Digital Imaging | Reviewer

#1: Fundamentals of Designs

BASIC ELEMENTS

• Point

• Line

• Shape

• Form

• Texture

• Balance

POINT
- Point is not a very expressive design element itself but
- Line in different appearance
used in multiples they can either create order in a map
or create warm, natural patterns in rendering. USAGES

- Points or dots are also used to order a range or topics

without a numeric hierarchy.

LINE

- are different strokes.

SHAPES

SHAPES AS A MEANS TO COMMUNICATE

USAGES
• Organize/Divide Information or Content
• Create illustrations
• Aesthetic

REMEMBER:
- Placing shapes together in design creates a certain
relationship to them that leads in building a meaning or
a message out of them.

Typography consist of the fusion between geometric

and organic shapes
OTHER USAGE TEXTURE

Shapes forming a legible image

Actual Texture

Create Texture and Pattern

Implied Texture

Shapes creating the composition of another shape

FORM
- FORMS DOESN’T ALWAYS NED TO BE 3D
- Lighting and Shadow
- Perspective
Texture is mainly used in designs particularly
REALISM IS COMMONLY THE MAIN PURPOSE OF
background images
USING FORMS
BALANCE
- “Perfectly balanced….as all things should be.”
- Balance is mainly utilized to put emphasis in the visual
content
Symmetrical Design Size

Asymmetrical Design

Position

Radial Balance

Balance using the eye direction

ACHIEVING BALANCE

Color
PUTTING ALL FUNDMENTALS TOGETHER CREATE… WHY WE USE “RED”
- Red has a longer wavelength
HARMONY!
- Our eyes absorbs the shorter wavelength colors of
blue and green, letting the longer wavelengths of red
pass through to the retina easier

2. Comparative Method
- Colors are compared to different objects to derived
description to them.

3. Subjective Method
- Colors are symbolically described base on emotions,
mental state, and other factors.

ACTIVITY (GALLERY OF FUNDAMENTALS)
• - Group the students for up to 5 members each
• - Each group will choose a single fundamentals
of designs via "Online Selling" method
COLOR THEORY
- Color theory refers to the various rules that used by
artist and designer to know which colors can work
harmoniously with one another.

• - Each of the members of the group will create

their designs/art base from their chosen Design
Element
- Their designs can be either by traditional or
digital means.

• - Once they created their artwork individual

they will create either a powerpoint
presentation or a video that will display their
artwork.

• - The group should name their gallery

depending in whatever ideas or theme they
choose.

BASICS
#2 : COLOR THEORY/PRIMER
PRIMARY AND SECONDARY COLORS
WHAT COLOR MEANS TO YOU?
- Color refers to the visual perception of light being
reflected from a surface of an artwork or design.

3 METHODS TO DESCRIBE COLORS

1. Objective Method
- The objective, or scientific, method for describing
colors rests on the assumption that the perception of
color is a result of various light wavelengths
stimulating the cones along the back of the eyes’
retinas.
RED + BLUE = VIOLET

RED + YELLOW = ORANGE

YELLOW + BLUE= GREEN

COMPLIMENTARY COMBINATION

COLOR WHEEL (SHOWCASING IN-BETWEEN SHADES

ANALOGOUS COMBINATION
BASICS
HUE – is simply a synonym for a color or a variation of it
SATURATION – refers to intensity—in other words,
whether the color appears more subtle or more vibrant.
VALUE – Refers to the light and dark areas of a picture.
Value creates depth within a picture making an object
look three dimensional (3D) with highlights and cast
shadows
CATEGORIES OF VALUE
• Tint is adding white to create lighter values such
as light blue or pink.
• Shade is adding black to create dark values such
as dark blue or dark red.
• Value Scale is a scale that shows the gradual
change in value from its lightest value, white to
its darkest value black
COLOR HARMONY IN ACTION
• MONOCHROMATIC
- Create different variations of colors using saturation
and value
• SPLIT COMPLEMENTARY
- Create different variations of colors of same contrast
• TETRADIC
- Usual use to accentuate a more dominating color
COMMON MISTAKES
- When using text, focus on its readability. Adjusting the
lightness or darkness of colors is useful to balance the
colors you are working with.
• Be careful that each color bears different tones
that send of different meaning.
BEST TIP FOR BEGINNERS AND EXPERTS
- Experiment with different color schemes. Find ideas in
different design and even use their own color to your
own design.
COLOR KNOWLEDGE
Using a coloring app, select SIMPLE IMAGE or design
that you want to color. Create 5 samples of that image
where each of the sample, you will apply the following
color scheme/combination:
• Analogous
• Complementary
• Split Complementary
• Triadic
• Monochromatic
Save each sample images in PDF. Below each of these
sample, indicate what colors did you use for each of
them for identification.
#3: VISUAL COMMUNICATION THEORY
THE AGE OF “VISUAL INFORMATION”
- As years passes by, information is now
communicated through visuals and images.
VISUALIZATION
- The process of turning information into a more
“visualized” form and context for people to easily
comprehend it.
EXAMPLE OF VISUALIZED INFORMATIONS
 VISUAL THEORIES

SENSORY VS PERCEPTION

Sensory (Gestalt and Constructivism)

• - They are more concerned with what the brain

sees—the visual cues of color, form, depth, and
movement

Perception (Semiotics and Cognitive)

• concerned mainly with the meaning that

humans associate with images—what the mind
sees

VISUAL SENSATION

VISUAL PERCEPTION

INFOGRAPHICS

WHY VISUALISATION IS SO IMPORTANT NOW?

