视觉设计[英文] Basic visual design principles

BasicVisualDesignPrinciplesKarenFernedingC&I335WhatisVisualLiteracy?EducationalPurposes:•CriticalThinking-Heightenedawarenessofhyper-mediatedvisualculture(medialiteracy)•Communication-SupporteffectiveteachingandlearningLearning&Instruction•Connectionbetweenvisualimagery,sound,memory&perception•Theoriesabouthowmemoryworks–Informationprocessingtheory–Dual-codingtheoryVisual&AuditoryInformationProcessingTheoryShortTermMemoryLongTermMemorySensory&WorkingSelectingOrganizingVisual&LanguageIntegrationDual-CodingTheory•Separatememorysystemsfordifferenttypesofinformation–Verbal:languagesystems(auditory/speech)–Imaginal:(picture,sound,taste,nonverbalthoughts&imagination)Concrete(cat)vs.Abstractideas/emotions(fickle)–whichiseasiesttoremember?Learning&Instruction•Designvisualstosupportcognitiveprocessesofselection,organization&integration•Choosecolors,typefaces&visualsymbols•Usevisualdesignprinciplesoffigure/ground,hierarchy&gestaltThreePrinciples1.Hierarchy:Helpinglearnersorganizeinformation2.Figure/Ground:Helpinglearnersselectimportantinformation3.Gestalt:HelpinglearnersintegrateinformationPrinciplesofVisualDesign•Hierarchy:Theperceptionprinciplethatcommunicatestherelativeimportanceofelementsinadisplay–Chunkinggroupsofrelatedinformationusingvisualcues–Imaginaryvertical,horizontal&diagonalplanes–VisuallystratifylayersofinformationPrinciplesofPerception&VisualDesignTypesofSymbolsRuleofThirdsGraphs&VisualizationofDataCharlesJosephMinardNapoleon’sMarchonMoscow(1812-1813)PrinciplesofPerception&VisualDesign•Figure/Ground:Theperceptionprinciplethatdescribeshowthemindseeksfigureandgrounddistinctions–Figure:Informationthatstandsout–Ground:InformationthatrecedesorsupportsFigureGroundLabyrinths•Labyrinths,usuallyintheformofacircle,haveameanderingbutpurposefulpath,fromtheedgetothecenterandbackoutagain,largeenoughtobewalkedinto.•Eachhasonlyonepath,andoncewemakethechoicetoenterit,thepathbecomesametaphorforourjourneythroughlife.LabyrinthsLabyrinths,usuallyintheformofacircle,haveameanderingbutpurposefulpath,fromtheedgetothecenterandbackoutagain,largeenoughtobewalkedinto.Eachhasonlyonepath,andoncewemakethechoicetoenterit,thepathbecomesametaphorforourjourneythroughlife.LabyrinthsLabyrinths,usuallyintheformofacircle,haveameanderingbutpurposefulpath,fromtheedgetothecenterandbackoutagain,largeenoughtobewalkedinto.Eachhasonlyonepath,andoncewemakethechoicetoenterit,thepathbecomesametaphorforourjourneythroughlife.PrinciplesofPerception&VisualDesign•Gestalt:Thewhole(atotallearningenvironment)isgreaterthanthesumofitsparts(successfuldesignandintegrationofallvisual/instructionalelements)–A/symmetry,balance,proximity,similarity,contrast&contiguity–Closure:mind’stendencytoseekcompletionCONtrastContrastandProximityHareHareThreeTypesofBalanceGreyscale:Black,grey,whiteMonochromatic:differenttints(addedwhite)orshades(addedblack)ofsamecolorComplementary:directlyoppositeoncolorwheel(e.g.red-green,yellow,-violet,orange-blue)Primary:red,blue,yellowSecondary:purple,green,orange•Beinspiredbyartandnature•Explorecolorpalettesoftemplates•Usepsychologicalassociations(colorandmood/meaning)–Red:passion,bloodshed,power,zeal–Blue:serenity,tranquility–Green:growth,hope,disease,terrorColorContrastandLegibilityExampleofaColorSchemaTypefaceasanExpressiveFormProcessofVisualDesign(UniqueThematicVisualSchema)•Elements:selectionandassemblageoftext/visualelements•Pattern:determineunderlyingpattern(harmonyorgestalt)forconsistency•Arrangement:howindividualelementsarrangedwithintheunderlyingpatternEportVisualSchemaTheme--idea/topicMetaphor–symbol/simileIcon–image/signTellingaStoryImagingTechnologyProfessionalElectronicPortfolioJennySweetwaterCVTranscriptsPhilosophyTeachingStandardsEducationalLinksPatternsProfessionalElectronicportfolioCVTranscriptsPhilosophyTeachingStandardsEducationalLinksJenniferSweetwaterJennySweetwaterProfessionalElectronicPortfolioCVTranscriptsTeachingStandardsPhilosophyStatementEducationalLinksEPortfolioExamples••://students.ed.uiuc.edu/blackstn/eport/index.htm••Lohr,Linda(2003).CreatingGraphicsforLearningandPerformance.UpperSaddleRiver,NJ:MerrillPrenticeHall.•Smaldino,S.E.,Russell,J.D.,Heinich,R.&Molenda,M.(2005).InstructionalTechnologyandMediaforLearning.UpperSaddleRiver,NJ:MerrillPrenticeHall.