Design is 100%

about clearly leading the audience toward a well-articulated, predetermined conclusion.

How does Design Work?Design purposefully manipulates the guest through his/her:

•Visual Intelligence•Gestalt Psychology

•Signs, Appropriation of Meanings•Indexical•Symbolic•Iconic

•Expectations•Past experience

•Emotions•Fear•Calm/Comfort/Security•Desire•Sense of Adventure/Excitement/Bliss•Connectedness to others

What are the Basic Elements of Design?

Design Elements

Design Elements

Line

Design Elements

LineShape/Space

Design Elements

LineShape/SpaceSize/Scale

Design Elements

LineShape/SpaceSize/ScaleColor/Value

Design Elements

LineShape/SpaceSize/ScaleColor/ValueTexture/Pattern

LineLines can:•add interest•suggest a mood•divide space•direct the viewer’s eye•separate content•direct the flow of content•create emphasis in an area

Lines can be drawn or implied. An implied line may be created by the repetition of objects in a sequence, an object that is thin and long (horizontal or vertical), an object that creates a sort of linear perspective or arrow, an object that seems to be moving across the page, a person’s gaze, etc..

Lines can also be decorative elements (then called rules).

Lines vary in WEIGHT

Implied Line (or Direction)

Implied Line (or Direction)

Implied Line (or Direction)

Implied Line (or Direction)

Implied Line (or Direction)

Line can be unexpected and stylized

• A horizontal line or arrangement usually produces a feeling of rest and relaxation or suggests stability.

• A vertical line brings to mind strength and action.

• A diagonal line suggests movement.

• A curved line may suggest gracefulness or fluidity.

Line is also implied in the arrangement of objects on a page

Shape• Shapes can be

geometric or free-form (organic).

• Design is basically the planned arrangement of shapes on a

2-dimensional surface.

+Space& Figure/Ground

• Shapes can be FIGURE (positive space filled with images)

• Shapes can also be GROUND (negative space created by “emptiness”)

• In graphic design positive shapes are also created by text. Large letterforms are geometric and complex in shape, but body text is seen as “gray rectangles.”

Ground

Figure

Ambiguous Figure/Ground

Scale (Size)Size is used to convey importance, attract attention, create contrast, and imply perspective or dimension.

Size only takes on meaning with “scale” –size of an object in relation to the frame and to the other objects.

Color/value

Texture• Offers realism• Produces

kinesthetic pleasure

• Adds visual interest• Suggests depth &

3-dimensionality

While texture is created of repeated elements that appear 3-dimensional, pattern is typically made of reapated elements that are 2-dimensional. Pattern is associated with printed fabrics, wallpaper, and the decorative arts

The artist selects, isolates, and The artist selects, isolates, and

manipulates these elements manipulates these elements for visual coherence. for visual coherence. If all parts are working together, If all parts are working together, the whole seems to be more than the the whole seems to be more than the sum of its parts.sum of its parts. This is called the This is called the gestaltgestalt..

Gestalt psychology

founded in 1910 by Max Wertheimer, and his students Kurt Koffka and Wolfgang Köhler

Introduced the notion that visual data is read in predetermined ways by the human brain

the brain spontaneously orders and simplifies sense data into structured, holistic patterns

Gestalt in German gestalt means form/shape

“a unified physical, psychological, or symbolic configuration having properties that can not be derived merely from its parts.” (American Heritage Dictionary)

organizational essence of the world

holistic pattern seeking

a “digestible” whole

Gestalt theoryimages are perceived as a pattern or a whole rather than a sum of the distinctive parts

context plays a key role in perception

changing the relative size, for instance, changes the perceived importance of these elements to each other

laws of visual organization

the parts of an image can be perceived as distinct components, but the whole is greater than—and different from—the sum of its parts....

a collection of individual visual elements communicate a gestalt which is a message held together by design, while separately the elements may be meaningless

we tend to impose meaning and structure on what we see

And make patterns out of chaos

So what is a Gestalt?A gestalt is a unified whole.

