1. ANM 104 DESIGN THEORY & PRACTICE
Quizzes
What’s New on the Class Blog
Design and Line Review
Composition in Visual Communications
Balance in Visual Communications
Rhythm in Visual Communications
Negative / Positive Space
Dueling Rhythms Assignment
Reflections

2. ANM 104 DESIGN THEORY & PRACTICE LESSON 1 REVIEW
What is
Visual Communication?
It is –communication through visual aid and
is described as the conveyance of ideas and information
in forms that can be read or looked at.
ANM 104 DESIGN THEORY & PRACTICE LESSON 1 REVIEW

3. ANM 104 DESIGN THEORY & PRACTICE LESSON 1 REVIEW
What is
Design?
Design means to plan.
Design is inherent in a full range of creative disciplines.
Design is essentially the opposite of chance.
ANM 104 DESIGN THEORY & PRACTICE LESSON 1 REVIEW

4. ANM 104 DESIGN THEORY & PRACTICE LESSON 1 REVIEW
What is
Design Theory?
and why is it important in the field of visual communications?

5. ANM 104 DESIGN THEORY & PRACTICE LESSON 1 REVIEW
What is the
Creative Process?
and why is it important in the field of visual communications?

6. ANM 104 DESIGN THEORY & PRACTICE LESSON 1 REVIEW
What are the
Properties of Line?
and why are they important in the field of visual communications?

7. ANM 104 DESIGN THEORY & PRACTICE LESSON 2
What is
Composition?
and why is it important in the field of visual communications?

8. ANM 104 DESIGN THEORY & PRACTICE LESSON 2
What are the
Properties of Balance?
and why are they important in the field of visual communications?

9. ANM 104 DESIGN THEORY & PRACTICE LESSON 2
What are the
Properties of Rhythm?
and why are they important in the field of visual communications?

10. ANM 104 DESIGN THEORY & PRACTICE LESSON 2
What is
Positive/Negative Space?
and how is it used in the field of visual communications?

11. ANM 104 DESIGN THEORY & PRACTICE
Composition
it is the placement and organization of visual elements according to the principles of design (art).
ANM 104 DESIGN THEORY & PRACTICE

12. ANM 104 DESIGN THEORY & PRACTICE Composition: Principles of Organization
Line: The direction of the line of the visual elements.

13. ANM 104 DESIGN THEORY & PRACTICE Composition: Principles of Organization
Line: The direction of the line of the visual elements.
Shape: The shape and proportion of the visual elements.

14. ANM 104 DESIGN THEORY & PRACTICE Composition: Principles of Organization
Line: The direction of the line of the visual elements.
Shape: The shape and proportion of the visual elements.
Contrast: Degree of lightness or darkness of the visual elements.

15. ANM 104 DESIGN THEORY & PRACTICE Composition: Principles of Organization
Line: The direction of the line of the visual elements.
Shape: The shape and proportion of the visual elements.
Contrast: Degree of lightness or darkness of the visual elements.
Balance: Position and orientation among the visual elements.

16. ANM 104 DESIGN THEORY & PRACTICE Composition: Principles of Organization
Line: The direction of the line of the visual elements.
Shape: The shape and proportion of the visual elements.
Contrast: Degree of lightness or darkness of the visual elements.
Balance: Position and orientation among the visual elements.
Rhythm: Repetition among the visual elements.

17. ANM 104 DESIGN THEORY & PRACTICE Composition: Rule of Thirds
Rule Of Thirds: The objective is to stop the subject(s) and areas of interest from dividing the image in half.
This is done by placing them near one of the lines that would divide the image into three equal columns and rows, ideally near the intersection of those lines.
Dividing the parts of an image according to this proportion helps to create a pleasing, balanced composition.

18. ANM 104 DESIGN THEORY & PRACTICE Composition: Rules of Thirds

19. ANM 104 DESIGN THEORY & PRACTICE Composition: Rules of Thirds

20. ANM 104 DESIGN THEORY & PRACTICE Composition: Rules of Thirds

21. ANM 104 DESIGN THEORY & PRACTICE Composition: Rules of Thirds

22. ANM 104 DESIGN THEORY & PRACTICE LESSON 2
What are the
Properties of Balance?
and why are they important in the field of visual communications?

23. ANM 104 DESIGN THEORY & PRACTICE Asymmetrical Balance (Informal Balance)
Asymmetrical Balance is achieved with dissimilar objects that have equal visual weight or equal eye attraction.
Asymmetrical Balance usually has an odd number of visual elements of interest.

24. ANM 104 DESIGN THEORY & PRACTICE Asymmetrical Balance (Informal Balance)
Emotional Properties: Asymmetrical Balance visually conveys:
• ACTIVITY
• MOVEMENT
• PROGRESSION
• AGRESSION

25. ANM 104 DESIGN THEORY & PRACTICE Symmetrical Balance (Formal Balance)
In Symmetrical Balance like shapes are repeated in the same positions on either side of a vertical, horizontal or diagonal axis.
Symmetrical Balance has similar negative/positive space relationships on either side of it’s axis.

