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Visual Design: Basic Topics Graphic Form Basics Typography Color Layout.

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Visual Design: Basic Topics Graphic Form Basics Typography Color Layout
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Visual Design:Basic Topics

•Graphic Form Basics •Typography• Color• Layout

Visual Design:Graphic Form BasicsSTRUCTURAL ELEMENTS• as CONCEPTUAL ELEMENTS: of Point, Line, Plane, Volume• as VISUAL ELEMENTS: of Shape, Size, Color, Texture

CONTEXTUAL ELEMENTS• as RELATIONAL ELEMENTS: of Direction, Position, Space, Gravity• as PRACTICAL ELEMENTS: of Representation, Meaning, Function

Wong, W. (1972). Principles of two-dimensional design. New York: Van Nostrad Reinhold Company.

Visual Design:Graphic Form BasicsSTRUCTURAL ELEMENTS• as CONCEPTUAL ELEMENTS: of Point, Line, Plane, Volume

Visual Design:Graphic Form BasicsSTRUCTURAL ELEMENTS•as VISUAL ELEMENTS: of Shape, Size, Color, Texture

Visual Design:Graphic Form BasicsCONTEXTUAL ELEMENTS• as RELATIONAL ELEMENTS: of Direction, Position, Space, Gravity

Visual Design:Graphic Form BasicsCONTEXTUAL ELEMENTS•as PRACTICAL ELEMENTS: of Representation, Meaning, Function

Typography

Visibility and legibility … the viewer needs to be able to see the letterforms and to distinguish them sufficiently well to make sense out of them.

1. Good contrast and sufficient size help letterforms to be visible.

2. Complete outlines and discriminable shapes make letterforms legible.

Low contrast between the textand the background reduces visibility.

Depending on the audience, legible text may be too small for good visibility.

Low contrast between the textand the background reduces visibility.This text may not even be visible to those who are color blind.

Reducing low-resolution images with text in them is a common cause of illegible lettering.

Even visible text is difficult to read when the letterforms are not clearly delineated.

Animal Science Careers

Economic Education 

Citizenship 

Communications

Expressive ArtsFamily Sciences

Foods, Nutrition and Health

Leadership

Plants, Soils, and Entomology

Science & Technology

4H Online Workbooks and Study Guides

Swine Project Workbook 2b: Raising market animals

page >>4-H Home All Animal Science Workbooks

Parts of the hog

You need to know the parts of your hog. To keep your hog healthy, you need to examine it and talk to a veterinarian about it. When your hog is judged at the 4-H competition or sold at market, the judge or the buyer will look at specific parts of the hog to decide how valuable it is.

Some of the parts have names that you will recognize easily. Some of them have special names that farmers use when they talk about pigs. Print this page and study the names with your Project Buddy. Pay special attention to the parts with unfamiliar names.

head neck shoulder back loin rump

tail

stifle joint

ham

hock

dewclawbelly

teats

snout

jowl

elbow

kneecannon bone

pasternfoot (toes)

• Investigate the legibility problems associated with backgrounds and text:

http://www.indiana.edu/~vdim/Text/Bkgnds/Bg.HTM

• Explore color and contrast treatments applied to text:

http://www.indiana.edu/~vdim/Text/Color/Color.HTM

Typography

Readability … text may be visible and legible, but still difficult to read. An accomplished reader scans lines of text in chunks, picking up familiar words by their shapes - not letter by letter. At the end of each line, the reader’s eye “sweeps” back to the beginning of the next line. 1. Lower case text is easier to read than text

which is all upper case.2. Medium-length lines of text are easier to scan

than long lines of text.3. Letterforms with serifs are easier to read in

paragraphs than letterforms without serifs (called sans serif).

Each word in upper/lower case text has a more distinctive shape than that same word set in upper case only.

“Wall to wall text” is difficult to scan. It can also be dense, giving the impression that it is going to be hard to read and understand.

Shorter lines of text are easier to scan. For many displays, text blocks about 2/3 the width of the page are most readable.

Although many readers prefer sans serif type over serif, in studies measuring reading speed participants read paragraphs of text in serif type faster than those in sans serif. Early computer screens could not display serif type as well as sans serif, and many people have become accustomed to using sans serif typeface for computer displays.

HOG BREEDING ANNUAL – self-training for the professional breederBasics: Judging hogs: depth and length of the body

quiz me

page 10 of 42

nextprevious

Depth and length of the body

Depth and length are two components of capacity, sometimes called “volume.” Capacity determines the ability of the hog to eat and grow, and of the sow to carry a litter. The other components of capacity are:

•Rib and chest width•Balance between width, depth and length

Depth should be uniform. Depth is measured from just behind the shoulder to the elbow at the front of the body, and along a line starting between the loin and rump and running to the rear flank. These measures should be equal to each other.

Length should be roughly twice the measure of depth. Measure length from the fore flank to the rear flank on a straight line.

