Comm1300_Dondis - Guidelines for visual literacy I. The...

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Guidelines for visual literacy I. The most important element in visual experience is tonal a. Tone light or absence of light i. It identifies all of the other elements: line, color, shape, direction, texture, scale, dimension, motion II. Balance a. Most importance pyschological and physical influence on human perception is man’s need for balance (two feet planted on the ground) b. Equilitbrium is man’s firmest and strngest visual reference c. Internalized awareness of steady uprightness in relationship to a stable base d. We perceive with a vertical axis and horizontal secondary referrent which together measure balance (felt axis) III. Stress a. Even to circles and squares, we can apply the same felt axis to establish balance b. When the shape is irregular, the lack of balance and regularity is a disorienting factor i. Is is effective in creating an effect in response to message purpose ii. The lack of balance and regularity causes visual stress and attracts attention of viewers
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This note was uploaded on 04/12/2009 for the course COMM 1300 taught by Professor Scherer,c. during the Spring '08 term at Cornell University (Engineering School).

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Comm1300_Dondis - Guidelines for visual literacy I. The...

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