Week 14 Visual Techniques

Green Design: Graphic/Product

(http://www.shawcontractgroup.com/Content/static%20images/hardwood/hardwood_envirocore_environmental.jpg)

Contrast (illustration/photo)

Harmony

Simplicity

Unity

Asymmetry

(http://webecoist.com/wp-content/uploads/2009/06/mowhousemontage.jpg)

Contrast

Symmetry

Simplicity

Unity

Economy

In both of these images we see very similar techniques used in design, but also shows contrasting uses as well. In the first image, we see a graphic design that holds a very straight forward message which is conveyed through an illustrated equation and a photograph. Both the illustrations and the photo contain a green, eco-friendly harmony. The colors used meld well together and the layout is simple as few elements are needed to be successful. In the second image we see a display for a eco-friendly mower. The shots of the product itself contrast with the raw nature shots that contain organic elements compared to the products clean and sleek construction. The design over all has a unity to it through its color consistency which isn't too complex. The design of the mower itself also ads a symmetry to the over all image as the product is very balanced in shape and color scheme lending a balance to the image as well.

Contrast

Effective Contrast

Above is an example of effective contrast in graphic design. There is contrast in tone, position, scale, color, case and font. The use of gradients in the grey scale used with the single red color aides the overall feel of the image. There is a definite amount of light and dark. The negative space creates interesting images for the viewer and defines important aspects. The placement and layout of images is key in this design. The choice in font size, case, and type helps the directional flow of the image as well. The larger letters like "h" "g" "C" and "M" stand out the most since they are the largest. These are meant to be viewed first and have a certain pop-out effect from the rest. It has a type of a grid layout as well. The contrasting content fills empty spaces and keeps the image interesting.

Ineffective Contrast

Above is an example of poor contrast in graphic design. This also has a contrast in tone, position, scale, color, case and font except they are used ineffectively. First off, the guys face is a little creepy not to mention it is green. The color choice of red, yellow, and green reads to be a little obnoxious. The stripes of red and yellow tonally feel to busy and a little head ache-ish. The font color, type and size all are done poorly and almost illegible. The line "city life" and below it "magazine" are barely seen since they are the same color as the background. The letters in "St. Petersburg" are too closely together and ad the the cluttered feeling. The layout overall feels aesthetically displeasing and busy.

Movement/Motion

Example #1

(http://www.ttthings.com/images/uploads/veerle_ttthings_what_is_graphic_design_3.jpg)

In this image is a example of implied motion through graphic design. In this image a person holding a tower of boxes that get smaller towards the top of the pyramid that are all toppling over. The image tells a story in its own way. There is a certain before and after effect that is being created. The viewer is aware of the motion and movement that is happening by the directional cues. This illusion is created by the unbalance of the picture. The viewer feels the off balance of the boxes tumbling because of the way they are grouped. You almost tilt your head to the right when your looking at the picture to balance and stabilize it. It is this technique that creates the movement feel.

Example 2

(https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhD55qZfkHatyMXn8E_adrISvlNGTdJKr-YCjJw84vOo7Fg-xej615tZn3V7nMdQ7_GThS5WrDgjRHJEWrq3pTd39mxXLTb0AXAhi3DHqjyQILesJcHPX23z_PqXhZy-maO4t6kDQH9pRM/s1600/nike-meteors.jpg)

This is a second example of implied motion through the use of graphics. This add,by Nike, illustrates a shoe that is shooting through space much like a meteor, catching on fire as it quickly descends. The viewer is aware that it is space because of the dark background and stars in the distance. The physics of this picture helps aide the illusion of the shoes rocketing through space. It looks like what a meteor would look like traveling. The sparks and fire in the front and the trail of smoke in the back create this illusion. The expanding of sparks off the back of the shoe to a focal point gives the suggestion of movement. It also conveys an outward rush of emotion and energy. The diagonal direction is also key in helping imply motion as it is a mental conformity that items placed at a diagonal must roll in the downward motion.

Dimension/Depth/Space

Above is an example of digital design that creates the illusion of depth. The image consists of a couch, table, flower pot, and a wagon filled with watermelons. A random grouping of objects but the way they are placed is key to creating depth. The image contains a linear perspective that is accentuated by the light and dark blue vertical lines. The parallel lines seem to recede back into the a horizon line creating that feeling of dimension. The shadows and lighting are key as well. In this image we can sense where the light source is coming from by the shadows. The light source in this image seems to be over head. It also gives the image a 3-dimensional feeling. You can see that the wagon is furthest from the light source since it casts the most shadow. The layering and overlapping of the object is another cue to depth. The wagon is closest to us, then the table, then the couch, then the wall. This effect is done by the overlapping and placement of objects. Texture also is used. Mainly the texture of lines. Color and value is used to create depth as well. The walls have a gradient of dark to light which keeps the illusion of dimension. The color also is key with where the light source is. All techniques create the illusion of depth and dimension in this image.

