© 2010, Craig DeLarge

1

Visual LiteracyMarketing 320 – Week 3

Philadelphia UniversitySpring II 2010

Craig A. DeLarge, MBA

© 2010, Craig DeLarge

2

Week 3 Agenda• Take Roll

• Review Key Concepts

• Review Exercises

• Week 3 Concepts to Cover• Elements Applications• Color (and its qualities & meanings) • Golden Mean, • Dimension & Perspective• Levels Applications

© 2010, Craig DeLarge

3

Take Roll

© 2010, Craig DeLarge

4

Key Concept Review

• 1) Visual Literacy• 2) VizLit Elements• 3) VizLit Levels of Expression• 4) Contrast/Harmony Continua• 5) Marketing Effects• 6) Compositional Decisions

© 2010, Craig DeLarge

5

Exercise Review

• Chapter #3, Question #5– Choose a photo or painting– List the basic elements you can identify in it.

• Chapter #4, Question #1– Find examples of 3 levels of expression:

representative, abstract & symbolic

© 2010, Craig DeLarge

6

VizLit Elements Applications

• Dot• Line• Shape• Tone

• Color• Texture• Scale/Proportion• Dimension• Motion

• These are like the letters, words, & sentences in linguistic literacy.• Literacy requires the ability to use these elements to create meaning

Dondis, A Primer of Visual Literacy

© 2010, Craig DeLarge

7

Name those Elements & Levels!

http://willyoubemyhero.files.wordpress.com/2009/11/coca-cola_logo5.jpg

© 2010, Craig DeLarge

8

Name those Elements & Levels!

www.audible.com

© 2010, Craig DeLarge

9

Name those

Elements& Levels!

© 2010, Craig DeLarge

10

Name those

Elements& Levels!

© 2010, Craig DeLarge

11

Color

• Hue

• Saturation

• Brightness

© 2010, Craig DeLarge

12

Color Wheel• Shapes

perception

• Affects emotion

http://en.wikipedia.org/wiki/Color_wheel

http://www.tigercolor.com/color-lab/color-theory/color-theory-intro.htm

1

1 1

2 2

2

1 = Primary2 = Secondary3 = Tertiary

© 2010, Craig DeLarge

13

Color Meaning

http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm

© 2010, Craig DeLarge

14

Color Meaning

http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm

© 2010, Craig DeLarge

15

Color Meaning

http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm

© 2010, Craig DeLarge

16

Color Meaning

http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm

© 2010, Craig DeLarge

17

Color Meaning

http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm

© 2010, Craig DeLarge

18

Color Meaning

http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm

© 2010, Craig DeLarge

19

Golden Mean (Proportion)Click Link below for YouTube Video

http://video.google.com/videoplay?docid=7179950432887640376#

http://www.youtube.com/watch?v=2zWivbG0RIo

© 2010, Craig DeLarge

20

End of Week 3