The principles
The way you apply these principles will depend on the main message of your content and how you wish to convey and emphasise elements of it. Following these principles should help you create a visually appealing and successful infographic.
Unity/Harmony
All elements have a place and fit together. Is there a clear structure? Are the elements in a pattern and do they all have a similar aesthetic. You want a theme that runs through the entire thing: colours, sizes of visuals, fonts and styles of texts. You can even use the same elements numerous times to stay with the theme. Find out more about unity/harmony.
Balance
How are your elements set out? Are they symmetrical, where elements on either side of the axis are structured equally. Are they asymmetrical; this means they are still symmetrical, but elements differ in size. Or will you use a radial structure where your elements are in a circular form. Find out more about balance.
Hierarchy
This shows the importance of information and how it all connects. Trees, arrange elements on branches and sub-branches. Nests, start from the centre and work outwards with further information. You can also show hierarchy through the “weight” of elements, those of the same weight/importance are visually alike which shows their hierarchy. Find out more about hierarchy.
Scale/Proportion
Using elements of different sizes to show the relationship between them. These can be in different structures: a uniformed line from largest to smallest, or the elements designed around a focal point to show their relationship. Find out more about scale/proportion.
Dominance/Emphasis
Elements which have different forms, or colours standout and help highlight their hierarchy and/or difference from the rest. Having elements varying in size focuses the viewer’s attention. Find out more about dominance/emphasis.
Similarity & Contrast
Having clear separations with colours and/or tones (light and dark) creates contrast between elements. The same can be said for elements with different textures or forms/shapes. Find out more about similarity and contrast.
