- In visual terms, aesthetics includes factors such as balance, color, movement, pattern, scale, shape and visual weight.
- Good communicators listen carefully, speak or write clearly, and respect different opinions.
- It is a theory of aesthetics calling for artistic practice
engaging with and working through the developments, evolutions and paradigms
(examples) of late twentieth century communications technologies.
- Electrical, electronic and computer technology
have now brought us firmly into communication society.
- The first impression of a product is often visual, making aesthetics very important.
- A communication design approach is not only concerned
with developing the message aside from the aesthetics in media, but
also with creating new media channels to ensure the message reaches the target
audience.
- Advertisements are messages paid for by the advertisers to inform or influence people to buy it.
- Graphic designers create
logos and symbols used in advertising to help inspire consumers to develop
brand recognition.
- A commercial is an paid advertisement for a business.
- An example of commercial
is an advertisement for soda or cereal.
- Example- the denotation for “blue” is the color blue.
- Rose is a flower
- It is the indirect meaning of a word
- For example, blue is a color, but it is
also a word used to describe a feeling of sadness
- Rose is a symbol of love
12. Graphic design
- Graphic design is a craft where professionals create visual content to communicate messages.
- By applying visual hierarchy
and page layout techniques, designers use typography and pictures to meet
users' specific needs
- Visual communication is representing information in the form of graphics.
- Visual communication can be
used in conferences, trade shows, websites, social media posts, office
presentations and meetings, and so much more.
- Examples of visual communication are presentations, bar graphs and charts.
- Visual communication design is a creative process that combines the visual arts and technology to communicate ideas.
- By controlling color, type, movement, symbols, and images, the visual communication designer creates and manages the production of visuals designed to inform, educate, persuade, and even entertain a specific audience.
- It happens in all areas of life - science, art, literature and music.
- Information is processed, organized and structured data.
- It provides context for data
and enables decision making process.
- For example, a single customer’s sale at a restaurant is data – this becomes information when the business is able to identify the most popular or least popular dish
- Information design is the practice of presenting information in a way that encourages an efficient and effective understanding of the information.
- In graphic design it is related to displaying information effectively, rather than just attractively or for artistic expression.
18. Persuasion design
- Persuasion design is an area of design practice that focuses on influencing human behavior through a product's or service's characteristics
- It explores what motivates us and what drives us toward action
19. Noise
- Noise can exist in the channel (medium), the code (language), or the form (aesthetics or style).
- Noise is created by irrelevant information,
obliterating elements, or poor technical quality.
- The consequence of noise can range from a
lack of clarity to the total incomprehensibility of a message.
- It is misunderstanding of message by the receiver.
- The
sender creates and sends the message that is not understand by the receiver in
the same way
- Communication channels are mediums through which you can send a message to its intended audience.
- For example, phone calls, text messages, emails, video, radio, and social media are all types of communication channels.
- Channel noise is any interference in the mechanics of the medium used to send a message
- Examples of channel noise are noise in telephone lines, or too high a volume or pitch from loudspeakers. In written communication, illegible handwriting can be termed as channel noise
- In the communication process, a medium is a channel or system of communication, the means by which information (the message) is transmitted between a speaker or writer (the sender) and an audience (the receiver).
- The plural form is media, and the term is
also known as a channel
- The medium used to send a message may range from an individual's voice, writing, clothing, and body language to forms of mass communication such as newspapers, television, and the internet.
- A message is defined as information conveyed by words (in speech or writing), and/or other signs and symbols.
- A message (verbal or nonverbal, or both) is the content of the communication process. The sender conveys the message to a receiver.
25. Code
- The definition of a code is a set of rules or a system of communication
- An example of code is a made up language that two children use to speak to each other
26. Typography
- Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed.
- The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing, and letter-spacing, as well as adjusting the space between pairs of letters.
- A typeface is the design of lettering that can include variations in size, weight, slope, width, and so on.
- Each of these variations of
the typeface is a font.
- For example Garamond, Times, and Arial are typefaces.
- The visual language is a system of communication using visual elements.
- A
diagram, a map, and a painting are
all examples of uses of visual language.
- Its structural units include line, shape, colour, form, motion, texture, pattern, direction, orientation, scale, angle, space and proportion.
- Avant-garde is an approach to how one does things, a mindset that guides in how you think and create.
- It’s about experimentation and introducing
innovative ideas that look beyond societal norms of what is considered accepted
- It is focusing primarily on expanding
aesthetic experience
- This theory attributing active perception and eye movement in constructing an image.
- Emphasizing that the viewer
constructs the scene with short-lived eyes fixation, the mind combines into a
whole picture.
- This finding helped to
explain how the mind perceives difficult images.
- It is an art that does not attempt to represent an accurate depiction of a visual reality but instead use shapes, colors, forms and gestural marks to achieve its effect.
- It is a term applied to work that is based on
a landscape, object or figure and in which natural forms have heavily
simplified or ordered.
- Suprematism was an abstract are movement founded in Russia during the First World War.
- The term suprematism refers to an abstract
art based upon the supremacy (domination) of pure artistic feeling rather than
on visual depiction of objects
33. Neo-plasticism in visual communication design
- Neoplasticism was devised to explore the most essential inner dimensions of the human experience.
- It dealt not with trees and hills and human
forms, but with concepts such as space, movement, order and patterns
- It uses horizontal and vertical lines,
primary colors, and asymmetry (balance)
- Visual identity is a combination of several graphic and visual elements that, together, create an atmosphere around a company.
- The main components of visual identity are
logo, color, typography and images
- It is the arrangement of elements within an artwork
- It brings all the elements of the design
together in harmony to convey one overall message
- This principle suggests that humans learn best with narration and graphic as opposed to narration, graphics and text.
- It states that if you already have narration
and graphics, then the text on top is just redundant information.
- The Redundancy principle that occurs when
on-screen text and audio narration about a graphic are the same.
- When adding on-screen text to a narrated
image, the user may experience cognitive overload as multiple pieces of
information are trying to be processed simultaneously
- Animation is a way of making a movie from many still images.
- The images are put together one after another, and then played at a fast speed to give the illusion of movement
- 2D animation is the art of creating movement in a two-dimensional space.
- This includes characters, creatures,
FX, and backgrounds.
- The illusion of movement is created
when individual drawings are sequenced together over time.
- It is also called as traditional animation, classical animation, cel animation, and hand-drawn animation
- It is
an animation technique in which each frame is drawn by
hand.
- The cel in traditional animation, as it allows some parts of each frame to be repeated from frame to frame, thus saving labor.
- A simple example would be a scene with two characters on screen, one of which is talking and the other standing silently. Since the latter character is not moving, it can be displayed in this scene using only one drawing, on one cel, while multiple drawings on multiple cels are used to animate the speaking character.
