© 2010, Craig DeLarge

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Visual LiteracyMarketing 320 – Week 4

Philadelphia UniversitySpring II 2010

Craig A. DeLarge, MBA

© 2010, Craig DeLarge

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Week 4 Agenda• Take Roll

• Review Key Concepts

• Review Exercises

• Week 3 Concepts to Cover• Additional Gestalt Principles• VizLit Applications for Business

• Final Projects?

© 2010, Craig DeLarge

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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

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Exercise Review

• Chapter #5, Question #1Make or find a photo of: 1) balanced harmonious & 2) asymmetrical contrasting visual statementAnalyze & compare effect of each and their ability to convey information and mood

• Chapter #6, Question #4Take a number of ads, posters or photosList most evident techniques

© 2010, Craig DeLarge

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Additional Gestalt Principles

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Gestalt Principles

http://psychology.about.com/od/sensationandperception/ss/gestaltlaws_3.htm

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Gestalt Principles

Law of Proximity: the closer 2+ elements are, the greater the probability that they will be seen as forming a group or pattern.

http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm

© 2010, Craig DeLarge

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Gestalt Principles

Law of Continuation:

Occurs when the eye is compelled to move through one object to another.

http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm

© 2010, Craig DeLarge

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Gestalt Principles

Law of Anomaly:

Items that are dissimilar tent to become focal points

http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm

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Gestalt Principles

CONTINUITY: Visual groups that require the fewest number of interpretations will be grouped to form continuous straight or curved lines

CLOSURE: Nearly complete familiar lines and shapes are more readily seen as complete than incomplete

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Dimension/Perspective• Related to scale

& proportion

• Creates depth and movement

• Makes of use of line & vanishing points

http://content.answers.com/main/content/img/oxford/Oxford_Mind/0198162246.perspective.5.jpghttps://pantherfile.uwm.edu/kahl/www/Images/Weather/Optics/perspective.jpg

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A Few Words on Chapter 6, Visual Techniques

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Form & ContentContent

Artist

Form

Audience

Dondis, Fig. 6.1

Message = ContentMedia = FormBoth interact with and impact one another in

compositional choices meant to assure that perception matches intention

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Viz Techniques basically facilitate the Basic Communications Model

http://records.viu.ca/~soules/media301/message.gif

Intended Meaning

created here

Perceived Meaning

created hereIntended & Perceived Meaning (hopefully) reconciled here.

Misunderstanding aided by noise.

Verbal/Visual

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Group Exercise for Points

Pick a PPT Template

Describe Thinking/Feeling Objectives

Describe: Element CharacteristicsVisualization (Contrast) TechniquesCompositional Decisions

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© 2010, Craig DeLarge

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Visual Thinking

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What is Visual Thinking?• phenomenon of thinking via visual processing

using the emotional & creative brain (right-side) to organize information in intuitive and simultaneous ways

• Critical skill in creative, group and business communications & problem-solving

• Related to visual-spatial intelligence & appeals to those who “thinking in pictures”

Source: http://en.wikipedia.org/wiki/Visual_thinkingSource: http://www.visualspatial.org/

© 2010, Craig DeLarge

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VizThink Thoughts• Pictures solve problems: strategic, financial,

operational, personal, emotional, etc. BTW, these are business & organizational problems!

• Drawing not required. ☺• Expresses the “Basic Six” (see next slide)• Uses VizLit Elements, Contrast/Harmony &

Expressions to create “meaning” via associations & distinctions

• Replace as many words with pictures as possible• Focus on what you are showing, not on how it

looks (at least initially) • Make every composition make a POINT!

Source: http://www.slideshare.net/whatidiscover/the-ten-and-a-half-commandments-of-visual-thinking

© 2010, Craig DeLarge

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“The Basic Six” & Their Visual Maps

• Who/What? – Representational Icons• How Much? – Graphs (Comparison Maps)• Where? – Locational/Spatial Maps• When – Timelines (Chronologic Maps)• How? – Flowcharts (Process Maps)• Why? – Multi-Variate Plots (Causal Maps)

Source: http://www.slideshare.net/whatidiscover/the-ten-and-a-half-commandments-of-visual-thinking

© 2010, Craig DeLarge

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See Art of Presentation: Zen Path

http://www.slideshare.net/eduardo.delafuente/the-art-of-presentation-ii-following-the-zen-path-preparation

http://www.slideshare.net/eduardo.delafuente/the-art-of-presentation-iii-following-the-zen-path-design