Presentation Details

The Second International Conference on New Directions in the Humanities

A Design Model for Visual Communication

Prof. Mario Estioko.

Introduction: What makes a good visual communication design? The fact that it is looks interesting? That it’s structured in a discernible way? Or that it puts forth a meaningful message? Actually it is a careful balance of all of these things. In this paper, I will discuss the Design Model, a universal paradigm developed out of the need to simply explain effective visual communication to university design students.
The model’s structure: Through the structure of a Venn diagram, the Design Model outlines three areas of interest in composing or evaluating any visual communication design: aesthetics, organization and message. The overlapping structure of the model reflects the dynamic and multitasking ability of communication content. From visual to textual elements, nothing escapes the scope of these spheres: Aesthetics deals with the relative quality of the sensory content perceived by the viewer.
Organization entails the structure and syntax of the same viewed content.
Message deals with the denotative and connotative aspects of interpreted content.
Convergence of three: Effective design is achieved when an intersection is reached between the three aforementioned spheres (the paper/presentation will include case studies of good and bad examples). Efficient design compositions breed the following fruits: effective aesthetics garner perceptual appeal; thoughtful organization facilitates user accessibility, and useful message reveals meaning and relevance. It is at this three-way convergence where message resonance becomes optimal for the communication user.


Prof. Mario Estioko  (United States)
Assistant Professor
Department of Design
California State University Sacramento

Mario Estioko is an Assistant Professor in the Department of Design at CSU Sacramento in Northern California.

  • Design Model
  • Aesthetics
  • Organization
  • Message
  • Design

(30 min. Conference Paper, English)