struggling to fit (maybe your Request for Proposal (RFP) has a very strict page count), try looking at the page differently and get creative to fit your needs. How large is your text? How close together are the sections?

Design elements and formatting can have either positive or negative impacts on readability which is why it's important to keep them in balance. But it always comes down to practice so the more you apply these elements and look for inspiration, the more you will hone your eye for it.

And remember, whenever you get stuck formatting, just say "Oh CRAP!"