1. Visual Communication
 CDG 204
School of graphic design 2014
Lecturer: Miss. Hafiza Wahida Abd Kadir

2. Chapter 11
DESIGN - 'You only get one chance.'

3. A&O
• The main task of the design is to pave the
way for the message by Attracting and
Orienting.
example of advertisements

4. FORMAT
• The choice of format
for articles, adverts
and banners depends
on function,
message, cost and
distribution.
example of advertisements

5. BASIC FORMS
• The most common are symmetrical and
asymmetrical.
example of advertisements

6. GESTALT PSYCHOLOGY
• The gestalt laws are three (3) useful tools
for good design.
– The Law of Proximity
• The texts and images placed close to each other
are perceived as belonging together.
– The Law of Similarity
• Visual arrangements that demonstrate similarity
are perceived as belonging together.
– The Law of Closedness
• Text and images enclosed together within a frame,
for example, belong together.

7. 4 DESIGN PRINCIPLES
• Contrast
– which creates a dynamic and exciting form
and a way into visual arrangements.
• Balance
– prevents the design capsizing.
• Alignment and Grids
– place columns and images according to a
uniform templates.
• Rhythm
– takes the receiver fowards by switching
between stronger and weaker elements.

8. VISUAL FOWARD MOMENTUM
• Telling an appealing story demands foward
momentum, which draws the receiver
further into the article, the advert or the
website.
• The reinforcement schedules, derived
from the psychology of learning, are
important instruments and should be
varied and suprising.