GOOD DESIGN is when there is a harmonious marriage between the visual art "form" and the message "function."
As journalists, our message is the story we have to share. Sometimes the most effective way to communicate might not be through written word alone. That's when visual communication becomes essential.
There are three parts to our objective in this class
- Understand how to make choices about the functional messaging (Visual Communication)
- Develop a good eye with solid principals of graphics (Design)
- Understand the elementary how-to rules (Layout/ Programs)
Design drives visual culture
GRAPHIC DESIGN DOES FOUR THINGS
- It captures attention
- it controls the eye's movement across the page or screen
- it conveys information
- It evokes emotion
Turn to page 8 in text book and work in groups of 2-3 to complete exercise #3 finding and example online or in a publication you have.
Elements of ART & DESIGN
- The defined area of your design
- Postive is area that is filled with elements
- Negative is empty space- Crucial for balance
- Rolls can be interchanged to make strong visual impact or subtle cues
SHAPE & FORM
- Organic = found in nature, curvy, not perfect, but can be simplified to a clean shape. Think leaf or scallop shell.
- Inorganic = geometric, perfect proportions, circles, squares, rectangles etc.
- Shapes can function like an icon representing a whole idea vs. one specific thing. For example: a leaf shape representing all of nature.
- Or can be a simplified element that represent something instead of actually showing it in all its detail. For example: stick figure representing a human.
SIZE & SCALE
- Shows the relationship between elements
- Explains exact measurements (like font size) or dimensions of a spread
- Can be used as a design element to bring emphasis or create nuance.
- Evokes emotion
- Directs viewer
- Create relationships
- Can be real or implied dimension
- Can pertain to the physical characteristics of the paper or printing surface
- Can be a pattern or random
- Tones of light and dark
- The range between lightest and darkest is the grayscale
- While it's obvious in black and white, there is also value in color for example pale pink has a light value, maroon red has a dark value.
- The wider the range of grays the more we perceive depth. Difference between simple cartoon and live action movie. Both are actually 2D but one looks more dimensional because of the range of values shown.
- Images that are mostly WHITE or light colors may be described as "High Key"
- Those with that are mostly BLACK or dark colors may be described as "Low Key"