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VisComm Notes - Visual Communications This course is...

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January 26, 2009 Visual Communications This course is fundamentally about COMMUNICATION Three types of communication: Visual Oral Written Visuals dominated communications until around 1456; Gutenberg is credited with moveable type--which lead to the printing press. Printing Press revolutionized the way we got printed material, The Elite and wealthy were the only ones who had access to the news Printing Press led to the spread of education and access to education—which lead to the spread of democracy Mass media is dominated by visuals The more you know, the more you see. (The more you know about something, the more you are able to understand the concept) Visual Communication Principle: “Form follows function” -- Louis Sullivan (The design of something with come from its function) Audience Message Medium Graphic Design The art and craft of bringing organized structure to a group of diverse elements Proportion Elements size determined by relative importance and surrounding elements Every page needs a dominant focal point (eyes notices first) The purpose is to organize and add visual interest Phi- “Divine” proportion/ “Golden” ratio Most aesthetically pleasing ration Approximately 1:1.618 Occurs in nature
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The Six Principles 1- Proportion Ratio- how something compares to something else- generally the size of things Big News story takes up a large proportion of space, as smaller takes up less space Website- central content to take up largest proportion of space 2- Proximity Related items should be grouped close together, un-related items should be spread apart When items are close, they become one visual unit Purpose is to organize 3- Alignment Center Alignment is very stable, sometimes overused and boring and not visually interesting The Simplest Ads are the most effective Nothing should be placed on the page arbitrarily Every time should have a visual connection with another item on the page Aligning items creates a strong cohesive effect Purpose is to organize and unify 4- Repetition Repeat some aspect of the design throughout entire piece
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