Download Visual Communication: Images with Messages

DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
How does the use of light add to these messages?
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Sense of mystery, drama, suspense
Very high contrast, intensity of light
Phosphorescent glow weird
Around show title too
Ghost-like
Unnatural, creepy, sci-fi
Apprehensive, curiosity
Light coming at you
Black and white, serious
Dark, alleyway setting, scary
Figure fills the space
DESIGN STRATEGIES in a visual culture
Highlights the drama
Frames the people, lighter and
more energetic
Makes the bull scary and heavy
Scale is large/overwhelming and
leaving no space to get around it
Close and more intense
experience
Personal view, ‘bulls eye’ looking
at you
Organic, diagonal edges
pronounced, enhanced sense of
movement and excitement
Authentic experience - really there
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Chapter 3: The Eye, the Retina, and the Brain
The visual sense is one that we use a great deal to take in information in our environment.
We need to take a closer look at:
1. how this sense works to better understand how to create visuals that attract the eye
2. expressions we make with our eyes as powerful elements in a visual message.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Chapter 3: The Eye, the Retina, and the Brain
3. how the brain
receives information
from the eye - how parts
of the brain work to
retain visual information
as memory, to process
new visual information or
to recognize visual
information.
Knowing more about this
whole process means
we can design
messages that will be
effective.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
A Camera is Like an Eye
• Housed Within a Protective Area
• Built-In Lens Cleaning
• Shutter is Like an Eyelid
• Aperture is Like a Pupil
• Focus Along the Back
• Emulsion or Scanning is Like the Photoreceptors
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
How Does The Human Eye Work?
The individual components of the eye work in a manner similar to a camera.
Each part plays a vital role in providing clear vision.
As the eye's main focusing element, the cornea takes widely diverging rays of light and bends them through the
pupil, the dark, round opening in the center of the colored iris. The iris and pupil act like the aperture of a camera.
Next in line is the lens which acts like the lens in a camera, helping to focus light to the back of the eye.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The human eye is remarkable. It accommodates to changing lighting conditions and focuses
light rays originating from various distances from the eye.
The amount of light in a scene causes the iris to enlarge or contract the opening. Research
shows that emotional responses or special interests do the same thing. Drugs can also affect
the size of the opening.
When all of the components of the eye function properly, light is converted to impulses and
conveyed to the brain where an image is perceived.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The very back of the eye is lined with a layer called the retina which acts very much like the film of the
camera. The retina is a membrane containing photoreceptor nerve cells that lines the inside back wall
of the eye.
The photoreceptor nerve cells of the retina change the light rays into electrical impulses and
send them through the optic nerve to the brain where an image is perceived.
The center 10% of the retina is called the macula. This is responsible for your sharp vision, your
reading vision. The peripheral retina is responsible for the peripheral vision.
As with the camera, if the "film" is bad in the eye (i.e. the retina), no matter how good the rest of the
eye is, you will not get a good picture..
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The Retina
• 125 Million Photoreceptors
• 7 Million for Color
• 118 Million for Low Light
Regions of the Retina
• Peripheral
• Outside Portion of the Retina
• Sensitive to Low Light
• Sensitive to Movements
• Macula
•
•
•
•
Diagram of the Human Eye
Sharp Focus and Color
Foveal Pit: Most Sensitive Cells
Saccades: Constant Movement
Doesn’t function well in low light
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The outside edge of the retina
alerts the body that something has
moved and is worth your attention.
Moving the head will bring the
object directly into line for focusing
by the macula.
The brain is constantly telling
muscles to move the eyes in order
to concentrate on objects observed
by the sensual data received from
the peripheral area.
Diagram of the Human Eye
The brain is always looking for
change. It moves the eyes so that
an interesting visual target is
always in the center view where
the foveal pit is.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
What graphic design principle
would work with this information
effectively?
Contrast
Emphasis
Diagram of the Human Eye
DESIGN STRATEGIES in a visual culture
Photoreceptors: Rods and Cones
The photoreceptor nerve cells of the retina
change the electromagnetic energy of light rays
into electrical impulses and send them through
the optic nerve to the brain where they are
electrical impulses the brain can use.