Gestalts are Constructed from Nature and Nurture

Architecture and our rectangular world has had a dramatic Influence on our Interpretation of Lines, as have the patterns repeated in nature.

We organize pieces into patterns,

construct wholes out of parts,

and find meaning where there was none before...

What is the gestalt of seeing?Our visual process is influenced by characteristics of

perceived objects, such as:• Contrast (of value/dark to light)• Intensity (color/weight, expressiveness of line)• Figure-ground separation (depth/dimension)• Proximity/Grouping (clustering)• Size• Motion (& implied motion)• Repetition (similarity) or Novelty (difference)• Closure

• Balance• Emphasis

• Alignment

Contrast

Contrast

Contrasting values

provide definition,

tension, and dynamism.

Contrast

- insufficient contrast, focal point lost

Contrast

- better contrast, focal point gained

- head- logo- phone

White space

- isolating an element focuses attention on it

IntensityIn general, areas that are light in value, brightly colored, or highly detailed draw the viewer’s attention more than areas that are dark, dull, or less complex; they therefore carry visual intensity and create a “focal point.”

Figure/Ground Separationthe simplest and most stable interpretations are favored.

an object [form] is differentiated from its surroundings [context, background] by positive/negative space juxtaposition

the object must peel of its context to see it as a separate form

if object can not be seen as an organized structure, it can not be separated from its context

Figure/Ground

Attributes such as sharpness, contrast and contour can affect the perceived figure/ground relationship.

Figure/Ground SeparationsmallnessSmaller areas tend to be seen as figures against a larger background

Escher: Figure-Ground Equivocation

Negative space tricks use more parts of the brain

Purposeful Equivocation of Negative Space

Vast Negative

SpaceA lack of negative space usually feels uncomfortable -as it does when our personal space is invaded or cramped...

Proximity

principle of proximity states that by grouping related items together, they become one visual unit

Proximity by grouping items we create a “whole” and create unity

Proximityfeatures which are close together are associated.

ClusteringClustering• Isolated figures have

more dominance than those in clusters.

Focal point: area where the viewer’s eye is compellingly drawn. Techniques for drawing attention:~ Placing a figure off by itself~ Creating contrast around the figure

Proxemic PatternsProxemic Patterns

• Intimate• Personal• Social • Public

SizeScale provides contrast.

Typically larger items have predominance in a design, but if all the objects are large, the one small one will have dominance through the concept of novelty.

(plus “babies” appeal to our desire to nurture the weak)

MotionOur brains search for some stimulus in the environment to serve as the assumed reference point for stability.

Motion provides contrast to the stability and demands our natural attention.

Motion gets attention.

In 2D design, motion is represented by imagery or may be implied through line. Implied motion in 2D work is sometimes called Direction.

Motion may also be suggested by a blurred item among many in focus.

Suggesting Movement…

• Movement in the 2D plane is implied by eye pathMovement in the 2D plane is implied by eye path• Activity attracts and holds attention. Activity attracts and holds attention.

We respond to designs that mirror the repetitive growth patterns of nature.Sometimes the understructure of a work of art is planned to repeat a certain shape subtly. Artists do this subconsciously or intuitively, but to those interested in analyzing a work of art, these devices become evident.

Repetition

of shape

Repetition

of image

Repetitionof pattern

Repetitionof color

Similarityfeatures which look similar are associated

Repetition of similar or varying elements in a design tends to

set up a visual rhythm. Rhythm creates a harmony that adds to unity.

Rhythm

a sense of visual movement created by repetition of similar elements

Paradoxically, a 2nd way of suggesting unity is to vary elements, as slight variations repeating a central theme or strong contrasts--a very rough-textured area contrasted with a very smooth-textured area, a very dark area contrasted with very light, convex shapes fitted into concave. Opposites seem to complete each other.

