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Visual Communication

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Adam Pocius

on 12 September 2012

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Transcript of Visual Communication

Elements of Design Space Dot Line Shape Form Texture Pattern Color Principals of Design Unity Emphasis Perceptual forces Straight lines:
Static (horizontal or vertical)
Diagonal (dynamic)
Indicate a sense of balance
Vertical lines:
Reach upward
Promote a sense of power, strength, & grandeur
Diagonal lines:
Energize a visual design
Exude a sense of speed, movement, & depth Types of Lines A compositional tool used to produce visually appealing images using asymmetrical balance. Rule of Thirds The Perceptual Forces of visual communication include:
Psychological closure. Contrast, color, depth, and proportion work to
emphasize elements in a design. The principle of emphasis suggests that a good design must have a primary focal point or center of interest.

Can be used to quickly guide the viewer’s attention to the main subject or message in a communication exchange. The color pencils in the first illustration are haphazardly arranged.
The second illustration features a more purposeful arrangement, applying the laws of proximity and alignment Repetition Repetition is related to similarity and suggests that repeating visual elements such as lines, colors, shapes, and patterns help strengthen the overall unity of a design.

In web design, it brings harmony and consistency to the look of a multipage website.
Occurs frequently in nature
Produces pattern
Repeating elements can preserve visual brand identification Repetition The law of similarity states that the brain will perceive visual objects as belonging together when their style attributes are similar and uniform. Similarity Perceptual grouping (proximity) makes it easier for the viewer to process and consume visual information while enhancing the overall unity of a design. Proximity & Google The whole is bigger than the sum of its parts
Gestalt psychology and theory
Brain favors form over random, disconnected elements
Each visual element or group of elements should contribute to the whole What role does color play in your decision within a design? Shapes often connote a sense of the familiar. Like lines, they can be combined in an infinite number of ways to form new, more complex shapes. The Dutch tilt is a cinematic technique that involves tilting the camera so the horizon is not parallel to the bottom of the frame.

Popular in sports and action photography.

Destabilizes an image and can give the viewer a heightened sense of movement and tension in the shot Dutch Tilt →Measured in pixels Digital workspaces have two dimensions:
Height Two-Dimensional Space Psychological closure is the human equivalent of connecting the dots or filling in the gaps. Closure Some optical illusions work by playing with the figure-ground
relationship. Optical Illusions Visual examples of graphic, index, and motion vectors (L-R).
Continuation works to guide our eyes from one point to another within the frame. Graphic, index, & motion vectors Symmetrical and asymmetrical balance work to create visual
equilibrium. Visual Equilibrium - Balance Color is a powerful tool for enhancing contrast in visual design space
Depth powerful tool for achieving emphasis in a design
Proportion is the scale of an object relative to other elements within a composition Color, Depth, & Proportion How are proximity, alignment, similarity, and repetition used in the layout of this web page design template? Web design template… Color has three dimensions:
Hue: Color shade of an object as a single point on the color spectrum
Saturation: Strength or purity of a color
Brightness: The lightness or darkness of a color Form adds the dimension of depth to shape. Form is three-dimensional and
connects us more fully to the way we see objects in the natural world. An S-curve is used to
gently guide the
viewer’s eye along a
linear path to the main
subject. Curved Lines The parallel tracks
appear to converge
along the z-axis,
contributing to an
illusion of depth in
this two-dimensional
photograph. Diagonal Lines Lines can be:
Diagonal The line is the visual connector between two points in space. Low-key
High-key The term value describes the range of light and dark portions in an image or design.
In photography, film, and television, value is usually expressed as contrast. Value & Contrast Texture can break up visual monotony. Texture is the surface attribute of a visual object that evokes a sense of tactile interaction, and it can be implied in images. Form adds a sense of depth, a perceptual illusion that can be produced by manipulating light, shadow, color, and other elements within 2D space.
Good designers carefully plan their lighting when they take photographs, capture video, and create graphics.
Light has both color temperature and hardness Lighting & Shading Shape is a two-dimensional element formed by the enclosure of dots and lines Field of View Pattern is the recurrence of a visual element within a design space.

Clothing, furniture, and wallpaper are often identified by the characteristic pattern they employ (checkerboard, polka dot, paisley, plaid, etc.). Basic Geometric shapes:
Square Basic Shapes Positive Space
Portion of an image where visual elements reside Positive and Negative Space 16:9 4:3 →16 units wide by 9 units high Aspect ratio refers to the relationship
between the width and height of a design space. Aspect Ratio Proximity The law of proximity states that objects are more likely to be perceived as related when they are positioned close together.
Proximity lets you identify each as a unit. The principle of alignment encourages designers to position objects that belong together along a common edge or implied line. Alignment The dots and pixels merge and coalesce to form the optical illusion of a continuous tone image in our visual receptors. Negative space (or white space)
Portion of an image where no visual content exists 4 units wide by 3 units high CMYK RGB Dots can be combined in large numbers to portray complex visual objects and images. Geometric shapes Organic Shapes
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