Tone and Color

1.

In his example of a graphic design poster there is a definite juxtaposition of tone used. There is an intensity of dark and light values. Example being the dark, black font and lines compared to the muted tones of design in the background. This technique brings the words "graphic design is about.." into the greatest focus. The addition of the light tonal background details reinforces this appearance. If the background was the same tone as the font, it would create a busy, chaotic image. The designer used tone in his/her advantage with texture as well. The tonal textures create a feeling of 3D or depth perception in the poster.

The colors used in this poster are very muted and saturated. There red, blue, and yellow colors used are almost saturated into their gray state. The neutrality of this image gives a feeling of stressless, calmness and restfulness. Here color is also used with texture to create its overall feeling.

.2

In this second example of a graphic design poster there is once again a definite juxtaposition of tone used in this poster with the intensity of dark and light values. The dark tones of the shadows create reality through the sensation of reflected light and in the cast shadows. The variations in light and dark help the viewer distinguish the visual information of the environment being displayed. Without tone this image would appear flat and without depth. It would also be visually less interesting. The designer of this image also used tone with texture as well. The tonal textures of the lines also create a feeling of 3D and depth.

The colors used in this poster are very bright and highly saturated as apposed the the poster above. There red, blue, and greens colors used are bright, vivid, and in a pure form. In return the image has a lively feeling. The colors create a feeling of excitement and spiritedness. Tone and color are very much used with lines in the right side of the poster. The thickness, shade, and color of the lines directs the viewers eyes around the image in a fun way.

Week 9 Dondis Basic Elements

Three of the Dondis Basic Elements used in graphic design that appeal to me are Lines, Shape, and Color as they are the most clear and easily recognized in the simplest forms of visual communication.

Lines-

Lines are the most basic elements of visual design but can often create the most elaborate effects due to their simplicity and flexibility. Alone or in combination with other lines they aid in the readability, appearance, and message being portrayed by the designer. Lines are used to organize and texturize images. The are a good indicator of direction and movement. If used effectively by the designer, lines are able guide the viewers eye across the composition. Lines also can make a statement and convey universal meanings in graphic design.

The repetitive use of one continuous line in the example below effectively directs the viewers eyes around the design and creates a complex image with the use of only one line and varying line weights.

Shapes-

Shape is also an interesting and extremely important element in graphic designs of all kinds. Ranging from rudimentary geometric shapes that we learn to identify in grade school like that of circles, squares, triangles, and so on, to free form abstract shapes produce varying effects in multiple graphic designs. Alone or in combination with other shapes they can convey a universal meaning and also guide the eye of the viewer. There are many types of shapes a designer could choose from: geometric, natural, and abstract (mainly depending on the overall goal trying to be portrayed). Symbol shape could also be used universally by the designer. In this image below, abstract shapes create a very interesting effect on the eyes of the viewer as the use of these particular shapes imply movement without anything in the image ever moving a millimeter.

Color-

Color is another factor of design that often makes

the largest impact on a graphic project . The use of the right colors can add extreme dimension, and invoke emotions in an effective and clear manner. In this image the extreme contrast between the dull yet imperative black, white and gray ink work and the interesting, emotion invoking bright red and blue accents create an eye catching image.

Week 7 Visual Perception 2/ Feature Hierarchy

This is an example of a poster/dvd cover design that I discovered online advertising three of the famous Star Wars movies. The degree that I am now working towards is in Graphic Visual Communications, which I hope one day will allow me to get a job in the book publishing, or movie industry designing either book/movie covers or posters. In the case of this particular poster, I hope to one day design great images like these as it is primarily the bold color scheme and recognizable shapes of the movie characters that catch the viewer's eye first. With the combinations of the character silhouettes amongst the bright white negative space and the posterized limitation of colors in each of the posters, the viewer's attention is first grabbed and then drawn downward to the rest of the written information displayed in white and the repeated bold color of the singular poster scheme. Over all I love this design for all of its easily recognizable yet abstract imagery and I hope one day to design something equally incredible.

Top-Down Visual Processing

Beans&Beyond Advertising Piece

In this image is an excellent example of top-down visual processing. As a viewer the center image of the makeshift owl is the first thing the eye sees. We automatically make out the large eyes, sharp horned ears, and the large breasted body. After a slight second of delay we then begin to see the many layers of material that create the overall image. Quickly we see that the easily identifiable owl like eyes and beak are actually two full, freshly poured cups of coffee, and the birds ruffled feathers are a shaped pile of coffee beans. These multiple aspects are taken in an automatic fashion, thus emulating top-down visual processing

It is my goal currently that one day I may graduate with a degree in visual graphics and eventually work for a publishing house designing book covers for novels. In these two images one can see the many differences between good graphic cover design and chaotically bad cover design.

