Visual Literacy Week 4 (of 6) Slides

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Visual Literacy Week 4 (of 6) Slides

  1. 1. Visual Literacy Marketing 320 – Week 4 Philadelphia University Spring II 2010 Craig A. DeLarge, MBA 1 © 2010, Craig DeLarge
  2. 2. Week 4 Agenda • Take Roll • Review Key Concepts • Review Exercises • Week 3 Concepts to Cover • Additional Gestalt Principles • VizLit Applications for Business • Final Projects? 2 © 2010, Craig DeLarge
  3. 3. Key Concept Review • 1) Visual Literacy • 2) VizLit Elements • 3) VizLit Levels of Expression • 4) Contrast/Harmony Continua • 5) Marketing Effects • 6) Compositional Decisions 3 © 2010, Craig DeLarge
  4. 4. Exercise Review • Chapter #5, Question #1 Make or find a photo of: 1) balanced harmonious & 2) asymmetrical contrasting visual statement Analyze & compare effect of each and their ability to convey information and mood • Chapter #6, Question #4 Take a number of ads, posters or photos List most evident techniques 4 © 2010, Craig DeLarge
  5. 5. Additional Gestalt Principles 5 © 2010, Craig DeLarge
  6. 6. Gestalt Principles 6 http://psychology.about.com/od/sensationandperception/ss/gestaltlaws_3.htm © 2010, Craig DeLarge
  7. 7. Gestalt Principles Law of Proximity: the closer 2+ elements are, the greater the probability that they will be seen as forming a group or pattern. 7 http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm © 2010, Craig DeLarge
  8. 8. Gestalt Principles Law of Continuation: Occurs when the eye is compelled to move through one object to another. 8 http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm © 2010, Craig DeLarge
  9. 9. Gestalt Principles Law of Anomaly: Items that are dissimilar tent to become focal points 9 http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm © 2010, Craig DeLarge
  10. 10. Gestalt Principles CONTINUITY: Visual groups that require the fewest number of interpretations will CLOSURE: Nearly complete familiar lines be grouped to form continuous straight and shapes are more readily seen as or curved lines complete than incomplete 10 © 2010, Craig DeLarge
  11. 11. Dimension/Perspective • Related to scale & proportion • Creates depth and movement • Makes of use of line & vanishing points https://pantherfile.uwm.edu/kahl/www/Images/Weather/Optics/perspective.jpg http://content.answers.com/main/content/img/oxford/Oxford_Mind/0198162246.perspective.5.jpg 11 © 2010, Craig DeLarge
  12. 12. A Few Words on Chapter 6, Visual Techniques 12 © 2010, Craig DeLarge
  13. 13. Form & Content Content Artist Audience Form Message = Content Media = Form Both interact with and impact one another in compositional choices meant to assure that perception 13 matches intention Dondis, Fig. 6.1 © 2010, Craig DeLarge
  14. 14. Viz Techniques basically facilitate the Basic Communications Model Misunderstanding aided by noise. Verbal/Visual Intended Perceived Meaning Meaning created here Intended & Perceived Meaning created here (hopefully) reconciled here. http://records.viu.ca/~soules/media301/message.gif 14 © 2010, Craig DeLarge
  15. 15. Group Exercise for Points Pick a PPT Template Describe Thinking/Feeling Objectives Describe: Element Characteristics Visualization (Contrast) Techniques Compositional Decisions 15 © 2010, Craig DeLarge
  16. 16. 16 © 2010, Craig DeLarge
  17. 17. Visual Thinking 17 © 2010, Craig DeLarge
  18. 18. What is Visual Thinking? • phenomenon of thinking via visual processing using the emotional & creative brain (right- side) to organize information in intuitive and simultaneous ways • Critical skill in creative, group and business communications & problem-solving • Related to visual-spatial intelligence & appeals to those who “thinking in pictures” Source: http://www.visualspatial.org/ 18 Source: http://en.wikipedia.org/wiki/Visual_thinking © 2010, Craig DeLarge
  19. 19. VizThink Thoughts • Pictures solve problems: strategic, financial, operational, personal, emotional, etc. BTW, these are business & organizational problems! • Drawing not required. ☺ • Expresses the “Basic Six” (see next slide) • Uses VizLit Elements, Contrast/Harmony & Expressions to create “meaning” via associations & distinctions • Replace as many words with pictures as possible • Focus on what you are showing, not on how it looks (at least initially) • Make every composition make a POINT! 19 Source: http://www.slideshare.net/whatidiscover/the-ten-and-a-half-commandments-of-visual-thinking © 2010, Craig DeLarge
  20. 20. “The Basic Six” & Their Visual Maps • Who/What? – Representational Icons • How Much? – Graphs (Comparison Maps) • Where? – Locational/Spatial Maps • When – Timelines (Chronologic Maps) • How? – Flowcharts (Process Maps) • Why? – Multi-Variate Plots (Causal Maps) 20 Source: http://www.slideshare.net/whatidiscover/the-ten-and-a-half-commandments-of-visual-thinking © 2010, Craig DeLarge
  21. 21. See Art of Presentation: Zen Path http://www.slideshare.net/eduardo.delafuente/the-art-of-presentation-ii-following-the-zen-path-preparation http://www.slideshare.net/eduardo.delafuente/the-art-of-presentation-iii-following-the-zen-path-design 21 © 2010, Craig DeLarge

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