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Designing Great Maps for Print and Image

Learn the fundamentals of good map design for print and image, including visual perception, communication, and the design process. Avoid common pitfalls and create maps that inform and inspire.

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Designing Great Maps for Print and Image

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  1. 2015 Esri UC Designing Great Maps for Print and Image Allen Carroll and Larry Orman

  2. About this workshop series #1: Print/image #2: Web/mobile (next!)

  3. Larry Orman, Exec. Dir., GreenInfo Network • Magic marker map maker for years pre-GIS • 19 years NGO advocacy and 19 geotech world • Maps are a powerful lens for seeing the world About Allen and Larry Allen Carroll, Esri Online Content Mgr. Family cartographer and navigator since age 5 27 years at National Geographic, 12 of them as Chief Cartographer Believer in the power of maps to inform and inspire

  4. Why we’re here

  5. We’re inundated with data but starved for meaning

  6. . . . or this? This?

  7. What we’ll cover in this session 1 2 3 4 5 6 Why good map design? Visual perception Communication and map design Design process, before/after Common pitfalls What to remember

  8. 1 Good Map Design – why we’re here

  9. Who are we?

  10. What do we want?

  11. But . . .

  12. Good Design Matters • Maps ARE communication – must persuade, inform • Maps can take big efforts ($, time) • Maps are hard for people to understand • Professional credibility from product quality • Competition for attention – display maps losing out!

  13. Caveats Focus = GIS-based display maps NOT: • Illustration/publication • Web/interactive

  14. 2 How Visual Perception Works

  15. 2 6 6 9 3 8 7 2 1 4 8 0 9 5 6 7 9 1 1 5 4 7 8 2 6 0 9 1 2 7 8 9 1 3 4 5 0 4 1 9 8 7 2 4 5 1 3 9 0 1 6 2 9 2 2 6 6 9 3 8 7 2 1 4 8 0 9 5 6 7 9 1 1 5 4 7 8 2 6 0 9 1 2 7 8 9 1 3 4 5 0 4 1 9 8 7 2 4 5 1 3 9 0 1 6 2 9 2

  16. How your brain perceives <1 second PRE-ATTENTION 1-3 seconds ATTENTION 3-20 seconds + COGNITION

  17. <1 second Color, shapes, contrast 1-2 seconds resolve objects 3+ seconds engage content

  18. <1 second 1-2 seconds 3+ seconds First glimpse is critical for engagement

  19. Field of vision 30’ 20’ 3’ Page sized map/image Poster sized map

  20. Eye tracking, movement

  21. Design for eye movement

  22. 3 Communication and Design

  23. Is map designjust cartography?

  24. Communication design elements Intent Audience Format Strategy

  25. Who is your audience? What is your point? Intent Audience Format Strategy

  26. Imagine your audience . . . Willing to learn, but busy Intelligent, but maybe not map savvy i.e., Allen’s mom..

  27. Your point . . ?

  28. Make your POINT with storytelling • A message • A sequence of telling • An audience in mind

  29. tostory Fromraw data >

  30. Fromraw data tostory >

  31. What’sthe point? No story, no point

  32. “A little forest left, one big opportunity”

  33. Intent Audience Format Strategy

  34. Format: Where and how will your map be seen? Close up working poster Small publication image Page size atlas Media event >

  35. Intent Audience Format Strategy

  36. Strategy for Map Design What type of product? What goal?

  37. Strategy for Map Design Aha! Inspire Compel Persuade Inform Adjudicate What product? What goal?

  38. 4 Design Process

  39. Design gives voiceto our information

  40. DESIGNING a map . . . (Assume story and audience) 1. Process 2. Concept 3. Composition 4. Layout 5. Branding 6. Cartography

  41. 1. PROCESS of Design 1: CONCEPT + Data Test 2: Composition SKETCH 3: Draft FRAME 4: Draft MAP Content 5: FULL Draft, Test 6: Refine, TEST 7: Finalize

  42. 2. Concept Sketchmain message and key elements using layout tools

  43. 3. Composition . . . • How visual space works • overall balance • rule of thirds • negative space • flow/eye movement

  44. 4. Layout • Grids: • align • apportion • balance

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