Back to Graphics

Leslie Olsen and Thomas Huckin provide a crisp overview of our expectations about graphic elements on posters:

"First, we expect . . . to proceed from left to right. . . . Second, we expect things to proceed from top to bottom, and, third, we expect things in the center to be more important than things on the periphery. Fourth, we expect things in the foreground to be more important than things in the background; fifth, we expect large things to be more important than small things; and sixth, we expect thick things to be more important than thin things. Note that type that is larger, thicker, or bolder than the surrounding type is usually more important: a heading, a title, or an especially important word in a passage. Seventh, we expect areas containing a lot of activity and information to contain the most important information. Eighth, we expect that things having the same size, shape, location, or color are somehow related to one another. . . . Finally, we see things as standing out if they contrast with their surroundings because of line thickness, type face, or color. (You should note that warm or hot colors—red, yellow, and orange—stand out more than cool colors—blue and green.)"

Olsen, L. A., & Huckin, T. N. (1991). Technical Writing and Professional Communication, 2e. McGraw-Hill.