Formal Elements And Visual Communication
Overview
A painting can afford to be looked at for an hour. A graphic cannot. A road sign gets read at seventy miles an hour, an app icon gets found on a screen of forty other icons, a poster gets three seconds from someone walking past it. Graphic Communication is the discipline of making meaning arrive fast, in the right order, to someone who is not trying to help you.
That is why the formal elements behave differently here. Line is a rule that separates and a stroke that carries weight. Tone is the grey value of a paragraph seen from across the room. Colour is a signal that has to survive being printed in four inks and then shown on a phone. Scale is not size, it is rank. This note takes you through hierarchy, the grid, typography, negative space, colour systems and the brutal test of legibility at actual size, using the work of designers who solved these problems in public.
Objectives
- Develop practical knowledge and understanding of the use of formal elements and visual communication through a variety of approaches
- Develop the use of observational skill to record from sources and communicate ideas
- Understand graphic materials and techniques such as traditional and digital graphics, printing and web-based technologies
- Understand properties of colour and light such as hue, tint, saturation and tone
- Understand the effects and creative potential of combining and manipulating different two-dimensional and three-dimensional materials and media
- Develop the use of digital and/or non-digital applications
Lesson Note
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Lesson Evaluation
Congratulations on completing the lesson on Formal Elements And Visual Communication. Now that youve explored the key concepts and ideas, its time to put your knowledge to the test. This section offers a variety of practice questions designed to reinforce your understanding and help you gauge your grasp of the material.
You will encounter a mix of question types, including multiple-choice questions, short answer questions, and essay questions. Each question is thoughtfully crafted to assess different aspects of your knowledge and critical thinking skills.
Use this evaluation section as an opportunity to reinforce your understanding of the topic and to identify any areas where you may need additional study. Don't be discouraged by any challenges you encounter; instead, view them as opportunities for growth and improvement.
- In a page grid, the space between two columns is called the: A) Margin B) Gutter C) Bleed D) Baseline Answer: B
- Which colour system should be used to specify artwork for commercial four colour printing? A) RGB B) Hex C) CMYK D) Additive colour Answer: C
- A typeface with a large x-height is generally chosen for signage because it: A) Uses less ink B) Looks optically larger and reads better at distance C) Has fewer characters D) Is always a serif face Answer: B
- Which artwork format should a logo be supplied in so that it can be used at 15mm and on the side of a van without loss of quality? A) Raster at 72 pixels per inch B) Raster at 300 pixels per inch C) Vector D) Greyscale Answer: C
- 'Typographic colour' refers to: A) The hue chosen for a headline B) The overall grey value of a block of set text C) The number of inks used in printing D) The colour of the paper stock Answer: B
Available on the Green Bridge App
Download the Green Bridge CBT app on your phone or computer to access full lesson notes, practice questions, and more.
Available on the Green Bridge App
Download the Green Bridge CBT app on your phone or computer to access full lesson notes, practice questions, and more.
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