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The Power of Visual Content

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The Power of Visual Content

  1. 1. The Power of Visual Content
  2. 2. Five senses “the sense of sight is the most dominant” Sight Smell Taste Touch Hearing
  3. 3. Human Brain Creativity Image Idea Music/Art Language Calculation Logic Analysis Information Age Coming Age
  4. 4. Visual & Perception of people will respond better to visual information than plain text. (Source: Zabisco) believe that visual content engages best on social media. (Source: Newburyport, Mass) of information transmitted to the brain is visual. (Sources: 3M Corporation and Zabisco) 40% 96.7%90%
  5. 5. A picture is worth a thousand words
  6. 6. The role of photo
  7. 7. Photographer: Steve McCurry Pakistani girl, 1984 Storytelling
  8. 8. Source: Demner, Merlicek & Bergmann,Vienna, Austria Communication
  9. 9. Atomic bomb mushroom clouds over Nagasaki (right) Record history
  10. 10. Artistic expression
  11. 11. Convey message Photographer: Kevin Carter Sudan Famine UN food camp,1994
  12. 12. Source: Cindy Clark Capture a moment
  13. 13. Photography Composition Tips
  14. 14. Colourful
  15. 15. Timing
  16. 16. Fill the frame
  17. 17. Ratio
  18. 18. Rule of third
  19. 19. Leading lines
  20. 20. Peak of action
  21. 21. Eye contact
  22. 22. Silhouette
  23. 23. Emotion
  24. 24. Introduction to Graphic Design Sources: Justin Seeley
  25. 25. Visual Communication Through the use of What is graphic? text, images and symbols
  26. 26. Skill Areas
  27. 27. Visual Arts Photgraphy, illustration, painting, etc.
  28. 28. Typography Setting, arranging and designing type
  29. 29. Page Layout The visual arrangement of elements on a page
  30. 30. A Brief history of graphic design
  31. 31. Cave Painting (15,000-10,000 BC) Source:
  32. 32. Source: Ts’ai Lun, Invents paper (105 AD)
  33. 33. Source: Invents the movable type press (Mid 1400’s) Johannes Gutenberg
  34. 34. Source: Coined the term graphic designer William Dwiggins (1920’s)
  35. 35. Source: Douglas Engelbart (1969) Invents the mouse
  36. 36. Source:,2817,2429830,00.asp Macintosh Apple Inc. (1984)
  37. 37. A Designer is... a special type of communicator, capale of taking ordinary words & images, and translating them into an inviting, meaningful and accessible message.
  38. 38. Their Goals... is to create a visual representation of information with a sense of order & clarity that make it easier for the viewer to understand
  39. 39. Component of great design
  40. 40. 3FRules Form, Feeling & Function
  41. 41. Form Visually appealing Colour are in harmony Well-chosen typefaces
  42. 42. Stays on message Cohesive mood throughout Evokes the proper emotional response Feeling
  43. 43. Serves its purpose Easy to read & understand Executable (print, packaging, etc.) Function
  44. 44. Great Examples
  45. 45. Simple & iconic Representative of the brand Able to tell a story without words Ads
  46. 46. Organised & visually appealling Created with the end-user in mind Scannable & easy to read Brochure Source:
  47. 47. Instantly recognisable Timeless & appropriate Logo
  48. 48. Basic Principles of Design [Balance] [Unity] [Emphasis] [Proportion] [Rhythm] [Simplicity]
  49. 49. KISSKeep it super simple
  50. 50. Typography
  51. 51. Font vs Typeface Typeface Regular Font Bold Light Italic
  52. 52. Sans Serif pd
  53. 53. Colour
  54. 54. Represent calm, stability, professionalism and trustworthiness Represent passion, happiness, enthusiasm, power & energy Warm colours Cool colours
  55. 55. RGB VS CMYK
  56. 56. RGB Optimised for displaying colour on screens, i.e. website CMYK Optimised for commercial printing process
  57. 57. Graphic Design Workflow Plan - Briefing - Research - Brainstorm - Sketch - Design/layout - Mockup - Proofread - Feedback - Adjust - Correction - Approval - Produce - Deliver - Usability Design Develop Deploy Evaluation
  58. 58. Desktop Publishing
  59. 59. DESKTOP PUBLISHING esktop publishing (DTP) is the creation of documents using page layout skills on a microcomputer. When used skillfully, desktop publishing software can produce text and images with attractive layouts and typographic quality comparable to traditional typography and printing. D S o u r c e : W i k i p e d i a , h t t p : / / h t t p : / / e n . w i k i p e d i a . o r g / w i k i / D e s k t o p _ p u b l i s h i n g ( a c c e s s e d 7 J u n e 2 0 1 3 ) .
  60. 60. PUBLISHING INTHE OLDEN DAYS Design Specify type Illustration Mechanicals Colour separations (camera) Colour corrections (dot etching) Film stripping Manual imposition Page proofing Plates Final proofing Print Trim Fold Finishing Typesetter Photographer Designer Trade Shop Printer S o u r c e : M c C U E , C . 2 0 0 9 . P r i n t P r o d u c t i o n w i t h A d o b e C r e a t i v e S u i t e A p p l i c a t i o n s . I n d u s t r i a l - s t r e n g t h p r o d u c t i o n t e c h n i q u e s . P e a c h p i t , U S . p. 3 .
  61. 61. Adobe Photoshop EMERGING OF DESKTOP PUBLISHING 1985 WYSIWYG 1987 Adobe Illustrator 1989 199019931999 Adobe InDesign 2005 CorelDRAW (purchase PageMaker)
  62. 62. Materials: paper, plastic, fabric, etc. Online: html, social media, etc. Electronic devices: iPad, tablet, smartphone, etc DESKTOP PUBLISHINGTODAY iPad AT&T DTP Medium Medium M e d i u m InDesign Illustrator Photoshop QuarkXpress, etc. Softwares
  63. 63. OFFSET VS. DIGITAL PRINT Computer-to-plate (CTP) - reduce prepress times, - lower costs of labor, and - improved print quality. Digital print - quick turnaround, - short-run printing - save cost NewprocessConventionalprocess Film Plate CTP Digital Print Film Plate Film
  64. 64. READING CULTURE S o u r c e : T h e N a t i o n a l L i t e r a r y Tr u s t . 2 0 1 3 . C h i l d r e n’s o n - s c r e e n r e a d i n g o v e r t a k e s r e a d i n g i n p r i n t . U K . h t t p : / / w w w. l i t e r a c y t r u s t . o r g . u k / n e w s / 5 3 7 2 _ c h i l d r e n _ s _ o n - s c r e e n _ r e a d i n g _ o v e r t a k e s _ r e a d i n g _ i n _ p r i n t ( a c c e s s e d 7 J u n e 2 0 1 3 ) . Paper inexpensive easily obtainable/portable less eye-strain Screen dynamic/flexible carry multiple books user-friendly interface VS. iPad Paper-based reading Screen-based reading 52% 32% Read on electronic devicesRead in printed materials
  65. 65. Trend Mobile Handheld Wearable Social media Migrate to DIGITAL Self Concise Message
  66. 66. Simplicity is the ultimate sophistication (Leonardo da Vinci)