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Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide.

Print Price: $114.99

Format:
Spiral Bound
160 pp.
8.5" x 11"

ISBN-13:
9780190853426

Copyright Year:
2019

Imprint: OUP US


Visual Literacy Workbook

For Graphic Design and Fine Art Students

David Moyer and Brian Flynn

Appropriate for both graphic designers and fine artists, Visual Literacy Workbook: For Graphic Design and Fine Art Students provides a detailed approach to understanding visual imagery. The text presents a wide range of fine art, graphic, and digital examples and is divided into two major parts: visual form and visual content. As students cover new material in the workbook, concepts are reinforced and synthesized, resulting in a comprehensive understanding of form and content. Upon completion of the text, students are well-prepared to participate in the design process and further interpret visual content.

Readership : This is a textbook for undergraduate students in introduction to design or basic design concepts courses.

Reviews

  • "This book covers everything that needs to be covered at the fundamental level and allows for diversion in each area, depending on focus. The book's compelling features include the hands-on portion of the workbook and the give-and-take aspect of the analytical process."
    --Melanie Rodgers, York College of Pennsylvania

  • "I like the authors' approach and style in Visual Literacy Workbook. The chapters are organized well, clearly leading students from point to point. The visual-analysis process is my favorite component; it builds student awareness and appreciation."
    --Alma Mary Anderson, Indiana State University

  • "The authors have done a good job explaining the visual-analysis approach and demonstrating the process. The book is very straightforward, written with beginning/foundation students in mind."
    --Nancy Ciolek, Rochester Institute of Technology

Table of Contents
Part 1: Form & Content
1. Visual Literacy

Visual Literacy, Visual Image, Form, Content, Elements, Unit Forms, Formal Content, Symbolic Content, Narrative Content
2. The Visual Image
Visual Attractiveness, Contrasts, Visual Hierarchy, Unity, Picture Plane, Format/Frame of Reference, Negative Space/Ground, Positive Space/Figure, Open Composition, Shape, Curvilinear Shape, Rectilinear Shape, Representational Shapes, Nonrepresentational Shape
3. Gestalt, Unity & Variety
Gestalt, Repetition, Rhythms, Alternating Rhythm, Progressive Rhythm, Integrative Repetition, Proximity, Similarity, Continuation, Closure, Variety
4. Color
Additive Color, Color Spectrum, Cool Colors, Color Temperature, Color Wheel, Four Aspects of Color, Hue, Primary Colors, Saturation, Secondary Colors, Shading, Subtractive Color, Tertiary Colors, Tinting, Value, Toning, Warm Colors
5. Illusion of Space
Aerial Perspective, Atmospheric Perspective, Background, Bright Color, Cool Colors, Dark Valued Color, Dull Color, Foreground, Horizon Line, Light Valued Color, Linear Perspective, Line Weight, Mid Ground, Orthogonal Lines, Spacial Planes, Vanishing Point, Vantage Point, Value, Warm Colors
6. Balance
Asymmetrical Balance, Axis of Symmetry, Formal Balance, Hierarchy of Visual Weight, Horizontal Balance, Informal Balance, Near Symmetrical Balance, Pictorial Hierarchy of Visual Weight, Symmetrical Balance, Typographic Hierarchy of Visual Weight, Vertical Balance, Vertical Axis of Symmetry, Visual Weight
7. Emphasis & Eye Flow
Accent Point, Contrast, Focal Point, Line of Sight, Real Line, Scale, Suggested Line Triangulation, Value, Visual Hierarchy
8. Proportion
Diagonal of a Square, Dynamic Rectangles, Dynamic Symmetry, Golden Section Rectangle, Half Diagonal, Long Rectangle, Proportion, Ratio, Rectangle, Root Rectangle, Square
9. Structure
Columnar Grid, Custom Grid, Echo Lines, Eyes of a Rectangle, Formal Structure, Grid Cell, Harmonic Armature, Informal Structure, Long Rectangle, Proportion, Rabatment, Rabatment Container, Rabatment Lines, Square, Structure, Typographic Grid
10. Compositional Dynamics
Accent Point, Compositional Dynamics, Counter Diagonals, Dominant Dynamic, Dynamic Hierarchy, Dynamic Orientation, Dynamically Neutral Forms, Focal Point, Lines of Sight, Major Axis, Minor Axis, Triangulation
11. Visual Content
Bracketed Observation, Background, Closure, Conceptual Depth, Contextual Association, Element Condition, Foreground, Form, Formal Content, Element Function, Gestalt, Mid Ground, Narrative Content, Primary Level of Perception, Secondary Level of Perception, Spacial Planes, Symbolic Content, Visual Content, Visual Information, Variety, Unity/Harmony
Part 2: Visual Analysis Outline
12. Visual Analysis Outline
Introduction, Visual Analysis Outline Sheet
13. Shape Type & Distribution Section 1
Section 1: Shape Type & Distribution, Identification and classification of visual elements
14. Gestalt Section 2
Section 2: Identify prominent examples of the four aspects of Gestalt, proximity, similarity, continuation, closure
15. Balance Section 3
Section 3: Determine the type of horizontal balance, symmetry, near symmetry, asymmetry
16. Focal & Accent Points Section 4
Section 4: Identify points of emphasis, focal & accent points
17. Geometry Section 5
Section 5: Determine picture plane proportion (dynamic rectangle), relevance of harmonic armature and rebatment
18. Compositional Dynamics Section 6
Section 6: Identify the dominant, subdominant, subordinate dynamics (diagonal, vertical, horizontal) and their importance to the composition
19. Unity & Variety Section 7
Section: 7 Summarize and synthesize formal elements contribution to unity & variety
20. Bracketed Observation Section 8
Section 8: Discern the composition's visual element, element function & element condition
21. Contextual Information Section 9
Section 9: Discern and research non-visual information relevant to the work
22. Contextual Association Section 10
Section: 10 Correlate bracketed observation with contextual information
23. Visual Content Summary Section 11
Section 11: Identify (narrative, symbolic, formal) and synthesize visual content information
24. Completed Visual Analysis
Sections 1-11 of the Visual Analysis Outline
Appendix:
Artists Resource, Assignment Sequencing, Handouts
Bibliography
Glossary
Index

There are no Instructor/Student Resources available at this time.

David Moyer is Assistant Professor of Art and Design at the Pennsylvania College of Technology.

Brian Flynn is Assistant Professor and Department Head of Art and Design at the Pennsylvania College of Technology.

Making Sense - Margot Northey and Joan McKibbin
Drawing Essentials - Deborah Rockman
Drawing - Margaret Lazzari, Dona Schlesier and Douglas Schlesier

Special Features

  • A logical, step-by-step approach to understanding design builds from very basic design principles to more complex content issues.
  • Thorough coverage of visual analysis helps students understand images and see their abstract qualities.
  • Clarity of explanations and definitions makes the text accessible for both beginning studio art and graphic design students.