Engl313 project2_slidedoc2 Spring 2020
- 1. for PSA Poster or Billboard Visual Design Principles 1
- 2. Principle 1: Contrast 3 Black backgrounds and contrast 4 Principle 2: Scale and Proportion 5 Visual Hierarchy 6 Focal Points 7 Principle 3: Alignment 8 Using Grids 9 Principle 4: Typography 9 Principle 5: Color 11 Color Schemes 12-15 Principle 6: Gestalt Perception 16 Proximity 17 Closure 18 Similarity and Anomaly 19 Tip 20 Table of Contents 2
- 3. Contrast is the difference in visual weight (saturation) between the background and text (or other visual element such as an icon). In this top example, contrast is effective because although the background and text are the same color the levels of color saturation are different. In the example below it, the levels of color saturation are the same. The effect is jarring to the eye and text tends to vibrate, making it difficult to read. Principle 1: Contrast 3
- 4. Many PSA announcements use black backgrounds. The key to using a black background is to use colors for all other elements that are both highly saturated and very bright (i.e. neon like) also photographs work well against a black background. Black background and contrast. 4
- 5. Scale is the size of one object in relation to the other objects in a layout. Proportion refers to the size of the parts of an object in relationship to other parts of the same object. In using this principle, you want to think about what elements need to be emphasized by how you size them to create visual hierarchy and focal points as explained in the following two slides. Principle 2: Scale and Proportion 5
- 6. Visual hierarchy in design means the arrangement of elements imply levels of importance. It is achieved in visual rhetoric by creating dominant, sub-dominant, and subordinate focal points using varying visual weight (size, contrast) and alignment. Visual Hierarchy 6
- 7. Focal points have levels: Dominant is the level with the most visual weight. In this image, the elephant is the dominant focal point. Sub-dominant is the level that gets the viewers attention next. In this image, the text title is sub-dominant. Subordinate is the level with the least visual weight. In this image, the smaller text and the WWF logo are subordinate focal points. Focal Points 7
- 8. Alignment means that elements are not scattered on a page but arranged relative to a line or margin. The line doesn't have to be an actual one. In fact, it is usually invisible -- implied by the way elements are arranged. Principle 3: Alignment 8
- 9. Grid lines can help you with alignment to create a balanced composition. You don’t need to confine page elements to individual grid units. Text and images can span several units. You can also make some grid lines visible to help balance the composition. Try leaving some grid elements empty. If you are not using a tool that allows you to create a grid and make it visible as you design the layout, try drawing lines after you have done a layout to check if you have a balanced composition. Using Grids 9
- 10. Font styles are rhetorical because the shape of the letters conveys meaning. So, choose your fonts wisely, and while it’s fine to combine font styles, it is best not to use more than two different fonts. Consider how fonts can add texture to your PSA poster or billboard. In this drop and drive image, notice how the font style and other elements are suggestive of a vehicle accident. Principle 4: Typography 10
- 11. Color harmony means the viewer experiences color choices in a visual as presenting a sense of order. Color is also culturally meaningful. So, when choosing colors, think of how your audience will perceive the meaning. In western culture, these colors convey the following meanings. • Red: Passion, Love, Anger. • Orange: Energy, Happiness, Vitality. • Yellow: Happiness, Hope, Deceit. • Green: New Beginnings, Abundance, Nature. • Blue: Calm, Responsible, Sadness. • Purple: Creativity, Royalty, Wealth. Principle 5: Color 11
- 12. This color scheme uses one color but varies the saturation (level of color density). A monochromatic color scheme is the easiest way to achieve color harmony. Monochromatic Color Scheme 12
- 13. This color scheme uses any three colors that are next to each other on the color wheel. It is also an easy way to achieve color harmony because the colors are closely related to one another. Analogous Color Scheme 13
- 14. This color scheme uses colors that are opposite one another on a color wheel. Complementary colors create a vibrant visual experience but are the most difficult to use. If you use complementary colors, follow the rules on the next slide. Complementary Color Scheme 14
- 15. Use no more than THREE different colors and apply the 60-30-10 rule. 1. Primary Color – 60% 2. Secondary Color – 30% 3. Accent Color -10% Rules for using complementary colors. 15
- 16. Gestalt means "unified whole". It refers to theories of visual perception developed by a group of German psychologists in the 1920s. These theories describe how people tend to organize visual elements into groups or unified wholes when certain principles are applied. The following slides cover some of the basics of using three of these principles. 1922 - Max Wertheimer, Kurt Koffka and Wolfgang Köhler developers of Gestalt Theories of Visual Perception. Principle 6: Gestalt Perception 16
- 17. Proximity means grouping related design elements together. We perceive elements that are grouped in proximity to one another as belonging to one visual “information unit’ or “topic.” Proximity 17
- 18. Closure is what what happens when we look at a shape that is incomplete, but we perceive it as a whole by filling in the negative space to complete it. Using closure reduces the complexity needed to convey visual information while also actively engaging the viewer who has to stay with the shape long enough to make sense of it. Closure 18
- 19. Similarity means that when objects look the same viewers will often see them as a pattern or group. Anomaly uses the principle of similarity to alter one object in order to draw attention to difference. Similarity and Anomaly 19
- 20. One way to get a sense of designs that work is to search for images of PSA billboards and posters. Pay attention to those designs that catch your eye and model your billboard or poster after one of them. Tip 20