Visual design focuses on the aesthetics of a site and its related materials by strategically implementing images, colors, fonts, and other elements. A successful visual design does not take away from the content on the page or function. Instead, it enhances it by engaging users and helping to build trust and interest in the brand.
Basic Elements of Visual Design
The basic elements that combine to create visual designs include the following:
The elements of art are like "building blocks" for creating something
Point:
A point is a single dot or mark that has position but is otherwise limited. It is a single entity in itself and alone it can act as a focal point or a stopping point in a composition. For example a target or dart board has a single point as its focus. Together a number of points can have a leading effect where the eye naturally attempts to "connect the dots" to create a line or form. This is known as the Gestalt grouping principle.
LINE
Line can be considered in two ways. The linear marks made with a pen or brush or the edge created when two shapes meet.
Lines connect two points and can be used to help define shapes, make divisions, and create textures. All lines, if they’re straight, have a length, width, and direction.
A line is essentially a series of connected points. There are characterised by their length, direction and weight. Lines can be straight or wavy, long or short, heavy or soft, architectural or organic. As such they can be utilised in a variety of ways in a composition. They can be used to create perspective, outline a landscape, frame a composition etc. The directionality of a line will also have a big effect on your composition with oblique or slanted lines suggesting movement and dynamism while vertical or horizontal lines suggest structure, balance and conformity.
SHAPE A shape is a self contained defined area of geometric or organic form. A positive shape in a painting automatically creates a negative shape.
Shapes are self-contained areas. To define the area, the graphic artist uses lines, differences in value, color, and/or texture. Every object is composed of shapes.
Shapes are essentially closed lines. Shapes are two dimensional and forms are three dimensional. The basic two dimensional shapes are squares, rectangles and triangles with the related three dimensional forms being cubes, bricks (technical name is a rectangular prism) and pyramids. An infinite amount of other shapes exist of course, whether they are fluid organic shapes or rigid abstract shapes.
Form:
Forms
Forms are essentially three dimensional shapes. The basic two dimensional shapes are squares, rectangles and triangles with the related three dimensional forms being cubes, bricks (technical name is a rectangular prism) and pyramids. An infinite amount of other forms exist of course,
Form applies to three-dimensional objects and describes their volume and mass. Form may be created by combining two or more shapes and can be further enhanced by different tones, textures, and colors.
whether they are fluid organic forms or rigid abstract geometric forms.
A typeface is a collection of letters. While each letter is unique, certain shapes are shared across letters. A typeface represents shared patterns across a collection of letters.
Typefaces that are selected for their style, legibility, and readability are most effective when following the fundamental principles of typographic design.
Weight
Weight refers to the relative thickness of a font’s stroke. A typeface can come in many weights; and four to six weights is a typical...
Weight refers to the relative thickness of a font’s stroke. A typeface can come in many weights; and four to six weights is a typical number available for a typeface.
DIRECTION
All lines have direction - Horizontal, Vertical or Oblique. Horizontal suggests calmness, stability and tranquility. Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action
SIZE Size is simply the relationship of the area occupied by one shape to that of another.
TEXTURE Texture is the surface quality of a shape - rough, smooth, soft hard glossy etc. Texture can be physical (tactile) or visual.
Texture refers to how a surface feels or is perceived to feel. By repeating an element, a texture will be created and a pattern formed. Depending on how a texture is applied, it may be used strategically to attract or deter attention.
Texture is the appearance of a surface material. The main differentiation between textures is that it is either rough or smooth. Textures suggest what a form/shape is made of and can be created using points, line, shapes or colour. Unlike the other elements, texture is both a visual and tactile element.
COLOUR palette Also called Hue. Colour, also called hue, is how the eye perceives reflected light. There are many different theories about colour which are covered in more depth in the section on colour theory. What I will explain here are the three main components of a colour: hue, value and saturation
Hue is where a colour is positioned on the colour wheel. Technically the hue is the colour which it a design element in itself.
