Desktop Publishing Introduction to Visual Design Elements of

Desktop Publishing Introduction to Visual Design

Elements of Visual Design Visual design is the process of • Planning, arranging, and integrating visual elements of art to accomplish or address a particular purpose. Visual design is important when designing printable documents, presentations for viewing, or other elements which need to attract and retain interest.

Elements of Visual Design Visual design and layout can be as important as the actual content of the multimedia presentation Image: Letterhead, business card, and mailing card with similar design and layout

It’s not just about the visuals, but conveying YOUR INFORMATION.

Elements of Visual Design Some of the most basic elements of visual design are • Lines • Shapes • Forms • Space • Color • Texture Image: Magazine advertisement for NYC School of Visual Arts

Elements of Visual Design A line is a continuous mark made on some surface by a moving point. There are five main types of lines • Horizontal • Vertical • Diagonal (also known as slanted) • Curved Lines • Zigzag Lines Image: Examples of images formed by a combination of solid, curved, and filled lines

Elements of Visual Design Horizontal lines simply flow from left to right or from any fixed point to another in the opposite direction Note – A horizontal line may not always be a “straight line” Left Image: Imperfect, or flawed horizontal lines. Right Image: Horizontal lines in varying widths, patterns, and distance equity

Elements of Visual Design Vertical Lines Vertical lines simply flow from any fixed point to another in the opposite direction vertically Left Image: Vertical lines Right Image: Vertical lines in varying heights used to simulate depth

Elements of Visual Design Diagonal lines, also known as slanted lines, flow vertically and horizontally. Diagonal lines can be useful for • Adding an effect of direction • Drawing eyes towards or away from a focal point • Creating a sense of movement within a space Image: Diagonal lines with a downward vertical flow from left to right. In this example, the white lines create an illusion of a “white line”

Elements of Visual Design Curved Lines are non-fixed lines which flow with or without pattern away from a fixed point Curved lines create flow, relax harsh forms or shapes, or provide a change in focal point Left Image: Curved lines with connecting lines Right Image: Curved lines with fixed centers

Elements of Visual Design Zigzag Lines change direction from one fixed point to another Image: Vertical and Horizontal Zig. Zag

Elements of Visual Design Shapes are two-dimensional objects. A 2 -d object has height and width, yet no depth. Shapes fall into two categories q Geometric Shapes q Organic, or free form shapes Left Image: Geometric shapes formed by lines Right Image: Shapes formed by free form drawing

Elements of Visual Design Geometric Shapes look as though they were made with a ruler or drawing tool. Circles, Squares, and triangles are examples of geometric shapes Image: Geometric shapes formed by lines

Elements of Visual Design Organic shapes are not regular or even. Clouds, flower petals, and other free form shapes are formed by connecting or overlapping lines Image: Free form shapes drawn by digital artist

Elements of Visual Design Forms are objects with three dimensions. Forms have height, width, and depth. Some examples of forms are • Sculptures • Boxes • Cans • Cups Image: Cast recreation of the popular sculpture Bird Girl

Elements of Visual Design Forms can be 3 -d renderings of two-dimensional objects. Image: 3 d renderings of two-dimensions geometric shapes

Elements of Visual Design Space refers to the real or implied distance between, around, above, below, and within objects. • Spacing of elements is important so that viewers have visual breaks between items, objects, or data • White space helps draw attention to content Image: Inefficient use of white space / open space

Elements of Visual Design Efficient use of space separates visuals and allows viewers to focus on individual items Image: Collage with defined borders / white space

Elements of Visual Design Inefficient use of space runs visuals together and can be confusing Image: Collage with no space used for borders / separation

Elements of Visual Design Lack of space in a web element can cause confusion to users Image: Web content with questionable use of spacing / white space

Elements of Visual Design Space is the area we have as creators of content to work within

Elements of Visual Design Space is the area we have as creators of content to work within

Elements of Visual Design Space can be “real” when defined by units of measure Examples • 3 miles • 3 feet • 3 yards • 8. 5 x 11 inches (standard paper)

Elements of Visual Design Space can be implied by representations of measurement In this example, space in miles is represented as a certain range of distance on the screen Image: Web Content: Map

Elements of Visual Design Space can also be referred to in abstract terms that refer to general areas or zones rather than specific coordinates or locations Examples Bottom of Page Other side of the room Top left Bottom Right Centered Vertically Image: Place that chair “to the left of the fire place” implies a general area, not a specific, measurable location

Elements of Visual Design Focal Point refers to the element that you want to first attract the attention of the viewer Image: Landing page for a professional references web element. Can you identify the focal point on this page?

Elements of Visual Design Focal Point refers to the element that you want to first attract the attention of the viewer Image: Which of these layouts uses the proper focal point?