Context of this lesson segment

Capacity is the third among the five most important traits in judging a hog. Review the traits here:

•Muscling•Growth•Capacity•Leanness•Structure/soundnessReturn to Judging hogs

Return to the Table of contents

shoulder loin rump

rearflankfore

flankelbow

rearflankfore

flankelbow

depth

length

• Read more about line length:http://www.indiana.edu/~vdim/Text/Length/LL.HTM

• Look for guidelines on paragraphs of text:

http://www.indiana.edu/~vdim/Text/Parag/Para.HTM

• Choosing a typeface (font), including serif and sans serif”

http://www.indiana.edu/~vdim/Text/Fonts/Fonts10.HTM

Typography

The emotional (affective) aspects of type are discussed in two main ways:• metaphorical … letterforms are

“plain and businesslike” or “rounded and playful” or “spiky, quirky and mysterious”

• cultural … letterforms tend to be used in ways that constitute semiotic patterns – “fancy” typefaces are used for ceremonial or social occasions, while severely simple typefaces are used for public signage

Playful, informal, colorful, bold, bright.

Historical, formal, official, conservative.

Clean, precise, no-nonsense, reliable, objective.

Traditional, dignified, formal, privileged, credible.

Typography

Among the simplest aesthetic concerns regarding type are:– “color” of type (how dense and dark or

open and light blocks of text are when they are set in a certain typeface)

– the fit between multiple typefaces used together

– anomalies in text blocks – words stuck off alone, “rivers” of open space inside the text and words or letters that fit awkwardly together

Salen (2001) discusses the "visual voice-over" of commercial, standardized typography as a neutral and objective tone -- "utopian, belonging nowhere, regionless, without accent." She is referring in part to the mechanically-perfected typefaces in which we tend to see most of the informational displays presented to us from commercial sources (New York, Times, Helvetica, Verdana, Ariel -- to name a few), and I would extend her observations to the mechanically-perfected layout of that information as well. Although designers speak of the "warm" qualities that a certain typeface may have when the original dies for it are cut by hand, or the algorithmic hints cause tiny variations in a digital face on purpose, the gross impact is still expected to be that of consistency and intentionality in layout. This is true for faux-informal faces as well. Load up a grunge font sometime and compare its overall consistency to that of a truly nonprofessional sample of written material. Salen (2001) discusses the "visual voice-over" of commercial, standardized typography as a neutral and objective tone -- "utopian, belonging nowhere, regionless, without accent." She is referring in part to the mechanically-perfected typefaces in which we tend to see most of the informational displays presented to us from commercial sources (New York, Times, Helvetica, Verdana, Ariel -- to name a few), and I would extend her observations to the mechanically-perfected layout of that information as well. Although designers speak of the "warm" qualities that a certain typeface may have when the original dies for it are cut by hand, or the algorithmic hints cause tiny variations in a digital face on purpose, the gross impact is still expected to be that of consistency and intentionality in layout. This is true for faux-informal faces as well. Load up a grunge font sometime and compare its overall consistency to that of a truly nonprofessional sample of written material.

yes

no

yes

Text is spread evenly across the block, without obvious “holes” or negative shapes that distract the eye.

The text block is narrower, but still wide enough that the text spreads evenly on most lines.

In several places this text block shows gaps where words have begun to pull away from each other. In addition to causing scanning problems, patchy text like this is simply unattractive.

In several places this text block shows gaps where words have begun to pull away from each other. In addition to causing scanning problems, patchy text like this is simply unattractive.

• Read more about paragraphs of text:

http://www.indiana.edu/%7Evdim/Text/Parag/Para.HTM

• Consider these books with practical advice on text and page design:

Editing by Design: For Designers, Art Directors and Editors - The Classic Guide to Winning Readers (2003)

Jan V. White & Steven Heller

The PC Is Not a Typewriter (1995)

Robin Williams, Busch

The Non-Designer’s Type Book (1998)

Robin Williams, Nancy Davis (editor)

Color

If you enjoy color, you are not alone – color has been shown to affect mood, to be a powerful stimulus for memory and to be engaging in many contexts. People like color.

If you feel intimidated in handling color for design, you are not alone. Every color in a display affects every other one and no two people see color exactly alike.

This doesn’t mean that there are no guidelines for using color – only that using color well takes a lot of practice. When you’re just starting to design with color, start simply.

Animal Science Careers

Economic Education 

Citizenship 

Communications

Expressive ArtsFamily Sciences

Foods, Nutrition and Health

Leadership

Plants, Soils, and Entomology

Science & Technology

4H Online Workbooks and Study Guides

Swine Project Workbook 2b: Raising market animals

page >>4-H Home All Animal Science Workbooks

Parts of the hog

You need to know the parts of your hog. To keep your hog healthy, you need to examine it and talk to a veterinarian about it. When your hog is judged at the 4-H competition or sold at market, the judge or the buyer will look at specific parts of the hog to decide how valuable it is.

