Advantages of Visual Communication:

 Suitable for illiterate receivers.

 Easy presentation
 Eliminates time wastage
 Helps in making a decision quickly

Disadvantages of Visual Communication:

 .visual communication tools and techniques are costly
 Not easy to interpret
 Time wastage- creating designs, logos
 May be different to understand.

Visual language:
 Visual language is the set of signs used to encode the elements that have been seen.
 It is subject to certain semiotic rules because it is a system of sign that must be code
(by the designer) and decoded (by the user) who share the visual for communication
Semiotic – study of symbols (logos, codes ’gestures).

Graphic design:
 Graphic design takes ideas, concept, text and images and presents them in a visually
engaging from through print, electronic or other media.
 Using a form of visual communication like making a poster, type a variety of
communication tools in order to convey a message from a client to the specific
audience.
 Tools- images and typography.

Types of graphic design:

 Image based design
 Type based design

Image based design:

 Designers develop images to represent the ideas their client want to
communicate. Images can be incredibly powerful and compelling tools of
communications, conveying not only information but also emotions.

CHILIS
 Image must carry the entire message
along with some words

Type based design:

The visual forms of the letters whether typography or handmade lettering. Perform
many communications.

Designers archive this by selecting the right fonts lettering and print types.

F-Facebook T-twitter
Images + typography

Photography typefaces = graphic design

Illustration } fonts

Fine

Graphic designer:

1. Satisfying the design brief

Role
2. Executing the job

Fulfilling the brief:

1. Conducting research into the subject matter inoders to generate preliminary
sketches, thoughts or ideas.
2. A designer creatively structures and edits the job, and makes decision
regarding what is vital to communicate and row best to convey the
message.

Executing the job:

1. designers choose from a varied selection of sources to conceive the final design-
depends on aesthetics(typeface design or fashion)
 2. aesthetic control is for more reaching than selecting sizes and colors as it brings
order to a project

Communicating and conveying messages:

 A designer can arrange text and images in an infinite numbers of ways but
the ultimate aim is to communicate effectively,
E.g.:- first page of the newspaper

 Design conventions are useful and necessary elements of society.

E.g.:- motorway signs function according to conventions as they
communicate messages instance (avoid accidents).

Design as art:

1. Graphic design creates stinking images and layouts to communicate ideas

and information to different audiences.
2. Many designers undertake personal experimentation project and produce
self-published work, intention closely linked to an artist.

Typeface and fonts:

 Typeface is a combination of characters letters, numbers, symbols,
punctuation and other mark that share a similar design.
 A font is traditionally film or metal type characters.

Graphic design VS art:

Purpose is different:
Design has the utilitarian purpose, whereas art is created as an end in itself. Design
is consumed with a purpose but art design expires a concept.

Initial stimulus is different:

Designers create solution that fulfills someone else’s requirements.

Artist uses his or her talent to manifest ideas and feeling and to share the work
with others.

Recourse is different:
  Designers typically start with assets provided by projects sponser.they may be
given branding guidelines, photographs. Or content to work.
 Art design typically starts with a blank sheet of paper.

Skills are different:

 Designers use visual principals and learn to use graphic applications to create
resolutions.
 Art design involves the inner talent in art.

Success looks different:

 Visual design is effective if it achieves the objectives. Design is intended to
fulfill its purpose
 The art design may not explain his words

Visual design tools:

Tools for sketching:

Sketching ideas is a standard practice of visual designers, and it only takes the
ability to draw simple shapes. Sketching is another way to think and generate ideas. Sketching
helps to gather ideas, communication with team members and discus concept.

Graphic tablets:
A digital tablet provides flat drawing surfaces for drawing with a digital pen.
Creating graphic with a digital tablet feels like using a pencil.

Image editing software:

Bitmap graphics such as photographs are made up of pixels. Vector graphics, such
as illustrations drawn on the computer are created by mathematical descriptions. To work with
these different formats, designers use different types of software.

Adobe Photoshop:

Photoshop is the graphic editing tool for professional designers because of its
powerful features and capabilities.