• ENGAGEMENT
When it comes to social media, a study by Adobe found
that Facebook posts that include images produce 650%
higher engagement than regular text posts.
SENSORY THEORIES CONTINUATION
- The brain seeks as much as possible a smooth
GESTALT
continuation of a perceived movement
- Max Wertheimer concludes base on his observation in
the train and in stroboscope toy that the eye merely
takes in all the visual stimuli, whereas the brain
arranges the sensations into a coherent image

SIMILARITY
- Objects that look similar will be automatically grouped
together by the brain.

COMMOM FATE
- The brain group together objects functioning or
moving in the same direction

Take note: Visual interest comes from dissimilarity, not

similarity

PROXIMITY
- The brain more closely associates objects close to each
other than it does an object that is farther apart.

HOW GESTALT CONTRIBUTES IN VISUAL

COMMUNICATION?

• Focus on understanding the whole meaning of a

picture by studying its individual elements.

• Teaches graphic artist to focus on certain

elements using the principle of gestalt.

• Greatly contributes in the layout of newspaper

from before.
SENSORY THEORIES INDEXICAL SIGNS
- Signs that has a logical or common sense connection
CONSTRUCTIVISM
to what they represent
- In a study made by Julian Hochberg, a viewer
constructs a scene with short-lived eye fixations that
the mind combines into a whole picture. If memorable,
the scene will be added to a person’s long-term
memory.

- A study on 1990 tries to record the eye movement of

individuals reading different versions of newspaper and
found that readers noticed the largest picture on a
page first and a headline before a story. Captions under
photographs were the third most viewed element on a
page.

- It’s a different story on the other hand when it comes

to online readers where they notice text on a screen
first, unlike their print counterparts who noticed images
first

PERCEPTUAL THEORIES

• SEMIOTICS
- Semiotics is s the study or science of signs. The field is
the culmination of Aldous Huxley’s mantra: The more
you know, the more you see.

SYMBOLIC SIGNS
- Sign has no representational or logical connection to
what they represent. Hence, the meaning must be
taught.

ICONIC SIGNS
- Signs that directly resembles what they represent

CODES
- is an amalgamation of hundreds of ideas and/or
elements into one, convenient concept.
 CONDENSED CODES
- Several signs that combine to form a new, composite
METONYMIC CODES
message.
- A collection of signs that cause the viewer to make
assumptions about what is seen.

ANALOGICAL CODES
- A collection of signs that cause the viewer to make
mental comparison

SENSORY THEORIES

COGNITIVE
- Cognitive theory suggest that what is going inside the
mind of viewers is just as an important than as the
visual image that can be seen.

DISPALCED CODES
- Transfer of meaning from one set of signs to another.

MENTAL ACTIVITIES THAT AFFECT VISUAL PERCEPTION

•MEMORY
- Arguably the most important mental activity involved
in accurate visual perception, memory is our link
with all the images we have ever seen
 • PROJECTIONS large numbers of images enter and leave the mind
without being processed. We usually focus only on
Others make sense out of clouds or trees, or find
significant details within a scene.
comfort in the messages learned from
A person’s mental state of mind is thus “projected”
onto an inanimate object or generalized statement

MENTAL ACTIVITIES THAT AFFECT VISUAL PERCEPTION

• HABITUATION

- Walker EvansTo protect itself from overstimulation

MENTAL ACTIVITIES THAT AFFECT VISUAL PERCEPTION
• EXPECTATIONS
- Having preconceived expectations about how a scene
should appear often leads to false or missed visual
perceptions.
and unnecessary images that might fatigue and confuse,
the mind tends to ignore visual stimuli that are a part of
a person’s every day, habitual activities.
- Accompanying his 1955 portfolio in Fortune magazine
titled “Beauties of the Common Tool,” Walker wrote,
“Almost all the basic small tools stand, aesthetically
speaking, for elegance, candor, and purity”

MENTAL ACTIVITIES THAT AFFECT VISUAL PERCEPTION

• SELECTIVITY

- Most of what people see within a complicated visual

experience is not part of conscious processing. For
example, rarely do people think about their own
breathing unless made aware of it. Most of visual
perception is an unconscious, automatic act by which
SALIENCE
- A stimulus will be noticed more if it has meaning for an
individual

DISSONANCE

CULTURE

- As a manifestation of the way people act, talk, dress,

eat, drink, behave socially, and practice their religious
beliefs, cultural influences have a tremendous impact
on visual perception.