Visual Techniques

Contrast

Boldness

Sharpness

Instability

Exaggeration

Activeness

Depth

Statis

Simplicity

Symmetry

Balance

Singularity

*I couldn't choose just two so I decided to contrast 3...


These images differ in various ways but mainly in their interpretation. The way they are structured cause the viewer to interpret them differently. The first image is bold and colorful, giving off a completely different expression then say the third image. The first image is very bold and straight-on, where as the second image has a contrast in itself with one side of the layout exhibiting stasis and the other side activeness. 


The second image and the third image differ in the sense that although they are both black and white images, they exhibit differing senses of balance and symmetry. The second image is exaggerated in the sense that the woman on the right side of the page is altered to look like the alphabet. The other side (left) of the image is static and unstable, creating depth in the layout. The third image is completely different in the sense that it is a very much balanced layout, with the two main components of the layout on two opposite sides of the pages, relatively the same size as well, not to mention the same color. 


These differences in visual techniques in these magazine layouts create varying interpretations. The first being an immediate colorful burst impact on the viewer. The second image being an interesting composition to look at due to its contrast of stasis and activeness as well as a depth component. The third image being a very clear and simple interpretation, due to the symmetry and balance. 

Contrast

Good Contrast

The first example of good contrast in design is a well known advertisement for the Apple iPod. The contrast is in the color of the girl listening to the iPod and the color of the background. It's an obvious contrast in color but the simplicity makes the advertisement stand out and is easy to identify.

The second example is of a magazine layout. The contrast in this piece is mainly in color between the black and grays, with the contrast in the title that's in yellow. The tones in the picture of the man is also adding contrast to the composition. 

Bad Contrast

The example above is of a MySpace layout. The contrast in the multiple colors is quite obvious upon the first look but the overload of different shapes and colors strays away from the ability to actually read it and it causes the viewer to lose interest. There is way too much contrast in the types, color, and sizes of the various components of the layout that it isn't successful at all. 

Implied Movement

This advertisement is an example of implied movement in type. The type is altered to look as if the poster is bent. Although it is 2-D design, the altercations made to the type cause the viewer to relate it to an example of a bent poster they've maybe seen before. The artist made the image look realistic in the sense of a piece of paper that was bent out of shape, which implies a sort of movement. Although it's not actually moving, it implies movement to the viewer due to the relatedness in it's movement of type.

The image above is a 2-D design of a person "balancing" the earth on their finger. This is an example of implied motion because we are able to relate this image to one we have probably seen before and are familiar with which is someone spinning a basketball on their finger in order to balance it. The rings around the earth that are shown imply that it is spinning due to the implications we have made that if there are rings around something that should move, it is indeed moving. The fact that it is being balanced on a finger simply adds to these implications that the "earth" is spinning on the finger shown. 

The image above also shows implied movement mainly due to the fact that a small object (the Lego piece) is standing still in the foreground as the image of the taxi is in the background, blurred. The blurred effect of the the taxi implies to the viewer that it is moving. 

Dimension/Depth/Space/Scale

http://bestdesignoptions.com/?p=4076

This image is an example of relative height. The sprinkler in the image is shown getting smaller as the depth increases. This is shown by relative height because the height of the sprinkler decreases as it nears the horizon line. The angle of the photo allows the viewer to see that the sprinkler is further away than the viewer. The perspective in the photo represents that the sprinkler is angled and the end is far away. The convergence of the sprinkler lines helps the viewer identify the perspective of the photo. The photo would not have the same composition if the sprinkler was shot on a straight shot rather than at an angle. 

Tone and Color

1. 

2.

3.

4. 

Tone

a. In these four images of various magazine layouts tone is very much apparent. In image number one the tone of the different colors shown (blue, yellow, pink) are not as strong to exhibit the feeling of the article. The article exhibits more of a "fluffy" feel and is quite the opposite of the feeling in image number four where the tones of red are very strong and exert a very different feeling. The tones of various reds in image four illustrate a strong and direct feeling. 

b. In image number three, tone works with shape in which they relate to each other throughout the layout. The color yellow in the layout is a reoccurring theme and shape in the layout. The typography has a bright yellow and a similar tone of yellow is shown in various box shapes in the layout, creating a unity in the piece. 

Color

a. In each of these images color is represented in various ways. In image number one color is used to separate the different parts of the article and to decipher what you are reading. The various parts of the article are separated by color to help the reader know they are reading about something different. Color is used as an aspect of unity in image number three because the type is in the same red as the red in the lining of the dress the model is wearing on the left side of the page. This color unity helps the viewer connect the pieces as a whole. 

b. Color interacts with line in each of these images. In image one the different lines or scalloping of color in the layout work with color to create differentiation. In image two the block line of subtle peach/nude color across the page adds to the layout. The lines of color in image three separate the different elements in the layout (the yellow lines). 

