Visual and Message
Design Principles
Preinstructional Strategies
Pretest
Objectives
Overview
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Advance organizer – writing at a high level of
abstraction
Comparative organizer – compares new content
with something the learner already knows
Expository organizer – incorporates relevant
information the learner already knows
Message Design of Text
Common text elements
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Lists of items or ideas
Comparisons or contrasts
Temporal sequences
Cause and effect structures/explanations
Definition and example structure
Signaled by
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Pointer words
Typographical signals
Relationship between
Text and Graphics
Functions
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Representation (represents peoples, tools, thing,
event in the text)
Organization (step-by-step, how to’s etc. provide a
framework for the text)
Interpretation (help understand difficult or abstract
information)
Transformation (mnemonic learning aid for
example)
Decoration (no direct connection to the text
information)
Goals of Visual Design
Ensure legibility
Reduce the effort required to interpret the
message (so are free to understand
message)
Increase the learners active engagement in
the message (make appealing)
Focus attention on the most important part of
the message
Design Decisions
Elements
Pattern
Arrangement
Elements
Visual Elements: photographs,
illustrations, graphics, etc.
Realistic (the real thing)
 Analogic (e.g., solar system for atom)
 Organizational (flowcharts, graphs, etc.)
 Ornamental (no related purpose)
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Elements
Verbal elements
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Letter style – consistent and harmonic
Elements
Verbal elements
Letter style – consistent and harmonic
 Number of lettering styles – no more than
two different styles and they should harmonize
with each other
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ELEMENTS
VERBAL ELEMENTS
LETTER STYLE – CONSISTENT AND
HARMONIC
 NUMBER OF LETTERING STYLES – NO
MORE HTAN TWO DIFFERENT SYTLES
AN DTHEY SHOULD HARMONIZE WITH
EACH OTHER
 CAPITALS
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Elements
Verbal elements
Letter style – consistent and harmonic
 Number of lettering styles – no more than
two different styles and they should
harmonize with each other
 Capitals
 Color – consider figure ground contrast
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Elements
Verbal elements

Letter style – consistent and harmonic
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Number of lettering styles – no more than two different styles and they should harmonize with each
other
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Capitals
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Color – consider figure ground contrast
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Size and spacing
Elements
Verbal elements
Letter style – consistent and harmonic
 Number of lettering styles – no more than
two different styles and they should
harmonize with each other
 Capitals
 Color – consider figure ground contrast
 Size and spacing
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Elements
Elements that add appeal
Surprise
 Texture
 Interaction
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Pattern
The overall look (how it’s laid out).
Alignment – position so they have a clear
relationship to each other
Shape – put in a shape that is already familiar
to the learner
Rule of thirds
Balance – the weight of the elements. Have
a symmetrical or asymmetrical balance
(preferred and more dynamic)
Pattern
Style – the “look”
Color scheme – choose complementary
color, but not as figure and ground
Color appeal
Blue, green, & violet are “cool”
 Red & orange are “warm”
 Cool colors recede
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Arrangement
Proximity – if they are close together it
is assumed that they are related.
Directionals
Figure-ground contrast
Consistency
Perception Principles
Why consider perception in visual
design?
What are Winn’s principles? On what
are they based?
How would you use these?
Were any of them particularly
informative for your own use?
What Next?
Don’t just shoot your pictures, design
what pictures need to be taken. Create
a story board.
Develop a style guide (visual design
decisions)
Take your pictures
Use your software, drawing on your
design decisions and story board.