Adobe Photoshop element:

Elements is a reduced and lower priced version of Photoshop with a limited set of
image enhancement and editing capabilities
Gimp:
 free graphic editor
 it has capabilities for retouching photos and composing, paint program and
convert files to various image formats

Illustration software:
Illustration software is designed to create and modify vector graphics,
which are scalable to any size, icons, computer- instructed people and
object are often created as vector graphics.

1. Adobe illustrator:
 Illustrator allows drawing with points, lines and curves to create
path that that become objects.
 Objects are easy to select and modify every element can be
resized
2. Corel draw:
 Best alternative to illustrator. It meets all the needs of the designer.
3. Ink space:
 Ink space doesn’t have all the capabilities and features of illustrator or
coral draw, but can complete most of the drawing task with ink space.

Graphic design Art design

It is a range of human activities that
It is a visual communication technique express human creativity and
that uses. Images and typography in imagination in from of painting,
order to represent an idea convey a music and literature.
message.

Graphic design is rational Art is Perce phial

It has to solve problems It provokes thoughts and emotions.

Design thinking:
 Design thinking is a methodology that designers use to brainstorm and
solves complex problems related to designing.
 It is beneficial for designers to find innovative and desirable solution for
clients.
 Brain storming
 Mind mapping
 SWOT analysis.

Brainstorming:
Discus a problem and suggest solutions by talking with other people

Mind mapping:
An image that contains any sort of graphical elements to express an idea

SWOT analysis:
Strength, weakness, opportunities, and threats analysis is a technique for
assessing the business.

Importance of design thinking:

Design thinking is a bland of logic, powerful imagination, systematic
reasoning and intuition to gather ideas that solve the problem of the client.

 Discovery - understand the needs brainstorm

 Frame opportunity - look for patterns
 Ideate/ illuminate - experiment, make ideas visible
 Evaluate.
 Test - learn from end user
 Deliver - final testing approval, launch.

Wicked problem:
 Problems with many interdependent factors, impossible to solve.
Because the factor are often incomplete and difficult to define.
  Solving wicked problems requires a deep understanding and an
innovative approach.

Design thinking – Intro:

 Design thinking is a methodology that designers use to brainstorm and

solve complex problems related to designing and design engineering.
 Beneficial for designers to find innovative desirable solution.
 Design thinking is used extensively in the area of healthcare and
wellness, agriculture food security, education, digital space.

Application across professions – features:

1. Finding simplicity in complexity.
2. Improving quality of experience.
3. Serving the needing of customer by addressing the target problem.
4. Design thinking is an iterative process previous results are examined
and reviewed by the development team for better understanding.
5. Aesthetically appalling product.

Find simplicity

User requirements Appealing product

Innovative solutions
Client experience
Strategy of innovation:

 Dramatic improvement in innovation.

 Anything that involves human interaction from products, services,
processes etc. can be improved through design thinking.

Use of design thinking:

1. Optimization of best output capability
2. Optimize the ability to innovate, develop a variety of concept, products
etc.
3. Addressing the needs of customers.

Definition – Design thinking:

Design thinking is a non- linear, iterative process that teams use to understand users,
challenge assumptions, redefine problems and creative innovative solutions to prototype
and test.

Phase of design thinking:

 Empathize
 Define
 Ideate
 Prototype and
 Test

Empathize:
 Information gathering phase.(understanding the customers view.
 Done by interviews group discussions, and observations.
 Collection and classification of information from empathize phase.
Ideal customers
 Information categorize problems

Solution to their needs

Ideate:
  Real time solution to the problems.

Prototype:
 1st version of ideal solution.

Test:
 Customers are given feedback.
 Designer can ask questions on how to improve the product for better
usage.

Design thinking – application:

 Project management- defines the scope and architecture of the project.

 Business management.
 Sports, education and research.
Design thinking is halfway intuitive thinking

Analytical thinking

Analytical thinking:
 Involves reasoning that utilizes qualitative methodologies to find solution.
 Create something innovative in the present.

Intuitive thinking:
 Helps in intention for future. Knowing something without any kind of
reasoning,
Analysis + synthesis = design thinking

 Design thinking starts with reductions, where the problem statement is

broken down into smaller fragment.
 Each fragment is brain formed by the team to from a final solution.