Elements of Visual Design Perspective is a technique that creates an illusion of depth and volume on a two-dimensional surface • Perspective can be attained by • Overlapping • Size Variation • Placement • Converging Lines Image: Depth of field created by decreasing size of patterned lines.

Elements of Visual Design Perspective by overlapping Laying one image over another creates perspective through the illusion of optical order Image: Which image seems “closer” due to overlapping?

Elements of Visual Design Perspective by size variation Changing the size of geometric or freeform shapes can create perspective Image: The smaller ship to the left and the tower in the distance are examples of perspective via size. The size of each item identifies its distance from the focal point

Elements of Visual Design Perspective by placement Changing the placement of geometric or freeform shapes can create perspective The walls of these blocks are reduced in size to produce a 3 -D effect Shadowing also adds effect Image: Which cube seems closest to you?

Elements of Visual Design Perspective by converging lines Creating a flow or effect by reduction or increase in lines or patterns Image: This is a great example of converging lines and size variation

Elements of Visual Design Perspective by converging lines Creating a flow or effect by reduction or increase in lines or patterns Image: Path and flow can be created in images and in freehand drawing

Elements of Visual Design Texture refers to the surface characteristic or quality that you see or feel. Common textures are • Rough • Smooth • Dull • Shiny • Soft • Sandy Image: The color breaks in this image are an example of visual texture

Elements of Visual Design Texture can • Be recreated through color and pattern • Imply movement or rhythm • Add energy to a multimedia design Image: The patterns shown allow a viewer to visualize how a texture looks / feels

Elements of Visual Design Balance is the arrangement of elements so that no one part of the work overpowers or seems heavier than any other part. • Balance creates a feeling of equal importance across a project • Unbalanced amounts of a certain media can disengage viewers • The most common balance issue is having too much of one element as compared to the rest of the multimedia project Image: The patterns shown allow a viewer to visualize how a texture looks / feels

Elements of Visual Design Balance allows viewers to take in all of the information in a timely manner Image: The image above has excellent balance horizontally and vertically Notice the short / tall / short pattern in the product placement

Elements of Visual Design Symmetry is an exact mirror reflection. Whatever appears on one side of the design is mirrored on the other. Symmetrical balance is formal, ordered, and stable Image: The images above show perfect and approximate symmetry.

Elements of Visual Design Harmony occurs when the visual design elements have similarities. Developers use color, pattern, or common shapes to create harmony. Image: News websites are commonly referred to as “anti-harmony” due to the overcrowding and constant change of their respective web content

Elements of Visual Design Harmony occurs when the visual design elements have similarities. Image: Simple, uncluttered layouts contribute to harmonious web content

Elements of Visual Design Emphasis is a point of interest that the user sees first Emphasizing content creates a focal point and can make an element or object in a work stand out Image: Emphasizing through color is an easy way to bring focus to an element

Elements of Visual Design Proportion refers to the size relationships of certain elements to the whole and to each other Image: Emphasizing through size variation is an easy way to focus viewers on a certain object

Elements of Visual Design Pattern is a two-dimensional decorative effect achieved through the repetition of colors, lines, shapes, or textures. Patterns add visual interest and can carry a theme throughout a presentation Image: The famous tartan pattern used by Burberry

Elements of Visual Design Color Theory is a standard set of guidelines about using color Applying color theory can enhance multimedia Image: Example of a Color theory reference chart provided to design students at the Savannah College of Art and Design

Elements of Visual Design The RGB Color model is designed specifically to display color on screen. • • RGB is called so because it uses Red, Green, and Blue to create a variety of colors. Computer monitors and televisions emit color as RGB. Image: The RGB Colorspace shown in complete wheel format.

Elements of Visual Design The CMYK Color model is generally used for printed deliverables, such as textbooks, brochures, or simple printed documents. • CMYK uses cyan, magenta, yellow, and black dyes to create color when light shines on paper • The ink subtracts color from white, so it is the opposite of the RBG model. Image: The CMYK Colorspace shown above is simulated. By nature, the CMYK cannot be completely accurate as shown as digital throughput.

Elements of Visual Design Color is derived from light and has three distinct properties • Hue • Value • Intensity Image: Chromatic color table

Elements of Visual Design Hue is the name of a color. Red, yellow, and blue are types of hues. Image: Color in theory may not always match color in application

Elements of Visual Design Value refers to the lightness or darkness of a color. For example, the lightest value of red is pink, and its darkest value is maroon. You can make the hue of Red lighter by adding white, and darker by adding black Image: Red will lighten in value with the addition of white

Elements of Visual Design Intensity refers to the brightness or dullness of a color. • A strong and bright hue, such as red, has high intensity, and tends to stand out. • A dull hue has intensity. Image: Intensity is considered by some artists to be a subjective value.

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