Design is the conscious effort to impose a meaningful order.

Papanik

Rene Magritte; This is not a pipe Questioning the role of creativity, seeing, art, artist, image and viewer

What Is Good/Bad Taste?

Given: Mainstream, Manufactured, the make belief world, Print & electronic media, film, architecture, advertizing You are what you have. Our life can change if we buy different Anxiety about money, discontent, Fear, Inadequacy Persuasion by showing transformed people, images of alternative way of life Envy, Manufacturing Glamour Model is the god/goddess, Perfected humans

Mediated communication
Issues Milk, Water, Ice cream, Tobacco, Soft drinks, Junk food, medicines Acquired: Classical, Generational, Continuity, History & Heritage Sound; language, literature. Image; icons (Buddha, Jesus) Architecture; monuments Fine Arts

Unmediated communication

Gestalt Laws of Perceptual Organization?

Gestalt (Shape or form) psychology was founded by German thinkers Max Wertheimer (April 15, 1880 October 12, 1943) Wolfgang Kohler and Kurt Koffka and focused on how people interpret the world. Max Wertheimer noted that rapid sequences of perceptual events, such as rows of flashing lights, create the illusion of motion even when there is none. This is known as the phi phenomenon. Motion pictures are based upon this principle, with a series of still images appearing in rapid succession to form a seamless visual experience.

Gestalt Laws of Perceptual Organization?

All of these principles of perceptual organization serve the overarching principle of pragnnz (German for conciseness) , which is that the simplest and most stable interpretations are favored. What the Gestalt principles of perceptual organization suggest is that we may be predisposed towards interpreting ambiguous images in one way rather than another by universal principles. We may accept such a proposition at the same time as accepting that such predispositions may also be generated by other factors. Similarly, we may accept the Gestalt principles whilst at the same time regarding other aspects of perception as being learned and culturally variable rather than innate. The Gestalt principles can be seen as reinforcing the notion that the world is not simply and objectively 'out there' but is constructed in the process of perception.

Structuring verbal information Verbal elements such as words are used to form sentences. Visual information can be arranged in much the same way.

Characters, punctuation

Component

Points, lines, shapes Type, pictures, space Layout DESIGN

Words, numbers
Sentences, paragraphs Story

Vocabulary

Syntax

Message

Creative thought

Gestalt laws

Good design

Visual Perception
The way we see things is affected by what we know or what we believe John Berger The mind does not simply record an exact image of the world but creates its own 'picture' - Irvin Rock

Visual Perception
We thrive in information thick worlds because of our marvelous and everyday capacity to select, edit, single out, structure, highlight, group, pair, merge, harmonize, synthesize, focus, organize, condense, reduce, boil down, choose, categorize, catalog, classify, list, abstract, scan, look into, idealize, isolate, discriminate, distinguish, screen, pigeonhole, pick over, sort, integrate, blend, inspect, filter, lump, skip, smooth, chunk, average, approximate, cluster, aggregate, outline, summarize, itemize, review, dip into, flit through, browse, glance into, leaf through, skim, refine, glean, synopsize, winnow the wheat from the chaff and separate the sheep from the goats. Edward Tufte

Alignment is an extension of proximity. It has to do with placing items so that they line up. Alignment is a concept that produces both grouping and organizes information to create order.

Grid in Graphic Design

Similarity & Anomaly

Ying Yang Sign. Equal division of black and white surface creates a tension that gives life to the design.

good form

This is an illustration of the concept of totality you grasp the "totality" of something before worrying about the details. The whole is different than the sum of its parts; not greater, not less than, just different.

Law of Common Fate

The common fate principle states that elements tend to be perceived as grouped together if they move together.

Law of Figure and Ground

"Basically, we seem to have an innate tendency to perceive one aspect of an event as the figure or fore-ground and the other as the ground or back-ground." [Boeree,2000]

A design for a ring using the solid and void in a figure ground relationship

Painting by Escher

Past Experience This means that past experience and context have an effect of how we interpret and group elements.

The following illustration demonstrates how a door appears to change shape as it is opened. Shape constancy ensures that we are not typically conscious of this.

The mind does not simply record an exact image of the world but creates its own 'picture' - Irvin Rock

The desire to interpret in depth seems to be very strong in us if we are familiar (however unconsciously) with linear perspective.

The Third Dimension As part of our imposition of meaning on what we see we seem to seek to turn images into objects where possible.

Left and right dynamics

Any pictorial object looks heavier on the right side of the picture The observer identifies with the left side.e.g. Importance of left side on the stage Pictorial movement to the right is perceived easier.

The visual center of any page is just slightly above and to the right of the actual (mathematical) center. This tends to be the natural placement of visual focus, and is also sometimes referred to as museum height.

The classical Greek temple uses many optical corrections to create the illusion of a perfect form.

