Art 1113 Chapter 2.7 Visual Communication

Kok Cheow Yeoh, Hegemony

Yeoh considers relationship between message and visual form Hegemony means authority or dominance Refers to the economic leadership of China and the USA Balanced tension

Layout Design

__________ is the art of organizing type, logos, and illustrations in traditional print media Essential if information is to be easily understood One of the main considerations in layout design is spacing

Illustration

____________ are images created to inform as well as to embellish the printed page Good ____________ is critical in certain fields, where it may communicate essential information more effectively than text or a photograph

Logo

a carefully designed piece of type, called a logotype, that is unique and easily identified Used in place of written labels because they provide an immediate message that can be understood in any language

Boldface

a darker and heavier typeface than its normal instance

Illuminated manuscript

a hand-lettered text with hand-drawn pictures

Modernist, Modernism

a radically new twentieth-century art and architectural movement that embraced modern industrial materials and a machine aesthetic

Void

an area in an artwork that seems empty

Abstract

art imagery that departs from recognizable images of the natural world

Bauhaus

design school founded in Weimar, Germany, in 1919

Illuminated characters

highly decorated letters, usually found at the beginning of a page or paragraph

White space

in typography, the empty space around type or other features in a layout

Papyrus

made of a paper-like substance created from the pith of the papyrus plant

Gutenberg Bible

replica of Black Letter style used in Gutenberg's 1454 Bible

Icons

simple symbolic graphic shapes Used in place of written labels because they provide an immediate message that can be understood in any language

Typography

the art of designing, arranging, and choosing type

Calligraphy

the art of emotive or carefully descriptive hand lettering or handwriting

Medium (plural media)

the material on or from which an artist chooses to make a work of art

CMYK

the primary colors used in inkjet printing: cyan, magenta, blue, and key (black)

Emphasis

the principle of drawing attention to particular content within a work

Primary colors

three basic colors from which all others are derived

Advertising Design

Design specifically created to sell a product or service Considered placement of textual and visual elements to unify an advertising design conceptually has become common practice

Dürer, pages from Course in the Art of Measurement with Compass and Ruler

Dürer wrote the first manual to standardize the design of letter shapes Created each letter using geometric elements (squares, circles, and lines)

Conrad Garner, Toronto Maple Leafs Centennial Season Ticket Package

Garner fuses innovative typography with elegant imagery in this design Each ticket reflects stories from the 100 year history of the team Developed cover pattern from Maple leaf

Mary Grandpré, cover art for Harry Potter and the Sorcerer's Stone

Grandpré's illustration introduces the reader to the main character Imagery complements the written text Half-hidden clues in the artwork provide a visual introduction

Car dashboard Icon Set

Graphic images have supplanted written languages in many places, one example is the universal icons that appear on car dashboards Recognized and understood across cultures No words need to be printed

Sans Serif Font

Halvetica font with no serifs (sans serif)

Dutch History Bible

Illuminated manuscripts were executed in monasteries on prepared animal skins, called parchment After being painted and lettered by hand, they were bound as books Time-consuming and produced only one copy

Shiseido Advertising Design

In the 1920s the cosmetic company Shiseido produced a series of elegant designs to promote beauty goods Integrated traditional Japanese design with European art influences Type, illustration, symbol, and message come together

Toulouse-Lautrec, La Goulue at the Moulin Rouge

Poster for his favorite Parisian nightspot, the Moulin Rouge Free, rounded writing style is as casual as the spectators in the scene Skillful hand-rendered text and images

Web Design

Text and image in mass communication has evolved to include interactive designs used on the World Wide Web Allows designers more freedom to add interactivity

Mesopotamians

The ancient _________________ were the first to employ picture symbols in a consistent language system

Typography

The visual form of printed letters, words, and text is called this Type first came into existence with Johannes Gutenberg's invention of the printing press in Germany around 1450

