VDIS10015 Visual Communication Skills - Lecture 1

VIRTU DESIGN INSTITUTE
Written by Rachel Hawkins
How do we visually
Communicate?
Visual Communication Skills
VDIS10015 - Lecture 1

Aldous Huxley
“The more you see,
the more you know.“

VIRTU DESIGN INSTITUTE: Visual Communication Skills, VDIS10015 - Lecture 1 3
Most simply, visual communication is
communication that relies on vision.
In this lecture we will discuss the conveyance of ideas and
information through form that can be looked upon.
Most often this form is the result of a combination of
visual aids such as signs, typography, drawing, design,
illustration, colour, symbols, light, dance and more.
Combining these visual aids creates a power to inform,
educate or persuade our audience through pictures,
graphs and charts, as well as through signs, signals and
symbols.
As designers, we can refer to our work as ‘visual
presentation’ that convey information through a visible
medium such as text or images.
Measuring effective visual communication design is based
on the audiences comprehension of the message within
the work. There are several factors that can influence
comprehension such as cultural perceptions of images,
gestures and body language, and memory.
WHAT IS VISUAL
COMMUNICATION?

introduction of software applications introduced a generation of designers
to computer image manipulation and 3D image creation that had previously
been unachievable. Computer graphic design enabled designers to instantly
see the effects of layout or typography changes without using any ink in
the process. Not only did computers greatly accelerate and facilitate the
traditional design process, they also gave a completely new outlook to
sketching and idea formation, enabling designers to virtually create endless
generations of one work/concept.”
Further reading:
http://www.citrinitas.com/history_of_viscom/index.html
A very brief history of Visual
Communication:
Visual communication dates back as far as man kind. As a
species we are built to communicate and we are programmed
to use our senses in doing so. Vision is one of our most
dominant senses and therefore visual communication is
instinctual through our body language.
We are also instinctively inclined to document our lives and
this is where we see the beginnings of visual communication.
Visual Communication dates back to 15,000 BC with rock
and cave drawings. It’s time line includes ideograms, the
development of the alphabet, the first books followed by the
invention of the mechanical printing press in China in 1041
and Germany in 1450. From here there was a Renaissance
explosion with masters of type developing new types of fonts
that were more secular, more legible, and more elegant for
humanist writings. Artists of the Avant-garde, Modernists and
other movements explored visual communication through
their art and other commercial work.
Most recently the invention of the computer and design
softwares has seen a growth of visual communication. “In
the mid 1980s...the arrival of desktop publishing and the
A very brief
history

For visual communication to be successful the audience
must comprehend the message and information presented
in the graphic work.
Visual comprehension is a deep sea of possibilities and
has been vastly studied in relation to the eye, vision and
the psychology of how our brains receive and respond to
imagery.
Gestalt Psychology is the study of how the brain groups
visuals by their relationships to one another, similarities in
shape and colour, and their proximity to each other. Gestalt
means form or shape in German and Max Wertheimer is the
most respected figure in Gestalt Psychology. Cognitive and
perception theories are very valuable in how we use graphic
forms to communicate as they give us insight into how our
presentations may be understood.
The interpretation of images and form is subjective and
relies on a persons cultural background and experiences.
We can analyse how a graphic presentation may be
perceived by exploring different perspectives:
• Personal perspective • Historical perspective
• Technical perspective • Ethical perspective
• Critical perspective
Comprehension of
a visual message
TED Talk: Tom Wujec - 3 ways the brain
creates meaning
Watch Tom Wujec’s 6 minute talk to better understand
how the brain receives and processes visual stimulus.
http://www.ted.com/talks/tom_wujec_on_3_ways_the_brain_
creates_meaning.html
Talking point: In the Lecture 1 thread, Post a
short comment how the content of Wujec’s
talk will inform your design practice.

