Visual communication tutorial 5

Visual CommunicationCDG 204

School of graphic design 2014Lecturer: Miss. Hafiza Wahida Abd Kadir

Chapter 11DESIGN - 'You only get one chance.'

A&O

• The main task of the design is to pave the way for the message by Attracting and Orienting.

example of advertisements

FORMAT

• The choice of format for articles, adverts and banners depends on function, message, cost and distribution.

example of advertisements

BASIC FORMS

• The most common are symmetrical and asymmetrical.

example of advertisements

GESTALT PSYCHOLOGY

• The gestalt laws are three (3) useful tools for good design.– The Law of Proximity

• The texts and images placed close to each other are perceived as belonging together.

– The Law of Similarity• Visual arrangements that demonstrate similarity

are perceived as belonging together.

– The Law of Closedness• Text and images enclosed together within a frame,

for example, belong together.

4 DESIGN PRINCIPLES

• Contrast– which creates a dynamic and exciting form

and a way into visual arrangements.• Balance

– prevents the design capsizing.• Alignment and Grids

– place columns and images according to a uniform templates.

• Rhythm– takes the receiver fowards by switching

between stronger and weaker elements.

VISUAL FOWARD MOMENTUM

• Telling an appealing story demands foward momentum, which draws the receiver further into the article, the advert or the website.

• The reinforcement schedules, derived from the psychology of learning, are important instruments and should be varied and suprising.