Visual Design
The use of visual images, graphics and diagrams to
represent information is a common activity in the way
we communicate today. With modern communication
technologies, even novices are in the position of being
able to use graphics as a means of communication.
There are many advantages to be gained from the use
of graphics. The age old saying “ a picture is worth a
thousand words” has its genesis in this setting.
As an example of images and pictures conveying
messages better than text, one only has to look at some
of the actions being taken to combat smoking. In most
Western countries today, cigarette manufacturers are
compelled to put health warnings on cigarette packets.
In some countries the warning simply have to be there,
in others they have to be printed in bold text. In
Canada, manufacturers have to put images that depict
the health damage. For example, through pictures of
rotting teeth, cancerous lungs and damaged hearts and
brains. Clearly this action is based on the
understanding that images will provide a more
powerful message than words alone.
As a result of recent legislation, cigarette
manufacturers must relinquish 50 percent of the
surface area of each cigarette pack to Government
supplied images depicting the health hazards of
smoking. These Government actions came after their
research showed that warnings with pictures would be
60 times more likely to dissuade smokers than textonly warnings. The government estimates that the new
picture-based warnings will lead to a 2.5 percent drop
in smoking by 2010. In Canada 45,000 people die each
year due to smoking related illnesses. The life saving is
expected to be substantial. .
There is both an art and a science in the use of images
to convey meaning. People use many terms to describe
this activity, visual design and visualisation are just
two of them. The people who study and write about
visual design and visualisation come from broad fields.
There are people who look for ways to represent
meaning and their interest is very much in the nuance
of communication. There are people who are
interested in the design aspect so they can guide
designers and developers of images. This is the area
which we are interested in this topic.
1 Forms of Visual Communication
There are many different forms that graphics and
images can take. Typically graphics and images can be
used for a number of discrete purposes in
communications:
• to convey information, for example, graphs and
photographs;
• to provide visual impact, eg. graphics and images;
• to provide appeal and improve appearance.
a. Visuals as Information Sources
Whilst the principal form of written and displayed
information is through text, it is often effective and
more efficient to use to use graphs and photographs.
When a graph is used, for example, to display facts and
figures, the resulting visual image can often add
considerably to the message portrayed. Whilst
presenting information, graphs can also show trends
and patterns in the data. They can be used to show
relationships, totals and summaries.
Fig 2 Graph used to display relationships
http://www.agocg.ac.uk/train/review/politic.htm
Fig 1 Canadian cigarette health warning
http://www.markelliot.com/archive/images/cigs.gif
Visual Design
There are a myriad of forms that graphs and graphics
can take and with computer technologies, more and
more forms are emerging regularly. Computers
provide very useful tools for information display and
can employ bright colours and graphics in a variety of
forms.
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2 Visual Design
Visual design describes the processes applied in the
planning stage to the appearance and form of a
medium. In the context of communications, visual
design describes the processes employed with page and
screen design, the approaches in for the development,
selection and placement of images in the medium.
There are many fields in contemporary society where
visual design plays an important role. It is possible to
list many fields of employment and many sides of
commerce and industry where visual design skills play
a large part in success and productivity.
Fig 3: The Dynamic HomeFinder
http://dq.com/homefind/index.html
b. Visuals for Appeal and Aesthetics
Often an image is used creatively to add to a message.
Once again, in conveying cigarette smoking messages
Fig 2 shows how images can help to contribute to
presentations used to convey messages.
In architecture, the planning and design of buildings
contains many elements. The design process seeks to
plan structures that are fit for purpose, are safe for the
people who use them, are environmentally friendly,
energy efficient and so on. A principal element in the
design is always the appearance both within the
building and from the outside. Visual design is a
critical element in architecture and an aspect that plays
a very big part in its processes.
Fig 5: Visual Design and Architecture
The ECU Administration building on its Joondalup
campus makes a strong visual statement
Fig 4: A Graph with a strong visual element
http://www.cancer.org/common/images/CleanAirLawsGraphic.
