Visual Graphics Design - Lecture 1 Introduction

Visual Graphic Design
( Visual Communication)
Graphic design is not an art?
• Fine art is self-serving personally motivated, and expressive. The true artist
explores social issues, makes a statement, or present viewers with images of the
world around them. Although most artist hope to sell their work to people who
connect with their art on an emotional or visual level. Fine arts is purely
subjective(“beauty is in the eyes of the beholder”) and open to personal
interpretation.
• Graphic design is a vocation involving the creation of visual communication on
behalf o a paying client with very specific needs. The designer must address the
needs and desires of the client first, Means making decisions that do not align with
their own. Design must be completely objective with clearly define goal,
objectives and measurable results.
Graphic design is not the same as
commercial art
Graphic Design is the convergence of
illustration, photography, and design. The
graphic designer must be the proverbial
“jack of all trades” when solving a visual
problem. While commercial artist includes
separate disciplines of photography,
illustration and design.
Graphic design is a visual communication
• Visual communication combines speech, written language, and
imagery into messages that are aesthetically pleasing, connect with the
audience on intellectual and emotional level, and provide them with
pertinent information.
Graphic design is a visual communication
Types of signs
• Icons
• Icons are realistic representation of objects or things in the form of simplified illustrations or
photographs that communicate quickly.
• Symbols
• Symbols are arbitrary signs with no apparent resemblance to the object or thing being represented
that require the use of a common shared language or cultural experience to be deciphered.
• Indexes
• In a book, the index is where readers can look to quickly find more information about a particular
subject. In semiotics, an index reverences the subject matter of object.
Semiotics
• Semiotics is the study of signs and symbols and their impact on communication
and language. Signs and symbols helps designers convey unique messages
through shared experience and meaning and are one of the most effective tools
used in communication.
• Culture, age, gender, and life experience are factors to take into consideration
when choosing visual symbols to communicate a message.
Depth of meaning
• Message must connect with the viewer at many levels beyond mere
aesthetics in order to resonate and be remembered by viewers. The
more the audience views a message that speaks to them on an
emotional level, the more likely they are to comprehend and remember
the work.
Depth of meaning
1. Perception
The aspects of visual solutions that make us look at piece. Visual
hierarchy, contrast, color, and imagery are all formal qualities that grab
the viewer’s attention and draw him into the work.
2. Sensation
Images with tactile qualities cause viewers to experience gut
reactions to the work. Such images have the power to either repulse
or arouse the audience’s curiosity
Depth of meaning
3. Emotion
Appealing t the viewer’s emotion rather than his reason has
enormous power of persuasion. Positive and negative emotions such
as love, lust, confidence and fear all employed heavily by advertising
to sell products or lifestyles.
4. Intellect
The power of words in design and subtleties such as wit and humor
appeal to both right- and left-brain rationale
Depth of meaning
5. Identification
Everyone has a psychological desire to belong to a group, whether it
is an organization or a movement. Design that connects on an
emotional and intellectual level, such as corporate identity and branding,
often forms deep personal connections with an audience.
6. Reverberation
Nostalgic imagery often elicits comfort and dependability in visual
messages. Referencing history and tradition tends to resonate with the
viewer as being true.
Depth of meaning
7. Spirituality
This is employed when a work’s moral and
artistic qualities converge to deliver a
message. Everything about the visual
communication, from concept to execution,
works in unison. Pieces of this magnitude are
often timeless examples of graphic design.
Perceiving visual messages
• Context
• Designers appeal directly to the intellect of their audience through
messages that are only relevant to them., much like an “inside joke” or
a story. They challenge viewers to decipher visually sophisticated
imagery or symbolism, which leads to greater satisfaction, emotional
connection, and memorability.
Cultural considerations in communication
• Understanding and incorporating the cultural experience of one’s
audience is extremely important when designing for international
audience.
Communicative quality of color
• Color has ability to evoke powerful emotions from people, so when
used properly, it can be highly effective tool for communication.
Although cultural association of color vary, There are some
commonalities in terms of color preferences and meaning.
Color meaning and association
Color meaning and association
The role of design in everyday life
Wayfinding
Wayfinding
Wayfinding

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Visual Graphic Design

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