VISCOMCOM 310 W7

OUTLINE

WELCOME

SYLLABUS

BLOG

CHAPTER 1-3

CHAPTER 4

ACTIVITY

PUBLIC SERVICE PRINT ADS

SYLLABUS

ATTENDANCE

POSITIONING (hybrid, design for non designers, service)

REQUIRED TEXTS

ASSIGNMENTS WRITTEN CREATIVE (e.g.)

COURSE SCHEDULE

CLASS BLOG

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

CHAPTER 1: How we see

Aldous Huxley (1894-1963)Seeing a multi-level process

Sense Select Perceive

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

CHAPTER 3: Eye, Retina, Brain

The BrainAmygdala (Parietal lobes)Hippocampus (temporal lobes)

CHAPTERS 4: What the brain sees

David Hubel & Herbert Wiesel discovered that . . .

Four visual cues

1. Color

2. Form

3. Depth

4. Movement

Color

Primary – red, green, blue

Secondary – magenta, yellow, cyan

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)

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

Color

Form

Dots

Lines

Shapes

FormDots – command attention, create tension

Sunday Afternoon on the Island of La Grande Jatte (Seurat, 1884)

Form

Lines – draw viewers attentionCurvy lines are playfulStraight lines – rigidThick lines – strongThin lines – delicate, timid

Form

Lines – horizon linesHigh lines – suffocationLow lines – space to grow

Form

Shapes - ParallelogramCircleTriangle

Form

Shapes – Parallelogram -4 sides, rectangles and squares

Squares – sturdy, straightforward

Rectangles – more sophisticated

Form

Shapes – Circle

Can overpower

Suggest brightness, wheel of life (eternity, infinite causality)

Form

Shapes – Triangle

Equilateral – symmetrical balance, serenity

Isosceles – point draws attention

Technique - triangulation (made of objects)

Form – dots, lines, shapes

Depth – 8 depth cues

Space

Size

Color

Lighting

Textural gradients (patterned lines)

Interposition

Time

Perspective (illusionary, geometrical, conceptual)

Depth – Perspective

Depth – Perspective

Woman Playing the Mandolin (Picasso, 1909)

Depth – Movement

Real

Apparent (motion pictures)

Graphic (rhythm)

Implied (visual vibrations from high contrast lines)

ACTIVITY -ANALYZING AN IMAGE

1. make an inventory list of all objects in picture

2. notice composition (center, periphery)

3. study visual cues

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

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

HWK by 9/15

Read Chapters 2-4

Due Journal #2

Play with the blog