1. Visual Design Basics Visual design focuses on the aesthetics of a digital screen and its related materials by strategically implementing images, colors, fonts, and other elements. A successful visual design does not take away from the content on the page or function. Instead, it enhances it by engaging users and helping to build trust and interest in the brand.

2. What we will learn today 2 1 23 Elements of visual design (Typography) Principle of visual design (Gestalt Laws) Human Information processing skills

3. The Gestalt Principles of Perception Wertheimer, Köhler and Koffka. Interested in the way the brain imposes pattern on the perceived world Broadly, Gestalt is interested in how people understand material

6. Gestalt Laws Law of Focal Point The centre of interest Point of emphasis. It catches the viewer’s attention Law of Isomorphic Correspondence All images do not have the same meaning to us, because we interpret their meanings based on our experiences. Law of Simplicity Greater clarity Minimal design Directness and singleness of form

7. Gestalt Laws: Focal Point The centre of interest Point of emphasis. It catches the viewer’s attention

8. Gestalt Laws: Isomorphic Correspondence The centre of interest Point of emphasis. It catches the viewer’s attention All images do not have the same meaning to us, because we interpret their meanings based on our experiences.

9. Gestalt Laws: Isomorphic Correspondence The centre of interest Point of emphasis. It catches the viewer’s attention All images do not have the same meaning to us, because we interpret their meanings based on our experiences.

10. Gestalt Laws: Isomorphic Correspondence The centre of interest Point of emphasis. It catches the viewer’s attention All images do not have the same meaning to us, because we interpret their meanings based on our experiences.

11. Gestalt Laws: Simplicity The centre of interest Point of emphasis. It catches the viewer’s attention Greater clarity Minimal design Directness and singleness of form

12. Gestalt Laws: Proximity The centre of interest Point of emphasis. It catches the viewer’s attention Proximity occurs when elements are placed close together. They tend to be perceived as a group.

13. Gestalt Laws: Continuity

15. Gestalt Laws: Figure & Ground

17. Information Processing

18. CHUNKING What is ?

19. Can you memorize the numbers… 987639872435

20. Can you repeat the numbers?

21. Try to memorize again… 9876 3987 2435

22. CHUNKING " chunking " + capacity of short term memory. short-term memory could only hold 5-9 chunks of information where a chunk is any meaningful unit. A chunk could refer to digits, words, chess positions, or people's faces.

23. CHUNKING

24. Information Processing Theory