Value is the darkness or lightness of a colour and is a design element in itself.
Saturation is the intensity of a colour.
Colorpalette choices and combinations are used to differentiate items, create depth, add emphasis, and/or help organize information. Color theory examines how various choices psychologically impact users.
Value Value is the lightness or darkness of a colour. Value is also called Tone
A color wheel
shows how colors are related. On a color wheel, each secondary color is between
the primary colors that are used to make it. Orange is between red and yellow
because orange is made by mixing red with yellow. What goes between secondary colors
and primary colors? Intermediate, or tertiary, colors are made by mixing a
primary color with a secondary color that is next to it. Red-orange,
yellow-orange and yellow-green are some intermediate colors.
The lightness or darkness of a color is
called its value.
You can find
the values of a color by making its tints and shades.
Tints are
light values that are made by mixing a color with white. For example, pink is a
tint of red, and light blue is a tint of blue.
Shades are
dark values that are made by mixing a color with black. Maroon is a shade of
red, and navy is a shade of blue.
Two
useful tools to aid our color decisions are
the use
of complementary and
balancing
saturated color with compound colors.
Primary
colors
Primary colors are
known as basic colors because they cannot be created by mixing other hues.
Since humans are trichromatic, the primary colors yellow, red, and blue are
fundamental to human vision. Primary colors are the building blocks of all
other colors.
Secondary colors are
made by combining two primary colors.
Secondary colors are created
by the equal mixture of two primary colors. For example, yellow and red make
orange, red and blue make purple, and blue and yellow make green. On a color
wheel, the secondary colors are located between two primary colors.
Triadic
Triadic color schemes offer high contrasting color schemes while retaining the same tone. Triadic color schemes are created by choosing three colors that are equally placed in lines around the color wheel.
Tertiary colors are also called
intermediate colors.
When you blend secondary and
primary colors together, you get what is called a tertiary color, or
intermediate color. On a color wheel, the tertiary colors are found between the
primary and secondary colors. Yellow-orange, red-orange, red-purple,
blue-purple, blue-green, and yellow-green are examples of tertiary colors.
ANALOGOUS COLORS
Analogous (uh-NAL-uh-gus) colors sit next
to each other on the color wheel. They tend to look pleasant together because
they are closely related. Analogous colors flatter each other when used
together because they are so close to each other on the color wheel. When using
analogous colors, painters make sure they have enough contrast, often choosing
one dominant color, a second supporting color, and a third color that acts as
an accent.
Orange, yellow-orange, and yellow are an
example of analogous colors. They are blended nicely in Sunflowers
Monochromatic colors
are really just a variety of one color.
A monochromatic color scheme uses variations of a
single hue to create a clean, elegant, and single-colored work of art. Using
this type of color scheme will establish one overall mood and can be visually
appealing.
THE COMPLEMENTARY COLORS
The complementary
are colors directly opposite one another on the color wheel. Allowing one color to dominate and but
maintains a balanced color arrangement. Complementary colors sit
opposite each other on the color wheel. Because they are opposites, they tend
to look especially lively when used together. When you put complementary colors
together, each color looks more noticeable.
Red and green are an example of complementary colors
SATURATED COLORS
Saturated
colors contain either one or two primary colors and no black or white. They are
the purest colors of each hue.
COMPOUND COLORS
Compound
colors are colors containing all three primaries. They are all the earth colors
- browns, khakis, greys etc.
NEUTRAL COLORS
Neutral colors are
also known as earth tones.
Neutral colors include black, white, gray, and
sometimes brown and beige. They are sometimes called “earth tones.”Neutral colors don't show
up on a color wheel. They can be created by mixing two complimentary colors or
combining a pure color with white, black, or gray. Pure neutral colors include
black, white, and all grays while near neutrals include browns, tans, and
darker colors.
WARM COLORS
Warm colors
are made with red, orange, yellow, or some combination of these. Warm colors
tend to make you think of sunlight and warmth.