- 3D animation is when computer generated objects appear to move through three dimensional space.
- In 3D animation, objects can be moved and rotated following the same principles as in real life.
- Animation production usually begins after a story is created.
- The storyboard has an appearance somewhat similar to comic book panels, and is a shot by shot breakdown of the staging, acting and any camera moves that will be present in the film.
- An animatic or story reel is created after the soundtrack is recorded, but before full animation begins.
- An animatic typically
consists of pictures of the storyboard timed and cut together with the
soundtrack.
- An advertising campaign is a specifically designed strategy that is carried out across different mediums in order to achieve desired results such as increased brand awareness, increased sales, and improved communication within a specific market.
- Ad campaigns are important because they can give your business a focused edge when it comes to marketing and advertising
- A PSA is a short informational clip that is meant to raise the audience’s awareness about an important issue.
- It is designed to persuade consumers to
engage in behaviors that actively promote healthy behaviors or good
citizenship.
- Infographics (information + graphics) are graphic visual representations of information, data, or knowledge intended to present information quickly and clearly.
- It is a collection of imagery, data visualizations like pie charts and bar graphs, and minimal text that gives an easy-to-understand overview of a topic.
- Motion Graphics means Graphics in Movement.
- Motion graphics are pieces
of animation or digital footage which create the illusion of motion or
rotation, and are usually combined with audio for use in multimedia projects.
- Interactive design is a user-oriented field of study that focuses on meaningful communication of media through cyclical and collaborative processes between people and technology.
- Successful interactive designs have simple, clearly defined goals, a strong purpose and intuitive screen interface.
- User interface (UI) design is the process designers use to build interfaces in software or computerized devices, focusing on looks or style.
- Designers aim to create
interfaces which users find easy to use and pleasurable.
- UI design refers to graphical user interfaces and other forms - e.g., voice-controlled interfaces.
- A user interface designer is responsible for creating the look of a website.
- They're tasked with
designing a user interface from the user's point of view.
- Visual design focuses on the aesthetics of a site and its related materials by strategically implementing images, colors, fonts, and other elements.
- A successful visual design does not take away from the content on the page or function.
- Example – T-shirt design, web design, video games, etc.
- Apps were originally intended for productivity assistance such as email, calendar, and contact databases
- It is a communication tool used to communicate locally and worldwide, as well as to share, create and spread information.
- Social media is internet-based and gives
users quick electronic communication of content such as personal information,
documents, videos and photos.
- Social media design refers to the planning, development, and creation of visual content on social media platforms.
- Getting visual on social media can increase
brand awareness.
- Every web-based-application that supports information publishing and sharing (text, video, audio, photo), the building of personal profiles, connecting to a community and searching within the community is considered as a social media application.
- WhatsApp, Facebook, Instagram, Pinterest,
Snapchat, Twitter are some of the examples for social media app.
- Social media advertising is defined as a form of digital advertising that serves paid ads to target audience using social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and Pinterest.
- It allows you to hyper-target specific users,
build an audience database and directly track your return on investment.
- Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers.
- They develop the overall layout and
production design for applications such as advertisements, brochures, magazines
and reports.
- Color symbolism in art refers to the use of color as a symbol in various cultures.
- Red is associated with love,
passion and danger
- Blue symbolizes stability,
inspiration, wisdom or health.
- Green represents nature, healing, health, and youth.
- The energy depends on the hue, saturation, brightness, size of the color area, and contrast between foreground and background
- Light travels into the eye to the retina located on the back of the eye.
- The retina is covered with millions of light
sensitive cells called rods and cones.
- When these cells detect light, they send
signals to the brain.
- Their combined response produces a unique
signal for each color.
- Electronic content which is also known as digital content refers to the content or information delivered over network based electronic devices or that is made available using computer network such as internet
- The purpose of e-content development is to create an information rich society. Everyone in the society is empowered to create, receive, share and utilize information for their progress.
·
Communication design is mixing of design and
information-development
·
It is concerned with how media intervention
(involvement) such as printed, crafted, electronic media or
presentations communicate with people.
·
A communication design approach is concerned with
developing the message
·
It also creating new media channels to ensure the message
reaches the target audience.
·
Communication design can also refer to a systems-based
approach, in which the totality of media and messages within a culture or
organization are designed as a single integrated process rather than a series
of discrete efforts.
·
This is done through communication channels that aim to
inform and attract the attention of the people.
·
Design skills must be tailored to fit to different
cultures of people, while maintaining pleasurable visual design.
·
Students of communication design learn how to create
visual messages and broadcast them to the world in new and meaningful ways.
·
Communication Design discipline involves teaching how to
design web pages, video games, animation, motion
graphics and more.
·
Communication Design content must achieve a reaction, or
get customer to see a product in a genuine way to attract sales or get a
message across.
·
Examples of Communication Design - Corporate Design and Branding, Advertising Campaigns, Book Cover Design, Photojournalist, Web Design, Mobile App Design, Packaging
and Label Creation
2. Visual communication
·
Visual communication is the use of any image that
effectively conveys an idea.
·
It can be a drawing, a poster, a video, an advertisement
or any visual material you may find online and across social media platforms.
·
Visual images include photo posts, viral videos, charts,
infographics and any other piece of communication that utilizes signs and
symbols to deliver a message.
·
The Internet is populated with visual content.
·
From advertisements to personal stories, everything is
narrated with the use of visual media.
·
Visual communication is a key component in visual
content marketing.
·
Visual content is a powerful tool that has been
recognized to help increase brand awareness and is effective in driving traffic
to a particular brand or product website.
·
Visual creations top the list of strategies that
companies and marketers are planning to implement.
·
Visual communication is the preferred medium for
information delivery because of its expediency and brevity.
3. Purpose of visual communication design
·
Visual communication designis a creative process that
combines the visual arts and technology to communicate ideas.
·
By controlling color, type, movement, symbols, and
images, the visual communication designer creates and manages the production of
visuals designed to inform, educate, persuade, and even entertain a specific
audience.
It saves time
·
It is easier to process a visual signal quickly than to
read a sentence of a paragraph full of text.
·
An image will pass a lot of information within a short
time because one image can have a thousand words.
·
It is highly beneficial to utilize visuals to effectively
pass a message within a short time.
It is clear
·
Visual communication improves the clarity of information.
·
Customers fall in love with products and services
depending on how they are advertised by using images and graphics.
·
When using images for business advertisements, use simple
and clear graphics that will pass the same message to the targeted audience to
avoid confusion.
It helps in achieving
consistency
·
This is mainly achieved by using same colors of the
original product or company to advertise.
·
The use of logos, images and consistent colors boost the
brand image of the business.
·
It is easy for the people to identify a product with the
company.
Gives better retention of information
·
A person will be able to retain visual information for
long.