26. ANM 104 DESIGN THEORY & PRACTICE Symmetrical Balance (Formal Balance)
Emotional Properties: Symmetrical Balance visually conveys:
• PERMANENCE
• STRENGTH
• STABILTIY

27. ANM 104 DESIGN THEORY & PRACTICE Radial Balance (Symmetrical or Asymmetrical)
In Radial Balance the elements radiate or circle out from a common point.
Radial Balance is not entirely distinct from Symmetrical or Asymmetrical Balance. It is merely a refinement of one or the other.

28. ANM 104 DESIGN THEORY & PRACTICE Radial Balance (Symmetrical or Asymmetrical)
Emotional Properties: Radial Balance visually conveys:
• MOVEMENT
• MOTION
• ENERGY

29. ANM 104 DESIGN THEORY & PRACTICE Allover Balance (Pattern)
In Allover Balance there is no beginning and no end and no one area of visual interest or point of emphasis.
Allover Balance can be distinguished by a constant, active, repetition of the same motif.

30. ANM 104 DESIGN THEORY & PRACTICE Allover Balance (Pattern)
Emotional Properties: Allover Balance visually conveys:
• NO MOVEMENT
• NO FOCUS
• VISUAL MONOTONY

31. ANM 104 DESIGN THEORY & PRACTICE LESSON 2
What are the
Properties of Rhythm?
and why are they important in the field of visual communications?

32. ANM 104 DESIGN THEORY & PRACTICE Legato Rhythm
Rhythm as a design principle is based on repetition of elements with similar shapes.
Legato Rhythm can be characterized by smooth, soft, transitions of line and shape.

33. ANM 104 DESIGN THEORY & PRACTICE Legato Rhythm
Emotional Properties: Legato Rhythm visually conveys:
• CONNECTIVENESS
• SOMETHING FLOWING
• SMOOTHNESS
• CALMNESS
• NURTURING
• SLOW MOVEMENT

34. ANM 104 DESIGN THEORY & PRACTICE Staccato Rhythm
Staccato Rhythm can be characterized by abrupt changes with dynamic contrast.

35. ANM 104 DESIGN THEORY & PRACTICE Staccato Rhythm
Emotional Properties: Staccato Rhythm visually conveys:
• FORCEFULLNESS
• ABRUPTNESS
• FAST ACTION
• RAPID MOVEMENT

36. ANM 104 DESIGN THEORY & PRACTICE Progressive Rhythm
Progressive Rhythm can be characterized by repetition of a shape that changes in a regular or anticipated manner.
This type of rhythm is often achieved with a progressive variation of size and shape.

37. ANM 104 DESIGN THEORY & PRACTICE Progressive Rhythm
Emotional Properties: Progressive Rhythm visually conveys:
• FORWARD MOVEMENT
• BUILDING OF STRENGTH
• ANTICIPATED MOVEMENT
• PREDICTABILITY

38. ANM 104 DESIGN THEORY & PRACTICE Alternating Rhythm
Alternating Rhythm can be characterized by a successive pattern made up of the same elements reappearing in a regular order.
The elements alternate consistently with one another to produce a regular and anticipated sequence.

39. ANM 104 DESIGN THEORY & PRACTICE Alternating Rhythm
Emotional Properties: Alternating Rhythm visually conveys:
• CONSISITENCY
• NO MOVEMENT
• NO GROWTH
• NO FOCUS
• VISUAL MONOTONY

40. ANM 104 DESIGN THEORY & PRACTICE LESSON 2
What is
Positive/Negative Space?
and how is it used in the field of visual communications?

41. ANM 104 DESIGN THEORY & PRACTICE Positive/Negative Space Relationships
Negative Space is an unoccupied area of empty space surrounding the objects and elements in a composition.
Positive Space is made up of the objects and elements in a composition.

42. ANM 104 DESIGN THEORY & PRACTICE Dueling Rhythms Assignment: Portfolio Piece
Create a design that successfully integrates:
• Asymmetrical Balance
• Line Weight Variations
• Legato Rhythm
• Staccato Rhythm
• Positive/Negative Space
Creative Process
• 10 Legato Small Thumbs
• 10 Staccato Small Thumbs
• 3 Dueling Rhythm Large Thumbs
Final Design Production
• 8” by 8”
• On Bristol Board
• With Black Marker

43. ANM 104 DESIGN THEORY & PRACTICE
Reflections
What is Composition in Visual Communications?
What are the types of Balance
and what emotional properties do they visually convey?
What are the types of Rhythm
What is Negative Space and Positive Space in a composition?
ANM 104 DESIGN THEORY & PRACTICE