Or novelty

Or novelty

Closure interpretations which produce 'closed' rather than 'open’ figures are favored.

this principle of closure cuts across the principle of proximity

natural tendency to close gaps and complete unfinished forms

Do you feel the quiet desire for the cube to be complete and neat?

Closure is most effective with recognizable shapes & images.

Closure as Continuance

We tend to connect similar phenomena, psychologically constructing a timeline through them as a sequence...

Continuance(related to closure & implied movement)

Continuance

Continuance...

Continuance... Is that circle approaching us?

Continuance... Is that circle approaching us?

Continuance... Is that circle approaching us?

Continuance... Is that circle approaching us?

Continuance... Is that circle approaching us?

Continuance... Is that circle approaching us?

Continuance... Is that circle approaching us?

Common Fate

Common Fate

Strong Common Fate

Weak Common FateDifferent Colors and ShapePatternized Spacing

Artists help viewers see a design as a unified whole by balancing it visually.

Balance arranges all the elements and many of the predominant gestalt attention getters.

In addition to shape position and size, remember,

visual weight is affected by color, value, and detail.

Balance

the relative balance within a composition can affect attention

Balance

Our judgment of balance is based largely on mechanical laws. A composition must appear to be stable; that is, a large component such as a tower must not be situated so far from what we take as a center of gravity as to appear capable of tipping the remainder of the structure.

CompositionComposition

• Top-heavy composition: makes us uneasy

• Bottom-heavy composition: is more expected and commonplace, offers feeling of stability.

Symmetry

- suggests, calm, order, stability

Asymmetry

- suggests, movement, tension

Some image-makers convey intent Some image-makers convey intent without using all traditional principles of without using all traditional principles of design. design. Some intentionally violate the principles of Some intentionally violate the principles of harmony to create a sense of discord.harmony to create a sense of discord...

Sometimes artists intentionally unbalance a design to create a disorienting effect. Preferences for symmetry or asymmetry in

art change with the times. Also, much artistic balancing is done intuitively rather than intellectually.

Emphasis = focal point

- where the eye is drawn- intentional (“by design”) focusing of viewer attention to a single point in the composition- created by predominance of main objects, well-paced negative/positive space, and effective eye path- simplifies message/meaning

6 Rules of Focal Emphasis

•Objects in the upper left quadrant of a frame Objects in the upper left quadrant of a frame have focal prominence.have focal prominence.

•Large objects get noticed.Large objects get noticed.•Bright objects are more visible than dark on screen.Bright objects are more visible than dark on screen.•Bright colors are more predominant than dull ones.Bright colors are more predominant than dull ones.•White space next to the focal draws White space next to the focal draws

the eye to the object.the eye to the object.•Unusual shapes, camera angles, and Unusual shapes, camera angles, and

diagonal lines get noticed.diagonal lines get noticed.

Alignment

proximity and similarity of shape unify design

Alignment

aligning like edges together strengthens unity-helps brain create pattern

Alignment

Items are grouped--but disconnected

Alignment

Items now aligned--better sense of connection/unity

Alignment

principle of alignment states that

1) nothing should be placed on a page arbitrarily

Alignment

principle of alignment states that

1) nothing should be placed on a page arbitrarily

2) every item should have a visual connection with something else on the page

Other Elements of Effective Design

• sophistication- Is the design contemporary, trendy, elegant, polished, classic?

• visual intrigue – Does it surprise? Do we see something we haven’t seen before?

• entertainment – Do the images tell a story? Does the composition portray energy and drama?

• suspense – Does the image hook the audience with what it conceals and promises to reveal?

• theme – Does it draw on metaphors, myths, and analogies to the familiar?

A final principle to consider in organizing a shot is economy: eliminating elements that might distract attention from the essence of what the director needs to communicate.

VS.

Framing the SubjectFraming the Subject• Headroom: space between

the top of a subject’s head and the upper edge of the camera frame

• Noseroom or look space: Space between the subject and the side of the camera frame toward which she is looking

• Leadroom: Space between the subject and the side of the camera frame toward which she is moving