·
People easily forget what they hear or read easily but
retain images for long. This is because images are stored in long-term memory
·
It is important to aim at retention of information when
passing marketing products and services
It is simple
- Its simplicity makes it easy for people to understand the information.
- Coming
with an appropriate image for an advertisement may take time, but the end
result is usually simple and understandable to all groups of people.
- The
main reason as to why we still remember road signs is because they are simple,
clear, and memorable.
It is flexible
- If you are looking forward to advertising a product to millions of people across different cultures, you may consider using images and graphics. This is because they are flexible and can be understood by different people.
- Images
are more flexible than words.
It is effective
- It is one of the most effective ways of sending information.
- Nowadays,
images and graphics have flooded the advertising field because of the
effectiveness of visual communication.
- The
mind remembers images faster than words or texts.
It is popular
- People love watching images, GIFs, graphic videos rather than listening to words.
- Social
media platforms like Facebook encourage ads to have fewer words and more
graphics.
4. Creativity and communication
·
It’s communicating
creatively in a way that best connects with the target audience, and can
help bring clarity to marketing through either visual aid and/or other forms of
interaction with the viewer.
·
Creativity is essential
to help differentiate a business from their competitors.
·
Utilizing creative
communication in marketing will increase chances to effectively reach the
target audience across the channels they are using.
·
The more creativity you
can use, the more eye catching and attention grabbing your marketing will prove
to be.
·
It will help establish
a strong image that people will remember.
·
Creative communication
extends your reach because it opens up more doors in your marketing strategy.
· Using creative communication to create visual ads, vlogs, podcasts, infographics, etc. will enable you to reach a wider and more diverse group of people.
· Creating something that will not only inform but connect with the audience in an emotional way will help draw more potential sales to the business.
5. Types of Noise
Noise
- Communication is also affected a lot by noise to distractions.
- ·
Physical
distractions are also there such as, poor lightning, uncomfortable sitting, unhygienic
room also affects communication in a meeting.
Channel noise
- Technical problem in the channel may affect transmission of message.
- Improper
printing on paper, noisy transmission in radio and television are example of
channel noise
Semantic noise
- It is misunderstanding of message by the receiver.
- The
sender creates and sends the message that is not understand by the receiver in
the same way
Physical Noise
- Physical noise is interference that comes from an external source, or the environment in which the communication is occurring.
- Static on a phone call, meeting rooms in a building near
an airport’s flight path, conversations during a presentation, not muting sound
while typing during an online meeting all constitute physical noise.
Physiological Noise
·
Physiological noise deals with your own abilities to see
and hear, your state of health, whether you are tired or hungry at the time of
the communication
·
Any of many different physiological issues that can
interfere with paying attention to a message.
Technical Noise
·
Technical equipment issues can interfere with the
audience receiving and understanding the message.
·
Online or video conferencing equipment may not work for
everyone, connectivity may be slow, or servers may go down.
Organizational Noise
·
Organizational noise can occur if you are unaware of, or
disregard, expected communication channels in your organization.
·
Cultural Noise
·
Many different cultures exist based on nationalities,
ages, genders, regions, social positions, work groups, and more, and
individuals belong to multiple cultures.
·
Cultural noise occurs when cultural expectations,
etiquette, attitudes, and values differ.
Psychological Noise
· Psychological noise occurs as a result of personal attitudes, assumptions, and biases.
· Communication noise occurs when content, language, and perceived attitudes of the communicator and the audience do not interconnect.
6. Gestalt principles of visual perception
Figure-ground
- The figure-ground principle states that people automatically perceive objects as either being in the foreground or the background.
- They either stand out
prominently in the front (the figure) or recede into the back (the ground).
Similarity
- The principle of similarity states that when things appear to be similar to each other, we group them together.
- And we also tend to think they have the same function.
- In this image, there appear to be two separate and distinct groups based on shape: the circles and the squares.
Proximity
- The principle of proximity states that things that are close together appear to be more related than things that are spaced farther apart.
- Proximity is so powerful
that it overrides similarity of color, shape, and other factors that might
differentiate a group of objects.
Common region
- The principle of common region is highly related to proximity.
- It states that when objects
are located within the same closed region, we perceive them as being grouped
together.
Continuity
- The principle of continuity states that elements that are arranged on a line or curve are perceived to be more related than elements not on the line or curve
- In the image, the red dots in the curved line seem to be more related to the black dots on the curved line than to the red dots on the straight horizontal line.
- That’s because your eye naturally follows a line or a curve, making continuation a stronger signal of relatedness than the similarity of color.
Closure
- The principle of closure states that when we look at a complex arrangement of visual elements, we tend to look for a single, recognizable pattern.
- When you see an image that has missing parts, your brain will fill in the blanks and make a complete image so you can still recognize the pattern
- The focal point principle states that whatever stands out visually will capture and hold the viewer’s attention first.
- When you look at the image,
the first thing you notice is the red square because it’s different than all of
the black circles around it.
- It’s the first point of interest that grabs your attention, and from there your attention moves to other parts of the image
7. Visual organization of a message
Size & Scale
- Size is the most prominent way you can make something stand out from the rest.
- On any layout, our focus is poised (balanced) to set at
the largest and biggest element the first.
- So designers place the hero-element front and center,
with nothing else competing for attention.
·
Colors that contrast with each other add a form of
hierarchy in design
·
This type of hierarchy not only tells you which design
element deserves your most attention but may also contain the answer to ‘why’.
·
Because colors are important carriers of visual
communication.
Alignment
In most graphic design work, things are aligned rather neatly, though. There are three major patterns of alignment that we see in graphic design today.
F Pattern: We read from left to right so most
design pieces start from the left and go straight ahead. Our direction is then
brought to look at the left column of the work before we once again look
straight horizontally to scan the rest of the content.
Z Pattern: This is usually employed in logo designs. Our
attention is diverted from the top-left to straight ahead, then brought down
diagonally across the page and continued straight ahead once again to consume
the content fully.
Central: Something that is center-aligned will receive our most and undivided attention. By adding size and color contrast features to it, you can make your central element pop out even more.
Placement
·
Placement is different from the alignment in a way that
it is less about the right and left margin and more about the placing of
different elements with other elements.
·
The orange circle looks bigger and more prominent as it
is placed over the red circle.
·
If something is placed a little closer to the image, it
looks bigger and we perceive it as being nearer to us.
Typography
- This is perhaps the most common form of visual hierarchy
- Different sizes of font help us understand which part of
the article is the heading and which the body.
- One part of the brand name will be in one font and the
other in a wholly different one. These font pairings are used to create
contrast in typography and help guide viewer focus.
Adding/Removing Space
·
·
Increasing the white space (also called ‘negative space)
between elements to portray differentiation between elements, and decreasing
the space the audience will perceive it something as a group.