Theory into practice
We start to
design & create
visual aids
Now that we know what visual communication is,
how do we translate it into our design practice?
• Objects • Models • Graphs • Maps • Tables •
• Photographs • Drawings or diagrams • Colour •
• Shapes • Symbols •
We use the fundamentals of
design to communicate with
purpose & intention...
make practical use
of design principles &
elements of design

Design Elements
The following six elements are fundamental to good visual design.
Line
A line is a fundamental mark or stroke used
in drawing in which the length is longer than
the width.
Color
The color wheel being used as a tool, and
color theory providing a body of practical
guidance to color mixing and the visual
impacts of specific color combination.
Knowledge of hue, tint, shades, saturation
and values.
Shape
A shape is defined as an area that stands out
from the space next to or around it due to a
defined or implied boundary, or because of
differences of value, color, or texture.
Texture
The way a surface feels or is perceived to
feel. Texture can be added to attract or repel
interest to an element, depending on the
pleasantness of the texture.
Space
For a two-dimensional design space concerns
creating the illusion of a third dimension on a
flat surface
Form
Form can be measured, from top to bottom
(height), side to side (width), and from back
to front (depth). Form is also defined by light
and dark.

Principles of design
Applying the Principles of Design to the Design Elements determines how successful a design may be.
Lovett, John. “Design and Color”
Unity
“To achieve visual unity is a main goal of graphic
design”. Alex White, author of The Elements of Graphic Design.
When all elements are in agreement, a design is
considered unified.
Methods
Proximity, similarity, continuation & repetition.
Rhythm is achieved when recurring position, size,
color, and use of a graphic element has a focal point
interruption.
Balance
It is a state of equalized tension and equilibrium,
which may not always be calm.
Hierarchy
A good design contains elements that lead
the reader through each element in order of its
significance.
Scale/proportion
Using the relative size of elements against each
other can attract attention to a focal point.
Contrast
Designing with a balance between similarity and
contrast to draw attention to a focus.
GRADATION
Gradation of size and direction produce linear
perspective. Gradation of colour from warm to
cool and tone from dark to light produce aerial
perspective. Gradation can add interest and
movement to a shape. A gradation from dark to
light will cause the eye to move along a shape.
MOVEMENT
Movement is the path the viewer’s eye takes
through the artwork, often to focal areas. Such
movement can be directed along lines edges,
shape and color within the artwork.

Being a creative designer is often about coming
up with unique design solutions. Unfortunately,
when the basic rules of design are ignored in an
effort to be distinctive, design becomes useless.
In language, a departure from the rules is only
appreciated as great literature if recognition of
the rules underlies the text. Graphic design is a
“visual language,” and brilliance is recognized in
designers whose work seems to break all the rules,
yet communicates its messages clearly.
Timothy Samara, Design Elements: A Graphic Style Manual
Timothy Samara’s
20 Basic Rules of Good Design
Timothy Samara, Design Elements: A Graphic Style Manual Pg. 247

your tool kit
Design skills for
communication

We are going to explore the design skills that
we can learn, develop and extend to assist us
in achieving successful designs that visually
communicate with purpose.
These skills make up a designers tool kit.
You may not develop all these skills in this course
however you can work toward them on your
journey to a professional career. The skills that
you already have can be refined and extended to
enrich your design work and outcomes.
This lecture offers you some tips and ideas
for extending and developing your skills. You
can put these into action while working on the
assessable tasks in this course. Practice makes
perfect.
Design skills
tool kit
• Creative Thinking
• Drawing
• Story telling
• Information gathering
• Collaboration
• Problem solving
• Critical thinking
• Model making
• Project management
• Computer and Software
Proficiency