• Rods
• Peripheral Region
- sensitive to movement
• Visual Purple and chemical
bleaching by strong light which
inactivates the rods
• Used in night vision/low light
• Cones
• Concentrated in Macula Region
• Three Types Sensitive to Red,
Green, and Blue
Color Deficiencies
• Octopuses and Squid Only see Blue;
Spiders Only See Green
• Human Color Deficiency: Mostly Male (8
Percent) See No Difference between Green
and Red
Visual Communication: Images with Messages
Diagram of the Light Path to the Rods and Cones
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
As you move your head from side to side, try to count the black dots. The faint and fleeting black dots
replace the white dots only within the mind of the viewer. The illusion is a result of the rods in your
retinas going through the excitatory and inhibitory process.
Rods are sensitive to slight movements by outside objects. Exposure to light immediately starts the
bleaching process. The excess energy from that process excites a fellow rod, causing it to be
bleached while the original rod becomes unbleached. This allows the brain to distinguish edges easily
so it can detect slight changes in movement.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The Optic Nerve and Optic Chiasma
Depth perception is not only a result of
having two eyes, but also of a separation
of each eyes’ image within the brain.
The optic nerves from each eye intersect
behind the eyeballs at a place called the
optic chiasma.
This physiology allow for an even
distribution of the visual message
throughout the brain, which may aid in
quicker recognition of objects.
The Optic Chiasma
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The Brain - a sophisticated communications network
• 100 Billion Nerve Cells Each Linked to Up To 10,000 Other Cells
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Thoughts and actions are communicated from one cell to another throughout these links in the brain.
Repetition and practice strengthen them. Stronger links lead to quicker recognition and association
of objects and ideas.
Thalamus in the center: Filters all but Vision
All impulses that arise from the sensory systems (except the sense of smell) pass through the cells
of the thalamus. This area suppresses sensual information that the conscious mind doesn’t need to
know about. It does pass on the optic nerves impulses to the visual cortex in the back of the brain.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The Cortex
• Occipital Lobe: Where Images
are Initially Processed (Visual
Cortex)
• Parietal Lobe: Navigation and
Grabbing
• Temporal Lobe: Recognition and
Meaning
Occipital Lobe (Visual Cortex) in the Back
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The visual cortex divides a visual message into
several different parts. Cells in the cortex are highly
specialized: some for color recognition, others
locate edges, others look for lines.
After the visual cortex processes the visual
message, it is sent via two pathways - the ‘how’
and the ‘what’
The how is in the parietal lobes located at the top of
the brain - concerned with vision that helps us
move safely about the world.
The what pathway goes to the temporal lobes
located just behind the temples… responsible for
recognizing objects and assigning meaning.
The Cortex
• Amygdala: Emotions get Attached
If an image is filled with meaningful and
emotional content, it is sent to the Hippocampi
• Here Memories are Created - and
Destroyed (alzheimers, etc…)
The Amygdala Are Attached to the Hippocampi
DESIGN STRATEGIES in a visual culture
All of our communications (inputs/outputs) are
based on our senses.
Since sight is our most important sense, our
strongest form of communications are the visual
ones.
Spoken language can pass a lot more detailed
information, but raw emotions or intent are
often sent through body language.
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Eyes Evolved for Walking and Safe Eating
Seventy Percent of All Sensory Receptors are in the Eyes
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Protection is important
Covering the eyes also hides them - for disguise or perhaps to prevent
others from really knowing the emotions of the person
DESIGN STRATEGIES in a visual culture
Stereotypes/prejudice about eyesight:
Blind people - less capable, etc…
Eyeglasses
Albino - pinkish eyes, sensitivity to light
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Body Language is so important that we automatically understand it - much
expression and emotion is understood through body language.
We all understand "being stared down", smiles, people avoiding eye contact,
scowls, slouching posture, a "cocky" walk, etc.
It is the most natural form of communication, most animals use their body
language as their first form of communication. Watch a cat or dog "raise their
hackles" (hair on their backs), lower themselves to get ready to spring, make
themselves appear larger by turning sideways, make a facial or verbal snarl.
Anything that fails to recognize these warning signs deserves what it gets.
This goes for humans as well.
DESIGN STRATEGIES in a visual culture
Humans have a very visual body language.
Our eyes express emotions.
Our posture expresses emotion and intent.
Our gestures express emotion and social
order (class, culture).
Our appearance (dress, cleanliness, haircut,
etc.) expresses social order and standing.
So learning and understanding these complex
signals, both in reading them and expressing
them, will expand you as a human being in
your ability to communicate with others - and
to choose images that have clearer
meaning in the context of your visual
messages.
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
The Degree of Eye Contact
Affects an Image’s Message
Sir John Herschel
by Julia Cameron
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
What is the message
in these eyes?