Repetition
- Repetition increases its quantity in the design and thus makes it appear more important or as the hero-element.
- It teaches the audience to expect more of it,
to look out for it, and associate it with the particular design/brand/business.
Texture
- Textures add personality and character to the design.
- It makes the design look exotic (unusual) and authentic.
- Adding silk texture to a logo design can make the logo
look instantly rich.
Lines
- Lines, bars, strips, and strokes they all represent movement.
- Lines also help organize the visual elements in sections and compartments.
- Using Gestalt laws of proximity, similarity, and closure, etc. you can create lines that segregate or combine different sections of your design.
- Lines do not have to be straight or narrow to work for
visual hierarchy.
- The strokes of different color gradients used in sunset
design create movement and passage in design.
Grid
- Grid is a container or a boundary wall that helps structure (organize)the design.
- The grid lets you work with the rule of thirds. The rule
of third guides the composition of visual elements in graphic design and other
mediums.
8. Constructivism in visual communication design
- This theory attributing active perception and eye movement in constructing an image.
- Emphasizing that the viewer
constructs the scene with short-lived eyes fixation, the mind combines into a
whole picture.
- This finding helped to
explain how the mind perceives difficult images.
- Researchers found that the
content, size, and placement of photos on a newspaper page are more
important than whether the image is printed in color.
- When we look at anything, we
have to piece it together.
- We do this through a series
of rapid eye movements that assemble a blueprint of what we’re looking at,
while at the same time comparing the results to memory and past associations.
- So, in effect, we construct
images out of many narrowly focused observations.
- Thus the Constructivism Theory helps to understand exactly how certain visual cues are noticed and how others are not noticed.
9. Interactive design
- Interactive design is a user-oriented field of study that focuses on meaningful communication of media through cyclical and collaborative processes between people and technology.
- Successful interactive designs have simple, clearly defined goals, a strong purpose and intuitive screen interface
- It consists of six main components including User control, Responsiveness, Real-Time Interactions, Connectedness, Personalization, and Playfulness
- Focuses on the use and experience of the software
- Retrieving and processing information through on-demand responsiveness.
- Acting upon information to transform it
- The constant changing of information and media, regardless of changes in the device
- Providing interactivity through a focus on the capabilities and constraints of human cognitive processing
10. Denotation and connotation meaning
- The interpretation of a message involves two levels: denotation and connotation.
- Denotation refers to the relatively objective
dimensions of a message, such as descriptions or representations in images or
texts.
- Connotation refers to more subjective aspects
of a message, and it is particularly important when the message strives for an emotional
appeal, as in the case of persuasive messages.
- At the level of connotation, the public
participates more actively in the construction of meaning.
- The connoted message is more
culture dependent, and it is built as a combination of the designer’s concept
and the target public’s experience
- For example, a seventeenth-century Dutch
painting of a platter of fruit is a platter of fruit for us and for most
people; this is the denoted message.
- The connoted messages, by contrast, may vary
from person to person, or from group to group. For some people the painting may
mean abundance; for others hedonism (self satisfaction); for others it is a
painting of good or not so-good quality; and for still others it is a painting
without imagination, or the symbol of a materialistic society.
11. Aesthetics in design
- It creates attraction or rejection “at first sight"
- It communicates well
- It affects the perceptual time an onlooker
dedicates to a design
- It affects the memorization of the message
- It affects the active life of the design
- It affects, in a broad sense, the quality of
the environment
- Design in general is the intersection of
functionality and aesthetics
- It combines the objectivity of function and
the subjectivity of aesthetics, resulting in a logical and creative output
- Though aesthetics, you can add artistic
elements to the design that can elevate its visual appeal
- It can add character and personality to the
design
- When designing with aesthetics, you can start
by thinking about design elements that you think people will find beautiful
- Because more than practical design, in the
end, people still get pulled in by the things they find beautiful
- This brings us to the advantages that
aesthetics can give to your business
12. Advertising design
- Advertising design refers to the creation and organization of visual artwork used in advertisements for products and services.
- The designs used in advertising are created by graphic designers, and advertising agencies as well as the advertising departments of corporations employ these professionals to create and execute brochures, direct mail, web ads, and print ads.
- The design elements used include fancy lettering, borders, cartoons, illustrations, and photographs.
- Advertising art must be designed to reach and compel the target audience to purchase products and services.
- People who design advertising understand marketing and how to promote products and services through visual communication.
- A graphic artist must constantly keep generating original pieces to meet campaign deadlines. Examples - banner ads on websites as well as newspaper ads for products such as shoes and watches.
- Graphic designers also create logos and symbols used in advertising to help inspire consumers to develop brand recognition
- It’s important to realize that, although advertising design is used to promote virtually every product and service sold
- The illustrations and lettering used on packaging for foods and other products are also considered a part of advertising design
- These design professionals often work with copywriters who write the words used in ads to create complete pieces.
Observation
- Great designers are curious and first and foremost, they observe, take notice and make notes of things others overlook.
- Observation is the most primitive and pure form of research. Research brings purpose to our actions. Designers observe.
Listening
- Designers are listeners.
- Good designers are able to listen to others wants and make sure that a product delivers what people truly want and are willing to spend their money on.
Desire
- Great designers have a desire to draw upon their observations then improve design standards.
- Poor design or a need for a new design, a designer must desire to improve what already exists.
Context
- Great designers understand context.
- Context is what enables us to make sense of things.
- Context includes details that allow us to decide if something is relevant.
Solutions
- Designers are responsible for finding solutions.
- When a designer has a goal or an objective, he or she is designing a solution to an existing problem.
- If a design doesn't solve a problem, it's often considered a weak design.
Communication
- Designers communicate by sketching, making models, using computers, writing, speaking and any other tools necessary.
- Communication skills are vital and understated requirements for working with a team to bring a concept to life.
Integration
- A good designer will understand how to integrate his idea into the lives of his target demographic as well as integrating various technologies and aspects of a solution into a product.
- Great design is quickly adopted by consumers and is integrated into our lives.
Consideration
- Good designers have a consideration for the impact a design will make on others, the environment and economy.
- Great designers understand this and have consideration for those who will be affected by a design.
Unbound (by rules)
- Great designers are unbound by rules.
- Designers need to understand social norms, expectations and limitations of manufacturing, marketing and other aspects of design implementation.
- Graphic design is the only term people used to express
visual design.
- It makes sense, as it’s the term most people are familiar with.
- It can encompass (includes) the entire field of using visuals to deliver a message, or it can be used to discuss a specific, small part of design.
- Some
people may use graphic design in the context of
layout and composition
- When a marketing department brings in a graphic designer, they are often hiring them to handle one specific task of design creation instead of handling the entire marketing campaign.