COOL COLORS
Cool colors
are made with blue, green, purple, or some combination of these. Cool colors
might make you think of cool and peaceful things, like winter skies and still
ponds.
The Meaning of Color
Along with varying visual impact, different colors also carry different emotional symbolism.
Red — typically associated with power, passion, or energy, and can help encourage action on your site
Orange — joy and enthusiasm, making it a good choice for positive messaging
Yellow — happiness and intellect, but be wary of overuse
Green — often connected to growth or ambition, green can help give the sense that your brand is on the rise
Blue — tranquility and confidence, depending on the shade — lighter shades provide a sense of peace, darker colors are more confident
Purple — luxury or creativity, especially when used deliberately and sparingly on your site
Black — power and mystery, and using this color can help create necessary negative space
White — safety and innocence, making it a great choice to help streamline your site
The proximity principle is the idea that placing similar design elements close together produces a more effective visual design.
The principle of proximity states that we perceive objects which are close to one another as a group. This is true even if the color, size or shape of the objects differ.
Proximity is one of the most important grouping principles and can overpower competing visual cues such as similarity of color or shape. The practice of placing related elements close together and separating unrelated elements can be seen almost everywhere in UI design.
The following example illustrates the principle of proximity. In the first image you see one group of circles. In the second image you see 3 groups (columns) of circles. The only thing that changed is the distance (proximity) between some of the circles.
There is two groups of elements
rather than 24 individual objects. All objects are identical, and the
only thing differentiating them is the white space that separates them.
How would you use proximity in design?
The proximity principle
helps designers achieve two major goals, which include 1.making layouts appear less crowded and
2.grouping together related elements.
Proximity
Proximity
also makes the page more organized. Designers use the principle of proximity to
give users visual cues(indications).By grouping related elements together, designers
send users a clear signal to perceive.. Careful application of proximity
in design helps to reduce visual clutter and improve comprehension.
2.Negative space, or space
Negative
space, or space around and between elements, is the tool that designers can use
for that. Adding or subtracting negative space between elements can either
unite or separate them. by
adding too much content and functional elements, you overwhelm users with too
many details. As a result, it becomes harder for them to understand what’s
important and what’s not,Here are four practical
examples of proximity in design:
Indian perspectives Online advertising is still in the developing stages in India, while in other parts of the world it has already taken deep roots. The share of India's online advertising in world pie is almost negligible. But developing countries like India; where Internet users are growing very rapidly, it has huge potential. India's leading advertisers are starting to advertise online, but at a very slow pace.
Indian companies are also showing keen interest in promoting their products or services online.
Online advertising may be
defined as promoting goods, ideas or services to targeted consumers using
internet as medium.
Broadly, online advertising is
about delivering advertisements to online users via Web sites, e-mail,
ad-supported software and Internet-enabled smart phones.
Examples of online
advertising include
contextual ads on search engine results pages,
banner ads,
Rich Media Ads,
Social network advertising,
interstitial ads,
online classified
advertising,
advertising networks and
e-mail marketing, including
email spam.
Reasons for the growth of online advertising in India
* Advertisement can reach very large number of potential buyers globally.
* Web superiority over other advertising medium.
* Web page (advertisement) can be updated any time and changes or corrections are painless.
* Online advertisement works 24 hours a day, 7 days a week, 365 days a year.
* In online advertisement specific interest groups or individuals can be targeted.
* Online advertisement can effectively use the convergence of text, audio, graphics, and Animation.
* Online advertisements are cheaper in comparison to traditional advertisement. There is no printing costs, no postage costs etc. Benefits of online advertising
It offers higher selectivity which is tailored to the user's profile.
Some other benefits of online advertising are as under:
* Online advertising facilitates the advertiser to reach an absolutely pinpointed and targeted audience.
* "Traditional advertising is usually a one-way mechanism there is no way for customers to act on the information in the advertisements.
