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Visual design takes the composite of elements: text, symbols, photos, colours, video, in fact any graphic element and much more, to communicate your message – it is your primary connection with the learner.
Visual design is the process of producing visual images that are able to communicate information to other people.
Visual images are made up of lines, colours, textures, tones, hues and shapes applied in a spatial composition. We are surrounded by visual images in our everyday lives. Each visual image is trying to tell us something.
Understanding Perception
When you look at a visual image you see lines, shapes, colours, tones, hues and objects in a spatial dimension.
The eye collects visual information from these images and objects and this information is transmitted to the brain. The brain interprets and constructs meaning from this visual information.
To design visual images that are meaningful to an audience you need to understand the way your audience actually sees. That is, how does the eye collect visual information and how does the brain interpret it? This line of inquiry is called the science of perception.
Discovering the way the eye works will help you understand how visual elements function in visual design.
Understanding Visual Communication
No two people ever see the same thing quite the same way. Cultural differences, the level of acquired knowledge, an individual’s psychology and socialisation will all affect the way we construct meaning from a visual image.
Physiology can also affect the way a person sees. The eye itself can have defects in the retina lens or suffer from colour blindness. The brain can also have its own problems that affect perception such as brain dysfunction, and alcohol and drugs.
To cater for these differences in perception you need to construct a clear, unambiguous image and know your audience well enough to construct visual images that they will easily recognise and comprehend. For example, a road sign needs to communicate its message to a wide audience instantaneously.
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