Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Visual Communication

Visual Communication Forms Art – painting, illustration (pencil, pen & ink, etc), various specialty mediums Clothing – style, colors, personal or uniforms Interior design – choice of colors, textures, lighting, overall ambiance Environmental design – includes exterior elements (landscape, architecture) Photography – black & white, color, sepia, special effects Typography – impacts overall tone & communication effect Fonts example exercise See Typeface Examples Video – studio shots, on location, sophisticated, “real” video, etc Video – studio, location, sophisticated, “real” video, etc

Importance of Visual Communication Grab attention Stick in memory Cement belief Tell stories Communicate quickly Anchor associations (Mine) Create a mood or ambiance (McDonald’s example in text)

Use of Color Rule of thumb – no more than 3 main colors (max) Example: Example: Example: Example: Example: Rule of thumb – generally go warm OR cool

Typography Rule of thumb – no more than 3 different fonts Rule of thumb – only ONE ornamental font Rule of thumb – best to mix a serif with sans serif Rule of thumb – offline – serif fonts are easiest to read, especially if long copy Rule of thumb – online – sans serif fonts are easiest to read on web pages Rule of thumb – dark font on light background always best (unless copy is very short)

Logos – Visuals and Fonts Be careful with visual design!

Logos – Visuals and Fonts Be careful with visual design!

Logos – Visuals and Fonts Be careful with visual design!

Logos – Visuals and Fonts Be careful with visual design!

Logos – Visuals and Fonts Be careful with fonts and spacing!

Logos – Visuals and Fonts Be careful with choice of typeface!

Photography Use – IMPORTANT! Rights of photo usage is huge issue Cannot use images from Google Images If use copyrighted photo, can get sued New technology identifies digital footprint Use photos legally Use photos you take yourself or have permission to use Buy from stock photo site – Karen’s fave, Free options – PhotoBucket.com, Flickr.com, Google advanced options