Applying Emphasis, Movement, and Balance in Visual Design

Advocacy Posters of some MIL Students SY 2021-2022

An advocacy poster is a communication channel that can be useful in quick reinforcement of knowledge, especially of existing social problems. When carefully designed, it can evoke certain emotions that will result into action and inspire a sense social responsibility among target audiences.

Selecting Symbolic Codes by Understanding Your Target Audience

Given your chosen topic, the first thing to consider when designing your graphic design is your target audience. A visual design made of specific symbolic codes may only appeal to a group of people who use them as part of their convention. Bright colors may normally appeal to kids and teenagers, and those who are jolly, optimistic, and have vibrant personalitiy traits. Designs with darker values on the other hand may appeal mostly to adults, or people with strong or serious personality. Check this article from the color expert Amy Wax for a comprehensive discussion on Generational Colors.

Knowing your target audience also includes knowing their most used language and the level of their vocabulary. This is important in order to help them understand your message as quick as possible. Hence, in planning your design, use symbols, objects, body language, and images that can best represent their understanding of words and ideas.

Guiding the Focus of the Reader Using the Right Technical Codes

From the catchy image, the focus of the reader must be moved towards the core of the information. This can be done by applying the proper technical codes. 

1. Emphasis. To catch the attention of the target audeince, apply proper positioning and size to the most relevant image of the design. This can be a model (someone who is popular, attractive, familiar, or trusted). An information is normally presented on a left-to-right, and top-to-bottom orientation, so consider placing the image either on the left side or at the top, and then scale it to a size largest among all other elements in the design. If the image is of a model, you can make it even more catchy by applying the most suitable angle. This is the angle where the model looks more interesting. 

2. Movement. To prompt the readers to move their attention to the other parts of the content, set the size and color strength of the supporting details lower than that of the most relevant image. Adjusting the color strength can be done either by choosing less brighter color (provided that it remains contrasting with that of the background), or by lowering the transparency or brightness.  

3. Balance. Sustain the interest of the reader for the information by ensuring that the arrangement of elements in the design is balanced. This means that there's no positioning of any details that vibrates a sense of uneasiness. 

Balance in color. Applying balance in color can be done by observing color harmony where all colors used in the design are compatible with one another. Bad color combinations include presence of neon colors everywhere, dark colors on red background, and the combination of blue and red (check for more details from Simplified.com). Color harmony can be easily done by using colors that are naturally present in an object or place. For example, if the information is about food, you can use colors that are naturally present in a kitchen. If the information is about water resources, you can use colors that are naturally present in a body of water like white and shades of blue. If the information is about health, you can use colors that are naturally present in a clinic or hospital. If the information is about education, you can use colors that are naturally present in writing materials, student or teacher's table, etc.

Balance in space. The application of balance in space can be achieved by ensuring that no side of a design is way heavier than the other, while emphasis is maintained at the same time. If one side contains the image of a model, the other side must be filled either by a combination of small details of information, or objects of the background image. In the sample output below, the right side of the model no longer feels outweighted because of the dark grey rectangle. The combination of a dark shaped element on the right side and a lighter color for the model's outfit brings a sense of horizontal balance in the design, without compromising the emphasis intended by the position and scale of the model's image.   

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