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ANM 104 DESIGN THEORY & PRACTICE

ANM 104 DESIGN THEORY & PRACTICE. Quizzes Hand in Reflections What ’ s New on the Class Blog Creation of Creative Groups Design and Line Review Composition in Visual Communications Balance in Visual Communications Rhythm in Visual Communications Negative / Positive Space

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ANM 104 DESIGN THEORY & PRACTICE

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  1. ANM 104 DESIGN THEORY & PRACTICE • Quizzes • Hand in Reflections • What’s New on the Class Blog • Creation of Creative Groups • Design and Line Review • Composition in Visual Communications • Balance in Visual Communications • Rhythm in Visual Communications • Negative / Positive Space • Dueling Rhythms Assignment • Reflections

  2. ANM 104 DESIGN THEORY & PRACTICELESSON 1 REVIEW What is Visual Communication? It is –communication through visual aid and is described as the conveyance of ideas and information in forms that can be read or looked at.

  3. ANM 104 DESIGN THEORY & PRACTICELESSON 1 REVIEW What is Design? Design means to plan. Design is inherent in a full range of creative disciplines. Design is essentially the opposite of chance.

  4. ANM 104 DESIGN THEORY & PRACTICELESSON 1 REVIEW What is Design Theory? and why is it important in the field of visual communications?

  5. ANM 104 DESIGN THEORY & PRACTICELESSON 1 REVIEW What is the Creative Process? and why is it important in the field of visual communications?

  6. ANM 104 DESIGN THEORY & PRACTICELESSON 1 REVIEW What are the Properties of Line? and why are they important in the field of visual communications?

  7. ANM 104 DESIGN THEORY & PRACTICELESSON 2 What is Composition? and why is it important in the field of visual communications?

  8. ANM 104 DESIGN THEORY & PRACTICELESSON 2 What are the Properties of Balance? and why are they important in the field of visual communications?

  9. ANM 104 DESIGN THEORY & PRACTICELESSON 2 What are the Properties of Rhythm? and why are they important in the field of visual communications?

  10. ANM 104 DESIGN THEORY & PRACTICELESSON 2 What is Positive/Negative Space? and how is it used in the field of visual communications?

  11. ANM 104 DESIGN THEORY & PRACTICE Composition it is the placement and organization of visual elements according to the principles of design (art).

  12. ANM 104 DESIGN THEORY & PRACTICEComposition: Principles of Organization Line: The direction of the line of the visual elements.

  13. ANM 104 DESIGN THEORY & PRACTICEComposition: Principles of Organization Line: The direction of the line of the visual elements. Shape: The shape and proportion of the visual elements.

  14. ANM 104 DESIGN THEORY & PRACTICEComposition: Principles of Organization Line: The direction of the line of the visual elements. Shape: The shape and proportion of the visual elements. Contrast: Degree of lightness or darkness of the visual elements.

  15. ANM 104 DESIGN THEORY & PRACTICEComposition: Principles of Organization Line: The direction of the line of the visual elements. Shape: The shape and proportion of the visual elements. Contrast: Degree of lightness or darkness of the visual elements. Balance: Position and orientation among the visual elements.

  16. ANM 104 DESIGN THEORY & PRACTICEComposition: Principles of Organization Line: The direction of the line of the visual elements. Shape: The shape and proportion of the visual elements. Contrast: Degree of lightness or darkness of the visual elements. Balance: Position and orientation among the visual elements. Rhythm: Repetition among the visual elements.

  17. ANM 104 DESIGN THEORY & PRACTICEComposition: Rule of Thirds Rule Of Thirds: The objective is to stop the subject(s) and areas of interest from dividing the image in half. This is done by placing them near one of the lines that would divide the image into three equal columns and rows, ideally near the intersection of those lines. Dividing the parts of an image according to this proportion helps to create a pleasing, balanced composition.

  18. ANM 104 DESIGN THEORY & PRACTICEComposition: Rules of Thirds

  19. ANM 104 DESIGN THEORY & PRACTICEComposition: Rules of Thirds

  20. ANM 104 DESIGN THEORY & PRACTICEComposition: Rules of Thirds

  21. ANM 104 DESIGN THEORY & PRACTICEComposition: Rules of Thirds

  22. ANM 104 DESIGN THEORY & PRACTICELESSON 2 What are the Properties of Balance? and why are they important in the field of visual communications?

  23. ANM 104 DESIGN THEORY & PRACTICEAsymmetrical Balance (Informal Balance) Asymmetrical Balance is achieved with dissimilar objects that have equal visual weight or equal eye attraction. Asymmetrical Balance usually has an odd number of visual elements of interest.

