My student's lecture on The Power of Visual Content Credit: Zack Chaiyasook, UNESCO graphic designer

1. The Power of
Visual Content

2. Five senses
“the sense of sight is the most dominant”
Sight Smell Taste Touch Hearing

3. Human Brain
Creativity
Image
Idea
Music/Art
Language
Calculation
Logic
Analysis
Information Age Coming Age

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. A picture is worth
a thousand words

6. The role of photo

7. Photographer: Steve McCurry
Pakistani girl, 1984
Storytelling

8. Source: Demner, Merlicek & Bergmann,Vienna, Austria
Communication

9. Atomic bomb mushroom clouds over Nagasaki (right)
Record history

10. Artistic expression

11. Convey message
Photographer: Kevin Carter
Sudan Famine UN food camp,1994

12. Source: Cindy Clark
Capture a moment

13. Photography Composition Tips

14. Colourful

15. Timing

16. Fill the frame

17. Ratio

18. Rule of third

19. Leading lines

20. Peak of action

21. Eye contact

22. Silhouette

23. Emotion

24. Introduction to
Graphic Design
Sources: Justin Seeley

25. Visual Communication
Through the use of
What is graphic?
text, images and symbols

26. Skill Areas

27. Visual Arts
Photgraphy, illustration, painting, etc.

28. Typography
Setting, arranging and designing type

29. Page Layout
The visual arrangement of
elements on a page

30. A Brief history
of graphic design

31. Cave Painting (15,000-10,000 BC)
Source: http://kids.britannica.com/elementary/art-75972/Cave-paintings-in-Chad-give-scientists-clues-about-the-people

32. Source: http://cic.wzu.edu.cn/UploadFile/201305/20130516033709074.jpg
Ts’ai Lun, Invents paper (105 AD)

33. Source: http://www.hooplapromo.com/blog/
Invents the movable type press (Mid 1400’s)
Johannes Gutenberg

34. Source: https://www.fontshop.com/designers/william-addison-dwiggins
Coined the term graphic designer
William Dwiggins (1920’s)

35. Source: http://www.engadget.com/2013/07/03/douglas-engelbart-passes-away
Douglas Engelbart (1969)
Invents the mouse

36. Source: http://www.pcmag.com/article2/0,2817,2429830,00.asp
Macintosh
Apple Inc. (1984)

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. 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. Component of
great design

40. 3FRules
Form, Feeling & Function

41. Form
Visually appealing
Colour are in harmony
Well-chosen typefaces

42. Stays on message
Cohesive mood throughout
Evokes the proper emotional response
Feeling

43. Serves its purpose
Easy to read & understand
Executable (print, packaging, etc.)
Function

44. Great Examples

45. Simple & iconic
Representative of the brand
Able to tell a story without words
Ads

46. Organised & visually appealling
Created with the end-user in mind
Scannable & easy to read
Brochure
Source: www.designbolts.com

47. Instantly recognisable
Timeless & appropriate
Logo

48. Basic Principles of Design
[Balance] [Unity] [Emphasis] [Proportion] [Rhythm] [Simplicity]

49. KISSKeep it super simple

50. Typography

51. Font vs Typeface
Typeface
Regular
Font
Bold Light Italic

52. Sans Serif
pd

53. Colour

54. Represent calm, stability,
professionalism and trustworthiness
Represent passion, happiness,
enthusiasm, power & energy
Warm colours Cool colours

55. RGB VS CMYK

56. RGB
Optimised for
displaying colour on
screens, i.e. website
CMYK
Optimised for
commercial printing
process

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. Desktop
Publishing

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. 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. Adobe
Photoshop
EMERGING OF DESKTOP PUBLISHING
1985
WYSIWYG
1987
Adobe
Illustrator
1989
199019931999
Adobe
InDesign
2005
CorelDRAW
(purchase
PageMaker)

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. 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. 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. Trend
Mobile Handheld Wearable Social media
Migrate to DIGITAL
Self
Concise
Message

66. Simplicity is the ultimate sophistication
(Leonardo da Vinci)