Principles, and Practices in Visual Communication - Report Example

WHAT DOES SOMEONE ELSE KNOW? Name: Course: Instructor: Institution: Location: What does someone else know? Introduction The main purpose of the report is to give its readers a simple outline of visual communication design. It delves into its purposes, areas it covers, and its methods. It uses three data collection methods the first one primary research, which involved conducting interviews session with group members, the second methods was secondary research where data was gathered from journals, websites, books and professional magazines. The last method was visual mapping. The aim of the research was to familiarize the group members with the process of conducting secondary or contextual research, in addition, to provide insights into the communication design process from several perspectives including industry professionals, experts, academics as well as students. It allows its readers to get a deeper understanding of what communication design is all about, what it entails and what are its components. While conducting the interviews as a group, we posed the following questions to the interviewees “In your words what is visual communication design? What is all about? What are its components?” The report is divided into three parts; the first part is the research process, which is a description of the methods used to collect information during the research process. The methods include primary research, which were interview sessions between group members. Each member of the group was given an opportunity to play the roles of interviewer, interviewee and recorder. The interviews were based on the research questions. The second method was secondary research process, which involved the gathering of information from secondary sources such as books, professional magazines, websites, and academic journals. The last method was visual mapping. While using visual mapping, we visually organized information into diagrams. The information was from a number of sources including brainstorming, and primary and secondary research information. The second part of the report details the findings of the research process. It includes discussion and analysis of these findings. The findings, is a description of what the group found out on visual communication design. They are factual statements in the form of bullets on the meaning of visual communication design and its components. The discussion and analysis is an interpretation of the findings. It includes detailed descriptions of visual communication design and its processes, concepts and their implication for the practice of design and the communication process. The last part of the report includes the reflections of the discussion and analysis and the conclusion. The impact of the research method on the information gathered. It looks at the three data collection methods the effect each method had on the information collected both positive and negative. 1.0 Research process During the research process, three types of methods were used to collect information namely primary research, secondary research and visual mapping. 1.1 Visual Mapping While using the visual mapping method, we drew a mind map diagram by visually organization information. The concept of the mind map was based on the primary research question that was what is visual communication design. The idea of what visual communication design was placed in the middle of the diagram and associated ideas were drawn branching out from it. These ideas included words, images, phrases, and quotes. The ideas were either directly or indirectly related to visual communication design. In the diagram, the ideas that had a direct connection the concept were directly linked to it. The mind map was drawn by hand, and the group members took turns in drawing. While drawing the map, we started at the centre of the Manila paper and throughout the diagram; we used codes, dimensions, images, and symbols. We used multiple colours throughout the map, to stimulate visualization, for grouping, encoding and to represent the different level of connections to the concept that the ideas may have. While branching the ideas, we use the concept of outlines and radial hierarchy. We made sure that supporting words were the same size and length as the words or images they were supporting. 1.2 Secondary research Secondary research was the most important type of research used. While conducting it, we used an array or sources including the university library where we got several books on visual communication design. The Internet with has a lot of information on visual communication design. It gave as free access to journals, books, magazines and blogs based on the subject of visual communication design. This method was the most time-consuming but at the times time rewarding. Most of the information on visual communication contained in the report was sourced from this type of method. It allowed as to numerous perspectives on the meaning and components of visual communication design. 1.3 Primary research During the research process, primary research was the first and most complicated method used. It entailed conducting interviews between the group members. During the interview sessions, each member of the group got a chance to play the roles of interviewer, interviewee and recorder. The method utilized a set of questions based on the main concept that was to describe in detail what visual communication design. The Research questions posed included “In your words what is visual communication design? What is all about? What are its components?” The process took several hours and while doing it; the group members took turns to play the three roles. During play, the role of interviewer members was required to ask the research questions to the interviewee and wait fro a response. In case, the response was not enough they were allowed asking a follow-up question related to the first one. While playing the role of an interviewee, the group member were required to responded to the research questions in detail and where possible give examples. While playing he role of the recorder the group, member’s work was to record the interview from start to finish without contributing to the discussion. In cases, where statements or points were not clear the recorder was allowed to ask for clarification. 2.0 Visual Communication Design and font design 2.1 Findings 2.1.1 Visual Communication Visual communication is the communication based on visual aid, and it can be described as the transmission of information and ideas that can be clearly seen and read. Visual communication partly or wholly depends on vision. Its primary representation is through two-dimensional imaging that includes graphic designs, animation, illustrations, advertising industrial design signs, electronic and colour resources. It delves into the idea that visual messaging when accompanying text has a profound effect or power to educate persuade and inform people. Visual communication design entails the organization, visual representation and interpretation of messages. It can be described as professional design concepts that are user cantered and that focus on conveying or communicating information and ideas to a particular group through solving advanced visual and verbal problem while using a wide range of media (Adams 2004). Visual communication has several aspects namely Visual intelligence that includes perception and cognition Visual aesthetics Visual literacy Visual rhetoric and semiotics Visual representation Visualization or visual creativity 2.1.2 Font design A font is a set of text characters that are displayed or printed in a particular size weight or type. In other word a type of font is special type weight, style and size of types. Times new Roman is a typeface; Times New Roman Italic is a typeface, but Time New Roman italic 12-point is a font. However with improvement in technology font is frequently interchanged with typeface despite the fact that the two words do not necessarily have the same meaning. In essence, the