  24. ANM 104 DESIGN THEORY & PRACTICEAsymmetrical Balance (Informal Balance) Emotional Properties: Asymmetrical Balance visually conveys: •ACTIVITY • MOVEMENT • PROGRESSION • AGRESSION

  25. ANM 104 DESIGN THEORY & PRACTICESymmetrical Balance (Formal Balance) In Symmetrical Balance like shapes are repeated in the same positions on either side of a vertical, horizontal or diagonal axis. Symmetrical Balance has similar negative/positive space relationships on either side of it’s axis.

  26. ANM 104 DESIGN THEORY & PRACTICESymmetrical Balance (Formal Balance) Emotional Properties: Symmetrical Balance visually conveys: •PERMANENCE • STRENGTH • STABILTIY

  27. ANM 104 DESIGN THEORY & PRACTICERadial Balance (Symmetrical or Asymmetrical) In Radial Balance the elements radiate or circle out from a common point. Radial Balance is not entirely distinct from Symmetrical or Asymmetrical Balance. It is merely a refinement of one or the other.

  28. ANM 104 DESIGN THEORY & PRACTICERadial Balance (Symmetrical or Asymmetrical) Emotional Properties: Radial Balance visually conveys: •MOVEMENT • MOTION • ENERGY

  29. ANM 104 DESIGN THEORY & PRACTICEAllover Balance (Pattern) In Allover Balance there is no beginning and no end and no one area of visual interest or point of emphasis. Allover Balance can be distinguished by a constant, active, repetition of the same motif.

  30. ANM 104 DESIGN THEORY & PRACTICEAllover Balance (Pattern) Emotional Properties: Allover Balance visually conveys: •NO MOVEMENT • NO FOCUS • VISUAL MONOTONY

  31. ANM 104 DESIGN THEORY & PRACTICELESSON 2 What are the Properties of Rhythm? and why are they important in the field of visual communications?

  32. ANM 104 DESIGN THEORY & PRACTICELegato Rhythm Rhythm as a design principle is based on repetition of elements with similar shapes. Legato Rhythm can be characterized by smooth, soft, transitions of line and shape.

  33. ANM 104 DESIGN THEORY & PRACTICELegato Rhythm Emotional Properties: Legato Rhythm visually conveys: • CONNECTIVENESS • SOMETHING FLOWING • SMOOTHNESS • CALMNESS • NURTURING • SLOW MOVEMENT

  34. ANM 104 DESIGN THEORY & PRACTICEStaccato Rhythm Staccato Rhythm can be characterized by abrupt changes with dynamic contrast.

  35. ANM 104 DESIGN THEORY & PRACTICEStaccato Rhythm Emotional Properties: Staccato Rhythm visually conveys: • FORCEFULLNESS • ABRUPTNESS • FAST ACTION • RAPID MOVEMENT

  36. ANM 104 DESIGN THEORY & PRACTICEProgressive Rhythm Progressive Rhythm can be characterized by repetition of a shape that changes in a regular or anticipated manner. This type of rhythm is often achieved with a progressive variation of size and shape.

  37. ANM 104 DESIGN THEORY & PRACTICEProgressive Rhythm Emotional Properties: Progressive Rhythm visually conveys: • FORWARD MOVEMENT • BUILDING OF STRENGTH • ANTICIPATED MOVEMENT • PREDICTABILITY

  38. ANM 104 DESIGN THEORY & PRACTICEAlternating Rhythm Alternating Rhythm can be characterized by a successive pattern made up of the same elements reappearing in a regular order. The elements alternate consistently with one another to produce a regular and anticipated sequence.

  39. ANM 104 DESIGN THEORY & PRACTICEAlternating Rhythm Emotional Properties: Alternating Rhythm visually conveys: • CONSISITENCY • NO MOVEMENT • NO GROWTH • NO FOCUS • VISUAL MONOTONY

  40. ANM 104 DESIGN THEORY & PRACTICELESSON 2 What is Positive/Negative Space? and how is it used in the field of visual communications?

  41. ANM 104 DESIGN THEORY & PRACTICEPositive/Negative Space Relationships Negative Space is an unoccupied area of empty space surrounding the objects and elements in a composition. Positive Space is made up of the objects and elements in a composition.

  42. ANM 104 DESIGN THEORY & PRACTICEDueling Rhythms Assignment: Portfolio Piece Create a design that successfully integrates: • Asymmetrical Balance • Line Weight Variations • Legato Rhythm • Staccato Rhythm • Positive/Negative Space • Rule of Thirds Creative Process • 12 Legato Concept Thumbs • 12 Staccato Concept Thumbs • 3 Dueling Rhythm Compositional Thumbs • Best Redraw on 7.5” by 7.5” Grid Final Design Production • 7.5” by 7.5” • On Bristol Board • With Black Marker

  43. ANM 104 DESIGN THEORY & PRACTICE Reflections What is Composition in Visual Communications? What are the types of Balance and what emotional properties do they visually convey? What are the types of Rhythm and what emotional properties do they visually convey? What is Negative Space and Positive Space in a composition?

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