Creativity is a phenomenon whereby something new and
valuable is created (such as an idea, a joke, a literary work, a
painting or musical composition, a solution, an invention etc.).
Wikipedia
‘Creativity is a way of thinking and doing that brings
unexpected and original ideas to fruition.’
Dr. Strong
Creative thinking is a designers greatest tool. It is the skill that
allows us to intellectually generate ideas that are totally unique
and that reflect our personality and thought process. It is where
we originate and develop concepts for all our design projects.
Concept development is fundamental in a design project
ensuring a well thought out result and systematic process.
Creative thought can be divided into two thinking processes;
divergent and convergent thinking.
• Divergent thinking is the intellectual ability to think of many
original, diverse, and elaborate ideas
• Convergent thinking is the intellectual ability to logically
evaluate, critique and choose the best idea from a selection of
ideas.
There are several techniques you can use to help open your mind explore
new ideas and organise information to further your creative thinking.
Check out: http://www.mycoted.com/Category:Creativity_Techniques
This website lists hundreds of idea generation techniques including things
as common as brainstorming and different models you can use. A few of
my favourites are below.
Flowcharts:
“Flow-Charts revolve around the decision phase they are therefore most
appropriate for action planning scenarios where the chain of events is likely
to change dynamically as it opens out”. (http://www.mycoted.com)
Body-storming:
“Body-storming is a technique sometimes used in interaction design or as
a creativity technique. The idea is to imagine what it would be like if the
product existed, and act as though it exists, ideally in the place it would be
used.”(http://www.mycoted.com)
Brainstorming:
“The basis of Brainstorming is a generating ideas in a group situation
based on the principle of suspending judgment - a principle which
scientific research has proved to be highly productive in individual effort as
well as group effort. The generation phase is separate from the judgment
phase of thinking.” (http://www.mycoted.com)
Super Heroes:
“Super Heroes is really a fantasy-based version of Role-storming.
Participants pretend to be a fictional (or real) super-hero (Superman, the
Incredible Hulk, Batman, James Bond, Wonder Woman, Sherlock Holmes,
Spiderman, etc.) and use their ‘super’ characteristics to trigger ideas.”
(http://www.mycoted.com)
Creative Thinking

Avoid Creative Inhibitors
There are several inhibitors that apply to most adult creative
thinkers. Being aware of these inhibitors can assist us in avoiding
“writer’s block” and help us to be more creative.
These include thoughts like;
“I am not creative enough”.
“that’s not my area”
“following rules”
“don’t make mistakes”
“looking for the right answer”
“avoid ambiguity”
“play is frivolous”
“don’t be foolish”
These inhibitors are closely linked to Tim Brown’s theory that
adult creativity is curbed by fear of judgment from our peers.
Creative Thinking cont.

Drawing is the art of making marks on a flat substrate in 2D.
You can use any chosen medium; graphite pencils, pen and ink,
inked brushes, wax color pencils, crayons, charcoal, chalk or
pastels.
One of the major forms of expression within the visual arts,
drawing is often exploratory with its main emphasis on
observation. Historically, drawings created from observation
were called studies.
Drawing can be categorised into several areas; figure drawing,
cartooning, doodling and shading and are achieved through
different types of mark making, for example; line drawing,
stippling, shading, cross hatching and tracing.
A good drawing takes into consideration scale, perspective
and tone. These aspects require fine skills and a great deal
of practice to achieve. The challenging in perfecting these
skills is not only in the hand we draw with but also our eye and
observation ability. A good drawer is able to separate what they
“see” from what their “brain tells them they see”.
The drawings that graphic designers are most concerned with
are unrefined quick sketches. These sketches can be used to
document observations, explore ideas as well as for problem
solving. They are a useful quick and inexpensive tool for
communicating ideas to clients without putting a great deal of
time into computer generated work.
Every good designer should start a project with pencil to paper to draw,
problem solve and generate ideas.
TIP: A good way to train your drawing skills is to keep a sketch book. Do
quick sketches of things you see and ideas you have on the go. Suspend
judgment on “how good” the drawing is. Do a minimum of one drawing a
day for 30 days and see how your skills develop quickly.
drawing

Storytelling is defined as the conveying of events in words, and
images. Crucial elements of stories and storytelling include plot,
characters, and narrative point of view.
Stories or narratives have been shared in every culture as a means
of entertainment, education, cultural preservation, and instilling
moral values.
For the purpose of the designer, storytelling is a way to enrich
our concept. The key to a great design is that it communicates
effectively. Storytelling can be a tool for making the message
clearer. You don’t necessarily need to create and communicate
the whole story but perhaps just reference a well known story.
For example, referencing well known characters in our designs
can imply a story and deepen the inferred meaning of the design.
storytelling

Objectively gathering valuable research for a design problem
is really important. It allows you the best understanding of the
fundamental problem and allows you a solid springboard to
launch your ideas from. Gather information from multiple sources;
books, people, observations. This information is the evidence to
support the validity of your design outcome.
Places to gather information
Stakeholders
Individuals, groups, organizations that are affected by the problem, or its
solution. Start with yourself and move through to the end user/customer.
Facts & data
Published research papers
Results from experimentation and studies
Interviews of “experts” and trusted sources
Observed events, past or present, either personally observed or reported
Boundaries
Gather information on the boundaries or constraints.
Opinions and Assumptions
Opinions of decision makers, committees or groups, or other powerful
groups will be important to the success of your design solution. It is
important to recognize truth, bias, or prejudice in the opinion.
Assumptions can save time and work since is often difficult to get “all the
facts.”
information gathering