Analysis:

 Breaking down the problem statement into smaller problem statement

and examining each as a separate entity.

Synthesis:
  Process of combing the fragmented parts into aggregated whole.
 The design thinker start from a big entity called the problem statement
and then end up with another bigger entity (solution)
 During synthesis, it is sync with each other and do not lead to conflicts

Design thinking –divergent:

 Process of devising more than one solution for the problem statement
 Thought process of generating creative solutions
 Free flowing chain of ideas.
 Non- linear manner (does not follow any particular sequence)

Design thinking convergent:

 The thinker is generally supposed to come up with a signal well
established best possible solution to a problem.
 Delivers the best and concrete solution to a problem.
 It requires speed accuracy, efficiently, logical reasoning and
techniques’. a thinker is supposed to recognize the patterns reapply
few techniques and organize the stored information .

Rural of design thinking:

i. Human rules: Design is social in nature. Problems must be solved

in a way that satisfies human needs and acknowledge the human
elements in all technologies.
ii. Ambiguity rule: it is inevitable experiment at the limits of our
knowledge, the limits of our ability to control events ,and with the
freedom to see things in a different way
iii. Re – design rule: Technology and social circumsfames are
constantly evolving.
iv. Tangibility rule: Making ideas tangible facilitates communication-
creating photographs.

Image files:
 The two main types are raster (bitmap) and vectors( line art)
 A raster image is composed of pixels in a grid, where each panel
contains colour information for the reproduction of the image.
 Raster has a fixed resolution which means that an enlargement of
the image results in decrease in quality.
  Vector image contains many scalable objects that are defined by
mathematical formulas, or paths.
 Vector – image – resolution indented. They can be enlarged
infinitely and will remain crisp and clear.
 Vectors are used for storing logos as they have no background
colour, can be placed over there artwork.

Digital image file format:

 TIFT - Tagged image file format
 JPEG – joint photographic experts group
 GIF - Graphic interchange format
 EPS - Encapsulated postscript.
 TIFF – Print.
 JPEG – Print as well as screen application such as websites.
 GIF - used to save multichannel images from Photoshop,
vector graphics

Elements of design.
 A design is the about Line Visual plan which tells lines about
the lines, shapes, colors, textures and spaces.

Lines:
 Lines can be horiental, vertical, dotted, zigzag avued, straight,
diagonal, bold. A feeling or emotion.
 Lines can show direction, lead the eye, outline an object,
dinned a space and communicate feeling or emotion.

Space:

 Shapes are made by connecting lines.

 Circle, square. Triangle freeform is and words used to
identify shapes.
 A line creates two dimensional or flat shapes. When shapes
are three dimensional that is called forms.
e.g.:
1. Circle is a shape, ball as

2. Square is a shape, ball is a from

 3. Drawing a form flat shape and A

4. Sculpture is a three-dimensional form

Color:
 Color is described with the words hue value and intensity.

 Hue refers to the red or blue.

 Value tells the lightness name of the Color- darkness of a hue
 Intensity refers to the brightness dullness of a hue.

Space:
 space refers to the area that a Shape or form occupies

 Positive space of a design is the filled space in the design -

shapes that make up the design

 Negative spate is the background

Texture:

 Surface quality of an item. (e.g., looks 44 )

 Adds Variety and interest.

K e.g., Sandpaper is rough

Velvet is Smooth.

 Drawing of a bee strep could show row outer bank and a

smooth inner surface.

 It is the way a surface feels. Or the way it is it is perceived

to feel.
From:

 An element of art. And that is three dimensional and enclose volume,

includes height, width and depth (cube,sphere,pyramid or a cylinder

 Relationship between one part of a design another Part or to the whole

design. And phases

 Emphasis draws the viewer’s eye to particular area of the design.

Balance:

 Distribution of. Visual weight in design

1. Symmetrical. Two sides are same.
2. Asymmetrical - two sides are different vernally weighted equally.
Contrast: Difference between elements in a composition.
E.g. Value Change, size difference.
Unity:
Unity All part of an Image work together to be seen as a whole.
Scale:
Relative size of an of an element in a design when compared to element.
Unity / harmony:
 All visual elements of a composition fit together into a unified whole.

