Week 4 - A Visual Contrasts

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Week 4 - A Visual Contrasts

  1. 1. IMD09117 and IMD09118 Web Design and Development Unit 4 Visual contrasts and perceptual organisation
  2. 2. Visual contrasts Version A Unit 4 ©2008 Napier University <ul><li>Visual contrasts are established by changing the perceptual qualities of the 8 retinal variables </li></ul><ul><li>These changes are perceived immediately and effortlessly </li></ul>
  3. 3. Visual contrasts Version A Unit 4 ©2008 Napier University <ul><li>size, dimension or scale, the relative size and measurement of an image </li></ul><ul><li>value </li></ul><ul><li>hue and saturation, the make up of colour co-ordination of value with added component of chroma </li></ul>
  4. 4. Visual contrasts Version A Unit 4 ©2008 Napier University <ul><li>direction or orientation </li></ul><ul><li>texture, optical or tactile, the surface characteristic of visual materials </li></ul><ul><li>shape </li></ul><ul><li>position </li></ul><ul><li>movement </li></ul>
  5. 5. Visual contrasts Version A Unit 4 ©2008 Napier University Size, dimension or scale
  6. 6. Visual contrasts Version A Unit 4 ©2008 Napier University Value, relative lightness or darkness
  7. 7. Visual contrasts Version A Unit 4 ©2008 Napier University <ul><li>Expresses emotions, form, space, movement as well as the illusion of light </li></ul><ul><li>Dark areas represent gloom, mystery,drama and menace </li></ul><ul><li>Light areas represent happiness, fun, gaiety, warmth and closeness </li></ul>Value
  8. 8. Visual contrasts Version A Unit 4 ©2008 Napier University Hue and saturation
  9. 9. Visual contrasts Version A Unit 4 ©2008 Napier University Orientation or direction
  10. 10. Visual contrasts Version A Unit 4 ©2008 Napier University Texture
  11. 11. Visual contrasts Version A Unit 4 ©2008 Napier University Shape
  12. 12. Visual contrasts Version A Unit 4 ©2008 Napier University Position
  13. 13. Effective visual variables <ul><li>Number of dimensions </li></ul><ul><li>Scale of measurement for each dimension </li></ul><ul><li>Length </li></ul>Version A Unit 4 ©2008 Napier University Information in a visual display is characterised by
  14. 14. Effective visual variables <ul><li>Nominal </li></ul><ul><li>Associative </li></ul><ul><li>Selective </li></ul><ul><li>Ordered </li></ul><ul><li>Quantitative </li></ul>Version A Unit 4 ©2008 Napier University Scale of measurement
  15. 15. Effective visual variables <ul><li>A visual variable is associative if it does not affect the visibility of other dimensions </li></ul><ul><li>Otherwise dissociative </li></ul>Version A Unit 4 ©2008 Napier University Associative perception
  16. 16. Effective visual variables <ul><li>Which dimensions are associative? </li></ul><ul><li>Which dimensions are dissociative? </li></ul>Version A Unit 4 ©2008 Napier University Associative perception
  17. 17. Effective visual variables Version A Unit 4 ©2008 Napier University Selective perception <ul><li>A visual variable is selective if it effortless to isolate one particular instance of a variable </li></ul>
  18. 18. Effective visual variables Version A Unit 4 ©2008 Napier University Selective perception <ul><li>Which dimensions are selective? </li></ul><ul><li>Which dimensions are not selective? </li></ul>
  19. 19. Effective visual variables Version A Unit 4 ©2008 Napier University K N K M K Z K K Z Z Z K N M N K
  20. 20. Effective visual variables Version A Unit 4 ©2008 Napier University K N K M K Z K K Z Z Z K N M N K
  21. 21. Effective visual variables Version A Unit 4 ©2008 Napier University Ordered perception <ul><li>Objects should be able to be put into ranked order based on the visual variable </li></ul><ul><li>Immediately obvious and easy </li></ul><ul><li>No need for a key </li></ul>