- Graphic design means the practice of creating visuals, as opposed to being a general term to cover all areas for modern designers.
Education
- It is effectively used to enhance the reception levels of the students and trainees
- Animation is used to simplify the most complex and difficult concepts
Entertainment
- There are several animation series and movies created for children and adult audience that can be enjoyed as normal live-action movies
- Famous animation programs such as Tom and Jerry. Mickey Mouse and Donald Duck are created to make everyone laugh and sharing life lessons and moral values
Advertisement Industry
- Animation plays an important role in making effective commercials to appeal the audience to purchase the product being advertised.
- Animations make advertisements inspiring and funny and always captures the imagination of the end customer.
Marketing
- It also enables any organization to reach out to more demographics.
- Any animated demonstration of a product is attentive and provides instant benefits.
Scientific Visualization
- The animation is widely used to create accurate and representative scientific visualization.
- Animation can be used for the purpose of research as well as analytical studies.
Arts
- The animation is extensively used to demonstrate creative skills.
- For example, creative arts can be designed as a computer course.
Gaming
Industry
- Any game today consists of 3d characters and all these characters are created using animation.
- The animation is being used for video games, online games and use is increasing every day.
Simulations
- Animation simulations are used in areas where real-life training of an individual or group is dangerous or cannot be controlled.
- For instance, military training exercises or firefighting training are adequate examples for simulation animation.
Retail
Industry
- Animations are extensively by marketers to showcase the product to customers.
- 3D animation models and videos can incorporate the features and benefits of a product in a simple manner.
Architecture
and Engineering Industry
- It is easy to explain potential customers in a simplified manner in Architecture projects.
- Construction companies can integrate all the essential details of the proposed plans using animations.
- A television commercial (advertisement) is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television.
- Most commercials are produced by an outside ad agency, and airtime is purchased from a channel or network in exchange for sponsorship of its programming.
- The duration of television commercial greatly varies but they usually fall between 10 seconds to 3 minutes long
- Regardless of the length of the commercial, the message conveyed would have to be catchy and arresting to keep the viewers from losing interest within the first few seconds
- The main objective of the television commercial is to introduce a new product, create awareness and ultimately, to make consumers switch to the product promoted.
- A commercial also works to remind the consumer the existing product in order to create a continuous demand over time
- Commercial conveys single message clearly
- It has clear brand association and can be easily recalled the product
- It is unique not something similar to another brand
- Commercial provides the possibility of purchase after watching the advertising
- The first important step will be the providing of the advertising brief by the client to the ad agency
- The advertising brief, which contains the marketing background, target audience and consumer insight of a certain product, will set the direction of the television commercial
- Based on the advertising brief given, we will then be able to present an innovative idea and storyline to the client
- From here, a storyboard is then created based on the clients preference
- After a successful storyboard presentation comes the production process
- In this process, another discussion will be held in order to determine aspects such as production schedule, property and wardrobe recommendations (if any), as well as shooting locations
- Later on, the client would also have to agree on the talent for the television commercial, music clip to be used, etc.
- Upto 50% down payment of the agreed quoted price, we will begin the production process
- Despite the detailed preparation leading to the production, shooting usually only takes one day
- The longest part of a television commercial production is the post-production process, which involves offline editing
- Next is the incorporation of 2D and 3D graphics
- Finally, after the client has approved the draft commercial, the voice over recording and music will be added as a finishing touch
- Before the commercial is ready to be received by the consumer, the commercial will have to go through the censorship board for the final cut then released to media networks
- Motion graphics are most simply explained as animated graphic design.
- The animated objects may either be text or imagery, commonly using 2D vector graphics
- Motion graphics are often published using video (.mp4 or .mov) formats, though it’s important to note that motion graphics are not video editing.
- Motion
graphics are pieces
of animation or digital footage which create
the illusion of motion or rotation, and are usually
combined with audio for use in multimedia projects.
- Motion graphics are usually displayed via electronic media technology, but may also be displayed via manual powered technology
- Motion graphics are exceptional way to communicate with viewer, and it can add depth to the story.
- It can give us a message by music and effective copy together, they use it to create ads, television title sequence, explaining a concept, and share a product video that help to communicate their message.
Types of motion graphics
Emotive videos
- The essential point of these recordings is to evoke an enthusiastic reaction from the viewer.
- In any case, after viewing video, a watcher should be driven by that feeling to make a particular move.
Explainer videos
- To explain an idea, explainer recordings converts ideas into a reasonable picture.
- This methodology is the correct decision when the story is difficult to explain, specialized, or includes numerous means to finish or clarify.
Promotional videos
- Driving conversions is a definitive goal for a special video.
- Any detail that helps inspire a watcher to a buy choice should be situated before in these recordings.
UI Animations
- A very useful tool when presenting to developers.
- A whole motion graphic video can be produced with the specific UI products.
Product Marketing
- Explainer video centers around an idea and product marketing spotlights on an product.
- It is an incredible method to describe short story about the product
- UI design refers to graphical user interfaces and other forms – ex – voice controlled interfaces
- User interface design is the design of user interfaces for machines, and software, such as computers, home appliances, mobile devices and other electronic devices, with the focus on maximizing usability and the user experience
- Designers aim to create interfaces which users find easy to use and pleasurable.
- The goal of user interface design is to make the users interaction as simple and efficient as possible, in terms of accomplishing user goals
- Good user interface design facilitates finishing the task at hand without drawing unnecessary attention to it
- Graphic design and typography are utilized to support its usability
- Design aesthetics may enhance or detract from the ability of users to use the functions of the interface
- The design process must balance technical functionality and visual elements to create a system that is not only operational but also usable and adaptable to changing user needs
- Interface design is involved in a wide range of projects, from computer systems, to cars. To commercial planes
- Mobile apps are unlimited in number and people wanting more and more of these apps for easy lifestyle and living.
- Few years ago, computer was used to access the internet, check and read mails, but today this has changed because computing is now carried everywhere in mobile phones.
- Presently, the use of mobile apps can be seen in areas such as communication, education, cooking, social media, shopping, business (money making), matrimony, and banking.
- In terms of communication, Indian app developers have developed apps such as Skype, Telegram, Wechat, Facetime, WhatsApp, and Facebook Messenger for easy and better communication with our families and loved ones.
- App helps towards some sort of maintaining organized life.
- Information are fully stored on our phones and can help us plan life, thus facilitating proper time management.
- Alarms, reminders, to-do-lists and all types of notification apps making life more comfortable, easier and more productive.
- Educational apps provides EBooks, E-library, education videos, education games etc. are all available today
- In the banking sectors as well as financial transaction, efforts have been made to ease monetary transaction.
- In terms of financial transaction, there are mobile apps where one can easy make payments for goods and services without heading to the bank.
