Visual communication tutorial 5
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This document discusses key principles of visual communication design. It covers attracting and orienting an audience, choosing an appropriate format based on function and cost, using symmetrical and asymmetrical basic forms, and applying gestalt psychology principles like proximity, similarity and closure. It also outlines four design principles: contrast, balance, alignment/grids, and rhythm. Finally, it discusses the importance of visual forward momentum to engage the audience and reinforce the message.
Visual communication tutorial 5
- 1. Visual Communication CDG 204 School of graphic design 2014 Lecturer: Miss. Hafiza Wahida Abd Kadir
- 2. Chapter 11 DESIGN - 'You only get one chance.'
- 3. A&O • The main task of the design is to pave the way for the message by Attracting and Orienting. example of advertisements
- 4. FORMAT • The choice of format for articles, adverts and banners depends on function, message, cost and distribution. example of advertisements
- 5. BASIC FORMS • The most common are symmetrical and asymmetrical. example of advertisements
- 6. GESTALT PSYCHOLOGY • The gestalt laws are three (3) useful tools for good design. – The Law of Proximity • The texts and images placed close to each other are perceived as belonging together. – The Law of Similarity • Visual arrangements that demonstrate similarity are perceived as belonging together. – The Law of Closedness • Text and images enclosed together within a frame, for example, belong together.
- 7. 4 DESIGN PRINCIPLES • Contrast – which creates a dynamic and exciting form and a way into visual arrangements. • Balance – prevents the design capsizing. • Alignment and Grids – place columns and images according to a uniform templates. • Rhythm – takes the receiver fowards by switching between stronger and weaker elements.
- 8. VISUAL FOWARD MOMENTUM • Telling an appealing story demands foward momentum, which draws the receiver further into the article, the advert or the website. • The reinforcement schedules, derived from the psychology of learning, are important instruments and should be varied and suprising.