Visual Literacy
Marketing 320 – Week 3

 Philadelphia University
      Spring II 2010
 Craig A. DeLarge, MBA



          ...
Week 3 Agenda
• Take Roll

• Review Key Concepts

• Review Exercises

• Week 3 Concepts to Cover
  • Elements Applications...
Take Roll




                           3
   © 2010, Craig DeLarge
Key Concept Review

•   1) Visual Literacy
•   2) VizLit Elements
•   3) VizLit Levels of Expression
•   4) Contrast/Harmo...
Exercise Review

• Chapter #3, Question #5
  – Choose a photo or painting
  – List the basic elements you can identify in ...
VizLit Elements Applications

 •   Dot                                      •   Color
 •   Line                           ...
Name those Elements & Levels!




http://willyoubemyhero.files.wordpress.com/2009/11/coca-cola_logo5.jpg
                 ...
Name those Elements & Levels!




www.audible.com                            8
                   © 2010, Craig DeLarge
Name
  those
Elements
& Levels!




                                    9
            © 2010, Craig DeLarge
Name
  those
Elements
& Levels!




                                    10
            © 2010, Craig DeLarge
Color

• Hue

• Saturation

• Brightness




                                        11
                © 2010, Craig DeLa...
Color Wheel
       • Shapes                                                                            1
         percepti...
Color Meaning




                                                                                          13
http://webd...
Color Meaning




                                                                                          14
http://webd...
Color Meaning




                                                                                          15

http://web...
Color Meaning




                                                                                          16

http://web...
Color Meaning




                                                                                          17

http://web...
Color Meaning




                                                                                          18

http://web...
Golden Mean (Proportion)
       Click Link below for YouTube Video




   http://video.google.com/videoplay?docid=71799504...
End of Week 3




                             20
     © 2010, Craig DeLarge
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Visual Literacy Week 3 (of 6) Slides

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Visual Literacy Week 3 (of 6) Slides

  1. 1. Visual Literacy Marketing 320 – Week 3 Philadelphia University Spring II 2010 Craig A. DeLarge, MBA 1 © 2010, Craig DeLarge
  2. 2. Week 3 Agenda • Take Roll • Review Key Concepts • Review Exercises • Week 3 Concepts to Cover • Elements Applications • Color (and its qualities & meanings) • Golden Mean, • Dimension & Perspective • Levels Applications 2 © 2010, Craig DeLarge
  3. 3. Take Roll 3 © 2010, Craig DeLarge
  4. 4. Key Concept Review • 1) Visual Literacy • 2) VizLit Elements • 3) VizLit Levels of Expression • 4) Contrast/Harmony Continua • 5) Marketing Effects • 6) Compositional Decisions 4 © 2010, Craig DeLarge
  5. 5. Exercise Review • Chapter #3, Question #5 – Choose a photo or painting – List the basic elements you can identify in it. • Chapter #4, Question #1 – Find examples of 3 levels of expression: representative, abstract & symbolic 5 © 2010, Craig DeLarge
  6. 6. VizLit Elements Applications • Dot • Color • Line • Texture • Shape • Scale/Proportion • Tone • Dimension • Motion • These are like the letters, words, & sentences in linguistic literacy. • Literacy requires the ability to use these elements to create meaning 6 Dondis, A Primer of Visual Literacy © 2010, Craig DeLarge
  7. 7. Name those Elements & Levels! http://willyoubemyhero.files.wordpress.com/2009/11/coca-cola_logo5.jpg 7 © 2010, Craig DeLarge
  8. 8. Name those Elements & Levels! www.audible.com 8 © 2010, Craig DeLarge
  9. 9. Name those Elements & Levels! 9 © 2010, Craig DeLarge
  10. 10. Name those Elements & Levels! 10 © 2010, Craig DeLarge
  11. 11. Color • Hue • Saturation • Brightness 11 © 2010, Craig DeLarge
  12. 12. Color Wheel • Shapes 1 perception 2 2 • Affects emotion 1 1 1 = Primary 2 = Secondary 3 = Tertiary 2 http://www.tigercolor.com/color-lab/color-theory/color-theory-intro.htm 12 http://en.wikipedia.org/wiki/Color_wheel © 2010, Craig DeLarge
  13. 13. Color Meaning 13 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
  14. 14. Color Meaning 14 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
  15. 15. Color Meaning 15 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
  16. 16. Color Meaning 16 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
  17. 17. Color Meaning 17 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
  18. 18. Color Meaning 18 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
  19. 19. Golden Mean (Proportion) Click Link below for YouTube Video http://video.google.com/videoplay?docid=7179950432887640376# http://www.youtube.com/watch?v=2zWivbG0RIo 19 © 2010, Craig DeLarge
  20. 20. End of Week 3 20 © 2010, Craig DeLarge
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