Color, Form, Depth and Movement
Chapter 4
Visual Elements
• What you see is a
product of
• They are…
The Dot
• The Dot
• TV, computer monitors (RGB)
• 2 dots on a page (by themselves) causes tension
The Line
• “The dot that went for a walk.”
• Conveys mood:
•
•
•
•
curved =
straight =
thick =
thin =
The Shape
• Shape
• 3 Shapes:
• Triangle
The Shape
• Parallelogram
• Square:
• Rectangle:
The Shape
• Circle
Can You See?
• Can you see any
of these shapes in
the following
advertisements?
Can You See?
Can You See?
Can You See?
Can You See?
Can You See?
Can You See?
The Background
• Picture Plane
Figure-Ground Relationship
• Figure
• Ground
Figure-Ground Relationship
Figure-Ground Relationship
Figure-Ground Relationship
Composition and Volume
• Composition
• Volume
Spatiality
• Spatiality
Spatiality
Balance
• Arrangement of objects
• Axial
Balance
Balance
• Asymmetrical
Balance
Implied Depth
• Depth
Implied Depth
• 2.
Implied Depth
• 3.
Implied Depth
• 4.
Visual Depth Cues
• Additional factors that
show depth
Visual Depth Cues
• Space
Visual Depth Cues
• Size
Visual Depth Cues
Visual Depth Cues
• Scale
Visual Depth Cues
• Proportion
Visual Depth Cues
• Color
• color spectrum:
Visual Depth Cues
Visual Depth Cues
Visual Depth Cues
• Primary Colors
• Primary Colors
Visual Depth Cues
• Hue
• Value (Saturation)
• Brightness
Visual Depth Cues
• Warm Colors
Visual Depth Cues
Visual Depth Cues
• Cool Colors
Visual Depth Cues
Visual Depth Cues
Visual Depth Cues
• Contextual
Relationship
• What’s so
special about
the green
M&Ms?
Visual Depth Cues
• Lighting
Visual Depth Cues
a. Flat Lighting
Visual Depth Cues
b. Chiaroscuro Lighting
Visual Depth Cues
c. Side or Above Lighting
Visual Depth Cues
d. Front or Back Lighting
Visual Depth Cues
• e. Attached Lighting
Visual Depth Cues
• f. Cast Lighting
Visual Depth Cues
• Textual Gradients
Visual Depth Cues
• Interposition
Visual Depth Cues
• Time
Visual Depth Cues
• Perspective
Visual Depth Cues
a. Vanishing Point
Visual Depth Cues
• b. Horizon Line
Visual Depth Cues
c. One-Point Perspective
Visual Depth Cues
Visual Depth Cues
d. Two-Point Perspective
Visual Depth Cues
Visual Depth Cues
e. Atmospheric Perspective
Visual Depth Cues
f. Isometric Perspective
Movement
• Moving eyes in certain directions within
composition
Movement
• 4 Types of Movement
a. Real
b. Apparent
Movement
c. Graphic
Movement
d. Implied
Next…
• Perceptual Theories of Visual
Communication (begin) – chapter 5
• EXAM #1
• chapters 1, 4, 7, 17, and material on communication &
persuasion