tailieunhanh - Lecture Business communication design - Chapter 17: Creativity and visual design

Visual design is the process of structuring messages by using visual elements. The purpose of visuals is to communicate messages. Good visual designs match the message goal with the purpose for using the visual-for example, to increase understanding or interest and to clarify, simplify, or summarize ideas. Chapter 17 provides knowledge of creativity and visual design. | 2/e P P T 17 Creativity and Visual Design McGraw-Hill/Irwin Designing Messages with Visuals What Is Visual Design? Visual design the process of generating and structuring messages using drawings, photos, and other graphics Visual channels include all visual imagery—such as drawings, photos, and graphics—that can be incorporated into a business message Visual elements include lines, shapes, colors, and text Designing Messages with Visuals How Do I Choose Visual Channels? Pie chart Bar or line chart Map Line chart Photograph Bar chart Table Gantt chart Basic Design Principles Designing with a Grid Approach Grid approach organizes the placement of visual elements on a page or within a graphic design frame Basic Design Principles FIGURE The Grid Approach as Applied to Page 416. Basic Design Principles Designing with a Grid Approach (continued) Contrast varied level of difference and emphasis among visual symbols, shapes, colors, or tones Balance symmetry, or an equal distribution of | 2/e P P T 17 Creativity and Visual Design McGraw-Hill/Irwin Designing Messages with Visuals What Is Visual Design? Visual design the process of generating and structuring messages using drawings, photos, and other graphics Visual channels include all visual imagery—such as drawings, photos, and graphics—that can be incorporated into a business message Visual elements include lines, shapes, colors, and text Designing Messages with Visuals How Do I Choose Visual Channels? Pie chart Bar or line chart Map Line chart Photograph Bar chart Table Gantt chart Basic Design Principles Designing with a Grid Approach Grid approach organizes the placement of visual elements on a page or within a graphic design frame Basic Design Principles FIGURE The Grid Approach as Applied to Page 416. Basic Design Principles Designing with a Grid Approach (continued) Contrast varied level of difference and emphasis among visual symbols, shapes, colors, or tones Balance symmetry, or an equal distribution of weight within the frame of the design Rhythm refers to the positioning of elements that allows the viewer’s eyes to gaze at certain aspects of the design before others Basic Design Principles FIGURE Symmetry Example Basic Design Principles Designing with a Grid Approach (continued) Unity choosing visual elements that belong together and are similar, are in close proximity, or are pointed in the same direction Proportion the relative size of an element based on importance Basic Design Principles Using Color Hue refers to the individual colors of the white light spectrum and to the differences between shades Saturation involves the concentration of color purity and richness Brightness associated with the degree of intensity and brilliance of a color as it reflects the light Basic Design Principles Using Shapes Shape any form or design with height and width Icons abstract shapes created to look like the object they represent Infographics Quantitative Quantitative infographics visual