Visual Literacy Week 2 (of 6) Slides
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Transcript of Visual Literacy Week 2 (of 6) Slides
© 2010, Craig DeLarge1
Visual LiteracyMarketing 320 - Week 2
Philadelphia UniversitySpring II 2010
Craig A. DeLarge, MBA
© 2010, Craig DeLarge2
Week 2 AgendaTake RollReview Key Week 1 Concepts•1) Visual Literacy; 2) Elements; 3) Contrast v. Harmony; 4) Markets & VizLit's effect on them
Review Exercises (as workshop)Comment on Final Project Delivery, et al.Report out on Final Project Selections Week 2 Concepts to Cover• Fine v Applied Art from chapter 1• Compositional Concepts from Chapter 1
© 2010, Craig DeLarge3
Take Roll
© 2010, Craig DeLarge4
Week 1 Concept Review1) Visual Literacy2) Elements3) Contrast v. Harmony4) Markets & VizLit's effect on them
© 2010, Craig DeLarge5
Marketing & Its EffectMarketing has 2 Chief Goals
1) to create markets where buys and sellers come together to execute transactions and hopefully develop relationships
2) effect changes in thinking (belief), feeling (emotion), & action (behavior) that leads to transactions, and hopefully, relationship & community (tribes)
Visuals are a key tool of the marketer!
© 2010, Craig DeLarge6
Exercise WorkshopsChapter 1 – Question #1• Choose object with fine & applied art value• Evaluate its function, aesthetics, communications & decorative & entertainment value
Chapter 2 – Question #3• Choose an example of bad graphic design defined as difficult to read & understand• Analyze how ambiguity contributes to failure of communication• Resketch design to level of sharpen the effect
© 2010, Craig DeLarge7
Final Project DeliveryPrepare final project in PowerPoint (even the research report)There is a 10 minute presentation limitMake generous use of course concepts & reference them.Make generous use of visualsBe sure to reference workYou may use speaker notes to further annotateYou may hold notes to speak from but do not read word for word when presenting
© 2010, Craig DeLarge8
So, What Is Your Final Project Going To Be?
© 2010, Craig DeLarge9
Week 2 Concept Discussion
© 2010, Craig DeLarge10
Fine v. Applied ArtFine art related to decoration & entertainment
Applied art related to use, purpose & functionality, and is often distinguished as design (vs. art)
Most objects serve both purposes
There is an argument that this is a false dichotomy
© 2010, Craig DeLarge11
Is fine v. applied art a false dichotomy?
Dondis, A Primer of Visual Literacy
© 2010, Craig DeLarge12
Are these functional art only?
http://images.businessweek.com/ss/08/07/0717_idea_winners/image/g_iphone.jpg
http://theboombox.files.wordpress.com/2007/10/mini-cooper-mosaic01.jpg
© 2010, Craig DeLarge13
Chapter 2: CompositionComposition is most crucial step in visual problem solving
Syntax is important to composition in that is is the orderly arrangement of parts to produce an intended whole
Compositional decisions set the purpose & meaning of the visual statement
Compositional rules are subjective & not absolute
Dondis, A Primer of Visual Literacy
© 2010, Craig DeLarge14
Basic Communications Model
http://records.viu.ca/~soules/media301/message.gif
Intended Meaning created
here
Perceived Meaning created
hereIntended & Perceived Meaning (hopefully) reconciled here.
Misunderstanding aided by noise.
Verbal/Visual
© 2010, Craig DeLarge15
Perception & VizCommPerception is the application of meaning to composition
Perception occurs via our 5 senses
Seeing is the result of our visual sense
Seeing is a response to light; i.e. tonality
The VizLit Elements are the tools we use to create compositions which create perception (meaning) via light & seeing
Dondis, A Primer of Visual Literacy
© 2010, Craig DeLarge16
VizLit Basic Elements
• Dot• Line• Shape• Tone
• Color• Texture• Scale/Proportion• Dimension• Motion
• These are like the letters, words, & sentences in linguistic literacy.
• Literacy requires the ability to use these elements to create meaning
Dondis, A Primer of Visual Literacy
© 2010, Craig DeLarge17
What meaning lies in these compositions, representationally, symbolically & abstractly?
http://images.businessweek.com/ss/08/07/0717_idea_winners/image/g_iphone.jpg
http://theboombox.files.wordpress.com/2007/10/mini-cooper-mosaic01.jpg
© 2010, Craig DeLarge18
Comp. Decision: Balance v. Stress• This continuum is like harmony & contrast• The eye seeks balance along a horizontal &
vertical axis for security……while craving stress to create interest & surprise
Dondis, A Primer of Visual Literacy
© 2010, Craig DeLarge19
• Another dichotomy like harmony & contrast• Leveling is balanced• Sharpening is “intentionally” unbalanced• Both contribute to clear communication• Ambiguity is the absence of either & confuses
Dondis, A Primer of Visual Literacy
Comp. Decision: Level v. Sharpen
© 2010, Craig DeLarge20
Comp. Decision: Level v. Sharpen• How information is grouped in a composition
impacts leveling & sharpening
Dondis, A Primer of Visual Literacy
• Elements in areas of stress have more weight, or ability to attract the eye.
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© 2010, Craig DeLarge
What is Gestalt?• positing that the operational principle of the
brain is holistic, parallel, and analog, with self-organizing tendencies
• Gestalt effect: form-forming capability of our senses & involves recognition of figures & whole forms instead of just collections of simple lines and curves.
• Pertains to comp. decision of attraction & grouping
http://en.wikipedia.org/wiki/Gestalt_psychology
© 2010, Craig DeLarge
Comp. Decision: Attraction & Grouping• Based on Gestalt Theory• The eye tends to group similar elements as well
as to order elements for expected meaning
Dondis, A Primer of Visual Literacy
© 2010, Craig DeLarge
Comp. Decision: Positive & Negative• The positive is active & attracts the eye most• The negative is passive and in the background
Dondis, A Primer of Visual Literacy
© 2010, Craig DeLarge24
This Week’s HW Focus
• Read Chapters 3-4
• Read Chapters 5-6, if ambitious
• Complete Chapter 3 & 4 exercises
• Finalize and outline your final project