JOUR 368 Lecture Notes - Lecture 3: Visual Hierarchy, Graphic Design, Communication Design
8 Jan 2020
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Document Summary
Overriding principle that is served by all others. Used in typefaces, graphic elements, photographs, illustrations: variety. Managing variety is the art of balancing visual contrasts. Combining elements that do not appear to have much in common. Unusual combos of elements directed at the messages often are used in the most inventive and successful designs. Established importance given to visual elements from those that are dominant to those that are subordinate. Areas of high contrast immediately attract the eye and being visual patterns. Lack of clear visual hierarchy is the reason many designs fail. Designers must be sensitive to viewer partiality with regard to visual orientation. Important to know which way people read: dominance. The prevailing influence of 1 element over another: proportion. 1:1. 618 means to construct the golden rectangle and is the same ratio found in the structure of plants and other life-forms. The rectangle is constructed using a serious of extended relationships.
