Term
| What was Aldus Huxley's concept of seeing? |
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Definition
The more you know, the more you see.
- Sense
- Select
- Perceive |
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Term
| What are the visual cues? |
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Definition
- color
- form
- depth
- movement |
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Definition
| physical process of seeing |
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Definition
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Definition
| making sense of it all, mental process |
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Term
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Definition
- red, yellow blue
- hue
- saturation
- brightness
- warmth/coolness
- context |
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Term
| Objective Method of Describing Color |
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Definition
| measurements of a color’s wavelength on electromagnetic spectrum |
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Term
| Comparative Method of Describing Color |
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Definition
| in reference to another color or object |
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Term
| Problems w/ Comparative Method of Describing Color |
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Definition
- different understanding of object used for reference
- Sherwin Williams paints names |
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Term
| Subjective Method of Describing Color |
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Definition
- warm vs cool
- personal associations – first sight of blood, first bike, favorite shirt, Mom’s lipstick
- symbolism |
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Term
| Three Basic Types of Form |
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Definition
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Definition
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Definition
| endlessness, warmth, protection, resemblance to eyes |
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Definition
| dullness, honesty, strength, straightforward quality |
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Term
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Definition
- shape is two dimensional, depth turns it into object
- complicated combo of eye and brain processes
- 8 factors give sense of depth |
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Term
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Definition
- space
- size/scale
- color
- textural gradient
- interposition
- times
- perspective – different types
- movement |
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Term
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Definition
- apparent - illusion of movement
- graphic - shapes create illusion on movement
- implied - ""Goodnight, Moon" vibrating colors |
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Term
| How do various elements effect our ability to process an image? |
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Definition
| how we use them to sense, select, and perceive |
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Term
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Definition
- Gestalt
- Constructivist
- Cognitive
- Semiotic |
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Term
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Definition
- sensory
- "the whole is different from the sum of its parts"
- eye simply takes in info
- w/o brain, there is no creative movement
- objects that look similar are grouped by brain
- brain seeks continuation of movement
- common fate |
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Term
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Definition
- sensory
- similar to Gestalt but adds in viewer’s eye movement
- more active on viewer's part than Gestalt
- important in print and web design |
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Term
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Definition
- perceptual
- study of signs
- different in every culture
- codes |
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Definition
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Term
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Definition
| logical connection for representation requires experience to learn |
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Term
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Definition
- no logical representation so must be taught explicitly
- words, gestures, logos
- highly personalized and culture specific |
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Term
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Definition
- perceptual
- Viewer’s mind is as important as image
- Memory – viewer’s own
- Projection- self-created image
- Expectation - what you are looking for
- Selectivity - focus on significance
- Habituation – notice the unfamiliar
- Salience - image has meaning
- Dissonance – noise
- Culture
- Words/Language |
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Term
| Sensory Theories of Visual Comm |
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Definition
- how the brain can notice and miss the four visual cues
- not concerned with the literal meaning of what is possible to be seen |
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Term
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Definition
- recognize that humans are unique in that we assign complex meaning to the objects we see
- content driven |
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Term
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Definition
- Metanymic
- Analogical
- Displaced
- Condensed |
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Term
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Definition
| “association” that creates assumption |
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Term
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Definition
- "metaphor” that creates comparisons
- Apple logo on apples |
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Definition
- transfer of meaning
- phallic symbols |
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Definition
| groupings that form a new message |
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Term
| Gaga: Constructivist Theory |
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Definition
- how the video is created to send a specific message to the viewer
- image-based
- simulating birth using kaleidoscope effect |
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Term
| What is effective Persuasion? |
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Definition
-Ethos - credibility
-Logos - Does the argument fit your beliefs?
-Pathos - emotional appeal |
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Term
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Definition
- what is going on in the mind of the viewer will influence how they see it
- creates assumptions/influences
- most important aspects are culture and language |
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Definition
- signs and codes, lots of metaphors
- displaced code - meaning transferred
- (phallic symbols)
- indexical signs - gloves and socks highlighted (Michael Jackson) |
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Definition
- whole is different than sum of parts
- watching segments of video wouldn't make sense |
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Term
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Definition
- originally referred to a printing process
- Walter Lippman redefined it to mean what our understanding of reality is |
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Definition
| created concept of ethos (cred), pathos (emos), and logos (logic) |
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Term
| How many perspectives of analysis are there? |
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Definition
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Term
| Perspectives for Analysis |
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Definition
- Personal
- Historical
- Technical
- Cultural
- Critical |
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Term
| Personal Perspective for Analysis |
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Definition
| highly subjective, superficial |
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Term
| Historical Perspective for Analysis |
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Definition
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Term
| Technical Perspective for Analysis |
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Definition
| a little knowledge can help a lot |
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| Ethical Perspective for Analysis |
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Definition
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Term
| Cultural Perspective for Analysis |
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Definition
| meaning of signs/metaphors |
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Term
| Critical Perspective for Analysis |
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Definition
| cultural impact, larger context, etc. |
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