The essential rules for creating communication materials

Although print has lost some of its exclusivity with the arrival of digital media, it has lost none of its relevance or usefulness. To present your business in a clear yet concise manner, you have several formats to choose from. But for a first point of contact, to convey the maximum amount of information, a brochure or leaflet remains the most suitable medium.

Putting one together can be tricky, balancing the desire to include as much information as possible with the need to keep it visually attractive. To guide these choices, it helps to take into account the fundamentals of visual communication and the principles of how the eye naturally directs its attention.

The visual path

Instinctively, the human eye scans a document in a particular way. Understanding the path the eye takes allows you to design the layout of your materials with the most important strategic points in mind. By following this visual path, you are able to place your key messages in the right spots — where they will have the greatest impact.

When encountering a new document, the eye will scan it in such a way as to trace a "Z". Just as with Western reading habits, the gaze first lands in the top left, then moves in a straight line to the right-hand side. From there, a diagonal runs from the top right to the bottom left, allowing the viewer to take in the heart of the document. Finally, the first step is repeated, this time along the bottom of the document.

To apply this pattern to the composition of your visuals, you can think of it as follows:

• First level of reading / Top bar of the "Z"
  Your strapline or hook. These elements will already convey a great deal of information about your business and objectives, so it is important that they appear in the very first natural reading reflex.
• Second level of reading / Diagonal bar of the "Z"
  This is where all your content and illustrations — if you have any — should be placed. Although scanning this section diagonally might suggest a lack of attention, that is not quite the case. Your core message lives here, and as is customary it will be more fully developed as the centrepiece. Do not hesitate to make key information stand out through layout techniques (font style and size, borders and boxes…).
• Third level of reading / Bottom bar of the "Z"
  What do we look for at the end of every document? Contact details, of course. Once the reader has taken in your message, anyone wishing to get in touch must be able to do so easily. To that end, place your contact information in the footer — like a signature, to which you do not forget to add your logo to affirm your identity.

The rule of thirds

Whilst the rule of thirds is well known to photographers, any graphic or web production — which can ultimately be perceived as an image — should adhere to it. Applying this rule ensures a balanced composition.

The principle is to divide the image — in this case, your medium — into 3 equal parts. This can be done vertically or horizontally; it does not matter as long as the blocks are the same size. Your main element should appear in either 1 or 2 of the thirds, but always leave one part empty.

Indeed, so-called "white space" or "negative space" is essential to the comprehension of your document. Always necessary for balancing the visual, it also allows it to breathe and frees up the field of vision. The eye is less saturated and "breathes" among the information. The most important elements, in particular, are all the more prominent when surrounded by white space.

Moreover, the grid formed by this division into thirds offers a new ally for your visual strategy. The four central intersections are in fact highly tactical points. Placing content there (text, illustrations…) ensures that it will be noticed by the reader. To better visualise these four points, simply think of the "grid" that appears on the screen of your camera — it is exactly the same principle.

In summary

By applying the rule of thirds, using negative space and taking the Z-shaped reading path into account, you will have a complete guide to best practices for creating your document in an optimal way. Your logo, your message, your illustrations and all your content types will be guided by these grids and will achieve the desired impact.