Fashion Design

Texture

This dress exudes a variety of textures ranging from the ridging on the sleeves and the bottom of the dress to the silkiness of the base of the dress. The texture of the dress varies in different parts which makes the dress much more interesting to look at than if the entire dress was the same texture. It gives the dress depth and a diversity layers that really adds to the dress. 

Color

This dress immediately screams a pop of color when the viewer first sees it. The unique orange/red color of the dress sets it apart from other "normal" dresses and helps make it stand out from the rest significantly. If this dress was not a bright color, I don't think it would have the same "shock" effect that it has on the viewer that it has now. Color in this sense took a large role in establishing this dress to be a strong fashion statement. 

Shape

This Alexander McQueen shoe uses shape as a method of identification. many of Alexander McQueen's shoes have the same shape which allows consumers to recognize his line much more easily. Upon first look, the shape of the heel looks unbearable to wear although they are seen on the runway. The shape of the shoe alone is a statement, without even taking the extravagant jewels into consideration. 

Gestalt

BRACELET

I first looked at the different shapes and made sure there were the same amount of triangles and circles as the other surrounding bracelets and then saw that there was so I moved on to another tactic. I noticed that there were different shadows on one bracelet than the other two. I would say that I used the “visual induction” technique according to the McKim reading. I inducted that there was a specific shadow that was different than the other two bracelets so I chose he two bracelets to the left as the ones that are identical. I also used “perceptual speed” to match and compare the bracelets to the others and it’s characteristics using pattern recognition. 

My partner used similar tactics. At first she didn't notice the difference in the shadows but then she noticed it. 

CAT PUZZLE

I first looked at the cat as a whole and noticed that the entire image was made of different sized triangles and I first counted the most obvious ones. This technique is called “pattern-seeking” because I was looking for a familiar shape; the triangle. Like the McKim reading states, I “found a desired pattern embedded in distracting surroundings.” After counting the more obvious ones I looked at the image closer and noticed on triangle could be counted for another. I counted 19 triangles total.

My partner used the same techniques. She first noticed the more obvious triangles by using the “pattern-seeking” technique. She then looked more closely and noticed there were more triangles. She first found 17 triangles and then counted 19.

Visual Perception

Target Advertisement in New York City

http://1.bp.blogspot.com/_fovzC1ZducQ/TOF6ghDrrAI/AAAAAAAAAhk/EPsRZMfeNRc/s640/ny_times_square_target_advertisements_199.jpg

The advertisement above represents the visual hierarchy in a number of ways. First of all it is very obvious that they ad is for Target due to the recognizable colors of the company, and the repeated symbols representative to the company. Shape channels and color channels are the most recognizable to the viewer right away. When you look at the advertisement the viewer can detect the Target logo repeatedly, representing the color channel being used. The idea of "the presence of preattentive feature is more effective than its absence" is being used in this series of advertisements, in relation to the logo. The visual hierarchy is the following: the color channel detection (red and white), shape channel (Target of logo, of a target), and the repetition of these symbols in the series of advertisements next to each other. The viewer can immediately tell that the advertisements, although they are on multiple panels, are related to each other due to the visual channels they have. The advertisement causes the viewers eye to move around this city block to see the relationship between each of the advertisements because they realize they are interrelated.

Top-Down Processing

[M&M company]

This advertisement is an example of Top-Down Processing because the viewer is forced to perceive the image the artist is trying to portray but not so obviously. The M&M's are in the shape of a keyboard, suggesting a form of communication, which is what they are trying to advertise. The process the viewer has to go through visually is, looking a the ad, noticing they are M&M's in the shape of something similar, and then they figure out that the familiar shape is the order of a standard keyboard. This advertisement catches the viewers attention and then causes them to visually perceive it to accomplish the artists' "goal."

[Clorets]

This is another advertisement that exhibits the Top-Down process. The picture is of someone sticking, what first appears to be a tongue out, but if you look more carefully the viewer notices it's actually a fish. The advertisement catches the viewers attention because they are used to this image if it were a tongue because it's somewhat conventional, but when they automatically think that and then actually realize what it is, it causes them to look again. This process of linking stored information with the advertisement is the process of top-down processing. 

