Post on 10-May-2015
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VISCOMCOM 310 W7
OUTLINE
WELCOME
SYLLABUS
BLOG
CHAPTER 1-3
CHAPTER 4
ACTIVITY
PUBLIC SERVICE PRINT ADS
SYLLABUS
ATTENDANCE
POSITIONING (hybrid, design for non designers, service)
REQUIRED TEXTS
ASSIGNMENTS WRITTEN CREATIVE (e.g.)
COURSE SCHEDULE
CLASS BLOG
CHAPTER 1: How we see
Two premises from our text VisCom – Images w/Messages1. Images have the most impact when they are
remembered
2. Images and text rely on one another,-and combined - they can provide compelling messages
CHAPTER 1: How we see
Aldous Huxley (1894-1963)Seeing a multi-level process
Sense Select Perceive
CHAPTER 3: Eye, Retina, Brain (what happened to CH2?)
Eyes and Retina Cones in the retina – can lead to color
difficiency Eyes enters brain via optic nerve (chord of
cells) Two eyes, slightly separated allow us to see
depth
CHAPTER 3: Eye, Retina, Brain
The BrainAmygdala (Parietal lobes)Hippocampus (temporal lobes)
CHAPTERS 4: What the brain sees
David Hubel & Herbert Wiesel discovered that . . .
Four visual cues
1. Color
2. Form
3. Depth
4. Movement
Color
Primary – red, green, blue
Secondary – magenta, yellow, cyan
Three ways of discussing color
1. Objective chroma (hue), value (amount of concentration) brightness (amount of light emitted)
2. Comparative - blood red, sky blue
3. Subjective – range of emotional responses to color
warm and cool colors (psychological distinctions) Light (soft and cheerful) and dark (harsh and
moody)
Color
Sociological uses of color Cultural heritage Training Personal meaning
We associate specific meanings with different colors
Purple – dignity, sadness Blue – power to protect Green – versatility, ingenuity Yellow -health White - purity
Color
Form
Dots
Lines
Shapes
FormDots – command attention, create tension
Sunday Afternoon on the Island of La Grande Jatte (Seurat, 1884)
Form
Lines – draw viewers attentionCurvy lines are playfulStraight lines – rigidThick lines – strongThin lines – delicate, timid
Form
Lines – horizon linesHigh lines – suffocationLow lines – space to grow
Form
Shapes - ParallelogramCircleTriangle
Form
Shapes – Parallelogram -4 sides, rectangles and squares
Squares – sturdy, straightforward
Rectangles – more sophisticated
Form
Shapes – Circle
Can overpower
Suggest brightness, wheel of life (eternity, infinite causality)
Form
Shapes – Triangle
Equilateral – symmetrical balance, serenity
Isosceles – point draws attention
Technique - triangulation (made of objects)
Form – dots, lines, shapes
Depth – 8 depth cues
Space
Size
Color
Lighting
Textural gradients (patterned lines)
Interposition
Time
Perspective (illusionary, geometrical, conceptual)
Depth – Perspective
Depth – Perspective
Woman Playing the Mandolin (Picasso, 1909)
Depth – Movement
Real
Apparent (motion pictures)
Graphic (rhythm)
Implied (visual vibrations from high contrast lines)
ACTIVITY -ANALYZING AN IMAGE
1. make an inventory list of all objects in picture
2. notice composition (center, periphery)
3. study visual cues
PUBLIC SERVICE PRINT ADS
Why Bad Ads Happen to Good CausesStudied over 200 public service print ads 1990-2000
Noted - % remembered seeing the ad Associated - % recalled name of advertiser or campaign Read Most - % read ½ or more of written material in ad
PUBLIC SERVICE PRINT ADS
7 DESIGN PRINCIPLES1. Capture reader’s attention like a stop sign, direct it
like a road map
2. Make an emotional connection before conveying info
3. Write headlines that offer a reason to read
4. Use pictures to attract and convince
5. Make text legible
6. Test, measure
7. When everyone zigs, zag
HWK by 9/15
Read Chapters 2-4
Due Journal #2
Play with the blog