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visual communication test one
Terms in this set (15)
What is Huxley's definition of seeing? Be able to define each of the elements of Huxley's definition of
Sensing plus selecting plus perceiving equals seeing. Sensing is to let enough light enter your eyes so that you can see objects around you, but no mental processing. Selecting is to focus the attention onto one specific item consciously. Perceiving is the recognition of the sensed and selected item as the appearance of a physical object existing in the external world.
Explain Huxley's statement: "The more you know, the more you see."
Clear seeing is a combination of what you know and what you feel at a particular time. The more context you understand about a visual image, the more meaning you will be able to get out of it.
Identify the four visual cues.
form, depth, movement, color
Understand the difference between objective and subjective descriptions of color.
Objective color description involves using electromagnetic wavelengths and also by temperature.
Subjective color is symbolic, based on our mental states or the association we have with an object that affects the emotional response to the color.
Know the elements of and be able to analyze color energy (from lecture).
What do different lines/orientations symbolize?
Straight lines convey stiffness and rigidity
Low, horizontal lines convey a horizon with room for growth
High horizontal lines convey confinement and heaviness
Vertical lines bring the eye to a halt
Diagonal lines are strong and stimulating and several diagonal lines are nervous, dynamic energy
Be able to recognize/define the 8 depth cues.
Space: depends on the frame within which an image is located
Size: helps to scale, help our ability to determine distance, must know relative size
Color: warm objects look closer than cool
Lighting: shadows indicate volume by brightness and position
Textural gradients: ripple in pont, ridges in sand dune
Interposition: player in front of a headline as if jumping off the page
Time: if interested in a particular element within an image, we sill stare at it for longest amount of time
Perspective: most complex because it is a combination of brain function and learned behavior. illusionary-achieved through color, size and lighting (train tracks converging) and geometrical - and conceptual -
Understand the four types of movement.
real movement: not mediated, actual movement
apparent movement: motion film picture
implied movement: still, single image without actual movement
Know the difference between sensory and perceptual visual theories.
Be able to define and apply gestalt theory.
Be able to define and apply semiotic theory.
ESSAY: Be able to analyze an example visual communication using the four visual cues and explain how these cues may lead to additional intepretation.
ESSAY: Explain how gestalt theory can be used to explain the need for contrast in visual design (see O'Connor) or how gestalt may be used in commercial design.
ESSAY: Be able to apply gestalt theory to an example of visual communication.
ESSAY: Be able to to perform a semiotic analysis of an example of visual communication.
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