1. Color, Form, Depth and Movement
Chapter 4

2. Visual Elements
What you see is a product of
They are…

3. The Dot The Dot TV, computer monitors (RGB)
2 dots on a page (by themselves) causes tension

4. The Line “The dot that went for a walk.” Conveys mood: curved =
straight =
thick =
thin =

5. The Shape
Shape
3 Shapes:
Triangle

6. The Shape
Parallelogram
Square:
Rectangle:

7. The Shape
Circle

8. Can You See?
Can you see any of these shapes in the following advertisements?

9. Can You See?

10. Can You See?

11. Can You See?

12. Can You See?

13. Can You See?

14. Can You See?

15. The Background
Picture Plane

16. Figure-Ground Relationship

17. Figure-Ground Relationship

18. Figure-Ground Relationship

19. Figure-Ground Relationship

20. Composition and Volume

21. Spatiality
Spatiality

22. Spatiality

23. Balance
Arrangement of objects
Axial

24. Balance

25. Balance
Asymmetrical

26. Balance

27. Implied Depth
Depth

28. Implied Depth 2.

29. Implied Depth 3.

30. Implied Depth 4.

31. Visual Depth Cues
Additional factors that show depth

32. Visual Depth Cues
Space

33. Visual Depth Cues
Size

34. Visual Depth Cues

35. Visual Depth Cues
Scale

36. Visual Depth Cues
Proportion

37. Visual Depth Cues
Color
color spectrum:

38. Visual Depth Cues

39. Visual Depth Cues

40. Visual Depth Cues
Primary Colors

41. Visual Depth Cues
Hue
Value (Saturation)
Brightness

42. Visual Depth Cues
Warm Colors

43. Visual Depth Cues

44. Visual Depth Cues
Cool Colors

45. Visual Depth Cues

46. Visual Depth Cues

47. Visual Depth Cues Contextual Relationship
What’s so special about the green M&Ms?

48. Visual Depth Cues
Lighting

49. Visual Depth Cues
a. Flat Lighting

50. Visual Depth Cues
b. Chiaroscuro Lighting

51. Visual Depth Cues
c. Side or Above Lighting

52. Visual Depth Cues
d. Front or Back Lighting

53. Visual Depth Cues
e. Attached Lighting

54. Visual Depth Cues
f. Cast Lighting

55. Visual Depth Cues
Textual Gradients

56. Visual Depth Cues
Interposition

57. Visual Depth Cues
Time

58. Visual Depth Cues
Perspective

59. Visual Depth Cues
a. Vanishing Point

60. Visual Depth Cues
b. Horizon Line

61. Visual Depth Cues
c. One-Point Perspective

62. Visual Depth Cues

63. Visual Depth Cues
d. Two-Point Perspective

64. Visual Depth Cues

65. Visual Depth Cues
e. Atmospheric Perspective

66. Visual Depth Cues
f. Isometric Perspective

67. Movement
Moving eyes in certain directions within composition

68. Movement
4 Types of Movement
a. Real
b. Apparent

69. Movement
c. Graphic

70. Movement
d. Implied

71. Next…
Perceptual Theories of Visual Communication (begin) – chapter 5
EXAM #1
chapters 1, 4, 7, 17, and material on communication & persuasion