  22. 22. Effective visual variables Version A Unit 4 ©2008 Napier University Ordered perception <ul><li>Which variables are ordered in human perception? </li></ul><ul><li>size, value, hue, orientation, texture, shape or position? </li></ul>
  23. 23. Effective visual variables Version A Unit 4 ©2008 Napier University Ordered perception
  24. 24. Effective visual variables Version A Unit 4 ©2008 Napier University Quantitative perception <ul><li>Viewer can see the relative value differences based on the visual variable </li></ul><ul><li>Immediately obvious and easy to calculate </li></ul><ul><li>No need for a key </li></ul>
  25. 25. Effective visual variables Version A Unit 4 ©2008 Napier University Quantitative perception <ul><li>Which variables are quantitative in human perception? </li></ul><ul><li>size, value, hue, orientation, texture, shape or position? </li></ul>
  26. 26. Effective visual variables Version A Unit 4 ©2008 Napier University Length of the variables <ul><li>The visual variables differ in length </li></ul><ul><li>Number of discernibly different measurement levels each can support </li></ul>
  27. 27. Effective visual variables Version A Unit 4 ©2008 Napier University Length of the variables <ul><li>Arrange the visual variables size, value, hue, orientation, texture, shape or position in order of their length. </li></ul>
  28. 28. Effective visual variables Version A Unit 4 ©2008 Napier University Length of the variables <ul><li>Shape </li></ul><ul><li>Position </li></ul><ul><li>Size and hue </li></ul><ul><li>Value and texture </li></ul><ul><li>Orientation </li></ul>
  29. 29. Perceptual organisation Version A Unit 4 ©2008 Napier University Gestalt principles <ul><li>Proximity </li></ul><ul><li>Similarity </li></ul><ul><li>Continuity of direction </li></ul><ul><li>Closure </li></ul><ul><li>Common fate </li></ul>
  30. 30. Perceptual organisation Version A Unit 4 ©2008 Napier University Proximity
  31. 31. Perceptual organisation Version A Unit 4 ©2008 Napier University Proximity
  32. 32. Perceptual organisation Version A Unit 4 ©2008 Napier University Similarity
  33. 33. Perceptual organisation Version A Unit 4 ©2008 Napier University Similarity
  34. 34. Perceptual organisation Version A Unit 4 ©2008 Napier University Similarity
  35. 35. Perceptual organisation Version A Unit 4 ©2008 Napier University Similarity
  36. 36. Perceptual organisation Version A Unit 4 ©2008 Napier University Continuity of direction
  37. 37. Perceptual organisation Version A Unit 4 ©2008 Napier University Continuity of direction
  38. 38. Perceptual organisation Version A Unit 4 ©2008 Napier University Closure
  39. 39. Perceptual organisation Version A Unit 4 ©2008 Napier University Closure
  40. 40. Perceptual organisation Version A Unit 4 ©2008 Napier University Closure
  41. 41. Perceptual organisation Version A Unit 4 ©2008 Napier University Common fate
  42. 42. Perceptual organisation Version A Unit 4 ©2008 Napier University Experience E
  43. 43. Perceptual organisation Version A Unit 4 ©2008 Napier University Experience E
  44. 44. Perceptual organisation Version A Unit 4 ©2008 Napier University Experience
  45. 45. Summary Version A Unit 4 ©2008 Napier University <ul><li>Perceptual qualities: size, value, hue, orientation, texture, shape, position and movement. </li></ul><ul><li>Visual display can be characterised by the number of dimensions, their length and the scale of the measurement. </li></ul>
  46. 46. Summary Version A Unit 4 ©2008 Napier University <ul><li>Scale of measurement can be associative, selective, ordered or quantitative. </li></ul><ul><li>Perceptual organisation considers the grouping of objects including proximity, similarity, continuity, closure and common fate. Experience is also used </li></ul>

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