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Visual Rhetoric/Visual Literacy Visual Rhetoric: how/why visual images communicate meaning. Visual Literacy: involves all the processes of knowing and responding to a visual image, as well as the thought that might go into constructing or manipulating an image.
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Visual Rhetoric/Visual Literacy

Jan 07, 2016

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Visual Rhetoric/Visual Literacy. Visual Rhetoric: how/why visual images communicate meaning. Visual Literacy: involves all the processes of knowing and responding to a visual image, as well as the thought that might go into constructing or manipulating an image. Background Information. - PowerPoint PPT Presentation
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Page 1: Visual Rhetoric/Visual Literacy

Visual Rhetoric/Visual Literacy

Visual Rhetoric: how/why visual images communicate meaning.

Visual Literacy: involves all the processes of knowing and responding to a visual

image, as well as the thought that might go into constructing or manipulating an

image.

Page 2: Visual Rhetoric/Visual Literacy

Background Information

1. Who is the Artist?2. What is the title of the artwork?3. What was the original purpose of the

artwork?4. Who was the intended audience?5. What is the subject of the artwork?6. Who or what can we identify in the artwork?

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Background continued: (Artistic Style &Art History)

7. Does the artwork (or the artist) belong to any particular school or style?8. Does the artwork have any connections with history (i.e., does it depict a historical event, or have it’s own history surrounding it?

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Artistic Styles

1. Representational: art which attempts to represent the world in a “realistic” manner.

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2. Abstraction: recognizable subject matter broken down into simplified shapes.

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3. Expressionism: an artistic style that began in Germany in the late 1800s which emphasized the expression of thoughts and feelings through color change and distortion of subject matter.

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4. Non-objective: artwork which has no reference to the natural world (no object).

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Elements of Art

The Elements of Art are the building blocks of art creation.

They are analyzed, organized, and manipulated by artists.

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LineLine: A path left by a moving dot.

Types of lines:1.Actual Line: Lines you can “actually” see.

Example: Contour Lines: Lines which outline shapes.2. Lines formed by Edges: Lines that are created when two shapes

of different values are overlap each other.3. Implied Lines (Psychic Lines): Invisible lines created by eye

direction or placement of subject matter.

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Functions of Line1. Lines define shape, outline, and form.

Example: contour lines

2. Lines can imply Movement and Feeling:– Diagonal lines imply dramatic

movement or agitation.– Horizontal lines imply stillness or

peacefulness. 3. Lines can create Emphasis: areas of

the artwork intended to draw the viewer’s attention.

4. Lines can be used to create Value:

– Hatching– Cross- hatching– Stippling

5. Line can create pattern and texture

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Shape

• Describes two-dimensional boundaries• Geometric: square, triangle, circle, rectangle,

etc.• Organic: shapes with curvy contours, are

derived from nature

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Form

• Form (Mass): Describes three-dimensional boundaries

• The illusion of form can be made in a two- dimensional boundary.

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Texture

• Visual Texture: 2-D, looks like you can feel it, but you cannot

• Actual texture: real texture, you can feel it

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Space

• 1. Illusionary space- 2-D space and depth in a picture plane– Linear perspective-based on parallel lines converging as their distance

from the observer increases.– Atmospheric perspective- based on the apparent reduction of the

detail and color intensity of objects as their distance from the observer increases.

• 2. Actual space- space in the three dimensional realm

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Perspective Creating the illusion of space on a two-dimensional surface A. Size: smaller items appear to farther away. Large items appear to be closer. B. Over-lapping: the item in front appears to be closer C. Position: items higher on the picture plane appear to be farther away. Items lower on the picture plane appear to be closer. D. Components of perspective:

1. Horizon line 2. Vanishing point Foreshortening: applying perspective to animal or human forms.

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Value

• Light and dark properties in a composition• 1. Modeling: Using value to create the illusion of

3-dimensionallity. • 2. Shading: Basic drawing technique (usually

pencil or charcoal) used to create value.

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Color

• Primary Colors: red, yellow & blue- all pigment colors are created by mixing these

• Secondary Colors: created by mixing two primary colors: orange, green, violet (purple)

• Tertiary Colors: (analogous colors) created by mixing a primary and it’s adjacent secondary color: example>>> yellow-orange

• Complimentary colors: color opposite each other on the color wheel (they intensify each other) >>>make brighter

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Color Wheel

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Color Properties

• Hue: the name of the color (example: blue-violet)

• Value: light/dark– Tint: add white to lighten the

value of a color– Shade: add black to darken

the value of a color

• Intensity-brightness of hue– To dull the hue, add the color

compliment • add green to red to make red

less intense)

• less gray = more intense• more gray = less intense

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Color Schemes

Color Schemes:• Monochromatic:

variations of the same hue

• Complimentary: colors opposite each other on the color wheel.

• Analogous: Combining colors adjacent to each other on the color wheel.

• Triad: three color equally spaced on the color wheel.

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Optical Effects of Color• Simultaneous contrast: two

complimentary colors placed side by side intensify each other.

• After image: after images are comprised of complimentary colors of the original image.

• Optical mixture of color: mixing color with the eyes.– Example:– Pointillism: a method of

painting created by Georges Seurat which utilized tiny dots of color placed next to each other to form variations of colors optically. Example >>> blue dots mixed with yellow dots = green

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Principles of Design

The Principles of design can be thought of as what we do to the

elements of design. How we apply the principles of design

determines how successful we are in creating a work of art.

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Unity• Unity: (harmony) visual elements seem to belong together.• Ways to create Unity:

– Proximity: locating elements close together (grouping of objects).

– Continuation: a series of elements which relate and continue relatively uninterrupted through much of the artwork.

– Repetition: elements which repeat such as: line, shape, or color.

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Variety

• a combination of visual elements to create complexity and visual interest “difference”.

• Variety can be created with different shapes, colors, or values.

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Contrast

• Juxtaposition, or side by side placement , of one or more elements in opposition to show their differences.

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Balance

• Balance in design is similar to balance in physics– A large shape close to the center can be balanced by a small

shape close to the edge.– A large light toned shape will be balanced by a small dark

toned shape (the darker the shape the heavier it appears to be)

– Asymmetrical balance

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Kinds of Balance

• 1.Symmetrical (formal): equal distribution of visual elements.

• 2. Asymmetrical (informal): unequal distribution of visual elements

• 3.Radial: elements radiate out from a central point

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Emphasis

• Emphasis and focal point: an element or area which stands out in a composition.

• making one or more elements in a work of art appear more important or significant.

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Pattern

• A planned repetition of one or more elements in a work of art

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Repetition

• one or more of the elements in a work of art being repeated again.

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Proportion

• The size relationship between the parts of an image and the whole.

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Movement

• Act of creating a distinctive structure that shows a feeling of action that guides a viewer’s eye through a work of art.

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Rhythm

• employment of repeated movement in a sequence of one or more elements to make a work seem active or to suggest repetition.

• harmonious repetition of visual elements which create a pattern