OUGD404 - Design Principles: The language of graphic design

(Visuals)

• Metaphor
• Metonym
• Synecdoche

'Work the metaphor. Every object has the capacity to stand for something other than what is apparent. Work on what it stands for.'

Visual metaphor

• A visual metaphor is used to transfer the meaning from one image to another. Although the images may have no close relationship, a metaphor conveys an impression about something relatively unfamiliar by drawing a comparison between it and something familiar.

Visual synecdoche (Statue of Liberty)

• This term is applied when a part is used to represent the whole, or vice cersa. Quite simply, the main subject is substituted for something else.

Visual metonym (Taxi cab in New York)

• Symbollic image that is used to make reference to something with a more literal meaning. For example, a cross might be used to signify the church.

The anatomy of type
Part 5

Readability, legibility and hierarchy

"Type is speech made visible."

Editorial layout - differs in weight, scale, font and colour to portray a message
Eyes move around depending on the weight etc
Red differenciates and grabs attention
In one example the key word was destroyed by a Photoshop filter
This demonstrates how we can control fonts/type to prioritise information

Emphasis, pace and volume changes the way we read - visual representation

After this powerpoint presentation we were then asked to get our work out which we had produced for this session, the 'who are you?' task...

 

I then organised them into point sizes and weights ready for the exercise.

 

We were then asked to arrange our words with a mixed array of letterforms, after this we were asked to read them out in our groups in a way that represents light, regular and bold. Altering our voice for each one.

 

 

We then had to mix them up even more and we were able to mix the point sizes too. We then had to take into consideration pace, volume and emphasis when reading them out.

 

Whilst the rest of our group was reading outloud we were asked to create the sentence using our words we had printed. This enabled us to grasp the concept and prepare us for our task which we have to complete for our next session... To research accents and portray them by using different weights, scales and fonts. We are also able to experiment with resolution.

 

Below is a photograph of our studio session while we were listening to the rest of our group.