Presentation Design Principles
Overview
This module teaches the 7 basic design principles for effective presentations.
Overview of Design Principles
There are 7 basic Design Principles that we will review in this module. These principles are useful in creating visually engaging and captivating presentations while effectively communicating the desired content to your audience.
The Principles are:
- Signal vs Noise Ratio
- Picture Superiority Effect
- Empty Space
- Contrast
- Repetition
- Alignment
- Proximity
Signal vs Noise Ratio
The signal vs. noise ratio is a reference to the amount of relevant information versus irrelevant information. Whether it's text, data, or graphics, the goal is to have the highest ratio of valuable content without anything extra that might detract from the presentation. Extra content degrades the message and distracts the attention of the viewer. It also is an extraneous cognitive load for the viewer as they try to process too much information at the same time.
Picture Superiority Effect
Pictures can tell a story quickly and without words. They are also remembered better than words, especially when exposure to the material is limited. The picture superiority effect can be utilized in design by presenting material with both pictures and text to relay a broader message that will be remembered. Images used should be natural and already understood by the viewer. This helps connect the new information to that which is already known.
Empty Space
Effective use of empty space is resisting the urge to completely fill in the available area of a presentation area. Leaving out extra images, charts, and logos, highlights the material that is presented. Empty space can be balanced with images, and it is effective in directing the viewer's eyes to the central message. It conveys clarity of message as well as a sense of elegance.
Contrast
Contrast is a visual element that highlights the difference between objects. A viewer's eyes are drawn to the highlighted or contrasted image displayed. This dominant image stands out and is typically a focal point or primary message to be relayed to the viewer. Contrast should be clearly different between the images and it might be obtained through color, space, text, or position.
Repetition
One way to connect several slides in a presentation is through the use of repetition. This is similar to a theme where elements of one slide are repeated throughout other slides conveying a sense of unity and cohesiveness. There should be subtle changes so that the elements are not identical but yet similar enough for the viewer to make the connection from one slide to another.
Alignment
Nothing in a presentation slide should be placed randomly. Instead, the use of a grid allows for the elements to be aligned in a way that is cohesive and intentional. An aligned presentation is cleaner, and it makes it easier for the viewer to understand and make sense of the content. A scattered and misaligned presentation requires work from the viewer to process the content to make sense of what is being presented to them.
Proximity
Proximity refers to the various elements used in a presentation and their distance or closeness to one another. If elements are not close to one another, the viewer assumes that they are not related to one another and are instead, unique elements. If elements are placed closely together, the viewer connects them and assumes similarity and likeness of the message relayed. The use of proximity is used to make connections obvious and to make it easier for the viewer to understand the image being viewed.
Conclusion
So, what do you think? You probably are already thinking of ads, websites, or presentations that you've seen before that utilize a few of these principles. If not, look for these principles the next time you see an ad or visit a website. Does the principle they used help communicate their intended message?
The next time you need to prepare a presentation, try these out for yourself. Your audience will appreciate it and you'll be a more effective communicator.