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Similarity and contrast in your design
“Contrast and similarity have different functions. They are used in varying degree and in combination. You’ll always see some of both because neither exists without the other. Changing one means also changing the other.”
Similarity and contrast are essential to ensure your infographic has a dynamic design and the relationship between different elements is clear. The key is to strike a balance between consistency and variety. Too much similarity can make the infographic monotonous, while too much variation can lead to confusion.
How to use similarity
Unsurprisingly, similarity should be used to indicate when things are the same, similar or of equal importance. It creates consistency, cohesion and structure in your infographic. It is an important element in the other principle of unity/harmony. Examples of how different types of similarity can be used are given below.
Colour
Consistent color schemes can be used to group related information together. For example, using shades of blue for statistics related to water usage, or using warm colors like red and orange for data related to heat.
Shape
Similar shapes can be used to represent different categories or data points. For instance, using circular icons for different types of products or using square shapes for different steps in a process.
Size
Consistent size of text or shapes shows that those elements are of equal importance or related to each other. For instance all headings of the same level should be the same font size or several shapes the same smaller size could indicate they are equal but subordinate to information in a larger shape.
Typography
Consistency in typography, such as using the same font or font style throughout the infographic or for related parts of a graphic, can create visual harmony. You can also use different font sizes to emphasize headings, subheadings, or key points.
Position
The position of elements within an infographic can help guide the viewer's eye, create visual hierarchy, and emphasize important information. Placing key elements in strategic locations can draw attention and improve overall readability and comprehension.
Icons/illustrations
Using a consistent style for icons and illustrations helps create visual unity. Whether you choose flat, minimalist icons or more detailed illustrations, maintaining a cohesive style can enhance comprehension.
Patterns and textures
Repeating patterns or some textures can be used as background elements to create visual consistency. Using the same line types and styles, fill types etc will indicate connectedness.
How to use contrast
Contrast is closely linked to the concept of emphasis discussed on the previous page because having contrasting elements creates a point of interest which makes an element stand out from other parts surrounding it, giving it more prominence. Contrast also shows the difference between elements, enhancing their individual characteristics and indicating that they are not the same as other elements.
Ways to create contrast within and between elements:
Colour contrast
Contrasting colors are positioned on opposite sides of the colour wheel and have a significant visual difference in terms of brightness, saturation, or both. When used together, they create a strong visual contrast that can be used to add emphasis, create depth, and increase the overall visual interest of your infographic.
Shape contrast
Incorporating different shapes, sizes, or silhouettes will create variation and visual impact. Use your different shapes sparingly though - too many different shapes can be visually confusing. Maybe just one or two emphasis shapes with the rest the same.
Texture contrast
Smooth and rough textures or patterns can be combined to create visual diversity. This is obviously not physical texture, but visual texture - how the surface is perceived to be. A photograph on a patterned background for example can look like a smooth thing on top of a textured one.
Line contrast
Making use of various line weights or styles (e.g., thick vs. thin, solid vs. dashed) can create separation or visual hierarchy. If you draw lines using the Freeform tool in PowerPoint (
), you can also use sketched line styles (just click where you want it to start, then move and double-click where you want it to end). The sketched style is not available for standard lines. You can also change the cap type to be square or round.
Font contrast
Selecting contrasting typefaces or font styles (e.g., serif vs sans-serif; hand-written vs bold print) will differentiate content. and create interest. There are sites where you can download free fonts - try Google Fonts or Dafont.com.
Style contrast
Incorporating different graphic styles (e.g., realistic vs. illustrated) can distinguish elements. Be careful with this though - too many different styles can look disorganised. However, a well chosen photograph or drawing, combined with some icons can look very effective.