JPG
c. Graphics for Design
Frequently graphics and images are used purely for
design purposes, to enhance the look and feel of a
message. This aspect of graphics design sees the use
of visuals as an aid to presentation and whilst they do
not carry any message themselves, their intention is to
amplify the effect of the other forms of communication
and messaging being used.
Fig 5: Visual Design and Architecture
The skyline in Dubai showing buildings where the visual
design is a critical element of the development.
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Visual design plays a large part in such fields as
landscaping and interior design. A beautiful garden
requires beautiful plants, an appropriate layout and a
number of functional elements. Landscape gardeners
needs skills across a variety of disciplines.
Fig 6: Visual Design and Landscape Gardening
A Japanese garden relies heavily on visual design in its
planning and development.
Visual design in activities associated with printing and
display encompasses a high degree of graphics design.
Graphics designers are skilled in the art and science of
creating messages in a variety of media which are
strong and appealing and utilise the visual elements in
ways which support and enhance the messaging
process.
Visual design is an important part of the manufacturing
process and is often a critical element in industrial
design. Having a functioning and effective product is
very important to its success and its appearance is
important also.
Fig 7: Apple Imac Computer
A computer where visual design plays an important part
in the design process
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3 Visual Elements
The principal elements that shape a two dimensional
visual image are lines, shape, colours, shapes, texture
and tone. These various elements can vary from one
object to the next and the variation causes changes to
the image in terms of its appearance and presentation.
distinct elements which define how a colour will
appear. These are:
• the hue (chroma) the colour itself eg. green, blue,
red;
• the saturation, the purity of the colour from
lightness to darkness; and
• brightness, the intensity of the colour.
When any designers are being trained, they learn the
effects of varying these elements in their creations to
achieve some particular purpose.
d. texture
The elements and principles of design are the building
blocks used to create a work of art. The visual elements
can be thought of as the things that make up a painting,
drawing, design etc. Good or bad - all paintings will
contain most of if not all, the six elements of design.
The principles of design can be thought of as what we
do to the elements of design. How we apply the
principles of design determines how successful we are
in creating a work of art.
a. line
Lines are integral elements of many
visual designs. Lines are able to
convey fluidity, direction, history and
freedom in images. Lines can have
direction and purpose or they can be
loose and light. They can be used for notations and
marking and many symbolic purposes. Lines form the
essential elements of drawing and can be used to
express many different moods. It is interesting to note
that few lines exist in nature although they form much
of the representation of nature in images. Lines can be
created in many ways, as images themselves or the
result of shapes meeting.
b. shape
In visual design, lines create shape.
There are three forms that constitute
the basic shapes: the square, circle and
triangle. Each of the shapes conveys
forms of meaning and representation
based on their presentation. People might use squares
to represent such attributes as integrity and solidity,
triangles to represent action and conflict and circles to
represent protection and security. From these simple
figures come the many complex and diverse shapes
that images can take.
c. colour
Colour is an element of visual design
that provides so many options and
possibilities for message making and
meaning. Colours themselves carry
very many meanings and they way
they are presented and combined creates many more
opportunities for the creative designer. There are 3
Visual Design
The attribute of an image that appears
to provide tactile qualities such as
roughness or smoothness. Many
images have no texture, for example,
lines and flat colours, Other images
use texture to great effect and texturing often plays a
big part in the use of technology as a graphics tool.
e. tone
Tone as an element of an image comes
from the relative placement of light
and dark. In imagery, light and dark
are used to separate what we can see
and what we can’t see. Often tone is
used to distinguish the image from the background.
What we see is visible because it sits on top of another
form. Tone is used to convey shadows and reflection.
f. typography
An integral component of many visual designs is the
use of typography, written words and characters to
convey meaning and ideas. Designers can use
typography in many ways and often the characters
themselves form part of the imagery and visual objects.
