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Visual Literacy Week 3 (of 6) Slides
1.
Visual Literacy Marketing 320
– Week 3 Philadelphia University Spring II 2010 Craig A. DeLarge, MBA 1 © 2010, Craig DeLarge
2.
Week 3 Agenda •
Take Roll • Review Key Concepts • Review Exercises • Week 3 Concepts to Cover • Elements Applications • Color (and its qualities & meanings) • Golden Mean, • Dimension & Perspective • Levels Applications 2 © 2010, Craig DeLarge
3.
Take Roll
3 © 2010, Craig DeLarge
4.
Key Concept Review •
1) Visual Literacy • 2) VizLit Elements • 3) VizLit Levels of Expression • 4) Contrast/Harmony Continua • 5) Marketing Effects • 6) Compositional Decisions 4 © 2010, Craig DeLarge
5.
Exercise Review • Chapter
#3, Question #5 – Choose a photo or painting – List the basic elements you can identify in it. • Chapter #4, Question #1 – Find examples of 3 levels of expression: representative, abstract & symbolic 5 © 2010, Craig DeLarge
6.
VizLit Elements Applications
• Dot • Color • Line • Texture • Shape • Scale/Proportion • Tone • Dimension • Motion • These are like the letters, words, & sentences in linguistic literacy. • Literacy requires the ability to use these elements to create meaning 6 Dondis, A Primer of Visual Literacy © 2010, Craig DeLarge
7.
Name those Elements
& Levels! http://willyoubemyhero.files.wordpress.com/2009/11/coca-cola_logo5.jpg 7 © 2010, Craig DeLarge
8.
Name those Elements
& Levels! www.audible.com 8 © 2010, Craig DeLarge
9.
Name those Elements &
Levels! 9 © 2010, Craig DeLarge
10.
Name those Elements &
Levels! 10 © 2010, Craig DeLarge
11.
Color • Hue • Saturation •
Brightness 11 © 2010, Craig DeLarge
12.
Color Wheel
• Shapes 1 perception 2 2 • Affects emotion 1 1 1 = Primary 2 = Secondary 3 = Tertiary 2 http://www.tigercolor.com/color-lab/color-theory/color-theory-intro.htm 12 http://en.wikipedia.org/wiki/Color_wheel © 2010, Craig DeLarge
13.
Color Meaning
13 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
14.
Color Meaning
14 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
15.
Color Meaning
15 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
16.
Color Meaning
16 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
17.
Color Meaning
17 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
18.
Color Meaning
18 http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm © 2010, Craig DeLarge
19.
Golden Mean (Proportion)
Click Link below for YouTube Video http://video.google.com/videoplay?docid=7179950432887640376# http://www.youtube.com/watch?v=2zWivbG0RIo 19 © 2010, Craig DeLarge
20.
End of Week
3 20 © 2010, Craig DeLarge
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