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JEDALYN R. BRIONES MA in Education-Educational Management Dr. Christopher Chua Professor
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Page 1: Visual Principles

JEDALYN R. BRIONESMA in Education-Educational Management

Dr. Christopher ChuaProfessor

Page 2: Visual Principles

Roles of Visuals Visual Literacy Decoding: Interpret visuals Encoding: Creating Visuals (Basic

Goals) Process of Visual Design

Visual Design ElementsVisual Design PatternVisual Design Arrangement

Page 3: Visual Principles

Slightly superior than text display only depends on many factors provide concrete reference for ideas attract and hold attention, generate

emotional responses simplify information that is difficult to

understand redundant channel for information

Page 4: Visual Principles

Input strategies to decode, or read visuals proficiently

Output strategies to encode, or write, visuals to express themselves and communicate

with others.

Page 5: Visual Principles

Developmental Effects:before 12 -- section; after 12 -- whole.

Relationships should clearly spelt out. Avoid highly realistic visuals which may

distract children. Cultural Effects Visual Preferences color preferred photographs preferred preferred versus effective

Page 6: Visual Principles

Ensure legibility (giving examples) Reduce the effort required to interpret the

message (proximity, consistency,..) Increase the viewer’s active engagement

with the message (motivation) Focus attention on the most important parts

of the message

Page 7: Visual Principles

1) Elements – selecting the verbal/visual elements to be incorporated into display

2) Pattern – choosing an underlying pattern for the elements of the display

3) Arrangement – arranging the individual element within the underlying pattern

Page 8: Visual Principles

PROCESS OF VISUAL DESIGN

Visual Design Element Visual Design Pattern Visual Design Arrangement

Visual Element Verbal Element

Realistic

Analogic

Organization

Letter style

Colour

Capitals

Number of style

Size

Spacing

Alignment

Style

Balance

Shape

Colour scheme

Colour appeal

Add Appeals

Surprise

Texture

Interaction

Proximity

Directionals

Figure-ground contrast

Consistency

Page 9: Visual Principles

1) Visual elements i) Realistic

ii) Analogiciii) Organizational

Page 10: Visual Principles

1) Realistic Show the actual object under study

ABSTRACT REALISTIC

Page 11: Visual Principles

1) Realistic visuals The more realistic a visual is, the closer it is

to the original

Elements : Visual Elements : Visual ElementsElements2) Analogic visuals Convey topic by showing something else

and implying a similarity E.g. the function of human memory with

the function of computer memory

Page 12: Visual Principles

Elements : Visual ElementsElements : Visual Elements

3) Organizational visuals Such as flowcharts, graphs, maps,

classification charts

Page 13: Visual Principles

Letter Style: No. of Lettering Styles Capitals: only when normally required or short

headings. Color of Lettering: contrast between lettering

color and background color. Size of lettering:

1/2 inch high for 10 feet of viewer distance Spacing between characters: Optical spacing Spacing between Lines: slightly less than the

average height of the lowercase letters

Page 14: Visual Principles

SurpriseThink unusual metaphor, a dramatic

change of size Texture

Convey the idea of the subject to the viewer by involving the sense of touch.

InteractionAsk learners to respond visual displays

by manipulating materials on the display.

Page 15: Visual Principles

Alignment (positioning) -shows visual relationship to each other.

Shape-Elements arranged into a familiar shape easily linked. e.g. circle, Z.

Rule of thirds Balance formal balance -- equilibrium informal (asymmetrical) balance: catch eyes imbalance: should be avoided.

Page 16: Visual Principles

Rule of Thirds

• Place your important elements where these lines intersect • Good places to put things; third of the way up, third of the way in from the left • Duff places to put things; right in the middle, right at the top, right at the bottom, away in the corner

Page 17: Visual Principles
Page 18: Visual Principles

Style: -choice of lettering and type of pictures-preferences of the audience

Color Scheme: Acceptable Complementary colors-opposite on the color wheel. Analogous colors - next to each other on the color wheel. Juxtapose two complement colors not

recommended a background color, a color for the images or

test, a color for the highlights.

Page 19: Visual Principles

warm versus cool colors warm as highlights and cool as background in general, children prefer warm cool colors

while maturity prefers cooler colors and subtler combinations.

Cultural colors

Page 20: Visual Principles

Analogous colours: colours that lie next to each other

Complimentary and Analogous colours may form pleasing combinations when used together in a display

The Colour Wheel

Page 21: Visual Principles

• Use cool colour for background• Highlight important cues in warm colour such as red and orange

Page 22: Visual Principles

RedChina: Good luck, celebration, summoning Cherokees: Success, triumph India: Purity South Africa: Color of mourning Russia: Bolsheviks and Communism Eastern: Worn by brides Western: Excitement, danger, love, passion, stop, Christmas (with green)

OrangeIreland: Religious (Protestants) Western: Halloween (with black), creativity, autumn

YellowChina: Nourishing Egypt: Color of mourning Japan: Courage India: Merchants Western: Hope, hazards, coward

Page 23: Visual Principles

GreenChina: Green hats indicate a man's wife is cheating on him, exorcism India: Islam Ireland: Symbol of the entire country Western: Spring, new birth, go, Saint Patrick's Day, Christmas (with red)

BlueCherokees: Defeat, trouble Iran: Color of heaven and spirituality Western: Depression, sadness, conservative, corporate, "something blue" bridal tradition

PurpleThailand: Color of mourning (widows) Western: Royalty

WhiteJapan: White carnation symbolizes death Eastern: Funerals Western: Brides, angels, good guys, hospitals, doctors, peace (white dove)

BlackChina: Color for young boys Western: Funerals, death, Halloween (with orange), bad guys, rebellion

Page 24: Visual Principles

Background Foreground Images and Text

Highlights

White Dark blue Red, orange

Light gray Blue, green, black Red

Blue Light yellow, white Yellow, red

Light blue Dark blue, dark green Red-orange

Light yellow Violet, brown Red

Page 25: Visual Principles

Proximity: close-related; far-unrelated. Directionals: to draw attentions figure-Ground contrast: dark on light or vice

versa. Consistency.

Page 26: Visual Principles

http://www.fed.cuhk.edu.hk/fllee/CommonUse/VisualPrin/VisualPrinNotes.htm

http://www.slideshare.net/Izaham/visual-principles

http://www.slideshare.net/banders75/visual-principles-2469223

http://www.powershow.com/view/10d21-NmM5M/Visual_Principles_flash_ppt_presentation

References: