Semiology of Graphics

1. In creating a flier or in a presentation, Jacques Bertin (a French theorist and cartographer) created a simple list of elements to follow to keep your audience in tune with your message.
2. Not all of these elements have to be present for your message to be successful, but they help whoever is viewing your presentation to create a "visual hierarchy."
3. A visual hierarchy is where your eyes go to first, second, third (and so on) when an image is first presented to you
4. These elements are: Size, Value (i.e. darker shade gains more attention than a lighter shade), Texture (e.g. plaid, dots, etc...), Color, Orientation (e.g. vertical, angled, etc...), and Shape.

• Here is an example of a flier that uses most of these qualities.