use of the term “outline” or “vector” fonts means that several sizes of a particular typeface can be produced or generated from one design. It is despite the fact that each style may still be in different font files. For example, the type set Time New Roman can include Times New Roman “italic” Time New Roman “Bold” or Time New Roman “roman”. In the three examples, the word font can be applied for each case individually but the word typeface can be used for the whole set. Effects of the different eras on font design The earliest signs of topography or font design began in the mid 15th century Europe and was closely related to craftsmanship. It came to prominence with the introduction movable type printing at the start of the renaissance. The handwritten letterforms that emerged in the mid 15th century were the foundation of font design and have evolved for three thousand years to represent modern letterform designs. The scribal letterforms which can be either referred to as textualis or textur and which were first developed by the gothic blackletter serve as the forerunner of first official text types. The German cultural traditions made sure the font designs and typography stayed to the correct spirits of gothic blackletter designs. Influences from Italian neo-classical typography expanded the textur to include four new sub-styles, which better structured and disciplined the rotunda, Bastarda, schwabacher, and fraktur namely. As the popularity of movable type printing increased across the European nations new types of styles were introduced from the original Gothic designs, namely The Gothic the Gothic to Roman translations and the half gothic. 17th and 18th Century The typographic styles and font designs gradually affected by the use of the pointed pen to write, the Rococo and Baroque aesthetic trends and the steel engraving techniques used in the 17th and 18th century Europe. There was an increased contrast between the thin and thick strokes. There was a transformation from the tiled stressing to the vertical stressing. The contracts between the thin and thick strokes increased; the rounds shifted from being fuller to compressed forms. Blunt bracket serifs were transformed to become sharper and more delicate until they were straight fine lines. In addition, the details become precise and clean. Early 20th Century The industrial age brought developments in font designs. Most the modern font designs originated in the early decades of the 20th century. The primary type of font developed during this era included the • Davida, Arnold Bocklin (Art Nouveau style) • Futura (Bauhaus/Modernist style) • Eckmann (Arts & Crafts style) • NeutraFace, Bifur, Le Film (Art Deco style) Other types of font introduced during these times include; New Gothic, Goudy Old Style, Franklin Gothic, Platin, Time New Roman, and Futura. The 1970s The 1970s was an era influenced by strong disco, hippie style, punk, and glam rock. These styles influenced the type of designs produced in this era. The types of fonts still in use today from this era include Avant Garde. Although the 70s font are still in circulation most of them are either used for fun or ironically. The font style that emerged during this era include Avant Garde, ITC Bookman, Sinaloa, Quicksilver, Pump Triline, Frankfurter Solid. The 1980s Increased digital desktop technology in the 1980s led to increased creativity in the field of font or typographic designs. Graphic designers come up with creative designs. Although the technology was too expensive for the public, the designers produced many designs. This era was responsible for most of the ugliest designs, fashion, and style in history. Typographic designs saw a major transformation but most of the resulting deigns did not gain a lot of prominence in the world of typographic designs. The common designs produced in the 80s include vegas Chromium One, Mastercard, Typeface Three, Typeface Three. The most memorable designs produced in the 80s include Arial, Rotis, Today Sans, and Avenir The 1990s The decade started with a continuation of the 80s, designs but the styles become more precise and gridded using computerized designs. The development of grunge style and music caused most of the popular designs to become chaotic and “rule breaking” in style. The font designs that emerged in this era include Thesis, FF Balance, Meta, FF Dax, Interstate, FF sari. 2000 and Beyond The font designs produced in the 2000 and beyond are not easily recognized because they were diluted by competition and can only be noticed by people who are interested in font designs. Thus, it is very hard to suggest or recognize font deigns produced in this era. The font produced in the era include Gotham, FS Lola, Guardian, Soho Gothic, Egyptian/Sans, Neo Sans and Soho. 3.0 Reflection The research process was an alighting experience, it allowed us to grasp and fully understand the concepts utilized when conducting research. During the research process, the selection of the three types of methods exposed us to more than one way of doing research. The research process also allowed us to get a deeper meaning of font design. It exposed us to several perspective and implications of font design. During the research process, the methods used posed different levels of challenges and both positive and negative impacts on the knowledge and information gathered. The visual mapping allowed to test our mental capacity to do brainstorming and allowed to find out our levels of knowledge on the subject of font design. The negative aspect of visual mapping was that information gathered only limited what the group members knew about font design. Primary research was the most sophisticated method used. Although it was a great experience and it allowed the group members to learn a new method of research, the information gathered was limited to the knowledge of the group members of the topic of visual communication design. However, it was a great experience and allowed the group members to experience a new challenge that can be utilized in the future in a more formal setting. Although the secondary research was building on the information gathered from the first two types of methods, it was the most enlightening. It allowed the group members to get several perspectives and meanings of what font design. It gave the group members a chance to learn the most important method of conducting research. Conclusion The research process was an enlightening experience, it allowed us to grasp and fully understand the concepts utilized when conducting research. Primary research allowed the group members t build up their confidence and improves their presentation skills. Secondary research exposed the group to several perspective and meanings of visual communication design. Visual mapping gave the group members a chance to improve their presentation skills, gain confidence and learn how to brainstorm. s References Adams, J. S., Ball, J., & Byrnes, F. C. (2004). Research, principles, and practices in visual communication. Greenwich, Conn, Information Age Pub Baldwin, J., & Roberts, L. 2006. Visual communication: from theory to practice. [Lausanne, Suisse], AVA Pub. SA. Berryman, G. 1990. Notes on graphic design and visual communication. Los Altos, Calif, Crisp Publications. Bergström, B. 2008. Essentials of visual communication. London, Laurence King. Wileman, R. E. 1993. Visual communicating. Englewood Cliffs, N.J., Educational Technology Publications. Cataldo, J. W. 1966. Graphic design & visual communication. Scranton, International Textbook Co Guthrie, K. 2008. Nelson visual communication and design. South Melbourne, Vic, Cengage Learning. Huck, F. O., Fales, C. L., & Rahman, Z.-U. (1997). Visual communication: an information theory approach. Boston, Mass [u.a.], Kluwer Acad. Publ. International Conference ON Semiotics AND Visual Communication, & Zantides, E. 2014. Semiotics and visual communication: concepts and practices. http://lib.myilibrary.com?id=594952. Wileman, R. E. 1993. Visual communicating. Englewood Cliffs, N.J., Educational Technology Publications Read More

