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Perception- Chapter 3

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Perception- Chapter 3 We have a catalog in our brains that filters the information. How the eye sees and the brain organizes to give meaning. Big Idea- Purposeful use ... – PowerPoint PPT presentation

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Title: Perception- Chapter 3


1
Perception- Chapter 3
  • We have a catalog in our brains that filters the
    information.
  • How the eye sees and the brain organizes to give
    meaning.
  • Big Idea- Purposeful use to create meaningful
    designs

2
Simplicity
  • Gestalt Psychologists Basic Law of Visual
    Perception
  • Any stimulus pattern tends to be seen as a
    structure as simple as conditions permit
  • Principle of Parsimony- simplest explanation

3
Interpretations
  • Semiotics- study of influences on our perception
  • Icon- the thing it represents
  • Symbol- culturally accepted meaning
  • Index- visual we have learned to associate with a
    particular meaning

4
Figure and Ground
  • What is the object and what is the background?

5
Figure and Ground-Categories
  • Stable
  • Reversible
  • Ambiguous

6
Figure and Ground-Conditions
  • Enclosed area
  • Textured area
  • Convex
  • Simplicity
  • Familiarity
  • Lower Half (gravity)
  • Black tendency

7
Shape
  • Design is the arrangement of shape.
  • Must see the shape not the object it creates.
  • Shape not Subject Matter.

8
Shape Versus Volume
  • Shape is the area created by an enclosing
    boundary (line, color, value change)
  • 2-D artwork
  • Volume is 3-D
  • Using Shape to create Volume illusion

9
Grouping Shapes
  • Shapes affected by surrounding shapes
  • Begin to understand by identifying overall
    pattern
  • Tend to recall letters if grouped in words.
  • Group marks into recognizable/repeating shapes is
    the simplest way to perceive

10
Shape versus Subject
  • A shape can bring unity where there is none.
  • Repeat a shape to bring order

11
Letterform Shapes
  • Counter
  • Serif
  • Type Size
  • X-height
  • Ascender
  • Descender
  • Typeface
  • Font
  • Baseline
  • Stress

Typeface Typeface
12
Dynamic Balance- Chapter 4
  • Text and Images are intentionally placed to
    direct the viewers eye and to achieve visual
    unity
  • How do we get them to look at what we want and
    see the connections?

13
Intellectual vs. Visual Unity
  • One is thinking of subject matter (intellectual
    unity) the other is looking at the design
    (visual unity).
  • Intellectual is idea and word
  • Visual is placement for the eye
  • Ideally work together to create the message.

14
Visual Dynamics
  • Top to bottom comfort of gravity
  • Vertical and Horizontal- comfort in stability
    (diagonal lines- dynamic flux)
  • Left to right- comfort in reading

15
Balance
  • Successful communication requires balance, the
    directing and conducting of visual tensions.
  • Equal tension created by all elements pulling
    equally
  • Symmetry and Asymmetry

16
Symmetry
  • Traditional balance thru mirrored images left to
    right
  • The traditional book
  • Good is looking for a quiet sense of order,
    tradition and stability.

17
Asymmetry
  • Balance thru contrast
  • Visual Weight- dominance of an object
  • Visual Direction- way the eye is drawn between
    elements

18
Weight and Direction Influences
  • Location
  • Spatial Depth
  • Size
  • Texture
  • Isolation
  • Subject matter
  • Value
  • Shape
  • Structure
  • Color

19
Good Gestalt- Chapter 5
  • Whole is the sum of its parts
  • Each part is influenced by those around it.
  • The eye seeks to create a whole
  • Similarity
  • Proximity
  • Continuation
  • Closure
  • Figure and Ground

20
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21
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22
Using Text Type- Chapter 6
  • How do you select type?
  • 6 characteristics
  • Above all else, the audience must be able to read
    it!

23
Type Characteristics
  • Size
  • Measured in pica or points- 72 points in an inch
    12 points in a pica 6 picas per inch
  • Computer screen can be deceptive
  • Printed proof to see actual size
  • Web design should be judged on a screen

24
Type Characteristics cont.
  • Line Length
  • Measured in pica
  • Flow to fill predetermined column
  • Style
  • Legibility prime concern
  • Either stick to one type family or they need to
    be very different

25
Type Characteristics cont.
  • Leading
  • Vertical Space between lines
  • Readability concerns
  • Spacing
  • Kerning- space between letters
  • Word Spacing

26
Type Characteristics cont.
  • Format
  • Justified-all lines same length
  • Unjustified- flush left or right, center and
    asymmetrical
  • Style and Content
  • Visual tone
  • Affects image of client

27
Type Characteristics Examined
  • Type
  • Type
  • Type
  • Type
  • Type
  • Type
  • Type
  • Type
  • Type
  • Type
  • Type
  • Type

28
Type Design
29
Type Design
30
Layout- Chapter 7
  • Balancing Act
  • Diverse Elements of the Design that communicates
    and looks good
  • Every element affects how the others are perceived

31
Size and Proportion
  • Organization of several things into a
    relationship (size, quantity, or degree)

32
Visual Rhythm
  • Repetition of shapes, values, colors, and
    textures
  • Life is rhythm

33
Grid Layout
  • Grids provide order, but are flexible
  • Choosing a grid
  • Elements- Copy
  • Art- Photos

34
Path Layout
  • No grid
  • Designer visualizes elements on blank sheet of
    paper
  • Unity relies on Unit Forming
  • Focal Point
  • Clear Path to next element

35
Photo Layout
  • Dynamic photos, strong in design and human
    interest
  • Cropping-focus and drama
  • Resizing- ratio
  • Selecting- Quality, Merit, Strength

36
Multi-panel Design
  • Brochure is a 3-D design
  • Each unfolding present new facet of design
  • 1st panel- lure
  • Build interest / theme
  • Mailer

37
Dynamics of Color- Chapter 8
  • Color Wheel

38
Properties of Color
  • Hue- name for the color
  • Value- degree of light/dark
  • Intensity or Saturation- purity and brightness

39
Psychology of Color
  • Colors evoke specific emotional responses
    (personal or universal)
  • Warm Stimulate
  • Cool- Relax

40
Psychology of Color
  • Associations- personal and cultural
  • Red- aggressive, sexual, national color
  • Example- sports car
  • Blue- authoritative (darker), cleanliness and
    honesty (middle), overall calming color
  • Example- power blue suit
  • Yellow- warmth, good health and optimism (in
    the past-weakness and cowardliness)
  • Example- food packaging
  • Green- natural, environment, soothing and cooling
  • Example- cigarettes

41
Selecting Color
  • Cultural Color Associations
  • The profile of the audience and its color
    preference
  • The character and personality of the organization
    presented
  • The designers personal relationship to the color
  • An awareness of current color trends

42
Understanding Electronic Color
  • RGB vs CMYK
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