Collaboration is when two or more people work on a task to
achieve a shared goal. They do this by sharing knowledge and
learning together. Collaboration is more than just teamwork.
Teamwork is often working alongside other people in a group to
simply complete a task. Collaboration is an extension of this and
is often a more creative process requiring a closeness to share
and build on each others ideas.
Collaboration works best when there is leadership in the team.
This assists in project management and the delegation of tasks.
A leader is able to hold collaborative members accountable to
the greater team. The leader is responsible for determining the
delegation of tasks within a group. They need to identify the
strengths and weaknesses of each collaborator so that they can
bring their best skills to the table. Another responsibility of the
leader is to motivate, engage and reward the team to ensure
momentum in the project is maintained.
The most successful collaborative groups are masters of
communication. You need to be able to share complex concepts
and ideas with your team whether by speech or visual aids.
Several models like forms, rubrics, charts and graphs are useful
in communicating objectively.
Collaboration

‘The most important factor in developing the theory of relativity
was figuring out how to think about the problem.’
Albert Einstein
Problem solving consists of using creative thinking methods, in an
orderly manner, for finding solutions to problems. Every design
brief is essentially a design problem that needs to be solved. All
problems have two features in common: goals and barriers.
Problem solving is very closely linked to creative thinking. We use
our creative thinking skills to find solutions that “think outside the
square”.
It is important to find the deep routes of problems not just the
superficial symptoms.
There are four basic steps in problem solving:
1. Defining the problem.
2. Generating alternatives.
3. Evaluating and selecting alternatives.
4. Implementing solutions.
http://www.mindtools.com/pages/article/newTMC_00.htm#sthash.rsdqj3zy.dpuf
Problem Solving
Osborn: Creative Problem-Solving Process | Idea Sandbox | www.idea-sandbox.com

Critical thinking is defined as the intellectually disciplined process
of actively and skillfully conceptualizing, applying, analyzing,
synthesizing, and/or evaluating information gathered from, or
generated by, observation, experience, reflection, reasoning, or
communication.
When performing a critical analysis one might consider the
following intellectual values of clarity, accuracy, precision,
consistency, relevance, sound evidence, good reason, depth,
breadth, and fairness.
A critical thinking process is most often self-guided and requires
self discipline. People who think critically consistently attempt
to analyse ‘things’ rationally, reasonably and emphatically. This
process must let go of egocentric and socio-centric tendencies.
They use the intellectual tools that critical thinking offers –
concepts and principles that enable them to analyze, assess, and
improve thinking.
Critical Thinking Skills
• Observation
• Interpretation
• Analysis
• Inference
• Evaluation
• Explanation
Critical Thinking Process
1. Make observations
2. Qualify information
3. Inference: deriving logical conclusions
4. Form opinions and ideas
5. Document supporting arguments
6. Challenge the outcome
TIP: For your next assessable task try applying this critical thinking process
to both your design problem and your design outcome.
critical thinking

Models are an important part of the design process for any project.
They are not simply a representation of the final design solution
but a great visualising tool. Thinking in 3D is a great way to extend
your creative thinking process. By creating models and building
with our hands we engage more of our senses activating different
parts of our brain.
Models can help to analyse a situation and identify the needs
of the end user. They are easily pulled apart and modified as we
experiment. They help teach an appreciation of how spaces are
used and identify problems that may arise from the interaction of
different users.
They can be used as a means of communicating proposed
solutions, highlighting shapes, angels, function, materials and
colours or simply conceptual. Most importantly, a model brings an
idea to life in 3D.
Models do not have to be perfectly scaled and measured mini
marvels. Your model can be bits of paper folded and stuck
together. Explore shape, form, shadow and angels. Play with
different materials - paper, tape, string, wood, fabric, twigs, leaves,
foam core, glue etc.
TIP: For your assessable tasks in this course, create life-size models
out of paper. Use printouts of images and type so that you can
envisage how scale and typography will look in your final outcome.
Learn from what you see and then make changes to your work.
SPECIAL NOTE: Please remember to be cautious when using cutting tools
in model making. Use appropriate safety measures.
model making