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
One of our most expressive features is our eyes/face. We ‘read’ expression to understand intent.
This makes eye contact one of our first forms of body language, along with the fact that we use our visual
sense/eyes to gather information…
Eye contact is allowed with anyone for a couple of seconds, but more than that is "out of the ordinary". If you look
at someone for longer than that, it means something, and they are going to guess at the meaning.
Everyone understands that when the opposite sex makes continued (prolonged) eye contact with us that they are
"interested" in us.
If you stare (or glare!) at someone, it may be assumed that you are challenging them.
If someone's eyes glass-over, de-focus or wander - they have lost interest; they may be either bored, daydreaming
or fantasizing.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Alertness is associated with eye movement.
If a person stares at one object or eyes glaze over, we know that person is "out of it”, perhaps overtired. (as in
this ad below…)
If a person is looking around the room occasionally, checking things out, that person is displaying alertness.
If a person is always looking around, eyes never remaining on one object for very long, they may be nervous
or scared.
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
What is the Message When the Eyes Are Covered or looking away?
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
Why are their eyes closed?
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The use of positive
expression in the
eyes and the use of
light as a symbol
for creativity…
DESIGN STRATEGIES in a visual culture
How does the imagery connect to the
headline and message in this ad?
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Now the imagery is
carrying the emotional
content of the message
more.
This may mean that the
message will have greater
impact - a more engaging
and memorable message
because the imagery
connects more to the
content and intention of
the message.
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
How does the use of
human expression in
this collage found on
the CARE Honduras
website contribute to
an immediate
impression by the
viewer?
http://www.careusa.org/vft/honduras/
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
US DOLLAR, 1957
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
What is the reason for including the image of an eye in the design of the US dollar?
DESIGN STRATEGIES in a visual culture
Visual Communication: Images with Messages
The Continental Congress decided to create a national seal or emblem on
July 4, 1776, the same day that the congress adopted the Declaration of
Independence. The congress appointed Benjamin Franklin, Thomas
Jefferson and John Adams to a committee to come up a national seal. It
took six years, three committees, several artistic contributions and many
revisions before the final seal was adopted on June 20, 1782.
These features are meant to graphically represent the tenets of the new
nation.
The unfinished pyramid and the eye in a triangle on the reverse side are
classic symbols. The Egyptian pyramid is a symbol of strength and duration;
the 13 steps indicate the original number of U.S. states; and the 13 steps
leading to an unfinished summit indicates future growth of the nation. The
eye is known as the "Eye of Providence" and is surrounded by rays of light.
According to Webster's New World College Dictionary, "providence" can
mean:
1. a looking to, or preparation for, the future; provision.
2. skill or wisdom in management; prudence.
3. a) the care or benevolent guidance of God or nature, b) an instance of
this.
4. God, as the guiding power of the universe.
Above the "eye" are the Latin words "Annuit Coeptis." This translates to "He has
favored our undertakings." This line is associated with the "Eye of Providence."
Below the pyramid are the Latin words "Novus Ordo Seclorum," meaning "A new
order of the ages," referring to the birth of America in 1776.
http://money.howstuffworks.com/question518.htm
The single eye shows up
in Egyptian mythology
as the Eye of Horus, an
ancient god of the
Egyptians. The eye
represented wisdom,
health and prosperity.
DESIGN STRATEGIES in a visual culture
Let’s consider one visual ‘symbol’:
An apple
Some content/cultural associations:
Healthy
Education - teacher
Evil - the witchs gift
Adam and Eve
Computers
Write a response to the following (to hand in).
Please make sure your full name is written clearly.
How is the imagery used in this book cover?
Consider:
type of apple
size
color
position
details
lettering style
What is the theme or message carried by the
combination of imagery (words and image)?
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
Summary of lecture responses
•
“by putting the apple upside down and
against a white background it really
shows contrast and questions the
validity of whether or not eating an
apple a day is really enough anymore.”
•
“Contrast is great due to plain
background.”
•
“White background makes the crisp
edges of red apple stand out.”
•
“zig-zag format”
•
“the apple’s leaf points back to the
words. Keeping the eyes moving”
Visual Communication: Images with Messages
DESIGN STRATEGIES in a visual culture
more responses
• “Red Delicious apple,
commonly used and most
recognizable.”
• “Red – a classic apple”
• “when an image is seen
upside down it means the
opposite of the original
meaning”
• “the apple is pointed down
with the stem resembling a
thumbs down”
Visual Communication: Images with Messages