Section of papyrus from Book of the Dead of Ani

This written work features Egyptian hieroglyphics. Written on papyrus scroll

James Montgomery Flagg,I Want You for U.S. Army

Uncle Sam was a fictional character from the early 19th century Flagg brought him to life in his poster of 1917, using his own face Helped to recruit soldiers for World Wars I and II

New Wave design

A design movement that exemplified the counter cultural currents of the 1980s

Color in Visual Communication Design

Color is used differently in print and electronic displays than it is by painters or other kinds of artists

Magritte exhibition website, MoMA

Contemporary web designers try to connect the subject to the design Sounds, movement, and other features are revealed as the viewer enters the site Mysterious character of Magritte's art is captured in the website experience

April Greiman, Does It Make Sense? Greiman's Design Quarterly #133, 1986

Greiman was one of the first designers to create a major work completely on a computer Used a self-portrait as image Imported images to a Mac using a video import device

Morris and Burne-Jones, Works of Geoffrey Chaucer

Morris and Burne-Jones believed that society should reject rampant industrialization and restore hand craftsmanship Hand-crafted an illustrated book: illustrations, illuminated characters, and patterns Enhances Chaucer's written words

Color in Print

Most printed color images rely on four separate colors: cyan, magenta, yellow, plus black, called "key" (CMYK) Four colored inks are printed on paper as dots in a regular pattern ("screen") This color printing process is called offset printing

Maxfield Parrish,Daybreak

Parrish's image is one of the most popular illustrations ever made 25 percent of all American households may have owned a copy in the 1920s Still influences artists and filmmakers

Influence of the Bauhaus on Visual Design

The Bauhaus was a German school of art and design that operated in the early 20th century Modernist theory: "form follows function" Sought a universal style that did not favor one culture over another Herbert Bayer, one of the school's professors, created an easy-to-read, sans serif typeface named "Universal"

Color in Electronic Displays

The digital display is illuminated by red, green, and blue (RGB) light cells, called phosphors The monitor turns a combination of phosphors on or off to produce colors

visual communication

The essence of ____________ _______________ design is the use of symbols to communicate information and ideas

Dreamhack Gaming Conference

The game Starcraft uses RGB primaries to create dazzling colors Displayed at the annual Dreamhack computer gaming conference Digital works have a glow and rich color that bring new sensations to art and design

Razorfish, Taste Re-wind

This design features a careful organization of text and image for simple and easy use Allows listener to select music from a specific time period and then customize to own taste

Chevrolet logo

This logo was first used by Chevrolet in 1913 Originally, the name "Chevrolet" was written across the simple stylized cross (called the "bowtie") It now communicates the company name without using any letters

Leo Burnett Company, Inc. and Helen Musselwhite, McDonald's Happy Meal Campaign

This work is a collaborative effort between an independent illustrator and designers from an advertising firm Cut paper relief used to create a three-dimensional artwork

Roman Serif Front

Times New Roman with some serifs circled

Jorge Colombo, Finger Painting

To create his art, Colombo uses his iPhone in the streets of New York City Passersby do not disturb him as they think that he's checking his e-mail rather than drawing them Digital illustration increasingly popular

Rubbing of stela inscription, Preface of the Lanting Gathering

Wang Xizhi defined the art of calligraphy in China during the Jin Dynasty (265-420 CE) In ancient China, writings were carved on large stone tablet; visitors could take copies by making rubbings

Contrast

a drastic difference between such elements as color or value (lightness/darkness) when they are presented together

Stencil

a perforated template allowing ink or paint to pass through to print a design (

Lithography, lithographic

a print process done on a flat, unmarred surface, such as a stone, in which the image is created using oil-based ink with resistance from water

Color

the optical effect caused when reflected white light of the spectrum is divided into separate wavelengths

Typefaces

the particular unified style of a family of typographical characters

Egyptians

Ancient _______________ later created their own version, known as hieroglyphics