 Unity threatened by too much variety in shape color, line

attributes ,font and other aspects of design
 This is one of the more complex principles and incorporates other,
more basic design principles such as repetition, proximity and
alignment
Conceptual unity:

 The act of combining things for the users convenience

 The content or functionality on one screen can be unified with
another webpage, screen or step in the user flow this reduces the
number of interactions required by the user to meet their
requirements.

E:g FAC entry about saving exporting a file and another about exporting a file could be
combined into a single FAQ entry.

Visual unity:

 It is described as hainiony.
 It can apply to colors, using styles that work well together.

E:g Visual unity Could be considered when choosing two different colors
that need to complement each other (harmony) chewing the dance color for two
different buttons (repetition)

Best practices of unity:

 Similar to repetition.

 User understands that effects that are close together are related or
similar.

Alignment:
  Alignment design elements on a Common axis
 It is wed to illustrate the relation between different blocks of text.

 It is used to illustrate the relation different blocks of text

Balance:

 Balance is a design principle through which we can create interesting

pleasing Composition. And aesthetrally.

 Visual weight of elements in a composition

Symmetrical

Balance Asymmetrical.

Radial

Symmetrical balance

 Mirror image balance. The viral element on other side of the Screen is
mirrored. On the other side

 No identical visual elements but can be Similar in number, color, shape and
scale.

 Used to "Create formal design.

Asymmetrical balance:

 Kind on both sides of balance that is not identical on both sides of a Central
line. a

 It occurs when several smaller visual on one side are the balanced Visual
element one side are balanced by a large visual elements one the other side.
Less planned look and feel.

Radial:

 All elements radiate out form a Center point in a circular fashion.

  Success in using good balance can help achieve strong Visual effect.
Good quality.

Hierarchy:

 It refers within should a to the importance of elements with a design. The

most important in elements should appear to be the most important in
composition

 Hierarchy is a visual design principle to show the importance of

page/screen's Contents by manipulating. These charactershes

Size: Users notice larger elements more easily.

Color: Bright Colors typically attract more attention from a distance than the muted ones

Contrast:
Contrast Colors more eye-catching
Alignment:

Out of alignment elements stand Alignment: Out Over aligned ones.

Scale and Proportion:

Design elements deals with size

 . Scales is the size of one object in relations to other object in a design

 Proportion refers to the size of the parts of an object in relationship to other
part of the same object

 Proportion refers to the relationship parts of to the size of object in

relationship between objects with reference to their size and visual weight.

E g: Painting a portrait of a dog and person, the dog of a should be to the person at the
Correct The scale in relation to the Person’s body should be in a proportion to what we
recognize as human being.

Similarity

 Similar Elements are perceived as a single group or chunk, and are

interpreted as being more related than dissimilar elements.

 A Complex Visual display is interpreted as having different areas and

types of information the depending on the similarity of color, size, and as
Shape
  Grouping reduces complexing
 Similarity of color is the strongest
Grouping effect (Strangest when the number is of the Color Less and decreasingly
effective increases as the number of the color increase
 Similarity of size is effective when the size of elements is clearly
distinguishably from One another. (Large buttons are easier to Press).

Similarity of shape is the weakest grouping strategy, it is best when the color and size of other
elements is uniform or when used in conjunction with size or color.

 Use similarity to indicate relatedness elements in a design.

 Use fewest colors and simplest shape for strong grouping
 Unrelated items. Are differentiated using different Color, size and shape..
Contrast:

 when two of more Components of a Composition have an Opposite

visual impact in terms of Certain attribute then the resultant impact is
called contrast

e.g. white and black maximum opposite visual impact in terms Value..

 White has highest and black has Lowest Value in terms of tonality.

 But if grey and black are put nearby each other they will produce
Contrast.

 Any two colors which are each opposite to other- high Contrast.

 Any two nearly colours on the colour wheel will produce low colour
contrast.

E.g. : yellow –violet, orange – blue, red – green.

 There can be contrast of value colour, shape size, line and from.

