visual principles
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JEDALYN R. BRIONESMA in Education-Educational Management
Dr. Christopher ChuaProfessor
Roles of Visuals Visual Literacy Decoding: Interpret visuals Encoding: Creating Visuals (Basic
Goals) Process of Visual Design
Visual Design ElementsVisual Design PatternVisual Design Arrangement
Slightly superior than text display only depends on many factors provide concrete reference for ideas attract and hold attention, generate
emotional responses simplify information that is difficult to
understand redundant channel for information
Input strategies to decode, or read visuals proficiently
Output strategies to encode, or write, visuals to express themselves and communicate
with others.
Developmental Effects:before 12 -- section; after 12 -- whole.
Relationships should clearly spelt out. Avoid highly realistic visuals which may
distract children. Cultural Effects Visual Preferences color preferred photographs preferred preferred versus effective
Ensure legibility (giving examples) Reduce the effort required to interpret the
message (proximity, consistency,..) Increase the viewer’s active engagement
with the message (motivation) Focus attention on the most important parts
of the message
1) Elements – selecting the verbal/visual elements to be incorporated into display
2) Pattern – choosing an underlying pattern for the elements of the display
3) Arrangement – arranging the individual element within the underlying pattern
PROCESS OF VISUAL DESIGN
Visual Design Element Visual Design Pattern Visual Design Arrangement
Visual Element Verbal Element
Realistic
Analogic
Organization
Letter style
Colour
Capitals
Number of style
Size
Spacing
Alignment
Style
Balance
Shape
Colour scheme
Colour appeal
Add Appeals
Surprise
Texture
Interaction
Proximity
Directionals
Figure-ground contrast
Consistency
1) Visual elements i) Realistic
ii) Analogiciii) Organizational
1) Realistic Show the actual object under study
ABSTRACT REALISTIC
1) Realistic visuals The more realistic a visual is, the closer it is
to the original
Elements : Visual Elements : Visual ElementsElements2) Analogic visuals Convey topic by showing something else
and implying a similarity E.g. the function of human memory with
the function of computer memory
Elements : Visual ElementsElements : Visual Elements
3) Organizational visuals Such as flowcharts, graphs, maps,
classification charts
Letter Style: No. of Lettering Styles Capitals: only when normally required or short
headings. Color of Lettering: contrast between lettering
color and background color. Size of lettering:
1/2 inch high for 10 feet of viewer distance Spacing between characters: Optical spacing Spacing between Lines: slightly less than the
average height of the lowercase letters
SurpriseThink unusual metaphor, a dramatic
change of size Texture
Convey the idea of the subject to the viewer by involving the sense of touch.
InteractionAsk learners to respond visual displays
by manipulating materials on the display.
Alignment (positioning) -shows visual relationship to each other.
Shape-Elements arranged into a familiar shape easily linked. e.g. circle, Z.
Rule of thirds Balance formal balance -- equilibrium informal (asymmetrical) balance: catch eyes imbalance: should be avoided.
Rule of Thirds
• Place your important elements where these lines intersect • Good places to put things; third of the way up, third of the way in from the left • Duff places to put things; right in the middle, right at the top, right at the bottom, away in the corner
Style: -choice of lettering and type of pictures-preferences of the audience
Color Scheme: Acceptable Complementary colors-opposite on the color wheel. Analogous colors - next to each other on the color wheel. Juxtapose two complement colors not
recommended a background color, a color for the images or
test, a color for the highlights.
warm versus cool colors warm as highlights and cool as background in general, children prefer warm cool colors
while maturity prefers cooler colors and subtler combinations.
Cultural colors
Analogous colours: colours that lie next to each other
Complimentary and Analogous colours may form pleasing combinations when used together in a display
The Colour Wheel
• Use cool colour for background• Highlight important cues in warm colour such as red and orange
RedChina: Good luck, celebration, summoning Cherokees: Success, triumph India: Purity South Africa: Color of mourning Russia: Bolsheviks and Communism Eastern: Worn by brides Western: Excitement, danger, love, passion, stop, Christmas (with green)
OrangeIreland: Religious (Protestants) Western: Halloween (with black), creativity, autumn
YellowChina: Nourishing Egypt: Color of mourning Japan: Courage India: Merchants Western: Hope, hazards, coward
GreenChina: Green hats indicate a man's wife is cheating on him, exorcism India: Islam Ireland: Symbol of the entire country Western: Spring, new birth, go, Saint Patrick's Day, Christmas (with red)
BlueCherokees: Defeat, trouble Iran: Color of heaven and spirituality Western: Depression, sadness, conservative, corporate, "something blue" bridal tradition
PurpleThailand: Color of mourning (widows) Western: Royalty
WhiteJapan: White carnation symbolizes death Eastern: Funerals Western: Brides, angels, good guys, hospitals, doctors, peace (white dove)
BlackChina: Color for young boys Western: Funerals, death, Halloween (with orange), bad guys, rebellion
Background Foreground Images and Text
Highlights
White Dark blue Red, orange
Light gray Blue, green, black Red
Blue Light yellow, white Yellow, red
Light blue Dark blue, dark green Red-orange
Light yellow Violet, brown Red
Proximity: close-related; far-unrelated. Directionals: to draw attentions figure-Ground contrast: dark on light or vice
versa. Consistency.
http://www.fed.cuhk.edu.hk/fllee/CommonUse/VisualPrin/VisualPrinNotes.htm
http://www.slideshare.net/Izaham/visual-principles
http://www.slideshare.net/banders75/visual-principles-2469223
http://www.powershow.com/view/10d21-NmM5M/Visual_Principles_flash_ppt_presentation
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