notes to chapter three

04/22/23Designing Visual Language-Chapter 31

Notes to Chapter ThreeNotes to Chapter ThreeEnglish 308


Visual Analysis: Two KeysVisual Analysis: Two Keys Learning to notice what’s going on visuallyLearning how to categorize it all


A Taxonomy for A Taxonomy for Visual VocabularyVisual VocabularyIntra-level—text at the line levelInter-level—text at the paragraph or

field levelExtra-level—non-textual materialSupra-level—whole document


Three “Coding” ModesThree “Coding” ModesTextual—words and numbersGraphic—graphic elements (shading,

lines, symbols, pictures, etc.)Spatial—the position of these elements on

the page or screen


Visual Language MatrixVisual Language MatrixCombining the four levels of design with

the three coding modes produces the 12-cell visual language matrix. The matrix provides a framework for describing the visual language of any document.


MatrixMatrixTextual Spatial Graphic

Intra

Inter

Extra

Supra


Intra-Level Design: Intra-Level Design: Linear ComponentsLinear ComponentsIntra-level design controls the local variations of text, character by character, word by word, across a single line or a thousand lines.


Intra-Level Design: Intra-Level Design: Textual ModeTextual ModeTypeface selection (such as Helvetica,

Times, Chicago, Garamond, and so on)Typeface disposition (such as roman, italic, boldface, UPPERCASE, shadowshadow, and so on)

Type size (measured in points, such as 10-point, 11-point, 12-point, 24-point, 32-point and so on)

Print or display color


Intra-Level Design: Intra-Level Design: Spatial ModeSpatial Mode

Local spacing between textual units:

text that’s w i d e n e d or condensed text that’s superscript or subscript


Intra-Level Design: Intra-Level Design: Graphic ModeGraphic ModePunctuation and other local marks includingUnderscored or underlined textStrikethrough textText with gray scale background


Headings Arial Bold 18 point

Intra-Level DesignIntra-Level DesignCreating Visual InterestThis page has a good deal of text and it is difficult to isolate one word from another. As such, this page is a good example of poor figure-ground contrast, not because of the contrast of colors.

• The black text on the white background is perfectly suited

• As is the choice of font

No, the problem is in the gray mass of type, where nothing stands out. When there is not visual variety, the eye cannot find anything to focus on. That’s why even paragraph breaks can be an important feature of a page of text. One line indented out of some thirty lines on the page creates visual relief and partially helps explain why paragraphs are a vital feature of any document.

At this point, the text will simply repeat itself.

Farewell, gentle readerThis page has a good deal of text and it is difficult to isolate one word from another. As such, this page is a good example of poor figure-ground contrast, not because of the contrast of colors. The black text on the white background is perfectly suited as is the choice of font, the very common serif font Times New Roman.

No, the problem is in the gray mass of type, where nothing stands out. When there is not visual variety, the eye cannot find anything to focus on.

Text Times New Roman 12 point

Gray-scale background


Inter-Level Design: Inter-Level Design: Fields and Nonlinear ComponentsFields and Nonlinear ComponentsInter-level design helps readers comprehend a text, often by dividing the text into discrete units so readers can structure it.


Inter-Level Design: Inter-Level Design: Textual ModeTextual ModeHeadings to show the hierarchy of the

partsNumbers to show sequence


Inter-Level Design: Inter-Level Design: Spatial ModeSpatial ModeDistribution of text on the pagePosition of headingsSpacing between headings and textLeading (space between lines)IndentationJustificationColumnsUse of tables, charts, etc.


Inter-Level Design: Inter-Level Design: Graphic ModeGraphic ModeUse of graphic elements to cue structureBulletsHorizontal or vertical lines between textBoxes and/or gray-scale around blocks of

textUse of graphic elements to distinguish text

in charts, diagrams, etc.


Headings

Inter-Level DesignInter-Level DesignCreating Visual InterestThis page has a good deal of text and it is difficult to isolate one word from another. As such, this page is a good example of poor figure-ground contrast, not because of the contrast of colors.

• The black text on the white background is perfectly suited

• As is the choice of font

No, the problem is in the gray mass of type, where nothing stands out. When there is not visual variety, the eye cannot find anything to focus on. That’s why even paragraph breaks can be an important feature of a page of text. One line indented out of some thirty lines on the page creates visual relief and partially helps explain why paragraphs are a vital feature of any document.

At this point, the text will simply repeat itself.

Farewell, gentle readerThis page has a good deal of text and it is difficult to isolate one word from another. As such, this page is a good example of poor figure-ground contrast, not because of the contrast of colors. The black text on the white background is perfectly suited as is the choice of font, the very common serif font Times New Roman.

No, the problem is in the gray mass of type, where nothing stands out. When there is not visual variety, the eye cannot find anything to focus on.

More space between text before heading than after heading

Box around text

Bullets


Extra-Level Design: Extra-Level Design: Data Displays, Pictures, SymbolsData Displays, Pictures, SymbolsExtra-level design includes data displays, icons and symbols. These elements operate outside the main text often as autonomous entities with their own visual vocabulary


Extra-Level Design: Extra-Level Design: Textual ModeTextual ModeDescriptive text for extra-level elementsLabelsTitlesLegendsCaptions


Extra-Level Design: Extra-Level Design: Spatial ModeSpatial ModeThe arrangement chosen for the displayType (chart, graph, etc.)Subtype (pie chart, bar chart, etc.)Size and proportion of displayPerspective


Extra-Level Design: Extra-Level Design: Graphic ModeGraphic ModeThe visible stuff of the displayShading, texture, and color of elementsAxis linesTick marksGridlines


Extra-level DesignExtra-level DesignServer Security Violations

0

10

20

30

40

50

60

70

80

Mar Apr May Jun Jul Aug Sept

Month (2002)

Cou

nt ApolloJupiter

Axis titles

Axis labels

Tick marks

Chart title

Chart legend

Gridlines


Supra-Level Design: Supra-Level Design: The Whole DocumentThe Whole DocumentSupra-level includes top-down design elements that visually define, structure, and unify the entire document.


Supra-Level Design: Supra-Level Design: Textual ModeTextual ModeTitle pagesHeadersFootersPage numbersSection Tabs


Supra-Level Design: Supra-Level Design: Spatial ModeSpatial ModePage size and shapePage orientationPaper (thickness, folds, flaps, pockets,

etc.)


Supra-Level Design: Supra-Level Design: Graphic ModeGraphic ModeAny marks, icons, colors, linework, and

logos that unify pages, sections, or screens or that create major divisions


Each Document UniqueEach Document UniqueEach document uniquely combines

elements from the twelve-cell matrix.Some restrict variations to the upper left

quadrant (school essays for example)Others make use of a significantly richer

vocabulary (see especially corporate annual reports, fundraising literature, etc.)


Matrix Cells Not AirtightMatrix Cells Not AirtightJust as each document is unique, not all

visual information will fit neatly in only one cell of the matrix. The matrix is just a tool that helps you categorize (and therefore describe) the visual language of a document.

notes to chapter three

Documents

visual relief

visual analysis

visual variety

cell visual language

chapter threeenglish

page of text

good deal of text

black text