* The Internet as a medium knows no demographic boundaries and gives the advertiser a huge audience to tap and build brand image if not sell products.
* Internet's interactive nature allows for greater flexibility than traditional media in the type of information transmitted and the method of transmission. * Online advertisement can facilitate purchase decision. * Enhance customer company relationship.
* Protection of environment.
* Online advertisement expands the company's market to global market.
* It is easy to create, and place, it saves time, labor and money.
ome of the leading companies from online advertising sector are
HDFC,
Citibank,
SBI, and
UTI etc.
FMCG goods have just started to come in led by companies like
Hindustan Lever,
Procter and Gamble etc.
Advertising major advantage
Online advertising has
the major advantage of immediate publishing of information that is not limited
by geographic or time constraints.
Advantages and disadvantages of
online advertising
1.One of the main advantages of internet
advertising is the ability to publish information instantaneously without
bothering about constraints of time and geography.
2.Online advertising is a process that helps in creating well defined consumer
groups.
3.It is easier for advertisers to create
specially designed messages for specific consumer-segments.
4.Online advertising is more attractive to
consumers because advertisers focus them to match the customers’ interests.
5.Another advantage is that some online
advertising is less annoying than usual advertising.
6.From
the advertiser’s point of view, everything is dynamic. The content and the
details can be changed immediately and no waiting for a new edition.
7.Internet advertising is cheaper than other
media
8.Marketers can achieve an advertise to a
targeted audience at a low-cost and to locate groups of consumers who share the
same interests.
9.Interactivity of the Internet is another
significant factor, in that it allows users to express their reaction
10. Target marketing- a major advantage of
advertising through Web is the ability to target specific groups of individuals
with a minimum of waste coverage. Through internet advertisements can be
targeted to specific customers as per their age, sex, income, education,
hobbies, interests and geographic locations.
11.Messages can be designed to appeal
to the specific needs and wants of the target audience.
12.Interactive
capabilities- because the Internet is interactive, it provides strong potential
for increasing customer involvement and satisfaction and almost immediate
feedback for buyers and sellers.
13.Enhancing effective interaction with their
customers and to improve their experience with their brand.
Disadvantages On the other hand,
the Internet has quite a few disadvantages.
1- The most prominent disadvantage is the lack of user privacy. Many marketers track users’
activities online and send marketing messages that relate to their interests
despite the users’ wishes.
2- There are many types of online advertisements,
such as pop-up ads commonly perceived to be rather annoying.
3- The confusion that may result from the
complexity of online advertisements; as those often consist of a long text,
photos, music and video.
Western music, music produced in Europe as well as those musics derived from the European from ancient times to the present day.
Music in Western civilzation has undergone several major style phases, this is simplest chronological sequence:
1. EARLY MUSIC (c1100BC-1700AD)
Ancient Greek and Roman music (c1100BC-450AD)
-
Medieval music (c450-1450)
-
Renaissance music (c1450-1600)
-
early Baroque music (c1600-1700
2. COMMON-PRACTICE MUSIC (c1700-1900)
late-Baroque music (c1700-1750)
-
Classic music (c1750-1820)
-Music of the Classic Era (c1750-1820)
During the Classic Era, composers sought balance, clarity, and resolution in their
works. They wrote distinct themes , and developed clear musical
formal designs based on tonality (home-key centered music).
"Music in The
Classic Era." The leading composers of the Classic Era are Haydn, Mozart, and Beethoven,
The most dramatic and influential musical design created in the Classic Era is
sonata form.
Music of the Romantic Era (c1820-1900). Around 1820, began an era of flamboyant and colorful personal
expression known as Romanticism. Music got bigger, longer, louder, more
colorful, and more daring. A wave of musical nationalism resulted that promoted
the individual musical traditions, native tongues, and politics of the composer's
native country
Some representative composers of the Romantic Era
are
Schubert (Austria),
Berlioz (France),
Chopin (Poland),
Wagner (Germany),
and
Tchaikovsky (Russia).
