An extremely important tool for an information designer, color is a very effective way to convey differentiation. (Remember when you first learned a red light means stop, and a green one means go?) Color can also provide a sense of wayfinding, allowing readers to scan text and quickly isolate elements such as subheads and bullets.

“Hierarchical variables can be expressed by means of size and intensity, and distinguish-ing variables by means of color and form.” —Paul Mijksenaar

The styling of type is another key way to differentiate types of information and establish a sense of hierarchy. You might highlight one or two type elements in a simple invitation—or work with a carefully chosen palette of typefaces to clarify varied types of content in a complex reference book or a financial services website.

“The function of the designer is to increase the legibility of the world.” —Will Burtin

As a way to read quickly, human beings scan patterns and differences. Changes in the weight and scale of artwork and typographic elements can signal that certain pieces of information have been prioritized. This technique can be used very effectively in combination with color and type styling to clarify complex hierarchies.

“Graphic design is a form of translation.”

—Simon Johnston

Bauhaus pioneers helped codify the use of the grid as a compelling communications tool. Carefully planned grids and white space can help a reader navigate through complex information. In addition, the very structure of the project—whether it’s the physicality of a print piece, the pacing of a multimedia project, or the organization of an exhibit—can convey additional meaning.

Clustering information can help readers quickly locate the information they are seeking, whether it be in a simple poster or a complex multi-media project. Multiple entry points allow a reader to absorb information as visual sound bites. The grouping of information can also signal hierarchies of importance, particularly when used in conjunction with changes in color, weight, and scale.

“Changes in the visual organization of a document can lead to changes in how people perceive its content.”

—Karen A. Schriver

The intricately adorned initial caps found in medieval manuscripts are early examples of the ways graphic artists have always employed graphic elements to help readers navigate through content. Lines, rules, bullets, and other devices are tools designers still use to purposefully attract the eye. These devices can also provide direction and punctuation.

“The ability to find something goes hand-in-hand with how well it’s organized.”

—Richard Saul Wurman

Reader studies show that the marriage of text and image is one of the most powerful ways to help a reader retain information. Publications know a “flip through” reader may not read paragraphs of text, but will very likely read a caption for an intriguing image. Designers can also help distill information by creating effective graphics.

“Information design is clear thinking made visible.”

—William Lutz

Interactive media provides two additional tools—sound and motion. Research has consistently shown that many people absorb information more aurally, while others rely more on visual cues. Combining sound with graphic devices can have a powerful effect. Motion draws an audience’s attention and creates a sense of narrative that leaves a memorable impression.