- Mobile applications no longer just a means of keeping in touch with friends and family but also a platform for business.
- Video apps, games apps, and music apps to phone users have proven that mobile apps are not just relevant for communication and business but also for human relaxation.
Traditional / 2D Animation
- It’s employed in the creation of 2D flat people and scenery.
- This kind of animation is famous for a wide range of projects, from cartoons to promotional videos to explainer videos and more.
- Traditional animation required precise hand-drawing of every frame, which took a long time.
Digital 2D Animation
- 2D figures are animated using the Digital 2D animation technique.
- Software like Adobe Flash helps creators by complementing their efforts and making their jobs easier.
- Changes can be made right away to things like body pricing, skin tones, and many other things.
Stop-Motion Animation
- Stop motion animation, may be seen in many well-known animated films.
- It is possible to make stop motion animations by taking photographs in a specific sequence of static objects and then stringing these photographs together to give the impression of movement.
Rotoscope Animation
- Live-action footage provides the background for a rotoscoping tool to trace over.
- Rotoscoping is frequently utilized when the animated character interacts realistically with the surrounding environment, such as in science fiction films.
- It is ideal for advertisements & movies because it is less expensive than 3D animation.
Motion-capture
- To produce realistic character motions and authentic facial expressions, game developers typically use motion capture.
- Animation with motion capture entails putting on motion-tracking suits on actors, which records every move and interaction to be used to create new computer images.
Typography Animation
- Typography animation refers to the process of animating typography using computer programs.
- This form of animation is frequently employed in films to produce visually stimulating titles and credit sequences.
Mechanical Animation
- To produce an educational visualization, drawing and animating each component and mechanism in great detail is necessary.
- Engineers can utilize this animation technique to make changes to things before they are built
- Product demonstrations benefit greatly from mechanical animation.
Claymation
- Traditional stop-motion animation techniques such as clay animation, also known as Claymation, use clay to create characters and then photograph their movements in sequences.
- Children love the unique, fanciful form of Claymation, which has been employed in classic children’s films like Chicken Run.
- It can be used to produce original advertisements and short films.
Cut-Out Animation
- Cut-out animation, a type of stop-motion animation, can be most readily associated with the hit cartoon series South Park.
- For creating a cut-out animation, animators use characters cut out of paper and place them over animated backgrounds.
- Cartoons, storytelling videos, and explainer videos benefit greatly from cut-out animation.
Audio-Animatronics
- Robotic animation is known as Audio-Animatronics (AAA) or Mickey Mouse Animatronics.
- Walt Disney Imagineering came up with the concept. Visitors to Disney theme parks will be entertained by this robot (say hello to Otto!).
- In this animation, robots can move and make sounds. They can even sense a person in a room, and they can chat with them and tell if they are happy or sad.
- Using cameras and sensors, Otto can decide what to say or do based on what he sees and hears.
- 3D animation involves moving objects that appear in a three-dimensional space.
- Unlike 2D images, artists can move and rotate 3D figures like real objects.
Types of 3D Animation
3D Video and Film
- It is a 3D visual feature of moving images within a digital realm.
- This type uses motion graphics to move the subjects around a 3D space.
- It is purely visual, which means there’s no interaction required.
Interactive 3D
- This is a 3D animation production that features purely digital realm and created using a 3D computer software.
- This type involves user interaction.
- This allows users to be in first- or third-person points of view and move within the 3D world through a computer screen, with mouse and keyboards as external controls.
Virtual Reality 3D
- Virtual reality (VR) features purely digital realm created in a 3D computer software.
- This type requires a device, such as Google Glass and Oculus, to allow its users to interact with the physical space.
- It is more complex to create.
Types of 3D Animation
Techniques
Inverse Kinematics
- This technique mimics the motion of skeleton joints to give the subject an illusion of natural body movement.
- This is often used in rigging the subject’s arms and legs.
- With this, animators could easily make their characters move automatically, as long as they prepared the bone chain properly.
- This technique allows animators to simplify their animation process and create advanced animations with lesser effort.
Fluid Simulation
- This method is used to create realistic fluid animation for water, lava, bubbles, and others.
- Fluid simulation or fluid animation is often used to make special effects for movies, games, and ads.
3D Skeletal Animation
- This technique animates an object or a character by laying the surface of the digital sculpture known as skin or mesh as well as the foundation underneath known as the rig or skeleton.
- This method is often used to produce human-like animations and complex objects.
- Electronic content (e-content) which is also known as digital content refers to the content or information delivered over network based electronic devices or that is made available using computer network such as internet.
- Wide varieties of digital materials which are of educational significance are available online.
- Some of the quality materials which are available free of cost or with minimum restrictions can be used, re-used and modified by teachers and students for their teaching and learning.
- As textbooks are too expensive, the students are switching from textbooks to digital course materials.
- E-content is becoming popular because of it’s flexibility of time, place and pace of learning.
- E-content is available in many subjects and almost all levels of education.
- It can be used by wide variety learners with diverse needs, different backgrounds, and previous experience and skill levels.
- It can be shared and transmitted easily and promptly among unlimited number of users around the world.
- It has a significant implication for open and distance learning institutions.
- Instructional
design is the practice of creating
instructional experiences which make the acquisition of knowledge and skill
more efficient, effective and appealing.
- The process broadly consists of determining the current status of learner understanding, defining the end goal of the instructional material and creating some ‘intervention’ to assist the transition.
- This systematic approach provides a step by step process for the analysis of the learners’ needs, the design and development of the material'.
- Most common and popular model used for creating instructional materials is the ADDIE model i.e. analyze, design, develop, implement and evaluate.
- This model is initially developed to explain the processes involved in the formulation of an instructional systems development (ISD) program for military inter-service training.
- ISD was meant for training individuals to do a particular job.
- This can also be applied to any inter-service curriculum development activity.
Analysis: It is the first phase of this model meant for examining the suitability of the e-content to be developed. It is related to analyzing the learning needs, context, learner, task and content.
- Contextual
analysis is
collecting data related to the context of learning such as learning
environment. Whether the e-content developed is for the individual or group,
formal or informal, facilitated or self-learning etc.
- Learner
analysis is collecting
data related to learners academic levels and attributes such as skills,
motivation, visual literacy, language competency, learning styles etc.
- Task
analysis is
stating the purposes of developing the e-content. Deciding whether that is
developed for educating, training, creating awareness, developing skills etc.
- Content
analysis is
nothing but preparing a content outline. It includes verifying the content with
respect to cognitive appropriateness, factual accuracy, completeness etc. It
also includes classifying the content into facts, concepts, principles,
processes and procedures.
Design: It is concerned with defining the learning objectives, structuring the content logically, specifying the instructional and evaluation strategies, and preparing for visual and technical design.