3. MODERN MUSIC (c1900-present):
early 20th-century music (c1900-1945)
-
Avant-garde music (cutting-edge experimental music)
Modern Popular music
Around 1900, the "Modern Music" emerged, in which each composer established their own sound
and musical language, and each piece of music was an opportunity to explore
entirely new musical aspects.
In this period, composers began to think very differently from
the past, creating new and completely individual compositional approaches. The
most important of these early pioneers of modern music are
Avant-garde
While some composers continued to write more conservative/traditional music,
many composers--particularly Americans--have strived to be on the forefront
("avant-garde") of musical experimentation. A few examples of this are shown
below:
Many modern popular musicians have been equally
creative in their innovations through blues, jazz, rock and roll, rap, film music,
Broadway musicals, digital multimedia, etc. Even when we think we have
exhausted every possible way of making music, some ingenious new musician
will take us to new ground, and continue the cycle of human expression through
the art and the gift of music.
The defining feature of modern music is the breaking-down of all traditional aesthetic conventions, thereby unleashing complete freedom in all aesthetic dimensions, including melody, rhythm, and chord progression.
The development of audio recording technology, along with the ability to quickly and cheaply distribute recordings and scores, were central to the revolutions of modern music. The vast catalogue of Western art music became much more accessible. Moreover, non-Western music was suddenly open to exploration (via notated and recorded works), thus exposing Western composers to countless exotic musical ideas
New Music Families
Music of the pre-modern world can be broadly divided into two kinds.
Folk music
emerged naturally among cultures throughout the world, while art music was deliberately cultivated by small numbers of professional composers.
Folk music generally features relatively simple structure/theory and has a relaxed, informal quality, whereas art music generally features relatively complex structure/theory has an elevated, formal quality.
Popular music
With the development of modern mass media a new family of music was born: popular music, which has the simple structure/theory and informal quality of folk music. Instead of developing gradually among a given culture, however, popular music develops at a swift pace in the hands of professional composers .
Popular music emerged in the United States from the fusion of two folk traditions.
One was American folk music, which consisted of various traditions descended chiefly from British folk music (which, naturally, had been imported to colonial America);
the other was African music, carried to America by thousands of slaves. Most genres of popular music can be traced back to the merging of these traditions, in which Western major-minor tonality was combined with the rhythms of Africa.
Mass media also gave rise to film music, a special branch of Western art music. Film music generally employs major-minor tonality, given that this system allows emotion to be conveyed in such a clear, powerful manner . Film music is the only form of art music in history to be regularly experienced by a large proportion of society; all other art music (especially that of the modern age, which is generally quite inaccessible) is enjoyed by a much more limited audience
Impressionism
The style of Western music known as impressionism is considered to embody the transition from Romantic to modern music. Romantic music (like Baroque and Classical music before it) tends to feature a strong sense of forward motion, in which a well-defined melody is supported by chord progressions that provide tension and release (see Tonality). Impressionist music, on the other hand, tends to feature static harmony; chords are not arranged to provide tension and release, and thus the sense of forward motion is mild or absent.I473-77,5
Impressionist composers often select chords for their individual sounds rather than arranging them in progressions. Impressionist music can thus be described as series of harmonic textures, as opposed to a melody supported by a harmonic foundation. This makes impressionism superb for conveying atmosphere (rather than forceful emotion)
Modern Western art music can be divided into three branches.
One is radical modern music, which encompasses all types that depart extremely from traditional Western music. The primary member of this branch is atonal music;
another is music comprised of non-musical sounds (i.e. noise).
The third and final branch of modern Western music is major-minor tonal (i.e. music that features major-minor tonality). In terms of art music, this branch encompasses most film music and musicals; additionally, it includes most popular music. Thus, in terms of sheer audience size, major-minor tonality continues to dominate Western music.
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