VisCom mweek1
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Transcript of VisCom mweek1
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VISCOMCOM 310 W7
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OUTLINE
WELCOME
SYLLABUS
BLOG
CHAPTER 1-3
CHAPTER 4
ACTIVITY
PUBLIC SERVICE PRINT ADS
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SYLLABUS
ATTENDANCE
POSITIONING (hybrid, design for non designers, service)
REQUIRED TEXTS
ASSIGNMENTS WRITTEN CREATIVE (e.g.)
COURSE SCHEDULE
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CLASS BLOG
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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
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CHAPTER 1: How we see
Aldous Huxley (1894-1963)Seeing a multi-level process
Sense Select Perceive
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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
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CHAPTER 3: Eye, Retina, Brain
The BrainAmygdala (Parietal lobes)Hippocampus (temporal lobes)
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CHAPTERS 4: What the brain sees
David Hubel & Herbert Wiesel discovered that . . .
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Four visual cues
1. Color
2. Form
3. Depth
4. Movement
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Color
Primary – red, green, blue
Secondary – magenta, yellow, cyan
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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)
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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
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Color
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Form
Dots
Lines
Shapes
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FormDots – command attention, create tension
Sunday Afternoon on the Island of La Grande Jatte (Seurat, 1884)
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Form
Lines – draw viewers attentionCurvy lines are playfulStraight lines – rigidThick lines – strongThin lines – delicate, timid
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Form
Lines – horizon linesHigh lines – suffocationLow lines – space to grow
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Form
Shapes - ParallelogramCircleTriangle
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Form
Shapes – Parallelogram -4 sides, rectangles and squares
Squares – sturdy, straightforward
Rectangles – more sophisticated
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Form
Shapes – Circle
Can overpower
Suggest brightness, wheel of life (eternity, infinite causality)
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Form
Shapes – Triangle
Equilateral – symmetrical balance, serenity
Isosceles – point draws attention
Technique - triangulation (made of objects)
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Form – dots, lines, shapes
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Depth – 8 depth cues
Space
Size
Color
Lighting
Textural gradients (patterned lines)
Interposition
Time
Perspective (illusionary, geometrical, conceptual)
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Depth – Perspective
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Depth – Perspective
Woman Playing the Mandolin (Picasso, 1909)
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Depth – Movement
Real
Apparent (motion pictures)
Graphic (rhythm)
Implied (visual vibrations from high contrast lines)
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ACTIVITY -ANALYZING AN IMAGE
1. make an inventory list of all objects in picture
2. notice composition (center, periphery)
3. study visual cues
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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
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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
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HWK by 9/15
Read Chapters 2-4
Due Journal #2
Play with the blog