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Transcript

  • 1. GOOD GESTALTAA 210 GRAPHIC DESIGN WITH TYPOGRAPHY
  • 2. • OPENING PRAYER• ATTENDANCE• PLATE NO. 4 REITERATION + PRESENTATION REQUIREMENTS• DESIGN CRITERIA
  • 3. Terms to remember...• Gestalt• similarity• proximity• continuation• closure• figure /ground
  • 4. Terminologies...• symbol• pictogram• semiotics• icon• index• logo
  • 5. Goals...• introduce the fundamental concepts of visual gestalt that underline the design structure• examine and explain the theory of gestalt showing its practical application to symbol and logo design• discuss the function and symbol of logo design in the graphic design field in terms of the relationship of form and content• apply the principles learned in future design projects in layout, illustration etc.
  • 6. The whole and the parts...• Gestalt school of psychology began in Germany around 1912, investigated how human beings see and organize visual information into a meaningful whole • the conviction developed that the whole is greater than the sum of its parts • the whole cannot be perceived by a simple addition of isolated parts, each part is influenced by those around it
  • 7. Whole... • visual perception: the eye seeks a unified whole • by knowing what connections the eye will draw for itself, you eliminate clutter and produce a clearly articulated design
  • 8. GESTALT PRINCIPLES• take advantage of they way object, eye and graphic creation interweave• powerful comment by using similarity • “ As in the Middle Ages...so in the Third Reich.”
  • 9. Similarity• Grouping by similarity occurs w• when we see similar shapes, size, color, spatial location ( proximity ), angle or value • in a group of similar objects we will notice a dissimilar shape • acknowledge similarity first before we can see the dissimilarity • the eye will notice and group similarities while separating the differences
  • 10. Proximity• Grouping by similarity in a spatial location • nearness • the closer two visual elements are, the more likely we see them as a group • the proximity of lines and edges makes it easier for the eye to group them to form a figure
  • 11. Continuation • the viewer’s eye will follow along a line or curve • occurs when the eye is carried smoothly into a line or curve that links adjoining objects • in layout, used extensively to unite various elements, often by placing them along invisible grid lines
  • 12. • shapes that are not interrupted but form a harmonious relationship please the eye
  • 13. Closure• Familiar shapes are more readily seen as complete than incomplete• when the eye completes the line or a curve in order to form a familiar shape, closure has occurred• closure is sometimes accompanied by a realization/acknowledgment • active conceptual participation by the viewer to achieve an intellectual closure
  • 14. Figure / Ground• the fundamental law of perception that makes it possible to discern objects; positive and negative space relationship • the eye and the mind separates the object ( figure ) from its surroundings ( ground ) • often, the relationship between figure and ground is ambiguous and dynamic, offering more than one solution to the searching eye
  • 15. • Gestalt relationships in graphic design are always intended to help structure an appropriate communication• the most structurally beautiful design is not successful if it fails to present the subject appropriately• the figure / ground is crucial to shaping a strong design• designer must be aware of creating shapes in the left over ground everytime you create a figure
  • 16. TRADEMARKS• the interplay of Gestalt principles occurs in all aspects of design but is clearest in the creation of a logo and symbol trademarks • form and function are closely related
  • 17. Functions• identity, coat of arms, housemarks, product marks, services,• is a unique symbol or mark to distinguish a product from others, protect from imitation, increase brand recognition, announce products and services• consumers come to rely on the quality associated with a trademark and are willing to try new products identified with the recognized trademark
  • 18. MAKING “MARKS”• A trademark is created by a designer, but made by a corporation... • must refelect the product • research* must remain strong, legible in all circumstances* must reproduce well in color* simplicity is still a virtue, easier to remember
  • 19. Symbol• something that suggest something else by reason, relationship, association, convention, resemblance• is a type of trademark to represent a company or product• Advantages; • original construction • simple results in quick recognition • a strong association that colors the symbol ‘s
  • 20. • semiotics shows how an image achieves a culturally accepted meaning that goes beyond its recognizable shape • an icon that bears a direct relationshhip to the object described • a sign that bears a direct relationship to the object without SIMPLY showing the object
  • 21. Logos• a unique symbol containing type and images that represent a product or a company
  • 22.
  • 23. END