In the first image of the well known cover of the popular book written by Stieg Larsson, "The Girl With The Dragon Tattoo." In this design one can see how the composition of visual elements can lend to a very interesting and eye catching design. The title of the novel, with its interesting and flowing placement throughout the page guides the eye throughout the page, creating an abstract image while still remaining legible and readable. Over all I absolutely love this cover because of its simple complexities of limited color, and composition.

In the second image one can see how oddly mishmeshed compositions can lead to a structurally bad design. In this cover for the motivational book "Pocket the Best Jobs in the World" we obviously see the visualization of the title in the central image, the earth peeking out of the back pockets of someones blue jeans. However, after that one piece of clever imagery all other components of the cover are splattered across the page. The title is in a too small, odd script font in an out of place red stroked white coloring at the top center of the page, and the rest of the cover is a heavenly blurred mesh of golden yellows and whites disguising some unidentifiable background image. Over all in this cover design too many 'fancy' decorative elements were stuffed into one small page, and their placement of these numerous elements were not thought out enough, which is what I hope to avoid doing in my future career.

Visual vs Symbolic Language

Representational: Irony , Juxtaposition, Lack of Initiative, Unflattering.

Literal: Jobs and Careers, Inside of an Unemployment Office, Waiting, Older Unshaven Man, Relaxed Wardrobe, Government forms.

Symbols: Ampersand, Red Explosion icon behind the word Free.

In this image that depicts the word 'unemployment' we see a older African American man sitting in what can be assumed an unemployment office. Dressed in a large light blue t-shirt with a centered white and dark blue abstract icon that is unrecognizable. Under the blue t-shirt we see a long sleeved white flannel shirt that is pushed up to the mans elbows and he is wearing long khakis for the outfits bottoms. As the man sits in his seat he is reading a small paper back book, only a few pages in. He is doesn't seem to plan to stay long as he sits with his backpack still on his back, one diagonal strap across his chest keeping it in place. Behind the man a set of business cubicle walls are visible and unidentifiable people are seen sitting inside of them, one person in each cubby. In front of the man is a clear plastic paper display holder, which is holding some kind of form, most likely a unemployment government form. In front of that display, in the foreground of the image is a wire newspaper dispenser with a sign displaying the words 'Jobs & Careers', 'The Bay Area's Most Widely Read', and 'Free.' The words 'Jobs & Careers' and 'The Bay Area's Most Widely Read' is a yellow colored text on the signs navy blue background, and the word 'Free' is white and is placed in the upper right corner of the sign surrounded by a red geometric explosion symbol.

The irony behind this image is the juxtaposition of the man in the mid-background, as he seems to be nonchalantly sitting in a government office, which most likely is an umemployment office, in unprofesional attire, reading what looks to be a novel. Across from him is a newspaper stand that holds information on available career opportunities, yet the gentleman doesn't seem interested in it.

Meaning 2: Interactions Between the 3 Levels

In this informational document that illustrates some of the history and effects of coffee, all aspects of the three levels of visual communication and reception are present and clearly visible.

Representational

All throughout this document the representational level is present, as many of the illustrations were clearly created to replicate a real life object as accurately as possible, like that of the drawn image of a pressure cooker located in the top portion of the document. This image very clearly represents what it does as the illustrator replicated all the necessary parts of the object to leave as little guess work up to the viewer as possible. Although the image does not contain the small numbers on the pressure read out or many other small details about the object, the overall structure of the object is clearly visible which makes it a great example of how the representational level is present in this informational document.

Abstract

Along with the documents representational images there are also numerous abstract images that successfully carry the documents message to its viewers in a less obvious fashion. One image that sticks out and is a good example of this level of visual communication is the numerous abstract versions of human men and women seen acting out the many effects of coffee on the human body. One of these specific images in the document that stands out is the image that illustrates caffeine addiction and withdrawal. In this image we see an abstract image of a man, identifiable by the basic human silhouette symbol that we find recognizable, yet it is fairly more detailed by the color and shape differences between the man's clothes, skin, and hair. In this image we see what we infer is a male sitting with his back against a wall in a somewhat fetal position across from a spilled cup of what we assume to be coffee. In this image, although it lacks many details that a representative picture would, like that of the persons facial expressions, the abstract body language of the man infers to the body language associated with those going through a type of emotional turmoil. This illustrated body language added to the spilled cup of what we assume through context to be coffee presents the implied vision of addiction.

Symbolic

The final level that can be seen in this document is the symbolic level where very simple combinations of shapes are given a deeper meaning. In this document we see many symbols that on their own can be seen an ambiguous , but within this context they begin to say something. One example of this is seen in the image in the top of the document of the chemical symbols of caffeine. To the untrained eye outside of the informative document's content this symbol could be interpreted as many things and the entirety of its design is the combination of letters and connecting lines. This symbol is however very widely known throughout the world as it, and other chemical compounds like it, have been associated to the structure of chemicals throughout history. So although many people are not familiar with particular chemical structures, with the information accompanying this symbol we are able to view the image and understand it instantly.