4 Design Principles
In the previous section, we have discussed a number of
the elements that are used in visual design associated
with graphics, images and drawing in 2-dimensional
space. Knowing the various elements is an important
part of visual design, having some sense of how to
combine them is an art you will have to learn.
There are a number of principles that can guide
designers when employing the elements to achieve the
visual effects sought. Often there is usually a polarity
in design which guides the way an image is formed.
The polarity describes aspects of the design which
involve some form of harmony between elements or
likewise contrast between them. The following
principles describe design strategies that can be used to
create meaning and to convey particular messages in
graphics and visual design activities.
There are many different attributes that can be applied
to design activities. The following list exemplifies
some of these but does not try to be exhaustive. You
will find many other principles that will guide your
work as you become more familiar with graphics
design and drawing.
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a. scale
f. emphasis
Scale describes the elements within
images whereby relative placement
creates some form of contrast which
contributes to the meaning and message
making. When 2 images are placed
alongside each other, their relative size will suggest a
scale as will images placed within images.
Emphasis is used to catch the
viewer’s attention. Usually the artist
will make one area stand out by
contrasting it with other areas. The
area will be different in size, colour,
texture, shape, etc. In this image the
emphasis comes from the use of the large shape
surrounded by the smaller shapes in an irregular form.
b. dimension
g. pattern
In visual design, dimensions can be
represented by shapes and lines. Two
dimensional spaces can be used to
represent 3 dimensional spaces
through the use of perspectives and
image placement. Dimension provides many
challenges and opportunities in visual design as images
convey the meanings they intend.
Patterns occur when an object is repeated within an
image in a regular and consistent fashion. Patterns
provide a means to create regular and organised images
with varying presentation forms. The use of the
repeating squares and the contrasting colours creates
patterns.
h. repetition
c. motion
Motion is an element of visual design
that is conveyed through the shapes
that are used and their relative
placement. As a person views an
image, the eye moves across the
image. Often an image will draw the eye in some
deliberate fashion to give the impression of movement
and motion. Motion is movement is the path the
viewer’s eye takes through the artwork, often to focal
areas. Such movement can be directed along lines
edges, shape and colour within the artwork.
d. direction
Images can convey a sense of direction
through their various elements in a
number of ways. Direction can come as
a consequence of where elements are
placed, or as a consequence of the shape
they take. Direction is an important element in
determining the meaning an image portrays. The forms
of direction that can be conveyed can relate to the
horizontal or vertical forms of an image or the
direction can be linked to the shapes within the image
eg. square or circular etc.
e. balance
Balance describes the distribution of
objects and visual weight within a
space. This principle describes the
selection and placement of elements in
ways which provide even or uneven
objects. In this image, the impression is one of
imbalance given the placements and selection of the
various elements.
Visual Design
Repetition works with pattern to make
the artwork seem active. The repetition
of elements of design and create unity
within the artwork. Sometimes
repetition can be used to create
alternative meanings such as imbalance and contrast.
i. proportion
Proportion describes aspects of the
relative size of objects and elements
within an image. The use of
proportion can be used to convey such
attributes as distance and depth.
When drawing the human figure, proportion can refer
to the size of the head compared to the rest of the body.
j. rhythm
Rhythm is created
when one or more
elements of design are
used repeatedly to
create a feeling of
organized movement. Variety is
essential to keep rhythm exciting and active, and
moving the viewer around the artwork. Rhythm
creates a mood like music or dancing.
k. variety
Variety describes the use of several
elements of design to hold the
viewer’s attention and to guide the
viewer’s eye through the artwork.
Variety can act to provide contrast
within an image or balance when applied in other
ways.
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l. unity
Unity provides a feeling of harmony
between all parts of the artwork
creating a sense of completeness.
Unity can involve such principles as
pattern, repetition and balance. It
would typically avoid such principles as emphasis,
distortion and exaggeration.
m. harmony
Harmony is a principle which
describes many of the others described
above. Often it is representative of
imagery where there is balance,
pattern, unity and symmetry.