Reading for quiz tomorrow

http://www.aber.ac.uk/media/Modules/MC10 220/visper01.html

Note: The material from these websites is used in this presentation

http://psychology.about.com/od/sensationandperception/ss/gestaltlaws.ht m http://www.slideshare.net/chelsc/gestalt-laws-and-design-presentation
http://www.interactiondesign.org/encyclopedia/gestalt_principles_of_form_perception.html http://www.aber.ac.uk/media/Modules/MC10220/lectures.html

Blocks
Perceptual Emotional Associational Cultural Professional Intellectual Environmental
We all experience the above blocks

Quiz 1. marks 3% 1. Please define & explain the following laws of visual perception ( 20 marks) 1. Law of proximity 2. Law of similarity 3. Law of closure 4. Law of Pragnanz (good form) 5. Law of continuity 6. Law of common fate 7. Law of figure & ground 8. Law of past experience 9. Right left dynamics 10. Optical illusion 2. write a short note on visual perception (10 marks)

Elements of Design
Composition Line Shape and Form Space

Color
Texture

Composition
The arrangement and order determined by the artist. Composition creates a hierarchy within the work, which tells the viewer the relative importance of the imagery and elements included.

Symmetrical compositions Convey a sense of stability vertical line bisecting the image would create two equal halves that are mirror images of one another.

Asymmetrical compositions Convey a sense of movement since the elements of the composition are unbalanced.

Line
A line is an identifiable path created by a point moving in space. It is one-dimensional and can vary in width, direction, and length. Lines often define the edges of a form. Lines can be horizontal, vertical, or diagonal, straight or curved, thick or thin.

Horizontal lines suggest a feeling of rest or repose because objects parallel to the earth are at rest. In this landscape, horizontal lines also help give a sense of space. They also imply continuation of the landscape beyond the picture plane to the left and right.

Vertical lines often communicate a sense of height because they are perpendicular to the earth, extending upwards toward the sky.

Diagonal lines convey a feeling of movement. Objects in a diagonal position are unstable. Because they are neither vertical nor horizontal, they are either about to fall or are already in motion.

The curve of a line can convey energy. Soft, shallow curves recall the curves of the human body and often have a pleasing, sensual quality and a softening effect on the composition.

Shape and form

Shape and form define objects in space. Shapes have two dimensions height and widthand are usually defined by lines. Forms exist in three dimensions, with height, width, and depth.

Organic shapes and forms are typically irregular or asymmetrical. Organic shapes are often found in nature, but man-made shapes can also imitate organic forms.

Space
Real space is threedimensional. Space in a work of art refers to a feeling of depth or three dimensions. It can also refer to the artist's use of the area within the picture plane. The area around the primary objects in a work of art is known as negative space, while the space occupied by the primary objects is known as positive space.

Positive and negative space

The relationship of positive to negative space can greatly affect the impact of a work of art. In this drawing, the man and his shadow occupy the positive space, while the white space surrounding him is the negative space. The disproportionate amount of negative space accentuates the figure's vulnerability and isolation.

Three-dimensional space
The perfect illusion of three-dimensional space in a two-dimensional work of art is something that many artists labored to achieve. The illusion of space is achieved through perspective drawing techniques and shading .

Linear Perspective

Empirical Perspective in Mughal Miniature

"I felt dissatisfied with traditional perspective. Merely a mechanical process, this perspective never conveys things in full. It starts from one viewpoint and never gets away from it. [] It is as though someone were to draw profiles all his life, leading people to think that a man had only one eye." (Braque)

Color
Light reflected off objects. red, green, blue, etc.
Value describes the brightness of color. Artists use color value to create different moods. Dark colors in a composition suggest a lack of light, as in a night or interior scene. Dark colors can often convey a sense of mystery or foreboding. Intensity describes the purity or strength of a color. Bright colors are undiluted and are often associated with positive energy and heightened emotions. Dull colors have been diluted by mixing with other colors and create a sedate or serious mood.

Color
Light reflected off objects. Color has three main characteristics: hue (red, green, blue, etc.), value (how light or dark it is), and intensity (how bright or dull it is). Colors can be described as warm (red, yellow) or cool (blue, gray), depending on which end of the color spectrum they fall.
Value describes the brightness of color. Artists use color value to create different moods. Dark colors in a composition suggest a lack of light, as in a night or interior scene. Dark colors can often convey a sense of mystery or foreboding.

Intensity describes the purity or strength of a color. Bright colors are undiluted and are often associated with positive energy and heightened emotions. Dull colors have been diluted by mixing with other colors and create a sedate or serious mood.

Texture
The surface quality of an object that we sense through touch. All objects have a physical texture. Artists can also convey texture visually in two dimensions.

Texture In a two-dimensional work of art, texture gives a visual sense of how an object depicted would feel in real life if touched: hard, soft, rough, smooth, hairy, leathery, sharp, etc. In three-dimensional works, artists use actual texture to add a tactile quality to the work.

Grading:
Attendance Quiz Research Presentations Mid term exam Final exam 10% 10% (2%x5) 20% (10% & 10%) 20% 40%

Instructor: Shahid Mirza Cell# 0300-4712622 Contact: lahorechitrkar@gmail.com