Key visual design principles for online learning material: insights from South African instructional designers

Higher education institutions in South Africa are adopting online learning systems, providing learning material in electronic format to a growing number of students. Online learning material is a crucial component of the learning experience, demanding considerable attention and ample time for its development. While much of the existing literature stems from the Global North, recent work has begun to examine diverse educational contexts, including those in the Global South. This study aimed to explore the perspectives of South African instructional designers regarding quality indicators of effective visual design of the online learning material they develop. Employing a qualitative research approach, in-depth interviews were conducted with nine experienced instructional designers from four higher education institutions. The analysis utilised Richard Mayer’s Multimedia Principles as an analytical framework, and thematic analysis was employed to identify key themes. The study identified seven themes, with ‘look and feel’, ‘cohesion and logical flow’ and ‘signalling’ as the most crucial visual design principles. Findings underscore the significance of considering and implementing effective visual design principles in online learning material to enhance the overall learning experience for students.