This document outlines the syllabus and content for a communications course. It provides an overview of topics to be covered in chapters 1-4 including how humans see images, the eye and brain processing of visual information, and the four visual cues of color, form, depth, and movement. It describes an upcoming activity to analyze an image and discusses a case study on public service print advertisements. Assignments include reading chapters, posting to the class blog, and submitting journal entries. Key concepts to be covered are the psychological and cultural impact of color, how lines and shapes direct viewer attention, and the eight depth cues including perspective, size, lighting and more.

1. VISCOMCOM 310 W7

2. OUTLINEWELCOMESYLLABUSBLOGCHAPTER 1-3CHAPTER 4ACTIVITYPUBLIC SERVICE PRINT ADS

3. SYLLABUSATTENDANCEPOSITIONING (hybrid, design for non designers, service)REQUIRED TEXTSASSIGNMENTS WRITTEN CREATIVE (e.g.)COURSE SCHEDULE

4. CLASS BLOG

5. CHAPTER 1: How we seeTwo premisesfromour text VisCom – Images w/MessagesImages have the most impact when they are rememberedImages and text rely on one another, -and combined - they can provide compelling messages

6. CHAPTER 1: How we seeAldous Huxley (1894-1963)Seeing a multi-level processSenseSelectPerceive

7. CHAPTER 3: Eye, Retina, Brain (what happened to CH2?)Eyes and Retina Cones in the retina – can lead to color difficiency Eyes enters brain via optic nerve (chord of cells) Two eyes, slightly separated allow us to see depth

8. CHAPTER 3: Eye, Retina, BrainThe BrainAmygdala (Parietal lobes)Hippocampus (temporal lobes)

9. CHAPTERS 4: What the brain seesDavid Hubel & Herbert Wiesel discovered that . . .

10. Four visual cuesColorForm DepthMovement

11. ColorPrimary – red, green, blueSecondary – magenta, yellow, cyan

12. Three ways of discussing colorObjective chroma (hue), value (amount of concentration)brightness (amount of light emitted)Comparative - blood red, sky blueSubjective – range of emotional responses to colorwarm and cool colors (psychological distinctions)Light (soft and cheerful) and dark (harsh and moody)

13. ColorSociological uses of colorCultural heritageTrainingPersonal meaningWe associate specific meanings with different colorsPurple – dignity, sadnessBlue – power to protectGreen – versatility, ingenuityYellow -healthWhite - purity

14. Color

15. FormDotsLinesShapes

16. FormDots – command attention, create tensionSunday Afternoon on the Island of La Grande Jatte (Seurat, 1884)

17. FormLines – draw viewers attentionCurvy lines are playfulStraight lines – rigidThick lines – strongThin lines – delicate, timid

18. FormLines – horizon linesHigh lines – suffocationLow lines – space to grow

19. FormShapes - ParallelogramCircleTriangle

20. FormShapes – Parallelogram -4 sides, rectangles and squaresSquares – sturdy, straightforwardRectangles – more sophisticated

21. FormShapes – CircleCan overpower Suggest brightness, wheel of life (eternity, infinite causality)

22. FormShapes – TriangleEquilateral – symmetrical balance, serenityIsosceles – point draws attentionTechnique - triangulation (made of objects)

23. Form – dots, lines, shapes

24. Depth – 8 depth cuesSpaceSizeColorLightingTextural gradients (patterned lines)InterpositionTimePerspective (illusionary, geometrical, conceptual)

25. Depth – Perspective

26. Depth – PerspectiveWoman Playing the Mandolin (Picasso, 1909)

27. Depth – MovementRealApparent (motion pictures)Graphic (rhythm)Implied (visual vibrations from high contrast lines)

28. ACTIVITY -ANALYZING AN IMAGE make an inventory list of all objects in picture notice composition (center, periphery) study visual cues

29. PUBLIC SERVICE PRINT ADSWhy Bad Ads Happen to Good CausesStudied over 200 public service print ads 1990-2000Noted - % remembered seeing the adAssociated - % recalled name of advertiser or campaignRead Most - % read ½ or more of written material in ad

30. PUBLIC SERVICE PRINT ADS7 DESIGN PRINCIPLESCapture reader’s attention like a stop sign, direct it like a road mapMake an emotional connection before conveying infoWrite headlines that offer a reason to readUse pictures to attract and convinceMake text legibleTest, measureWhen everyone zigs, zag

31. HWK by 9/15Read Chapters 2-4Due Journal #2Play with the blog