READING NOTES
Pages 80-101
3 levels of visual hierarchy: primary, secondary,
and equivalent
emphasis can be created by contrast with color,
size, etc.
incongruence – placing an unexpected object in a
familiar context (something I like to do). Incongruence challenges schemas, and
heightens interest.
Movement is determined by: attraction due to
visual weight, shapes along their axes, and visual direction and action the
subject.
If it moves left to right, it’s easier to perceive
A magnetic attraction is created if you depict a
person gazing at the viewer
Visual complexity makes it difficult to find
important info, slows the viewer down. That’s why simplification works
Arrows are an affective element
Color helps to organize a design. It can also help
the viewer to retain info. But a designer should avoid using too many colors.
