Visual Language

MCJ 312 GRAPHIC DESIGNLijie Zhou

Intellectual and Visual Units

Graphic design work includes:Intellectual units (thinking): Generating ideas, expressing by words, grouping visual elements mentally…Visual units (looking): Using graphics, placing visual elements, selecting colors, deciding sizes…Reinforcing each other in the most successful design

By A. M. CassandrePoster for an opticain

Intellectual units: Slogan, small type frames

Visual units: Leading lines, bright rectangle surrounding the face, vertical typeface

Design as AbstractionIt is about: Color, shape, texture, value, and directionNo “picture” to distract viewer from the visual informationUsing both pictures and nonobjective elements.

Poster for Kunstgewerbe museum By Josef Muller Brockmann

Visual DynamicsTop to Bottom

Real world: More things on the ground than in the skyNot standing on something waiting to fall

Graphic and Type designThe bottom measurement is SLIGHTLY greater than the topPutting extra weight at the bottom of a letterformOptical center is SLIGHTLY different from the mathematical center

Mitton Glaser

Vertical, Horizontal, Diagonal linesReal world: vertical body on the horizontal earthVertical and Horizontal lines: the most stable linesDiagonal lines: dynamic, exciting, and unstable

Left to RightReading from left to rightMoving from left to right needs less effort than from right to left

By Will Bradley Poster for Victor Bicycle

Visual BalanceSymmetrical balance

Repeated shapesIn mirrored positions on either side of a central vertical axisRepresent stability and traditions

* Could be the same /different values, shapes and textures on two sides Human body

Window Design byFrank Lloyd WrightTree of Life

Asymmetrical Balance (dynamic balance)The balance of movements and changes*Balance through contrast (Visual weight and direction)One shape/texture/value/ color could be balanced by a vast number of shapes/textures/values/colorsMore difficult, challenging and visual exciting

Balance through contrastVisual weight: the strength or dominance of the visual objectVisual direction: the way the eye is drawn between elements over the flat surfaceSeveral forces visual weight and direction balanceSeveral forces:

Location: Small shape at the edges can balance large ones in the middle (Unexpected contrast) Texture: A small, highly textured area can balance a larger area with simple texture.Isolation: A shape appears isolated from surroundings has more visual weight

Balance through contrastSeveral forces:

Subject: Interesting subject has more visual weightValue: Strong contract area has more visual weight (small dark area balances big grey area in white background ).Shape: A small complex shape can balance a large simple shapeColor: Bright and intense color has more visual weight (small bright red shape can balance large dark blue shape)Structure (type design): A A

Location: Unexpected contrast

By Herbert Matter

By Herb Lubalin

Subject: Interesting subject has more visual weight

Good Forms Whole and Part

Whole ≠ sum of parts (More or less)A meaningful word is more than some meaningless letters togetherVisual psychology: people eyes always seek a unified wholeDesigner must:

Make connection between whole and partKnow gestalt principles

By Giuseppe Arcimboldo

Gestalt PrinciplesSimilarityProximityContinuationClosureFigure/Ground

Similarity: Grouping by similarity (shape, size, color, spatial location, angle, and value) for highlighting dissimilar shape

Proximity: Grouping by similarity in spatial locationCloser visual elements as a groupCombination and separation

Valley Winery

ContinuationViewer’s eyes follow along a line or curve smoothlyExtend the image from visible to invisible layout design: placing the texts or graphics along invisible grid lines

Closure: eye closes (completes) a line or curve in order to form a familiar shape. (Oh, now I see!)

Figure/Ground: Eyes tend to separate an object (figure) from its surroundings (ground)Words separate from paperDynamically and ambiguously (using negative space smartly)

Ronald J. Cala II, “Hope For Peace”, 2007