Visual Techniques

Colour has meaning within ​ (a)   . The meaning is not ​ (b)   , but generally certain colours have certain​ (c)   .

• Cultures
• fixed
• connotations

Match the colour to their connotation:

• Passion, love, hot, anger

• 
• Evil, Nothing, Darkness

• 
• Sadness, cold, Winter, Calm

• 
• Nature, Jealousy, Money, Spring

• 

Apply it: What ideas are communicated about SUBWAY through the use of colour in this advertisement?

Lines also communicate​ (a)   . In general, straight lines / shapes imply ​ (b)   and order, while organic lines imply nature, ​ (c)   and creativity.

• meaning
• logic
• flow

Match the line to the connotation:

• Calm, horizon, lack of difficulty

• 
• Isolation, stillness, trees, people, bar

• 
• Artificial Unnatural

• 
• Danger, destruction, anger

• 
• Less predictable, water, fluid, movement

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Organize these options into the right categories: What logo belongs to the tech company and the natural foods company?

Groups:

(a) Technology

,

(b) Natural Foods

• 
• 

The Layout of a visual text is very important and ​ (a)   . Layout refers to how parts of the visual text are ​ (b)   or positioned on the page. Layout determines what will feature most ​ (c)   in visual text and therefore what stands out the most.

• intentional
• arranged
• prominently

This term refers to the path our eyes follow/move through a visual text...

• Salience

• Reading Paths

• Layout

• Contrast

Salience describes the part of the image our eyes are drawn to _____.

What is the salient feature in this image?