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IMD09117 and IMD09118 Web Design and Development Unit 4 Visual contrasts and perceptual organisation

Week 4 - A Visual Contrasts

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Page 1: Week 4 -  A Visual Contrasts

IMD09117 and IMD09118 Web Design and Development Unit 4

Visual contrasts and perceptual organisation

Page 2: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

Visual contrasts are established by changing the perceptual qualities of the 8 retinal variables

These changes are perceived immediately and effortlessly

Page 3: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

size, dimension or scale, the relative size and measurement of an image

value

hue and saturation, the make up of colour co-ordination of value with added component of chroma

Page 4: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

direction or orientation

texture, optical or tactile, the surface characteristic of visual materials

shape

position

movement

Page 5: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

Size, dimension or scale

Page 6: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

Value, relative lightness or darkness

Page 7: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

Expresses emotions, form, space, movement as well as the illusion of light

Dark areas represent gloom, mystery,drama and menace

Light areas represent happiness, fun, gaiety, warmth and closeness

Value

Page 8: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

Hue and saturation

Page 9: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

Orientation or direction

Page 10: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

Texture

Page 11: Week 4 -  A Visual Contrasts

Visual contrasts

Version A Unit 4 ©2008 Napier University

Shape

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Visual contrasts

Version A Unit 4 ©2008 Napier University

Position

Page 13: Week 4 -  A Visual Contrasts

Effective visual variables

Number of dimensions

Scale of measurement for each dimension

Length

Version A Unit 4 ©2008 Napier University

Information in a visual display is characterised by

Page 14: Week 4 -  A Visual Contrasts

Effective visual variables

Nominal

Associative

Selective

Ordered

Quantitative

Version A Unit 4 ©2008 Napier University

Scale of measurement

Page 15: Week 4 -  A Visual Contrasts

Effective visual variables

A visual variable is associative if it does not affect the visibility of other dimensions

Otherwise dissociative

Version A Unit 4 ©2008 Napier University

Associative perception

Page 16: Week 4 -  A Visual Contrasts

Effective visual variables

Which dimensions are associative?

Which dimensions are dissociative?

Version A Unit 4 ©2008 Napier University

Associative perception

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Effective visual variables

Version A Unit 4 ©2008 Napier University

Selective perception

A visual variable is selective if it effortless to isolate one particular instance of a variable

Page 18: Week 4 -  A Visual Contrasts

Effective visual variables

Version A Unit 4 ©2008 Napier University

Selective perception

Which dimensions are selective?

Which dimensions are not selective?

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Effective visual variables

Version A Unit 4 ©2008 Napier University

K

NK

M

K

Z

K K

Z

Z

Z

K

N

M

N

K

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Effective visual variables

Version A Unit 4 ©2008 Napier University

K

NK

M

K

Z

K K

Z

Z

Z

K

N

M

N

K

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Effective visual variables

Version A Unit 4 ©2008 Napier University

Ordered perception

Objects should be able to be put into ranked order based on the visual variable

Immediately obvious and easy

No need for a key

Page 22: Week 4 -  A Visual Contrasts

Effective visual variables

Version A Unit 4 ©2008 Napier University

Ordered perception

Which variables are ordered in human perception?

size, value, hue, orientation, texture, shape or position?

Page 23: Week 4 -  A Visual Contrasts

Effective visual variables

Version A Unit 4 ©2008 Napier University

Ordered perception

Page 24: Week 4 -  A Visual Contrasts

Effective visual variables

Version A Unit 4 ©2008 Napier University

Quantitative perception

Viewer can see the relative value differences based on the visual variable

Immediately obvious and easy to calculate

No need for a key

Page 25: Week 4 -  A Visual Contrasts

Effective visual variables

Version A Unit 4 ©2008 Napier University

Quantitative perception

Which variables are quantitative in human perception?

size, value, hue, orientation, texture, shape or position?

Page 26: Week 4 -  A Visual Contrasts

Effective visual variables

Version A Unit 4 ©2008 Napier University

Length of the variables

The visual variables differ in length

Number of discernibly different measurement levels each can support

Page 27: Week 4 -  A Visual Contrasts

Effective visual variables

Version A Unit 4 ©2008 Napier University

Length of the variables

Arrange the visual variables size, value, hue, orientation, texture, shape or position in order of their length.

Page 28: Week 4 -  A Visual Contrasts

Effective visual variables

Version A Unit 4 ©2008 Napier University

Length of the variables

Shape

Position

Size and hue

Value and texture

Orientation

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Gestalt principlesProximity

Similarity

Continuity of direction

Closure

Common fate

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Proximity

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Proximity

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Similarity

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Similarity

Page 34: Week 4 -  A Visual Contrasts

Perceptual organisation

Version A Unit 4 ©2008 Napier University

Similarity

Page 35: Week 4 -  A Visual Contrasts

Perceptual organisation

Version A Unit 4 ©2008 Napier University

Similarity

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Continuity of direction

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Continuity of direction

Page 38: Week 4 -  A Visual Contrasts

Perceptual organisation

Version A Unit 4 ©2008 Napier University

Closure

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Closure

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Closure

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Common fate

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Experience

EE

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Experience

EE

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Perceptual organisation

Version A Unit 4 ©2008 Napier University

Experience

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Summary

Version A Unit 4 ©2008 Napier University

Perceptual qualities: size, value, hue, orientation, texture, shape, position and movement.

Visual display can be characterised by the number of dimensions, their length and the scale of the measurement.

Page 46: Week 4 -  A Visual Contrasts

Summary

Version A Unit 4 ©2008 Napier University

Scale of measurement can be associative, selective, ordered or quantitative.

Perceptual organisation considers the grouping of objects including proximity, similarity, continuity, closure and common fate. Experience is also used