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Visual communication tutorial 3


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Visual communication tutorial 3

  1. 1. School of graphic design 2014 Lecturer: Miss. Hafiza Wahida Abd Kadir
  2. 2. Chapter 7 ‘But out there is where the fruit is’
  3. 3.  A successful idea is characterized by the fact that it captures attention and invokes emotions (joy, desire, sympathy).  The idea should be simple and have the capacity for further development.
  4. 4.  This involve a number of phases which have to be passed through; › Insight › Goal › Situation › Preparation › Openness › Priorities › Pauses › Tricks of the trade › Censorship › Respect and lack of respect › The idea itself
  5. 5.  The following method can be used to escape a mental block; › Association;  Brainstorming (where all the suggestions are welcome). › Sketching;  Drawing triggers completely new ideas. › Opposites;  Trying to come up with ideas using opposites and conflicts. › Start at the end;  Starting with the idea and working backwards towards the necessary prerequisites.
  6. 6.  It’s important to identify and break force of habit with a message in an innovative form with unpredictable content.
  7. 7. Chapter 8 ‘Why 9/11?’
  8. 8.  Visible typography: › The letters take on a personal design, which reinforces the message.  For instance in a newspaper header or in a logotype.  Invisible typography › Form a silent link between author & reader. › Form a silent link between send & receiver.  As in a work of literature.
  9. 9.  Romans: › Characterized by the difference between thick strokes & fine hairlines & the fact that they have serifs.  The letters’ heels or feet.  Sans serif: › Characterized by their even design and the lack of serifs.
  10. 10.  The typeface must suit the context & be readable. › Readability; how easy it is for the receiver to read a text. › Factors crucial to readability include the typeface itself, type size & line length.
  11. 11.  Reinforcement; › The need to highlight more clearly various part of a text. › The most common are use if headings & subheadings & the marking of new paragraphs.
  12. 12.  The whole also conveys a message.  The symmetrical approach is experienced by the receiver as being organized, harmonious & elegant.  The asymmetrical approach is dynamic & attractive.  The contrasting approach is experienced in an intense fashion through contrasting sizes, strengths, shapes & colours.
  13. 13. Chapter 9 ‘But that was much later’
  14. 14.  Need to be formulated at every stage of communicative work, & that goes for visual as well as verbal communication.  What does the text have to achieve? › Influencing & changing someone’s emotions or attitudes? › Teaching something?
  15. 15.  Have to know who they write for. › Writers have to put themselves in their reader’s shoes & think about the reader’s needs.
  16. 16.  Have the reader in your mind’s eye  Start with the headline  Follow-up the headline in the text immediately  Be concrete and not too witty  Write in the active voice and remove most of the adjectives
  17. 17.  Cross out everything you can  Remove your favorite bits without crying  Don’t be ingratiating, but do be quite personal  Check the text against your strategy and creative goals  Have someone read what you have written › Proof reading.
  18. 18.  Use your creativity by using typography and visual.  Create a visual that can communicate.  Use software adobe illustrator and adobe Photoshop. › Set up as portrait or landscape. › Use A3 size.  Date line: 20th of March 2014.