VISUAL DIRECTIONLeading the viewer through the design

Aims & Outcomes:

• Aims: To understand the process of visual direction and how it is used in design to lead the viewer.

• To recognise different characteristics and attributes applied to design using visual direction.

• To create a number of visual response designs using different characteristics and attributes of visual direction

• Outcomes: You will understand the processes of visual direction used in design, and demonstrate your understanding by designing using the characteristics of visual direction.

Define Visual Hierarchy

• Elements are arranged in order of importance in the designs. Such things as size, weight and contrast are used to create a hierarchical structure.

• Visual hierarchy naturally creates visual direction and structure in your designs

VISUAL DIRECTION

LOOK HERE!!!

Look here!!

Look here!!

Look here!!Look here!!

What is Visual Direction?

• If visual hierarchy is about attracting the eye to a particular location, then visual direction is about leading the eye to the next location.

• Visual direction serves a similar function to visual hierarchy in that it’s trying to get you to notice certain parts of the composition.

• Whereas visual hierarchy is shouting “Look at me!,” visual direction is saying “Look over there!”

Visual Direction

• What object characteristics can be used to create visual direction?

• Shape of elements

• Location of elements

• Subject matter of elements

• Movement

• Structural skeleton

Shape of elements

• The shape of an element can be used to direct the viewer to the next element in the hierarchy or just through the design.

Across the design and down the design

Through the whole design

Location of elements

• Visual weight is a force that can appear to attract or repel a neighboring element. This force will move in a direction that connects both elements.

The smaller circles seem to be attracted to the larger circles – the

partial circle is repelled

Subject matter of element

• An arrow, a pointing finger, or the gaze of the eye all suggest looking in a certain direction.

Movement

• An element could literally move through your design, and its movement will have a direction.

Structural skeleton

• Every composition has a structural skeleton, with forces that naturally run along and through different axes.

Visual Direction Design Problem 2 - InDesign

1. Using your knowledge of Hierarchy and Visual Direction, and working on A4 documents in Photoshop, create 4 basic designs which use visual direction as follows:

1. Shape of elements – using shapes, typeface, colour and one image only create a design which uses the shapes to create visual direction

2. Subject matter of elements – Using shapes, typeface, colour, lines and arrows create a design which visually directs the viewer to a key element.

3. Movement – using shapes, typeface, lines, and colour create a design which uses movement to create visual direction in the design.

4. Structural Skeleton - Every composition has a structural skeleton, with forces that naturally run along and through different axes.

2. Add the designs to your sketchbook and discuss the tools and techniques and visual direction used.

Style Themes:Post ModernGrungeFlat

Tasks: Now Create the other poster using Visual Direction discovered in the last task:

Task 1 – Musical Event Ad Poster • The Rez presents

• Hip Hop Nite

• Every Wednesday

• With DJ Ripple

• Droppin’ tha Beatz

• Sponsored by RezAvoir

• Consider: Page layout

• Use line, shape, space, texture, colour

• Create a map of your hierarchy before you start

Task 2 – Food Festival Poster• Stratford Food Festival

• 7th & 8th June 2018

• At the Basin

• 70+ Food & drink stalls

• Chef demonstrations

• Food workshops

• Entertainment for all age groups

• Consider: Page layout

• Use line, shape, space, texture, colour

• Create a map of your hierarchy before you start

Try to embed some of the other principles:

• Alignment

• Repetition

• Rhythm

• Pattern

• Movement

• Emphasis

• Proportion

• Variety

• Unity

• Contrast

• Alignment

Bridge Task - Visual Direction – Wed 11th.

• Select at least 3 designs which use visual direction to lead the viewer through the design and formally analyse:

• Evaluation – what are your thoughts/feelings about the design/artwork, and why is this?

• Subject – what is the image about, how do you know this?

• Elements – formally analyse the elements and layout.

• Materials – what materials and techniques have been use, and why?

• Intention – what is the designer/artist saying/expressing to the audience, and how?

• Opinion – what is your opinion of the design/artwork, and why?

• Comparison – what can you compare the design to?

• Relevance – how relevant is the design to you, how do you plan to use your findings?

Plenary:• I feel the most important thing I learnt today was?

• With the information I learnt today, I will now be able to…

• After today’s lesson I can now explain.

• Today I was able to make progress because…

• The part of the lesson I found easiest was…

• If was to set homework to build on today’s lesson I would…

• I am proud of myself today because….

• I think it is important to remember what I learnt today because…

• One thing I think I did really well was…

• Next time I would like to learn…