Design projects small or large need to be managed to ensure a
good and clear outcome is achieved in an appropriate amount of
time and to budget.
We will discuss Design Management in more depth in the next
lecture.
Basic aspects of a design job to be managed are time, budget,
suppliers (printers), resources, strategy, people (team or clients)
and quality.
Time: It can be hard for a designer to be efficient in their role.
There is no right or wrong answer in creativity and sometimes
it takes longer than other times. Dealing with assessable tasks
while studying, or dealing with clients, there is always a deadline.
Good management can help the designer to achieve the desired
outcomes in the time allowed. If charging by the hour, it is crucial
for designers to be efficient to ensure they are making money
and not devaluing their time.
Budget: Designers are often responsible for completing a
project form concept to completion including print. Delivering a
high quality product within budget is a key factor of a successful
designer.
People: When collaborating on a project, each team member
needs to be clear on their role. Delegating tasks and trusting
your team members can be hard but is important in you achieving your
best outcome. With clients, it is important to communicate clearly and set
expectations of when they may receive work from you and what to expect
from your process.
TIP: For your next assessable task, sketch out a time line for yourself.
Breakdown the project into tasks and then set aside the time to complete
that task in. This can make your projects more manageable.
project management

Keeping up with industry standards is a must for any designer
wanting to have a career in design and work professionally. A big
part of this is knowing and embracing computer and software
proficiency.
Specifically, designers need to have advanced skills in several
design softwares. The most commonly used design package
is Adobe Creative Suite consisting of Illustrator, Photoshop,
InDesign, Acrobat Professional, Dreamweaver, Fireworks and
Flash. There are other softwares available like CorelDraw and
CorelPaintShopPhoto, Publisher and the out dated QuarkXPress.
These software have a depth of capabilities which take time and
practice to learn. They are expensive however a necessity. You
will not learn these software over night however over time you
will master them.
Lastly, there are free graphic design softwares available online.
I haven’t used them however they are worth a try if you have
already used your 30-day Adobe trial.
• Gimp • Inkscape
• Scribus • Dia
• gPick
Checkout: http://tjfree.com/best-free-graphic-design-software/
In this course we are going to teach from the Adobe Creative Suite
Package and I recommend getting yourself access to the software. We will
be learning Indesign in the next lecture.
Adobe offers free 30 day trials for their software as well as a great student
software option of $14.99/month.
Tips:
GET THE SOFTWARE - Get the 30 day free trial or sign up for the student
package for $14.99/month.
PLAY - Trial and error is the best way to learn.
Although I did some basic subjects in Photoshop and InDesign during my
degree, I categorise myself as self taught. 90% of my software skills were
learnt by trial and error and via online tutorials.
ONLINE TUTORIALS - Our next lecture is a video tutorial for indesign. It is
a great way to learn software. If you can’t work out how to do something,
look for a tutorial on youtube or through sites like www.lynda.com
Computer & Software
proficiency

Summary
In this lecture we have defined and established what Visual
Communication is and identified the skills needed to
achieve good visual communication in design outcomes.
We have explored ways to improve our skills and how these
can be applied in upcoming projects.
By applying design principles and the design elements we
can organize graphics for quick perception and direct the
eyes to essential information.
Designers must continually refine, develop and evaluate
their own conceptual and technical skills. Research,
experimentation and collaboration are key factors in this
process.
To be a good designer you must have passionate curiosity,
be imaginative, be objective and self aware. Our design
outcomes must have crisp communication and make use of
storytelling when appropriate.

VDIS10015 Visual Communication Skills - Lecture 1

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Destacado

Destacado (20)

Similar a VDIS10015 Visual Communication Skills - Lecture 1

Similar a VDIS10015 Visual Communication Skills - Lecture 1 (20)

Más de Virtu Institute

Más de Virtu Institute (20)

Último

Último (20)

VDIS10015 Visual Communication Skills - Lecture 1