Syntactical Guidelines- Success and Failure

The logo above is a good example of the syntactical guideline, balance, being used correctly. The difference between the contrasting colors, purple and orange, and the fact that they are on the same plane and size, creates a harmonious balance between the words even though they are different amount of letters. The logo provides stability for the viewer and is much easier on the eyes because of this trait. 

The image above is an example of a logo that is poorly designed. There are ore than three fonts used in the one logo which is an example of the syntactical guideline, stress. The fact that there are so many fonts plus the added image to the left, creates a stressful composition and the viewer doesn't know what to concentrate on specifically which causes them to lose interest. Having the watermark to the left of the composition is also an example of sharpening but it was poorly used. Having the watermark to the far left doesn't heighten the quality of the design and actually distracts more from the meaning. 

Visual vs Symbolic Language

Description:

Dark, melancholy, bold, tiring, frank, draining, repetition, linear, shadow, forms, currency, numerals, "help wanted", business attire, variety

This image implies the tiresome effects unemployment has on people, which is exhibited in the stance of the symbols of people. The fact that the people shown are all in a sort of transparent, dark gray shadow, displays the idea that the unemployed population can be seen as a large group that may feel ignored. The idea that the people are represented as shadows definitely suggests the concept that they may not feel understood or noticed by the public that is employed. It could also suggest the factor of feeling like a failure in society or like they no longer have an influence in society. The continual line that they are formed in may also propose the feeling of recurrent defeat in the competitive job market. The bold and prominent font of the the word "Unemployment" in all caps doesn't leave much opportunity for the viewer to disregard  the main issue being displayed. For someone who may be visually impaired the image may represent feelings of loneliness, disorientation, neglect, and  lack of progress.

Meaning 2

Representational:

This poster has a realistic, representation of the iPhone product. The iPhone is the main component of the poster, which signifies it's importance in the advertisement. The fact that it's directly in the middle of the composition relays this as well, and communicates the fact that that is the product they are selling. The realistic representation of the iPhone, gives the reader the "recollection factor." When they see the poster with the iPhone picture they can recognize what it is because it's realistically represented. This aspect relates to the symbolic level because symbols are intended for the public to be able to easily identify what they are. In the sense of relating to the abstract level, although the picture of the iPhone may be a realistic representation, it may not look like every iPhone available. It is a mere "abstract" representation of the common iPhone.

Abstraction:

The gadget-like illustrations behind the iPhone show a level of abstraction in this poster. You can't really tell what the illustrations are, and set a kind of ambiguous tone to the poster. I think it has a kind of outlet for imagination for the viewer since you can't really tell what is being illustrated. It seems to be mainly ornamentation. This abstraction relates to the representation level because I think the artist tried to make the illustrations relate to the realistic style as the iPhone was represented in, adding light and shading. The abstraction also adds to the level of symbolism because it is incorporated with symbolic features that are tied into the abstractions some how. 

Symbolic:

There are various examples of symbols in this poster. One being the Apple Company logo of the apple next to "iPhone." The others being the arrows and plus-signs. These symbols give the viewer a familiarity to make some sort of connection. The Apple logo for example provides a repeating symbol for consumers so that they can recognize their products easily. The symbols relate to the representational level because they illustrate things in reality that are recognizable in reality in symbolic form. The symbols also relate tot the abstract level because they are sort of conceptual and a mix between reality and abstraction. 

Representation, Symbol, Abstraction

This image of houses is an image of an abstraction of the idea of a house. The houses in the image are all distilled, meaning they are the "boiled down" version of what a house normally looks like. The conventional structure of a house is portrayed in the image which helps the viewer identify that they are houses even though it may not look like reality. The additions of windows and doors help the viewer identify that they are houses as well. The fence and the yards are also additions to the image that assist the viewer in making the assertion that they are houses being shown. The artist took the basics of a house and portrayed that in this painting. 

Above is a symbol of a cupcake. The artist took the simplest forms of a cupcake and chose those shapes to signify a cupcake. The image is so simple, yet gets across the idea that it is a symbol for a cupcake because of the shape and size. Even though the colors may not symbolize an actual cupcake, the viewer can still understand the basic image for a cupcake and make the connection between the two. The association made with the top of cupcakes usually being a bit larger than the bottom, and the resemblance of "frosting" on the top, makes this symbol recognizable to a wide audience. 

Above is a picture I took of two different coffee mugs. They are realistic representations of coffee. Because the photo was not altered in the sense that would effect the representation of the two coffee mugs, this image shows a simple representation. Nothing was done to the image to express any alterations but it is functional in the sense that it displays coffee in one of it's simplest ways. It was one of my direct experiences with drinking coffee, which is exactly what the image exhibits.