Lesson 3 - Visual Story Telling - 24/10/16

Visual Communication

I found I could say things with color and shapes that I couldn’t say any other way—things I had no words for.

—Georgia O’Keeffe

"Visual communication is anything none verbal that expresses an idea. It is primarily presented on two dimensional images."

Examples

Signs - safety, directional, informational etc

Typography

Drawing

Technical drawings

Model boxes

Graphic design

Illustrations

Propaganda posters

Industrial designs

Advertising

Animations

Body language

Principles of Design

The principles of design describe the way artists use elements of art in a work of art.

Balance is distribution of objects, colours, textures and space. Balance to give design stability.

Elements of a Good Design

Rhythm
Rhythm is the way that our eyes are carried from one part of the design to another. This may happen abruptly through the use of jagged lines, abrupt shifts in colour or space, or in a flowing circular way. Repetition of design elements also contribute to sense of rhythm   

Emphasis

Harmony

Balance

Scale

Proportion

Tools

Line - horizontal, vertical, straight, curved, dotted, thick, thin.

Lines have a direction, be it horizontal, vertical or oblique (slanting). The direction of a line can affect the emotion of the viewer. For example, zig-zagged lines create an element of conflict, danger and action. Horizontal lines typically create feelings of stability. Multiple lines pointing the same way drags the eye and creates a focal point for each image. They can be used to emphasize points or distract from others. The sudden breaking up of horizontal lines creates an area of interest around that position. By contrast, vertical lines have much greater connotations of power and strength.

To the upper right is 'Something More,' by Alexander Rodchenko. Rodchenko often uses hard lines at an angle to create hard geometric shapes and a sense of unease. In this example they almost frame the action of the image show the audience where the most visually interesting point is. The unease from this image is gained from the slant of the lines as they suggest some form of conflict. In this image there is an almost contrast between the natural softness of the mother with her child, and the hard blackness of the lines, which come off as man made and unnatural.

Shape - Shapes are 2D objects that are created when multiple lines come together. Shapes have a size that may indicate significance or insignificance, strength or weakness. Geometric shapes are usually artificial and instantly recognizable. Geometric shapes include circles, triangles and squares. Geometric shapes can be used to give the impression of structure and order within a piece. Organic shapes are much more natural and free flowing. They may or may not be easily recognizable by the viewer. They are often irregular and/ or uneven. 

The area within a shape is known as positive space, while the external area is referred to as negative space. Designers may use shapes to organise information, 

The meaning of individual shapes may vary from culture to culture. For example, a red cross may be used to evoke patriotic feelings in England, while other places will get connotations of first aid and health.

Circles - circles are symbolic of cycles. They are almost universally used to depict the sun, moon and planets. The curves on a circle are typically seen as more feminine. They are used within art to evoke feelings of security, eternity, community and integrity. 

Squares - Squares are primarily used to suggest honesty, They represent formality and mathematics and rationality. Squares are often connected with solidarity and peacefulness. In Buddhism, the square represents a relationship with humankind and  divinity,  

Triangles - When used regularly they can suggest familiarity and organisation. However, when shown on their sides they can be used to depict conflict and unease.

Form - 3D, geometric, organic

Texture - Wavelengths of light

Colour

Space

Rule of Three

This is the splitting up of images into thirds in order to create a more visually interesting image. In theatre spaces, re arranging groups of threes can alter the flow and aesthetic of a space. It can determine the focal point and balance of a scene. In photography it means that an image should be split up into nine equal parts by two equally spaces horizontal lines and two equally spaced vertical lines.
Golden Spiral

Colour Theory

Red - energy, passion, ambition, determination. Also anger and danger.
Orange - communication and optimism! Negative colour meaning attaches pessimism and superficiality.
Yellow - Colour of the mind and intellect. Usually optimistic and cheerful. Can also suggest impatience, criticism and cowardice.
Green - balance and growth. Suggests self reliance and possible possessiveness.
Blue - connotations of trust and peace. Can imply loyalty and integrity as positive traits, as well as conservatism and frigidity.
Indigo - colour of intuition. Colour theory suggests it stands for idealism and structure. Additionally, ritualistic and addictive.
Purple - suggests imagination. It has connotations of creativity or immature and impractical.
Turquoise - is communication and clarity of mind. Can also be practical and idealistic.
Pink - stands for unconditional love and nurturing. However, can be considered girlish, immature and silly.
Magenta - connotations of universal harmony and emotional balance. It is spiritual and practical, encouraging common sense and a balanced outlook on life.
Brown - friendly yet serious. Typically quite down to earth with connections to security, comfort and material wealth.
Grey - the colour of compromise. It is the transition between two non colours. It is unemotional and detached. It can be used to hint at indecisiveness.
White - Usually seen as the most complete and pure colour. It is the colour of perfection, and means innocence, wholeness and completion.
Black - black is the colour of the hidden, the secretive and the unknown, creating an air of mystery. It keeps things bottled up and hidden from the world.
Gold - the colour of success, achievement and triumph! Associated with luxury, prosperity, abundance, quality, prestige, sophistication, value and elegance. It implies material wealth, affluence and extravagance.
Silver - silver has a feminine energy and is strongly related to the moon, and the ebb and flow of the tides. It is fluid, emotional, sensitive and mysterious.

Study Task

References

Using horizontal lines in photography (2006) Available at: http://digital-photography-school.com/using-horizontal-lines-in-photography/ (Accessed: 27 November 2016).

Bradley, S. (2010) The meaning of shapes: Developing visual grammar. Available at: http://vanseodesign.com/web-design/visual-grammar-shapes/ (Accessed: 27 November 2016).