Some of the parts have names that you will recognize easily. Some of them have special names that farmers use when they talk about pigs. Print this page and study the names with your Project Buddy. Pay special attention to the parts with unfamiliar names.

head neck shoulder back loin rump

tail

stifle joint

ham

hock

dewclawbelly

teats

snout

jowl

elbow

kneecannon bone

pasternfoot (toes)

HOG BREEDING ANNUAL – self-training for the professional breederBasics: Judging hogs: depth and length of the body

quiz me

page 10 of 42

nextprevious

Depth and length of the body

Depth and length are two components of capacity, sometimes called “volume.” Capacity determines the ability of the hog to eat and grow, and of the sow to carry a litter. The other components of capacity are:

•Rib and chest width•Balance between width, depth and length

Depth should be uniform. Depth is measured from just behind the shoulder to the elbow at the front of the body, and along a line starting between the loin and rump and running to the rear flank. These measures should be equal to each other.

Length should be roughly twice the measure of depth. Measure length from the fore flank to the rear flank on a straight line.

Context of this lesson segment

Capacity is the third among the five most important traits in judging a hog. Review the traits here:

•Muscling•Growth•Capacity•Leanness•Structure/soundnessReturn to Judging hogs

Return to the Table of contents

shoulder loin rump

rearflankfore

flankelbow

rearflankfore

flankelbow

depth

length

Color

• Full version of the color presentation:http://www.indiana.edu/~istcore/r541/2005/readings/color/color.html

• Read more about color in multimedia design:

http://www.indiana.edu/%7Evdim/Color/Intro/Intro1.HTM

Color Harmony: A Guide to Creative Color Combinations (1987)

Hideaki Chijiiwa, Geoffrey Mandel (Editor), Kalikow NaKamura (Translator)

Principles of Color Design (1997)

Wucius Wong

Layout

People perceive information to be better organized when it is arranged in clear horizontal and vertical patterns than when it is not.

People perceive organized information to be more accessible and easier to understand than disorganized information.

Instructional materials support learning. They should be perceived as organized, and their visual interest based on novelty should be highest in the presentation of relevant content.

Alignment

The vertical and horizontal edges of shapes form perceptual lines that extend beyond the shapes themselves. This phenomenon is called “closure” and it allows us to use an underlying grid to organize displays. Most page designs are constructed on a grid system. Readers perceive the organization whether or not they perceive the grid consciously.

Most novice designers center objects in relation to each other – which is a reasonable strategy for achieving balance. Other novices simply place objects where they can fit them in, trying to be reasonably orderly about it as they go along.

Although these strategies do produce a “reasonably orderly” display, notice that the relationship of each object here to a regular grid is different.

Our ability to perceive centered items as organized is poor. Closure works better with the edges of things than it does with the middles of them.

We perceive the alignment of the edges on these buttons as orderly. Because we do, our eyes are not usually bothered by the unequal amounts of white space at the edges of individual buttons.

Proximity

Shapes that appear close together are perceived to be related in some way to each other. Shapes that are farther apart seem less related. The proximity principle allows a designer to group information within the grid.

Composition

Composition refers to the relationships of all items in a display, both to each other and to the space of the display itself.

Using a grid does not, in itself, guarantee a pleasing composition. Balance and integration of all elements (including the “white space”) have to be considered as well.

Animal Science Careers

Economic Education 

Citizenship 

Communications

Expressive ArtsFamily Sciences

Foods, Nutrition and Health

Leadership

Plants, Soils, and Entomology

Science & Technology

4H Online Workbooks and Study

Guides

Swine Project Workbook 2b: Raising market animals

page >>

All Animal Science Workbooks

Parts of the hog

You need to know the parts of your hog. To keep your hog healthy, you need to examine it and talk to a veterinarian about it. When your hog is judged at the 4-H competition or sold at market, the judge or the buyer will look at specific parts of the hog to decide how valuable it is.

Some of the parts have names that you will recognize easily. Some of them have special names that farmers use when they talk about pigs. Print this page and study the names with your Project Buddy. Pay special attention to the parts with unfamiliar names.

head neck shoulder back loin rump

tail

stifle joint

ham

hock

dewclawbelly

teats

snout

jowl

elbow

kneecannon bone

pasternfoot (toes)

Animal Science Careers

Economic Education 

Citizenship 

Communications

Expressive ArtsFamily Sciences

Foods, Nutrition and Health

Leadership

Plants, Soils, and Entomology

Science & Technology

4H Online Workbooks and Study Guides

Swine Project Workbook 2b: Raising market animals

page >>4-H Home All Animal Science Workbooks

Parts of the hog

You need to know the parts of your hog. To keep your hog healthy, you need to examine it and talk to a veterinarian about it. When your hog is judged at the 4-H competition or sold at market, the judge or the buyer will look at specific parts of the hog to decide how valuable it is.

Some of the parts have names that you will recognize easily. Some of them have special names that farmers use when they talk about pigs. Print this page and study the names with your Project Buddy. Pay special attention to the parts with unfamiliar names.

head neck shoulder back loin rump

tail

stifle joint

ham

hock

dewclawbelly

teats

snout

jowl

elbow

kneecannon bone

pasternfoot (toes)

Layout

The Non-Designer's Design Book (2003)

Robin Williams

Making and Breaking the Grid (2005)

Timothy Samara

Editing by Design: For Designers, Art Directors and Editors - The Classic Guide to Winning Readers (2003)

Jan V. White & Steven Heller

Universal Principles of Design

Will Lidwell, Kritina Holden, Jill Butler


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