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Visual Principles      Robert Heinich
Goals of Visual Design 1. Ensure legibility   2. Reduce effort (cognitive load)   3. Increase active engagement   4. Focus attention   Example:  http://www.kidsknowit.com/   Example:  http://pbskids.org/
Role of Visual Design     ,[object Object],        Iconic symbol                   ,[object Object],        Attention         Elicit emotion   ,[object Object],        Storage/Retrieval         Organize         Illustrate relationships    ,[object Object],[object Object]
Age/Development (section vs. whole)
Culture
Socioeconomic background
Preference     Effectiveness   ,[object Object],        Decode:             View                                                         Critique             Analyze                  Encode:             Create             Produce             Sequence
Visual Design Processes  Procedures   ,[object Object],        What visual and verbal components will enhance the display?   ,[object Object],        What underlying pattern(s) will you choose for the elements?   ,[object Object],        How will you arrange the elements within the pattern?           
Visual Elements ,[object Object],                                                 Writing a Narrative Essay     ,[object Object],          ,[object Object],       
Verbal Elements ,[object Object],         Serif ("feet") - printed text          San Serif (no "feet") - online text          Limit 4 (bold, italic, fonts, etc.)           ,[object Object],        Lowercase - 1/2" = every 10 feet of             viewing distance   ,[object Object],           O P T I C A L    S P A C I N G     ,[object Object],         Contrast           Audience needs
Visual Appeal ,[object Object],          ,[object Object],    ,[object Object], 
Have you ever read a document where the author has decided to center a long-ish block of text (kind of like I am doing here?)  Isn't it a little harder to read this text when it's centered than it would be if it were left-justified? We might argue that it is just a matter of convention, that we are just used to reading text that is left justified. But the principle of alignment suggest that creating a strong implied line connecting objects on the page creates cohesion.  
  Pattern    Establish an underlying pattern to decide how the viewer's eye will flow across your display.   Major factors that affect the overall look:   ,[object Object]
shape
balance
style
color scheme and appeal,[object Object]
  Grids keep complex alignments all lined up.
  It's okay to break alignment when it serves a specific purpose such as to intentionally create tension or draw attention to a specific element of the page. (Also an example of asymmetical balance.)
Rule of Thirds, Shape and Balance     "Rule of Thirds" - elements arranged along any of the one-third dividing lines take on importance and liveliness.   Shape - use a pattern that attracts and focuses attention.   Balance - balance is achieved when the "weight" of the elements in a display is equally distributed.
  all over balance    rule of thirds and asymmetrical balance
    use of shape
Color Scheme   Complementary colors lie opposite each other on a color wheel.   Analogous colors lie next to each other on the color wheel. Warm colors excite Cool colors calm
  Color Appeal           Cheerios uses complementary colors to appeals to consumers.  The main colors are warm, exciting colors. Johnson's uses analogous cool colors to appeal to consumers.

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Visual Principles

  • 2. Goals of Visual Design 1. Ensure legibility   2. Reduce effort (cognitive load)   3. Increase active engagement   4. Focus attention   Example:  http://www.kidsknowit.com/   Example:  http://pbskids.org/
  • 3.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Have you ever read a document where the author has decided to center a long-ish block of text (kind of like I am doing here?)  Isn't it a little harder to read this text when it's centered than it would be if it were left-justified? We might argue that it is just a matter of convention, that we are just used to reading text that is left justified. But the principle of alignment suggest that creating a strong implied line connecting objects on the page creates cohesion.  
  • 13.
  • 14. shape
  • 16. style
  • 17.
  • 18.   Grids keep complex alignments all lined up.
  • 19.   It's okay to break alignment when it serves a specific purpose such as to intentionally create tension or draw attention to a specific element of the page. (Also an example of asymmetical balance.)
  • 20. Rule of Thirds, Shape and Balance     "Rule of Thirds" - elements arranged along any of the one-third dividing lines take on importance and liveliness.   Shape - use a pattern that attracts and focuses attention.   Balance - balance is achieved when the "weight" of the elements in a display is equally distributed.
  • 21.   all over balance   rule of thirds and asymmetrical balance
  • 22.     use of shape
  • 23. Color Scheme   Complementary colors lie opposite each other on a color wheel.   Analogous colors lie next to each other on the color wheel. Warm colors excite Cool colors calm
  • 24.   Color Appeal           Cheerios uses complementary colors to appeals to consumers.  The main colors are warm, exciting colors. Johnson's uses analogous cool colors to appeal to consumers.
  • 25. Arrangement Proximity - put related elements close together.   Directionals - are used to direct the viewers to "read" the display in a particular sequence.   Contrast - Dark figures show up best on light grounds and light figures show up best on dark grounds.   Consistency - Be consistent in use of elements on computer screens, overhead slides, or handouts.   Examples   http://coe.sdsu.edu/eet/articles/designprin1/start.htm
  • 27.
  • 29. Visual Application Challenge     With your group, create a visual to utilize in your final class project using the principles discussed.
  • 30. References Heinich, R, Molenda, M, Russell, J.D., & Smaldino, S.E. (Ed.).      (2002). Instructional media and technologies for learning:      visual principles. Columbus, Ohio: Merrill Prentice Hall.