Contents

1 Communication: Theory and Practice

The impact of pictures visual and verbal processing object recognition

dual processing theory mere exposure effects psychoanalytic theory and
visual memory Gestalt theory and perception.

2 Examining Visuals with a Critical Eye

25

Framing theory semiotics symbols explicit vs. implicit knowledge

denotation and connotation types of codes applying semiotic theory.
This chapter co-written with Robert L. Craig.

3 Perceptual Unity and Focus

43

Unity directionality color unity in motion pictures creating

focal points lighting camera focal lengths unity in web pages.

4 Design Elements

65

Color theory additive color subtractive color symbolic and emotional

color formal balance and natural symmetry asymmetry creating
balance balance in motion pictures line rhythm texture.

5 Changing Visual Styles

97

Vebally-dominant media the rise of digital media video games graphic

interfaces typeface functions modular formats and typefaces Roman
type sans serf type script type families type sizes.

6 The Visual Arts and Photography

113

Early art the development of photography the decline of realism

impressionism expressionism minimalism commercial photography
documentary photography photojournalism fine art photography.

7 Photographic Design Issues

Changing photographic styles framing and photography staged
photography the face-ism ratio composition in photography
cropping rule of thirds hard vs. soft lighting filters.

137