Applied Media Aesthetics: Gestalts

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Media Design principles adapted from Herb Zettl focusing on aesthetics over content. This presentation includes examples of gestalt principles of perception, which can be used to influence design choices.

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Applied Media Aesthetics: Gestalts

  1. 1. APPLIED MEDIA AESTHETICS S PRODUCERS OF MEDIA MESSAGES WE CAN NO LONGER RELY SOLELY ON INSTINCT WHEN IT COMES TO APPLYING AESTHETIC PRINCIPLES. AA
  2. 2. APPLIED MEDIA AESTHETICS E NEED KNOWLEDGE & SKILLS TO SELECT & APPLY AESTHETIC ELEMENTS THAT HELP US TRANSLATE IDEAS INTO MESSAGES SWIFTLY, EFFECTIVELY, PREDICTABLY I.E., AN EDUCATED PERCEPTION. WW
  3. 3. APPLIED MEDIA AESTHETICS ATHER THAN BEING PRIMARILY CONCERNED WITH BEAUTY, APPLIED AESTHETICS DEALS WITH AESTHETIC PHENOMENON INCLUDING LIGHT, SPACE, TIME-MOTION, AND SOUND, AND OUR PERCEPTUAL REACTIONS TO THEM; THE MEDIA; AND IT CAN BE USED FOR BOTH ANALYSIS AND PRODUCTION RR
  4. 4. APPLIED MEDIA AESTHETICS RINCIPLES - ART & LIFE ARE MUTUALLY DEPENDENT, ESSENTIALLY INTERCONNECTED - MEDIA ARE NOT NEUTRAL MEANS OF MESSAGE DISTRIBUTION - ESTABLISH VALID AND RELIABLE CRITERIA VERSUS NOTIONS OF BEAUTY PP
  5. 5. APPLIED MEDIA AESTHETICS ONTEXTUALISM PROVIDES THE FRAME OF REFERENCE • INCIDENTS OF LIFE, UNPREDICTABILITY, AND THE FUSION OF DETAILS • THE RELATIONSHIP OF ART TO LIFE: ART AS PROCESS, HISTORICAL, CULTURAL, SOCIAL • ART AS CLARIFIED, INTENSIFIED, INTERPRETED EXPERIENCE: EVERYTHING HAS POTENTIAL • ORDER & EXPERIENCE COMPLEXITY—ESSENTIAL COMPANIONS CC
  6. 6. APPLIED MEDIA AESTHETICS HE ROLE OF THE MEDIA ARTIST IS TO LOOK AT THESE INCIDENTS OF LIFE, SEARCH FOR THEIR ESSENTIAL QUALITIES, THEN SELECT, EMPHASIZE, AND ORDER* ITS MOST IMPORTANT ELEMENTS IN SUCH A WAY THAT WILL FUSE TO BECOME A SIGNIFICANT NEW EVENT-OF-QUALITY WORTH COMMUNICATING. TT *MANIPULATION MUST ALWAYS OCCUR AND BE EVALUATED WITHIN A FRAMEWORK OF BASIC ETHICS
  7. 7. APPLIED MEDIA AESTHETICS N OUR PERCEPTUAL PROCESS, WE JUDGE AESTHETIC PHENOMENA AND PROCESSES IN A CONTEXTUAL FRAME OF REFERENCE: A. OUR PERCEPTUAL MECHANISMS ARE DESIGNED TO STABILIZE AND SIMPLIFY THE ENVIRONMENT B. SELECTIVE SEEING – WE SEE WHAT WE ARE USED TO SEEING C. AESTHETIC RESPONSES ARE CONSISTENT ENOUGH TO BE PREDICTABLE—& MANIPULATED FOR IMPACT D. WORK TOWARD AN EMOTIONAL LITERACY, AN EDUCATION OF THE SENSES II
  8. 8. APPLIED MEDIA AESTHETICS ETHOD = INDUCTIVE > FOCUSED NOT ON CONTENT BUT ON FUNDAMENTAL IMAGE ELEMENTS: I. LIGHT AND COLOR II. TWO DIMENSIONAL SPACE III. THREE DIMENSIONAL SPACE IV. TIME-MOTION V. SOUND MM
  9. 9. APPLIED MEDIA AESTHETICS
  10. 10. APPLIED MEDIA AESTHETICS common fate
  11. 11. APPLIED MEDIA AESTHETICS proximity
  12. 12. APPLIED MEDIA AESTHETICS good continuation
  13. 13. APPLIED MEDIA AESTHETICS uniform connectedness
  14. 14. APPLIED MEDIA AESTHETICS similarity
  15. 15. APPLIED MEDIA AESTHETICS

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