Typically harmony is reduced in
instances where there is boldness, accent and
distortion.
n. distortion
Distortion describes a principle where
imagery is used in an irregular
fashion to convey meaning. The
distortion can involve changed shapes
or changed lines. This principle
involves making a change to an
existing form that might be considered unusual or
contrary to the existing form itself.
where opposites are used to create some form of
tension. In this image contrast is provided between the
various sides of the image while symmetry and patterns
create a balanced form for the picture.
r. depth
Depth is an element of imagery and
stems from a design which is able to
create an impression of placement
nearer or further some reference
point. Often depth is conveyed
through overlap or intersection of
shapes. It is often developed through appropriate use
of tone in the imagery.
5 Logos and Graphics
There are many examples that can be explored to
investigate how the elements and principles of visual
design can be applied. The following examples of
logos and graphics provide some useful case to study.
1. AT&T
The AT&T logo is a pattern of thick and thin lines used
to portray ‘highlights’ and shadows’, all arranged in a
circular shape to give an impression of a 3D sphere that
is illuminated by a distant light source.
o. boldness
Often in images and graphics, we see
an inclination to maintain similar
levels of emphasis or depth top the
various elements. In instances where
one is seeking to make some part
stand out or to accentuate an
element, boldness can be used. Boldness serves many
purposes and helps to highlight parts of the image in
varying ways.
2. Macromedia
The Macromedia logo elegantly uses shape and space
to convey its image of a ‘M’
p. symmetry
Symmetry is a principle that is
very commonly applied in the
design and graphics field.
Symmetry creates an image where
there is appeal and attraction as a
consequence of the regularity of
the image and shape and some
form of pattern and balance. Asymmetrical images
create their own impressions as contrast to expected
forms.
3. Primeweb
This logo uses two different shades of black with
movement of lines to create a logo that seems to be
coming of the page.
q. contrast
Contrast in design is where the
images and shapes are used to
provide some form of comparison
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4. Soundcraft
The Soundcraft logo repeats various shapes in a
balanced and colourful fashion.
5. Woolmark
This very distinctive logo uses a repetition and
symmetry of lines that creates unity and softness,
presenting an almost tactile representation of wool.
The Golden Ratio
For many years there has been a great deal of
discussion on the dimensions of shapes that are the
most appealing to the human eye. There has been a lot
written on the golden rectangle, a shape which has the
width and breadth in a certain proportion, the golden
ratio. Look at the shapes below and consider which of
the rectangle shapes is the most pleasing to your eye.
If we believe the writers, you should have chosen the
6th rectangle. It has been drawn in the golden ratio.
a
b
a
6. Google
The Google logo effectively uses colour, so much so
that the logo is now more about the colour and type,
than an image.
The rectangle above shows how the golden ratio is
determined. A rectangle is drawn in this ratio when
a/b = (a+b)/a . The ratio of sides is approximately
1:1.6.
There are many famous cases of buildings and
photographs adopting this ratio. The Parthenon in
Athens has many examples of this ratio in its design.
7. Mastercard
An effective use of balance and shapes that creates a
simple and easily identifiable logo.
Fig 8: The Parthenon
A famous building which is claimed t have been
designed based on golden ratios. This image shows
that and some of its golden rectangles
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Revision Questions
9. Describe the visual design principles that are
evident in each of the following logos. (eg. balance,
rhythm, harmony etc.)
1. Name 4 fields of employment where visual design
skills are an important element.
2. Describe why visual are often used in place of
words.
3. Give an example of which you are aware where an
image conveys information more effectively than a
text equivalent.
4. Give an example of which you are aware where a
picture would not be as effective as a textual
description in conveying information.
5. Name and describe the five main elements which
form the basis of visual and graphical images.
6. Describe how the following impressions can be
created in 2D visual graphics:
• motion
• direction
• scale and
• direction.
7. When drawing visuals, describe how the following
principles can guide the design:
• balance
• unity
• rhythm and
• distortion.
8. Describe the visual design elements that are evident
in each of the following logos.
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