The Hand-Off Between Information Architecture and Visual Design
If form follows function, the information equivalent may be “look follows feel.” Or, in a wordier form, visual design follows IA.
Information architects must be able to clearly communicate to visual designers the requirements, expectations and creative boundaries for the visual design. I recommend a few techniques, especially when developing a commercial product:
- Make a list of all the graphic “things” needed for the product, including icons, widgets, marketing logos, buttons, controls, etc.
- Take the list and make a crude thumbnail sketch of each item on a page so the visual designer can “see” what you want
- Create wireframes that show hierarchy and where hierarchy is not clear annotate the wireframes with callouts indicating what is most important
- Note any visual restrictions; for example, type size or limitations to using color
- Include any branding guides, restrictions or preferences
- Let the designer know the evaluation criteria for a successful design; for example, “the design must be very readable, easy to see in bad light and use only standard type faces.”
- List any technical constraints that impact the visual design, such as limits to file sizes
Once you have your specification, take one or two (no more) representative screens and have the visual designer do a couple very rapid comps. Do a quick check of the comps to make sure you and the designer are thinking the same way and evaluating the designs along the same criteria.


