Presentation Visual Design

8/8/2019 Presentation Visual Design

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Name-Sankalp Vairat.

Class- TE comp

Roll No. I-51


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Definition

Visual Design Elements

Visual Design Principles

Application to Web Site Design

References:


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This involves learning the vocabulary of

design, viewing examples of artwork that

utilize effective design elements, andactively implementing components of

design into the process .


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Visual Design Elements Six integral components in the

creation of a design:

Line

Color

Form/Shape

Space

Texture

Value


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Line

Types-

Vertical- Represents dignity, formality, stability and strength.

Horizontal- Represents calm, peace and relaxation.

Diagonal- Represents action, activity, excitement and

movement.

Curved- Represents freedom, the natural, having the

appearance of softness and creates a soothing feeling or mood.

A line is an effective element of design because it can lead the

viewer's eye.


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Vertical Lines


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Form and Shape

Examples

Squares

Circles

Ellipses

Ovals

Rectangles

Triangles

Shapes are the result of closed lines.

The shape, outline, or configuration of anything.


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Form and Shape


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Space

Definition-

Space is defined and determined by

shapes and forms. Positive space is whereshapes and forms exist; negative space is

the empty space around shapes and

forms.


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Space

By incorporating the use of space

in your design, you can enlarge or reduce

the visual space.

Types

Open, uncluttered

spaces

Cramped, busy

Unused vs. good

use of space


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COLORS

1.There has been a tremendous amount of research on

how color affects human beings and some of this

research suggests that men and women may respond to

colors differently.

2. Color affects us emotionally, with different colors

evoking different emotions.

3.In short color has the capacity to affect the human

nervous system.


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The vocabulary of color includes:

Hue:refers to the names of the primary colors, red, green and blue.

Value:

lightness and darkness of the color - the amount of white or

black added.

Intensity:

the purity or saturation of the color

Monochromatic color:

use of one color where only the value of the color changes

Analogous colors:

colors that are adjacent to each other on the color wheel, e.g.

yellow and green


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Analogous colors next to each other on the color wheel "get

along" and are referred to as being harmonious. Analogous

colors are often used in visual design and have a soothing affect.


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Complementary colors: colors opposite to each other on the

color wheel, e.g. Blue-violet and yellow, represent colors

positioned across from each other on the color wheel.Complimentary colors exhibit more contrast when positioned

adjacent to each other -for example yellow appears more intense

when positioned on or beside blue or violet (see picture below).


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Warm colors include: yellows, red and orange we

associate these with blood, sun and fire.


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Cool colors include: violet, blue and green

because of our association with snow and ice.


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Texture

The surface look or feel of something.

Types

Smooth surface

Reflects more light and, therefore, is a more intense

color.

Rough surface

Absorbs more light and, therefore, appears darker.


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Veins on this leaf converge at a single point making it the

dominant element in the image.


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Balance implies that the visual elements within the

frame have a sense of weight.

Large objects generally weigh more than small

objects and dark objects weigh more than lightcolored objects.

The position of the elements is also critical. We

unconsciously assume the center of a picture

corresponds to a fulcrum.

A heavy weight on one side can be balanced by a

lighter weight on the other side if the lighter weight is

located at a greater distance from the fulcrum.

Balance


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Types

Symmetrical or Formal BalanceAsymmetrical or Informal Balance

Radial Balance

Vertical Balance

Horizontal Balance


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Reflections of the landscape in still water are an

example of almost perfect symmetry.


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Types

Regular rhythm

Graduated rhythm

Random rhythm

Gradated rhythm

Rhythm refers to the regular repeating occurrence

of elements in the scene just as in music it refers to the

regular occurrence of certain musical notes over time.

Rhythm is soothing and our eyes beg to followrhythmic patterns.


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Differences in the height of the fence posts add interest to an

otherwise monotonic rhythm.

The yellow marigold is balanced by the negative space of the

complimentary colored blue sky.


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Emphasis

Points of attention in a

design.

The feature in a design

that attracts ones eye.

The focal point.

Emphasis can be achieved

through size, placement,

color and use of lines.

The most personal aspect

of a design.


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Proportion - Golden Ratio and Rule

of Thirds

Proportion refers the size relationship of visual elements to each other

and to the whole picture.

One of the reasons proportion is often considered important in

composition is that viewers respond to it emotionally.

Proportion in art has been examined for hundreds of years, long before

photography was invented.

One proportion that is often cited as occurring frequently in design is

the Golden mean or Golden ratio.


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Golden Ratio: 1, 1, 2, 3, 5, 8, 13, 21, 34 etc. Each succeeding number

after 1 is equal to the sum of the two preceding numbers.The Ratio formed 1:1.618 is called the golden mean - the ratio of bc to

ab is the same as ab to ac.

If you divide each smaller window again with the same ratio and joing

their corners you end up with a logarithmic spiral.

This spiral is a motif found frequently throughout nature in shells, hornsand flowers (and my Science & Art logo).


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The Golden Mean or Phi occurs frequently in nature and it may be

that humans are genetically programmed to recognize the ratio as

being pleasing.

Studies of top fashion models revealed that their faces have an

abundance of the 1.618 ratio.


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Application toWeb Site Design-

The visual design for a we site encompasses anything with

visual communication characteristics : color , layout , graphics ,

fonts , input forms and navigation.

We use visual elements to clarify the sites underlying

structure and to provide an appropriate look and feel or context.

The design should provide a visual identity and visual

consistency that carries throught the entire site.


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Technology Content

Site

ArchitectureVisual Design

Interaction


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References:1.VisualDesign for the ModernWeb by Penny Mcintire.

2.www.photoinf.com

Presentation Visual Design

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