Basic Visual Design Principles

Karen FernedingC&I 335

What is Visual Literacy?Educational Purposes:

• Critical Thinking- Heightened awareness of

hyper-mediated visual culture (media literacy)

• Communication - Support effective teaching and

learning

Learning & Instruction

• Connection between visual imagery, sound, memory & perception

• Theories about how memory works– Information processing theory– Dual-coding theory

Visual & Auditory

Information Processing Theory

Short Term Memory

Long Term Memory

Sensory &Working

SelectingOrganizing

Visual & Language

Integration

Dual-Coding Theory

• Separate memory systems for different types of information

– Verbal: language systems (auditory/speech)– Imaginal: (picture, sound, taste, nonverbal

thoughts & imagination)

Concrete (cat) vs. Abstract ideas/emotions (fickle) – which is easiest to remember?

Learning & Instruction

• Design visuals to support cognitive processes of selection, organization & integration

• Choose colors, typefaces & visual symbols

• Use visual design principles of figure/ground, hierarchy & gestalt

Three Principles

1. Hierarchy: Helping learners organize information

2.2. Figure/GroundFigure/Ground: Helping learners select important information

3. Gestalt: Helping learners integrate information

Principles of Visual Design

• Hierarchy: The perception principle that communicates the relative importance of elements in a display– Chunking groups of related information using visual

cues– Imaginary vertical, horizontal & diagonal planes– Visually stratify layers of information

Principles of Perception & Visual Design

Types of Symbols

Rule of Thirds

Graphs & Visualization of Data

Charles Joseph Minard

Napoleon’s March on Moscow (1812-1813)

Principles of Perception &Visual Design

• Figure/Ground: The perception principle that describes how the mind seeks figure and ground distinctions– Figure: Information that stands out– Ground: Information that recedes or

supports

Figure

Ground

Labyrinths

• Labyrinths, usually in the form of a circle, have a meandering but purposeful path, from the edge to the center and back out again, large enough to be walked into.

• Each has only one path, and once we make the choice to enter it, the path becomes a metaphor for our journey through life.

LabyrinthsLabyrinths, usually in the form of a circle, have a meandering but purposeful path, from the edge to the center and back out again, large enough to be walked into. Each has only one path, and once we make the choice to enter it, the path becomes a metaphor for our journey through life.

LabyrinthsLabyrinths, usually in the form of a circle, have a meandering but purposeful path, from the edge to the center and back out again, large enough to be walked into. Each has only one path, and once we make the choice to enter it, the path becomes a metaphor for our journey through life.

Principles of Perception & Visual Design

• Gestalt:The whole (a total learning environment) is greater than the sum of its parts (successful design and integration of all visual/instructional elements)– A/symmetry, balance, proximity, similarity,

contrast & contiguity– Closure: mind’s tendency to seek completion

CONtrast

Contrast and Proximity

Hare

HareHare

Three Types of Balance

Grey scale: Black, grey, white

Monochromatic: different tints (added white) or shades (added black) of same color

Complementary: directly opposite on color wheel (e.g. red-green, yellow,-violet, orange-blue)

Primary: red, blue, yellow

Secondary: purple, green, orange

• Be inspired by art and nature

• Explore color palettes of templates

• Use psychological associations (color and mood/meaning)– Red: passion, bloodshed, power, zeal– Blue: serenity, tranquility– Green: growth, hope, disease, terror

Color Contrast and Legibility

Example of a Color Schema

Typeface as an Expressive Form

Process of Visual Design(Unique Thematic Visual

Schema)• Elements: selection and assemblage

of text/visual elements• Pattern: determine underlying

pattern (harmony or gestalt) for consistency

• Arrangement: how individual elements arranged within the underlying pattern

Eport Visual Schema

Theme -- idea/topic

Metaphor – symbol/simile

Icon – image/sign

Telling a Story

Imaging Technology

Professional Electronic Portfolio

Jenny Sweetwater

CV Transcripts Philosophy Teaching Standards Educational Links

PatternsProfessional Electronic portfolio

CV

Transcripts

Philosophy

Teaching Standards

Educational Links

Jennifer Sweetwater

Jenny Sweetwater

Professional Electronic Portfolio

CV

Transcripts

Teaching Standards

Philosophy Statement

Educational Links

EPortfolio Examples

• http://students.ed.uiuc.edu/jlin/ePort/homepage.html

• http://students.ed.uiuc.edu/kariott/eport/index.htm

http://students.ed.uiuc.edu/blackstn/eport/index.htm

http://students.ed.uiuc.edu/jbruton/eport/eporthomepage.htm

• http://students.ed.uiuc.edu/rklawson/eport

Bibliography

• Lohr, Linda (2003). Creating Graphics for Learning and Performance. Upper Saddle River, NJ: Merrill Prentice Hall.

• Smaldino, S. E., Russell, J. D., Heinich, R. & Molenda, M. (2005). Instructional Technology and Media for Learning. Upper Saddle River, NJ: Merrill Prentice Hall.