The first section of the chapter explains how a normal human being can recognize and comprehend information (Lipton, 2007). It compares the capabilities of an eye with a camera. Human brain is so selective; it will only capture what it chooses. It stresses on a number of principles that when used can attract the attention of the human brain. The principle of similarity, consistency or repetition uses a style to show a relationship. The principles of hierarchy and emphasis require a designer to emphasize on important issues. The principles of alignment, unity and balance elements are aligned together for the audience to go through them. The principles of figures and clarity where information should be stand out clear from the background. The principle of clarity where content should be clear (Lipton, 2007).
The chapter explains how a producer should take the advantage of using colors. Colors should be used to harness the attracting power of the project (Lipton, 2007). The author explains that, color can be an effective way of communicating nonverbally when planned well (Lipton, 2007). Colors should be used consistently as a human being notices patterns, especially the differences within these patterns (Lipton, 2007). Color can convey messages, show differences, encourage readers to read more, help find things, help readers recall information, play something down, and emphasize on something (Lipton, 2007).
The chapter draws out some guidelines to be followed when using graphics or images to convey messages. Maps, illustrations, photos or diagrams, can be added to explain, enforce, or replace words (Lipton, 2007). Even if graphics are to be reduced to their simplest form, of lines and curves, they can carry a message almost instantly, faster than written words (Lipton, 2007). The author has given out some clear guidelines on how to make the best out graphic communication. Graphics must be in focus to have a contrast supporting the focal point and should have meaning (Lipton, 2007). They should show that the designer is telling the reader something, and by looking at a picture, something should pop into one’s head. Photographs should connect the dots to increase the curiosity of the observer (Lipton, 2007).