Transcript Visual Communication

Dots / Pixels
• The most basic unit is the
dot.
• A pixel is a picture
element.
• A pixel is the smallest
piece of information in an
image. Dots, or pixels are
used to create images..
Individual pixels…
William A. Dwiggins
• First coined
the term
graphic
design in
1922.
Graphic Design is…
• Not Art
• At least
not in the
traditional
sense
Graphic Design is…
• Visual
Communication
• It sends a
message that
identifies,
informs,
interprets, and
persuades.
Graphic Design is…
• According to designer Paul Bland…
• Graphic design is “one of the most perplexing
pursuits in which to excel.”
Graphic Design is…
• According to Timothy Samara…
• Graphic design is the process of taking ideas
and giving them a visual form so others can
understand them.
• According to the American Institute for
Graphic Arts…
• Graphic design is the combination of
shapes, colors, typefaces, images and/or
words that visually communicate a
message.
What does a Graphic Designer Do?
A graphic designer works
with clients to communicate
a desired visual message to a
target audience.
What does a Graphic Designer Do?
Graphic designers solve
communication
problems.
Hembree’s Basic Model of
Communication in Graphic Design
What is a Graphic Designer Like?
• All graphic designers are
creative.
What About Skills?
You need:
• Communication Skills
• Creativity
• Curiosity
• Computer Skills
• Drawing Skills
• Problem Solving Skills
• Ability to Work Under Pressure
• Ability to Work Well With Others
• Ability to Think Outside the Box
• Determination
• Thick Skin
Where Do Designers Work?
• In-house creative
departments
• These creative departments
are typically nestled within big
corporations.
– Example: Blue Cross &
Blue Shield
Where Do Designers Work?
• Design firms or
ad agencies
• Your company
creates for a wide
variety of clients.
– Example: Sussner
Design
Where Do Designers Work?
• Freelance or
Independent
• This means you are your own
boss.
Color
• Color is probably of the
most expressive and
powerful characteristic.
Primary Colors
• The primary triad is
called so because all
colors can be mixed
from it.
• Red, yellow, and blue.
Saturation
• Saturation refers to
the intensity or purity
of a color.
Which one is more saturated?
Typography
• Typography is the art
of arrangement ,
style, appearance,
and printing of type.
• This includes:
–
–
–
–
–
the font you choose
the point size
the style (bold/italics)
the alignment
the overall appearance
Typography
•
This is 10-point Arial.
• This is 40-point Arial.
•
•
•
•
This is 28-point Arial.
This is 28-point Arial Italic.
This is 28-point Arial Bold.
This is 28-point Arial Bold Italic.
Points
• A point is a unit of
measurement in
typography equal to
1/72 of an inch.
•This is
72 point
font.
Serif or Sans Serif
 Sans Serif
Serif
 Serif (“Serifs” Highlighted in RED)
Sans Serif fonts do not have the small
details called “serifs” at the end of
strokes.
Serif or Sans Serif?
Tracking & Leading
• Tracking also called
kerning is the
horizontal space
between letters.
• Leading is the vertical
space between lines
of type.
More
leading
Less
Leading
• Typical space between
each letter.
• M o r e s p a c e
b e t w e e n e a c h
c h a r a c t e r .
• UNIVERSITY
• UNIVERSITY
• UNIVERSITY
What is the most popular font
today in graphic design?
Helvetica.
Space
• Space is the portion
of a design between
type or objects.
• The successful use of
space can help define
boundaries and
differences.
Space
• Space is the portion
of a design between
type or objects.
• The successful use of
space can help define
boundaries and
differences.
• Proper use of space
can also enhance the
design.
Space
Space
Size
• Scale refers to the
relationships in size
between objects.
• In design size is
important because
it affects perception.
• Size can be used
for emphasis.
Space, Size, and Perception
Emphasis
• The emphasis is the
position or element in
the design that
attracts the viewer’s
eye first.
Direction
• Direction is
important it affects
when an element is
noticed.
• Left to right?
• Top to bottom?
Objects
• Objects
communicate
meaning.
Objects
Keeping Context in Mind
• The context is very
important to
remember.
• Context includes:
– Other images in the
audience's view
– Memories and
Expectations
– Biases and interests
of the viewer.
Components of Visual Communication
in Graphic Design
= message + redundancy + decoration + noise
Components of Visual Communication
in Graphic Design
• Message: what you
want to say
– The meaning, info, etc
• Redundancy: saying
the same thing in
more than one way
– ex. Signaling “Stop”
with an octagon shape
and the color red
Components of Visual Communication
in Graphic Design
• Message: what you
want to say
– The meaning, info, etc
• Redundancy: saying
the same thing in
more than one way
– ex. Signaling “Stop”
with an octagon shape
and the color red
Components of Visual Communication
in Graphic Design
• Decoration: draws the
eye to the graphic
– Must not get in the
way of meaning
• Noise: anything that
interferes with
meaning
Components of Visual Communication
in Graphic Design
• Decoration: draws the
eye to the graphic
– Must not get in the
way of meaning
• Noise: anything that
interferes with
meaning
– Decoration that FAILS
becomes noise.
Inter-relationship
• Redundancy is
necessary to
overcome noise.
• Decoration that FAILS
becomes noise.
• It often depends on
the context: the
knowledge, goals,
and interest of the
viewer.
Inter-relationship
• Redundancy is
necessary to
overcome noise.
• Decoration that FAILS
becomes noise.
• It often depends on
the context: the
knowledge, goals,
and interest of the
viewer.
Inter-relationship
• Redundancy is
necessary to
overcome noise.
• Decoration that FAILS
becomes noise.
• It often depends on
the context: the
knowledge, goals,
and interest of the
viewer.
Inter-relationship
• Redundancy is
necessary to
overcome noise.
• Decoration that FAILS
becomes noise.
• It often depends on
the context: the
knowledge, goals,
and interest of the
viewer.
Inter-relationship
• Redundancy is
necessary to
overcome noise.
• Decoration that FAILS
becomes noise.
• It often depends on
the context:
knowledge, goals,
and interest of the
viewer.
Components of Visual Communication
in Graphic Design
message +
redundancy +
decoration +
noise
Your Goal
message +
redundancy +
decoration