Use principles about visual communication and the best display of information to design a visual concept aligned to the story of your diagram or infographic. Design principles include:

• Balance – is the weight distributed in the design by the placement of your elements. For example, a large shape close to the centre of a design can be balanced by a small shape close to the edge. Balance provides stability and structure to a design.
• Proximity – means grouping elements together so that you guide the viewer to different parts of the message. It provides a focal point and creates a relationship between elements.
• Alignment – is the act of keeping design objects in line – not only vertically or horizontally, but across any linear plane. It creates order and organisation. Aligning elements allows them to create a visual connection with each other.
• Repetition – strengthens a design by tying together individual elements. It creates visual consistency in page designs. It helps to create association and can also create rhythm (a feeling of organised movement).
• Contrast – is the juxtaposition of opposing elements. Ways of creating contrast include using contrasting colours, sizes, shapes, locations or relationships (opposite colours on the colour wheel, light/dark or direction – horizontal/vertical). Contrast allows the key elements in your design to be emphasised or highlighted.
• Space – is the distance or area between, around, above, below or within elements. Both positive and negative space are important factors to be considered in design.
• Visual metaphor – abstract concepts can be hard to communicate. Using metaphors and analogies gives ideas for visuals to provide understanding, and also potential structures of the information. For example, a tree can show information hierarchies, and a road map can visualise a process.