In the diagram, the ideas that had a direct connection the concept were directly linked to it. The mind map was drawn by hand, and the group members took turns in drawing. While drawing the map, we started at the centre of the Manila paper and throughout the diagram; we used codes, dimensions, images, and symbols. We used multiple colours throughout the map, to stimulate visualization, for grouping, encoding and to represent the different level of connections to the concept that the ideas may have.

While branching the ideas, we use the concept of outlines and radial hierarchy. We made sure that supporting words were the same size and length as the words or images they were supporting. 1.2 Secondary research Secondary research was the most important type of research used. While conducting it, we used an array or sources including the university library where we got several books on visual communication design. The Internet with has a lot of information on visual communication design. It gave as free access to journals, books, magazines and blogs based on the subject of visual communication design.

This method was the most time-consuming but at the times time rewarding. Most of the information on visual communication contained in the report was sourced from this type of method. It allowed as to numerous perspectives on the meaning and components of visual communication design. 1.3 Primary research During the research process, primary research was the first and most complicated method used. It entailed conducting interviews between the group members. During the interview sessions, each member of the group got a chance to play the roles of interviewer, interviewee and recorder.

The method utilized a set of questions based on the main concept that was to describe in detail what visual communication design. The Research questions posed included “In your words what is visual communication design? What is all about? What are its components?” The process took several hours and while doing it; the group members took turns to play the three roles. During play, the role of interviewer members was required to ask the research questions to the interviewee and wait fro a response.

In case, the response was not enough they were allowed asking a follow-up question related to the first one. While playing the role of an interviewee, the group member were required to responded to the research questions in detail and where possible give examples. While playing he role of the recorder the group, member’s work was to record the interview from start to finish without contributing to the discussion. In cases, where statements or points were not clear the recorder was allowed to ask for clarification. 2.0 Visual Communication Design and font design 2.

1 Findings 2.1.1 Visual Communication Visual communication is the communication based on visual aid, and it can be described as the transmission of information and ideas that can be clearly seen and read. Visual communication partly or wholly depends on vision. Its primary representation is through two-dimensional imaging that includes graphic designs, animation, illustrations, advertising industrial design signs, electronic and colour resources. It delves into the idea that visual messaging when accompanying text has a profound effect or power to educate persuade and inform people.

Visual communication design entails the organization, visual representation and interpretation of messages. It can be described as professional design concepts that are user cantered and that focus on conveying or communicating information and ideas to a particular group through solving advanced visual and verbal problem while using a wide range of media (Adams 2004). Visual communication has several aspects namely Visual intelligence that includes perception and cognition Visual aesthetics Visual literacy Visual rhetoric and semiotics Visual representation Visualization or visual creativity 2.1.2 Font design A font is a set of text characters that are displayed or printed in a particular size weight or type.

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