5. CHAPTER 1: How we see Two premisesfromour text VisCom – Images w/Messages Images have the most impact when they are remembered Images and text rely on one another, -and combined - they can provide compelling messages
6. CHAPTER 1: How we see Aldous Huxley (1894-1963) Seeing a multi-level process Sense Select Perceive
7. CHAPTER 3: Eye, Retina, Brain (what happened to CH2?) Eyes and Retina Cones in the retina – can lead to color difficiency Eyes enters brain via optic nerve (chord of cells) Two eyes, slightly separated allow us to see depth
11. Color Primary – red, green, blue Secondary – magenta, yellow, cyan
12. Three ways of discussing color Objective chroma (hue), value (amount of concentration) brightness (amount of light emitted) Comparative - blood red, sky blue Subjective – range of emotional responses to color warm and cool colors (psychological distinctions) Light (soft and cheerful) and dark (harsh and moody)
13. Color Sociological uses of color Cultural heritage Training Personal meaning We associate specific meanings with different colors Purple – dignity, sadness Blue – power to protect Green – versatility, ingenuity Yellow -health White - purity
27. Depth – Movement Real Apparent (motion pictures) Graphic (rhythm) Implied (visual vibrations from high contrast lines)
28. ACTIVITY -ANALYZING AN IMAGE make an inventory list of all objects in picture notice composition (center, periphery) study visual cues
29. PUBLIC SERVICE PRINT ADS Why Bad Ads Happen to Good Causes Studied over 200 public service print ads 1990-2000 Noted - % remembered seeing the ad Associated - % recalled name of advertiser or campaign Read Most - % read ½ or more of written material in ad
30. PUBLIC SERVICE PRINT ADS 7 DESIGN PRINCIPLES Capture reader’s attention like a stop sign, direct it like a road map Make an emotional connection before conveying info Write headlines that offer a reason to read Use pictures to attract and convince Make text legible Test, measure When everyone zigs, zag
31. HWK by 9/15 Read Chapters 2-4 Due Journal #2 Play with the blog
Notes de l'éditeur
DEMO UPLOADING AN IMAGE
We sense – light comes into our eyes (no mental processes occurring)Select – focus on particular element in our visual plane or field of vision (reasons for this – cues, etc)Perceive – we make sense of what we select – process info, we bring past knowledge with us, all past experience of seeing impacts our interpretation of new images
Long term memoryImages are sent via two pathways to our brainsThrough parietal lobes passes to our amygdala – where we assign emotions to imagesthen sends it on to Hippocampi – where long term memory is stored and where we compare new visual messages to those previous for meaning and emotional value. The physiological explanation for how we form a subjective basis for interpreting visual data
By connecting a microelectrode to a nerve cell in the visual cortex of a catSpecific cells in the brain respond to 4 kinds of visual stimulation –
We look closely at each visual cue that our brains respond to gain insight into how to design compelling visual messages.
Color constancy – colors look different depending on lighting conditions When colors under bright conditions they retain their hue, when change when it is dark. (red in the dark looks blue)
