Figure and ground
§ Figure/Ground relationships shape
visual perception
§ Figure = form, Ground = background
§ Positive/negative space
Layers
§ Layers are simultaneous, over-lapping
components of an image or sequence
§ Mapping + musical notations
§ Most printing techniques require that
an image be split into layers before it can be reproduced
§ Ink-jet printing/silkscreen/commercial
lithography
§ Photoshop = new layers whenever
something new is added
§ Layers allow the designer to treat the
image as a collection of assets/database of possibilities
§ Layers are crucial in how we read and
produce graphic images today
§ Cut and paste – modern graphic
designers use collage to juxtapose layers of content
Framing
§ Frames affect how we perceive
information
§ Frames create the conditions for
understanding an image or object
§ Jacques Derrida = a structure that is
both present and absent
§ Frame shapes the understanding of the
content
§ Well-designed interface = both visible
and invisible
§ Frames serve to contain an image
§ Divides an image from its background
§ Transition from inside to outside,
figure to ground
Hierarchy
§ Order of importance
§ Central task to designer – expressing
order
§ Without hierarchy graphic design is
dull and difficult to navigate
§ Simple or complex
§ Visual order e.g. menus
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