- Learning
objectives are to
be defined in clear, realistic and measurable terms. Learning objectives are
the statements that describe what the learner will be able to do at the end of
the course or program. Learning objectives should specify performance and
communicate their purposes.
- Instructional
strategies are to
be stated clearly. Depending on the learning style and nature of the content we
have to decide the appropriate instructional strategy. Appropriate media mix that is combination of
audio, video, graphics, animation; simulation etc is to be decided.
- Learner
evaluation strategies such as practice, computer marked or tutor marked assessments, pre-test,
post-test, remedial tests etc are to be specified. We have to decide about the
formative and summative assessments.
Development: It is related to the creation of story board. Story board is nothing but
scripting the entire course content. In e-content development the story board
describes step by step script of the final outcome of the e-content i.e. story
board is created to provide a blue print of the course with each and every
detail along with the content notes. The story board is created based on the
objectives and instructional strategies.
Implement: In the implementation phase, materials are distributed to learners. A comprehensive implementation strategy document is developed. This document should cover the course curriculum, learning outcomes, method of delivery in terms of hard ware and soft ware requirements and testing procedures.
Evaluation: The evaluation phase consists of two parts i.e. Formative and summative evaluation. Formative evaluation is present in each stage of the ADDIE process. Summative evaluation determines the adequacy of the distributed materials in achieving the course objectives. Material is to be revised at all the stages based on the feedback received.
25. Designing and development of E-content
- The purpose of e-content development is to create an information rich society.
- Everyone in the society is empowered to create, receive, share and utilize information for their progress.
- Very well designed, developed and validated e-content will provide access to high quality meaningful digital content and serve as an effective virtual teacher.
- E-content design, development and approach will depend upon the nature of the content and the learners.
- It will also depend on the quality and complexity the learning you wish to create.
- Most of the models involve the process of analyzing the learner needs and goals of the instructional material development, development of a delivery system and content, pilot study of the material developed, implementation, evaluating, refining the materials etc.
- In designing and development of E-content we have to adopt one of the instructional design models based on our requirements.
- Before understanding the designing and development of e-content it is essential to understand the meaning of instructional design.
Set the goal of app
- Think about why you are designing an app and what you’re setting out to accomplish.
- It’s not just app design where goal setting is important, it’s a life lesson
- Setting clear goals for your app and writing them down will give you a reference to come back to throughout the entire process.
Make a plan
- Based on the goal sketch out an outline of your project scope.
- During this stage you can look into a little deeper into how your app is going to make money (ads, in-app purchases, etc),
- This stage as drawing a visible road map of your app, what its functions are, who it’s for, and a mini step-by-step guide as to how you can get it there.
Research your niche and competitors
- Research is important to understand the niche market of your app.
- Researching your competitors will show you what’s missing from their apps, and give you better ideas as to what to incorporate into your own.
- Try to pay attention to reviews of users
Create a wireframe for your app
- Your wireframe is a draft for your app’s visual architecture.
- You’ll take your goals and visual sketches one step further and create a basic “blueprint” of how your app is going to look, and how it’s going to function.
- Your wireframe is a more detailed and specific outline of how things are going to work and what pages and functions are needed.
Get your app designed
- Now it’s time to think about the actual design of your app and create good-looking, realistic mockups.
- It will leave a permanent impression on your users, so don’t rush or skimp when it comes to your app design.
- A great looking, professional, beautiful design is what can make your app a raging success.
Target audience and purpose
- Decide what your social media network will be about.
- Make sure you have a full understanding of your market and the competition that already exists.
- Once you have a clear idea of what your app will be about and the purpose of it, it’s time to start putting together your ideas.
- You’ll want to consider your options for user retention, as well as what strategies you’ll use to grow and engage your community.
- If you plan to make money from your app, think carefully about your different monetization options.
Features and functions
- Be sure to understand your limitations, budget and development skills to ensure that all the features are necessary at this early stage
- Decide what you want your active users to do on your app – uploading photos, videos or text.
Development & Design
- When you have outlined the core features and functionality of your app, it is time to start designing and developing it
- You shall need to decide early on what route you intend to take and whether you want your app available for Android users, Apple users or both
- Start by wire framing your app. This will help your entire team visualize how the app works and what pages link together
- Prototyping is the next step and involves creating a working model of the app. It helps everyone understand the app better and will put you in much stronger position when it comes to the final development process.
Grow your community
- Once you have developed your app, it is time to get your users on there and start building your community
- Think about your initial marketing needs
- How will you get users to download your app and what incentives will you use to make sure they have the best time when using the app
Analysis
- There are a wide range of analytics tools that can help you assess the success of your app
- You might look at how long people spend on your app, or how many times per week/month they use it.
- Keeping track of engagement can help you make actionable changes for the future
Social network apps / relationship networks
- These are what many of us may already be familiar with (Twitter, Linkedin, Facebook)
- They are used to connect and interact with people online and to share information
Media sharing network
- These are special apps that allow you to share all kinds of media files (photos, videos, gifs, etc)
- Platforms such as youtube, vimeo, and tiktok are example of this
Consumer review networks
- These are used by customers to find or review business they have had an experience with.
- Yelp and Trustpilot are example for this
Community and discussion forums
- These are places for asking and answering questions, sharing experiences, insights, and tips.
- Apps such as Quora and Reddit are examples of them
Content curation networks
- These are apps that are used to share, discover, and save content
- Think Pinterest or Flipboard
Blogging and publishing platforms
- These social media platforms allow users to create blogs and publish their content
- Tumblr and Medium examples of platforms that offer this functionality
Interest-based networks
- This is a niche type of forum that unites people with common interest such as Goodreads or Soundcloud for example
Mobile banner ads
- Mobile banner advertising is the most common format due to its simplicity and possibility
- Mobile ad banners are displayed in static ad units often placed at the top or bottom of the screen of the device.
- Mobile banner ad sizes may vary, but the most standard banner sizes are 320×480, 300×250 and 320×50 for smart phones and 728×90, 768×1024 and 300×600 mobile ad units for tablets.
- The successful banner sizes is 320×50 due to its low price for advertisers and provides great user experience, and doesn’t interrupt user from the content.
- Mobile ad banners design requires a careful balance between eye-catching and bringing too distracting experience.
- Best mobile banner ads should highlight key features or provide an offer with a clear and compelling call to action without too much text though.
Native Ads
- Native advertising on mobile appears in different sizes and forms.
- Native ads are user-centric and organically fit into the context of the place where it appears.
- This format is perceived as relevant useful information in the flow that increases the chances for the ad to be clicked on.
- Native ad might be better to try out 320×480, 300×400 or other typical sizes.
- To bring great user experience and look seamless, the ads can come as an icon, feed or in-stream content.
- With this type, ads will appear contextually appropriate, for example displaying the ad of cosmetics placed in the middle of an article on a beauty blog.
