Lecture Business communication design - Chapter 17: Creativity and visual design

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Visual design is the process of structuring messages by using visual elements. The purpose of visuals is to communicate messages. Good visual designs match the message goal with the purpose for using the visual-for example, to increase understanding or interest and to clarify, simplify, or summarize ideas. Chapter 17 provides knowledge of creativity and visual design.

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Nội dung Text: Lecture Business communication design - Chapter 17: Creativity and visual design

2/e P P T ©2007 by the McGrawHill Companies, Inc. All rights reserved.
17 Creativity and Visual Design ©2007 by the McGrawHill Companies, Inc. All rights reserved. McGrawHill/Irwin
Designing Messages with Visuals • What Is Visual Design?  Visual design ◦ the process of generating and structuring messages using drawings, photos, and other graphics  Visual channels ◦ include all visual imagery—such as drawings, photos, and graphics—that can be incorporated into a business message  Visual elements ◦ include lines, shapes, colors, and text 3
Designing Messages with Visuals • How Do I Choose Visual Channels?  Pie chart  Bar or line chart  Map  Line chart  Photograph  Bar chart  Table  Gantt chart 4
Basic Design Principles • Designing with a Grid Approach  Grid approach ◦ organizes the placement of visual elements on a page or within a graphic design frame 5
Basic Design Principles FIGURE 17.1 The Grid Approach as Applied to Page 416. 6
Basic Design Principles • Designing with a Grid Approach (continued)  Contrast ◦ varied level of difference and emphasis among visual symbols, shapes, colors, or tones  Balance ◦ symmetry, or an equal distribution of weight within the frame of the design  Rhythm ◦ refers to the positioning of elements that allows the viewer’s eyes to gaze at certain aspects of the design before others 7
Basic Design Principles FIGURE 17.2 Symmetry Example 8
Basic Design Principles • Designing with a Grid Approach (continued)  Unity ◦ choosing visual elements that belong together and are similar, are in close proximity, or are pointed in the same direction  Proportion ◦ the relative size of an element based on importance 9
Basic Design Principles • Using Color  Hue ◦ refers to the individual colors of the white light spectrum and to the differences between shades  Saturation ◦ involves the concentration of color purity and richness  Brightness ◦ associated with the degree of intensity and brilliance of a color as it reflects the light 10
Basic Design Principles • Using Shapes  Shape ◦ any form or design with height and width  Icons ◦ abstract shapes created to look like the object they represent 11
Infographics • Quantitative  Quantitative infographics ◦ visual designs that present numerical or statistical information in a condensed visual format  Plot area ◦ refers to a portion of a grid designated by two axes: the horizontal (X) axis and the vertical (Y) axis 12
Infographics • Quantitative (continued)  Titles ◦ used at the top of the chart or graph and on both axes to identify the comparison or measurement and to identify the chart categories  Labels ◦ words or figures that accompany the chart categories to identify the items along the chart or graph axes 13
Infographics FIGURE 17.3 Quantitative Infographics Grid 14
Infographics • Quantitative (continued) 1.  Tables ◦ square or rectangular in design and are used to present specific figures or narrative data 15
Infographics FIGURE 17.4 Sample Table 16
Infographics Quantitative infographics such as line charts and bar graphs help viewers understand information that describes comparisons, trends, and relationships over time. © Firefly Productions/CORBIS 17
Infographics • Quantitative (continued) 2. Line and area charts  Line chart ◦ shows trends, increases or decreases in quantities or events over time, and comparisons and relationships among numbers  Area chart ◦ more dramatic version of a line chart because the area under the line is shaded to the baseline below 18
Infographics FIGURE 17.5 Line and Area Charts 19
Infographics • Quantitative (continued) 3.  Pie charts ◦ circular in design and demonstrate the relationship or distribution of parts, or slices (items), to the whole 20