Visual communication tutorial 5

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Visual communication tutorial 5

  1. 1. Visual Communication  CDG 204 School of graphic design 2014 Lecturer: Miss. Hafiza Wahida Abd Kadir
  2. 2. Chapter 11 DESIGN - 'You only get one chance.'
  3. 3. A&O • The main task of the design is to pave the way for the message by Attracting and Orienting. example of advertisements
  4. 4. FORMAT • The choice of format for articles, adverts and banners depends on function, message, cost and distribution. example of advertisements
  5. 5. BASIC FORMS • The most common are symmetrical and asymmetrical. example of advertisements
  6. 6. GESTALT PSYCHOLOGY • The gestalt laws are three (3) useful tools for good design. – The Law of Proximity • The texts and images placed close to each other are perceived as belonging together. – The Law of Similarity • Visual arrangements that demonstrate similarity are perceived as belonging together. – The Law of Closedness • Text and images enclosed together within a frame, for example, belong together.
  7. 7. 4 DESIGN PRINCIPLES • Contrast – which creates a dynamic and exciting form and a way into visual arrangements. • Balance – prevents the design capsizing. • Alignment and Grids – place columns and images according to a uniform templates. • Rhythm – takes the receiver fowards by switching between stronger and weaker elements.
  8. 8. VISUAL FOWARD MOMENTUM • Telling an appealing story demands foward momentum, which draws the receiver further into the article, the advert or the website. • The reinforcement schedules, derived from the psychology of learning, are important instruments and should be varied and suprising.

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