- Native advertising presents a unique opportunity to share brand story.
- The combination of visual, headline, and description allows advertisers to state their message clearly and convincingly, and give extra information on the benefits, values, and story behind the product or service.
Mobile video ads
- This format is represented by pre-, mid- or post-roll videos seamlessly appearing in accordant place of the video.
- It’s supposed to be 320×480 or 480×320 sizes for smart phone and 768×1024 or 1024×768 for tablets. Also, 320×250 sizing is acceptable for out stream videos.
- A typical
video ad runs for 15 or 30 seconds when user tap
to play.
- With the growing popularity of shooting vertical video, video ads also evolved to both horizontal and vertical options.
- Accurate placement of mobile
video ads can boost the high engagement of the audience.
- Advertisers should think creatively when introducing a video to the users, as an attractive preview screen encourages users to play the video.
- To minimize the risk of frustrating the users, it’s a common practice to serve autoplay video with muted sound letting users turn it on and off.
- Mobile video ads are the best way to engage your audience and ensure your brand’s presence at the point of purchase.
- Mobile video ads fit nearly any purpose – from promoting product or service to telling a brand story.
- The lens of the eye focuses light on the light-sensitive cells of the retina, which comprises a combination of cones and rods.
- Both cones and rods react to a light stimulus but in different ways.
- The cones need more light to fire than the rods do and are not equally receptive to all colors.
- One group of cones is more sensitive to the short waves that make up blue.
- A second group responds to the medium length waves of green, and a third to the long waves of the red end of the spectrum.
- Because most colors we encounter are mixtures of various wavelengths, all three groups are in action in bright light.
- Each of the cones fires its own signal, which results in a high-resolution image of the colored object.
- The rods do not respond equally across the color spectrum and are, for all practical purposes, color blind.
- They jump into action when it gets dark. They help us see even when the cones give up for a lack of adequate light.
- This is why you don’t see much color in dim moonlight but still see some things around you.
- Because some of the rods gang up under very low illumination to deliver a strong enough signal for the brain to process, we see a slightly fuzzier image than with the cones, which fire individually.
- Before the brain can make us see color, or adapt our vision to a certain level of darkness, the cones and rods must send their signals to neurons (nerves), which process the signals and code them into simpler ones.
- This encoding process is similar to changing analog into digital signals to make them more robust (less borderline).
- Finally, these less ambiguous signals are sent to the brain to interpret—like a television receiver—the various signals as colors.
Color creates ideas, expresses messages, spark interest, and generate certain emotions. Within the psychology of colors, warm colors show excitement, optimism, and creativity; cool colors symbolize peace, calmness, and harmony.
Color is used to attract attention, group related elements, convey meaning, and generally enhance the aesthetics of the design.
It can be used to organize the design elements and create a visual hierarchy in design. A small dose of color that contrasts with the main color will draw attention. It will give emphasis.
Color helps us instantly understand our environment. It helps us to relate and to respond to our world.
Color can influence thinking, change actions, and cause reactions. It can irritate or calm our eyes, raise your blood pressure or suppress your appetite.
Symbolism of color: It is common knowledge that colors represent meaning. For eg:Red can communicate many different ideas depending on its context. Red is associated with fire, it can represent warmth or danger. Since red is also the color of blood, it’s considered an energetic, lively color and is also associated with matters of the heart, and sometimes violence.In some Eastern cultures, red symbolizes good fortune and prosperity and is the color worn by brides on their wedding day. Worldwide, red has been associated with various political movements and has symbolized revolution.
Color in design: Design, be it in the use of color or layout, is all about balance. The more complicated the colors and the scheme, the more difficult it is to achieve balance.60-30-10 is a basic, three-color palette rule that is sometimes applied to design which helps to create this harmony. Basically the dominant color is used 60% of the time, the accent color 30% and the balancer hue 10%. Another way to keep your color palette simple and balanced is using shades and tints of one Hue.
32. Color symbolism
- Generally people have used color to symbolize events, beliefs, and behavior.
- Color can symbolize life, death, hate, and faith, but such symbolic associations are learned and therefore are not uniform among all peoples.
- These associations are subject to people’s habits, values, traditions, and myths, which vary considerably from culture to culture and from period to period.
- For example, some cultures use black as the color of mourning whereas others use white and even pink.
- Such expressions as blacklist, black sheep, blue blood, blue movie, feeling blue, purple joke, greenhorn, yellow coward, red-light district are all examples of color symbolism that apply in English-speaking countries.
- As a religious symbol, white signifies purity, joy, and glory; but in war it means surrender.
- In some countries red can have political significance or it can simply mean good luck.
- A symbol with an unknown referent serves no purpose whatsoever. Beware of unexplained or obscure color symbolism, especially in video, film, and computer presentations.
- For example, having the bad guy in a cowboy movie wear a black hat and the good guy a white one has become symbol.
- If you establish a new symbolic color/event relationship, you must provide the audience with enough clues to learn this new association.
33. Compositional functions of color
- Colors contribute greatly to the general form of the screen image.
- As in a painting, colors help define certain screen areas; that is, they emphasize some areas and de-emphasize others.
- We may select certain color as the focal point in the screen area and then distribute the other colors accordingly to achieve a balanced pictorial composition.
- We may choose certain colors or color combinations that will help produce a predetermined overall energy level.
- Using colors for such purposes represents the compositional function of color.
- Generally, we aim at a harmonious color combination, a juxtaposition of colors that go well together.
- This means that we should be able to detect certain color relationships that yield to the perception of a dynamic yet unified pattern.
- In color composition, colors are no longer random; each has a purpose.
- Colors harmonize best when they are next to each other on the hue circle, on opposite sides of the hue circle.
- Color energy is the relative aesthetic impact a color has on us.
- A color’s energy depends on its hue, saturation, and brightness attributes; the size of the color area; and the relative contrast between foreground and background colors.
- When looking at hues, warm colors usually have more energy than cold ones.
- Colors that show up high on the brightness scale, such as a bright yellow, have higher energy than those low on the brightness scale, such as a dull brown.
- It is the saturation of a color that especially contributes to its energy.
- When equal in saturation, a warm red obviously has more impact on us than a cold blue. But if the red is desaturated, the saturated cold blue becomes the more energetic color.
- In general, high saturation means high energy, & low saturation means low energy.
- As for color area, large areas usually carry more energy than small ones.
- A large field of red on a computer screen is “louder” and commands more attention than a small red dot.
- Colors have more energy when set off against a background of contrasting brightness than against a background of similar brightness.
- A bright yellow has more energy against a dark-purple background than against a white one.
- Even achromatic (no saturation) white and black can have high energy, especially if set off against contrasting backgrounds.
- High-energy colors are more active than low-energy colors.