Emphasis:

 Every design needs a point of interest. Emphases are the quality is that
draws the viewers’ attention to a certain part of a design first.
 Ways to create emphasis
1. Using a contrast colour

2. using a different or unusual line

 3. Make a shape very large Or Very small

4. Use a different shape

5. Use plain background space.

This principle is the tool that highlights and underlines that which is to be
communicated. It is attention observer in one area of presented design.

Visual perception:
Perception:

Perception is a way of interpreting and understanding things It is the ability to hear, see
or become aware of something with the help of the senses.
Visual perception:
It is the ability to perceive, surroundings through the light that enters eyes. The visual
perception of colors, patterns and structures has been of particular interest in relation to graphical
user interfaces (GUIS) because these are perceived exclusively through vision.

Understanding of visual perception enables designers to create more effective user

interface.

Visual Stress:

A Design which cause visual stress to the users by cluttering the design with too
many data points, unwanted design elements and unreadable text.

Characteristics that cause a design to feel cluttered:

 Too much contents (text) on the screen
 Content doesn’t seem organized in a logical way.
 Too much visual noise caused by striking imagery and contrast.

This lead the user in confusion to understand what the design is tring to convey.

Bottom –up processing Gibson’s theory:

 It is a form of visual perception that is informed less by past
experiences and more by real- time visual data
 Unlike top- down processing which reach the understanding of the
user faster, bottom-up processing tends to happen in real time.
  It does not start with what a person already knows and expects, but
rather with the sensory information that is currently available.
 Bottom –up processing uses specific information to reach a broader,
more general understanding
E.g.: learning new skills, like driving car.
Gregory’s theory:

 Gregory explained that using prior experience and knowledge of a stimulus

helps us draw inferences.
 Gregory perception is a hypothesis which is based on prior knowledge.

Color- color symbolism- meaning – cultural:

Color is the most essential component of visual experience. Color can bring a
design to life; help to establish hierarchies, highlight key information and emotion to a design.
\
Properties of color:

Hue: It refers of the unique characteristics of a color that helps to visually distinguish one
colour from another.it is the pure version.

Saturation:
 Saturation level describes a colors tendency to move towards or away from grey.
 Technically, it is the amount of grey added to a color.
Brightness or value:

If refers to how light or dark a colour is changes in the brightness value can be achieved
by mixing a colour with black or white.

Colour theories:
1. Additive primaries
2. Subtractive theory

Additive primaries:
 Red, green blue (RGB)are the primary colors’ of this theory
additive primary colours represent a component of white light .
 When to additive primary colour.they create a subtractive
primary colour.which is brighter than either of its components
 Red + green = yellow
Red + blue = magenta Brighter colours
Blue + green = cyan
Eg:TV monitor, computer monitor use RGB Colour Theory.
Subtractive primaries:

 Each subtractive primaries is formed from two of the additive

primary colour.
 When two subtractive primaries overlap, it create an additive
primary colour.

E.g.: cyan + yellow = green

Magenta + yellow = red
Cyan + magenta = blue

magenta

cyan yellow

Colour wheel:
The colour wheel or colour circle is a basic visual device where colours
are organized in a circular manner for understanding fundamental principles of colour
classification arrangements and colour relationship.

Colour wheel is bring used to generate and understanding various colour

combinations that are number of colour combination are considered especially pleasing.
These combinations are also called colour harmonies.
Primary colour - red, yellow, and blue.
Secondary colours - orange,green , violet
Tertiary colours - Reddish orange, yellowish green etc….

Dram and cool colours :

 Red, orange and yellow hues are considered to be warm colours
– stimulating or exiting.
 Green, blue and purple hues are considered to be cool color –
serene and calm feelings.
Eg: in a painting or graphics design the warm colours in the
foreground and cool colours for background.

Neutral colours:
  -Black white and Grey
 Neutral may tend toward warm or coal, depending On the Colour that
Surround them.

Colour harmonies or Colour Scheme:

 Colour Designing with improves a person's aesthetic experience and Con at make
learning and information gathering ease harmony are pleasing to the eyes.

 Designing with color harmonies improves a person's aesthetic experience and Con at
make learning and information gathering ease