Week 1

1. VISCOM COM 310 W7

2. OUTLINE WELCOME SYLLABUS BLOG CHAPTER 1-3 CHAPTER 4 ACTIVITY PUBLIC SERVICE PRINT ADS

3. SYLLABUS ATTENDANCE POSITIONING (hybrid, design for non designers, service) REQUIRED TEXTS ASSIGNMENTS WRITTEN CREATIVE (e.g.) COURSE SCHEDULE

4. CLASS BLOG

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

8. CHAPTER 3: Eye, Retina, Brain The Brain Amygdala (Parietal lobes) Hippocampus (temporal lobes)

9. CHAPTERS 4: What the brain sees David Hubel & Herbert Wiesel discovered that . . .

10. Four visual cues Color Form Depth Movement

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

14. Color

15. Form Dots Lines Shapes

16. Form Dots – command attention, create tension Sunday Afternoon on the Island of La Grande Jatte (Seurat, 1884)

17. Form Lines – draw viewers attention Curvy lines are playful Straight lines – rigid Thick lines – strong Thin lines – delicate, timid

18. Form Lines – horizon lines High lines – suffocation Low lines – space to grow

19. Form Shapes - Parallelogram Circle Triangle

20. Form Shapes – Parallelogram -4 sides, rectangles and squares Squares – sturdy, straightforward Rectangles – more sophisticated

21. Form Shapes – Circle Can overpower Suggest brightness, wheel of life (eternity, infinite causality)

22. Form Shapes – Triangle Equilateral – symmetrical balance, serenity Isosceles – point draws attention Technique - triangulation (made of objects)

23. Form – dots, lines, shapes

24. Depth – 8 depth cues Space Size Color Lighting Textural gradients (patterned lines) Interposition Time Perspective (illusionary, geometrical, conceptual)

25. Depth – Perspective

26. Depth – Perspective Woman Playing the Mandolin (Picasso, 1909)

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