Week 4 - A Visual Contrasts
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The document discusses visual contrasts and perceptual organization. It describes the 8 retinal variables that create visual contrasts: size, value, hue, orientation, texture, shape, position and movement. It also analyzes the characteristics of visual displays, including the number of dimensions, their length, and scale of measurement, which can be associative, selective, ordered or quantitative. Finally, it examines principles of perceptual organization, such as proximity, similarity, continuity, closure and common fate, and how experience also influences organization.
Week 4 - A Visual Contrasts
- 1. IMD09117 and IMD09118 Web Design and Development Unit 4 Visual contrasts and perceptual organisation
- 2. Visual contrasts Version A Unit 4 ©2008 Napier University Visual contrasts are established by changing the perceptual qualities of the 8 retinal variables These changes are perceived immediately and effortlessly
- 3. Visual contrasts Version A Unit 4 ©2008 Napier University size, dimension or scale, the relative size and measurement of an image value hue and saturation, the make up of colour co-ordination of value with added component of chroma
- 4. Visual contrasts Version A Unit 4 ©2008 Napier University direction or orientation texture, optical or tactile, the surface characteristic of visual materials shape position movement
- 5. Visual contrasts Version A Unit 4 ©2008 Napier University Size, dimension or scale
- 6. Visual contrasts Version A Unit 4 ©2008 Napier University Value, relative lightness or darkness
- 7. Visual contrasts Version A Unit 4 ©2008 Napier University Expresses emotions, form, space, movement as well as the illusion of light Dark areas represent gloom, mystery,drama and menace Light areas represent happiness, fun, gaiety, warmth and closeness Value
- 8. Visual contrasts Version A Unit 4 ©2008 Napier University Hue and saturation
- 9. Visual contrasts Version A Unit 4 ©2008 Napier University Orientation or direction
- 10. Visual contrasts Version A Unit 4 ©2008 Napier University Texture
- 11. Visual contrasts Version A Unit 4 ©2008 Napier University Shape
- 12. Visual contrasts Version A Unit 4 ©2008 Napier University Position
- 13. Effective visual variables Number of dimensions Scale of measurement for each dimension Length Version A Unit 4 ©2008 Napier University Information in a visual display is characterised by
- 14. Effective visual variables Nominal Associative Selective Ordered Quantitative Version A Unit 4 ©2008 Napier University Scale of measurement
- 15. Effective visual variables A visual variable is associative if it does not affect the visibility of other dimensions Otherwise dissociative Version A Unit 4 ©2008 Napier University Associative perception
- 16. Effective visual variables Which dimensions are associative? Which dimensions are dissociative? Version A Unit 4 ©2008 Napier University Associative perception
- 17. Effective visual variables Version A Unit 4 ©2008 Napier University Selective perception A visual variable is selective if it effortless to isolate one particular instance of a variable
- 18. Effective visual variables Version A Unit 4 ©2008 Napier University Selective perception Which dimensions are selective? Which dimensions are not selective?
- 19. Effective visual variables Version A Unit 4 ©2008 Napier University K N K M K Z K K Z Z Z K N M N K
- 20. Effective visual variables Version A Unit 4 ©2008 Napier University K N K M K Z K K Z Z Z K N M N K
- 21. Effective visual variables Version A Unit 4 ©2008 Napier University Ordered perception Objects should be able to be put into ranked order based on the visual variable Immediately obvious and easy No need for a key
- 22. Effective visual variables Version A Unit 4 ©2008 Napier University Ordered perception Which variables are ordered in human perception? size, value, hue, orientation, texture, shape or position?
- 23. Effective visual variables Version A Unit 4 ©2008 Napier University Ordered perception
- 24. Effective visual variables Version A Unit 4 ©2008 Napier University Quantitative perception Viewer can see the relative value differences based on the visual variable Immediately obvious and easy to calculate No need for a key
- 25. Effective visual variables Version A Unit 4 ©2008 Napier University Quantitative perception Which variables are quantitative in human perception? size, value, hue, orientation, texture, shape or position?
- 26. Effective visual variables Version A Unit 4 ©2008 Napier University Length of the variables The visual variables differ in length Number of discernibly different measurement levels each can support
- 27. Effective visual variables Version A Unit 4 ©2008 Napier University Length of the variables Arrange the visual variables size, value, hue, orientation, texture, shape or position in order of their length.
- 28. Effective visual variables Version A Unit 4 ©2008 Napier University Length of the variables Shape Position Size and hue Value and texture Orientation
- 29. Perceptual organisation Version A Unit 4 ©2008 Napier University Gestalt principles Proximity Similarity Continuity of direction Closure Common fate
- 30. Perceptual organisation Version A Unit 4 ©2008 Napier University Proximity
- 31. Perceptual organisation Version A Unit 4 ©2008 Napier University Proximity
- 32. Perceptual organisation Version A Unit 4 ©2008 Napier University Similarity
- 33. Perceptual organisation Version A Unit 4 ©2008 Napier University Similarity
- 34. Perceptual organisation Version A Unit 4 ©2008 Napier University Similarity
- 35. Perceptual organisation Version A Unit 4 ©2008 Napier University Similarity
- 36. Perceptual organisation Version A Unit 4 ©2008 Napier University Continuity of direction
- 37. Perceptual organisation Version A Unit 4 ©2008 Napier University Continuity of direction
- 38. Perceptual organisation Version A Unit 4 ©2008 Napier University Closure
- 39. Perceptual organisation Version A Unit 4 ©2008 Napier University Closure
- 40. Perceptual organisation Version A Unit 4 ©2008 Napier University Closure
- 41. Perceptual organisation Version A Unit 4 ©2008 Napier University Common fate
- 42. Perceptual organisation Version A Unit 4 ©2008 Napier University Experience E
- 43. Perceptual organisation Version A Unit 4 ©2008 Napier University Experience E
- 44. Perceptual organisation Version A Unit 4 ©2008 Napier University Experience
- 45. Summary Version A Unit 4 ©2008 Napier University Perceptual qualities: size, value, hue, orientation, texture, shape, position and movement. Visual display can be characterised by the number of dimensions, their length and the scale of the measurement.
- 46. Summary Version A Unit 4 ©2008 Napier University Scale of measurement can be associative, selective, ordered or quantitative. Perceptual organisation considers the grouping of objects including proximity, similarity, continuity, closure and common fate. Experience is also used