Visual Language and Colour Theory

Visual Language

• Visual language is characterized by its lack of syntax and grammar in comparison to written languages.
• The meaning in visual language emerges through the intentional arrangement of visuals, rather than grammatical structures.
• The dot is the most basic visual element, representing the origin of any mark.
• Lines are considered extended dots and can be divided into regulated and free-flowing types.
• Regulated lines prioritize precision and are fundamental to fields like architecture and product design.
• A line in motion creates a shape, which is inherently two-dimensional.
• Shapes can transform into forms when elements like light, shade, and volume are introduced.
• Texture is the surface quality of an object, influencing the visual depth and realism of representation.

Colour Theory

• Isaac Newton formulated the concept of primary colors.
• The three primary colors are red, yellow, and blue.
• Secondary colors are created by mixing any two primary colors.
• Tertiary colors are formed by mixing one primary color with one secondary color.
• Complementary colors are opposite each other on the color wheel, enhancing each other's visibility.
• Split complementary colors are used to soften the intensity of primary colors.

Harmonious Colors

• White is known as tint, decreasing the intensity of a color by adding it.
• Black is called shade, and adding it intensifies the darkness of a color.

Space

• Two-dimensional space is defined by length and width.
• Virtual space refers to the perceived space within a visual, influencing the viewer's emotional response.

Color Temperature

• Cool Colors: Blue, Green (associated with feelings such as sadness, loneliness, depression)
• Warm Colors: Red, Yellow, Orange (associated with feelings such as happiness, friendliness).
• Pastel colors are lighter versions of colors, created by adding white.

Composition

• Composition involves the arrangement of visual elements within a space.
• The composition creates a unified visual narrative.

Laws of Composition

• Law of Unity: Elements within a composition should be cohesive and align with the intended message.
• Law of Balance: There are two types:
  • Symmetric balance (Formal balance): Creates visual equality by mirroring elements around a central axis.
  • Asymmetric balance (Informal balance): Achieves balance by distributing visual weight unevenly, creating a more dynamic feel.
• Law of Rhythm: Guides the viewer's eye through a visual, often creating a sense of movement or flow.
• Law of Emphasis: Draws the viewer's attention to a specific focal point within the composition.
• Law of Proportion: Relates to the relative size and scale of elements within the composition.

Emphasizing Visuals

• Size: Using size differences to create emphasis, where larger elements stand out.
• Color: Using complementary or split-complementary colors to create visual contrast and draw attention.
• Color Tone: Using tone contrast to highlight specific areas.
• White Space: Employing empty areas to create visual contrast and draw attention to surrounding elements.
• Rotation: Rotating an element from the rest to give it visual emphasis

Gestalt Theory

• Persistence of vision: A phenomenon where the image of an object remains in our mind after it disappears, the basis of animation.
• Laws of Organization
  • Law of Proximity: Objects placed closer together tend to be grouped as a single unit.
  • Law of Common Fate: Objects moving in the same direction are perceived as a unit.
  • Law of Similarity: similar elements are perceived as belonging together.

Figure and Ground Gestalt

• Figure: The positive space, the focal point.
• Ground: The negative space, the background, provides context for the figure.

Typography

• Typography: The study of visual font design, encompassing structural and aesthetic aspects of letterforms.
• Lettering: Handwritten script that resembles a specific font style.
• Calligraphy: A highly refined form of handwriting focused on beautiful letterforms.
• Type: The design of letterforms for mass printing.

Anatomy of a Typeface

• Cap Height: The height of capital letters.
• X Height: The height of lowercase letters.
• Baseline: The line on which letters sit.
• Ascender: The part of a letter that extends above the x height.
• Descender: The part of a letter that extends below the baseline.
• Bar: Short horizontal feature in letters like A, É, etc.
• Counter: The enclosed area within curves of round letters.
• Aperture: The opening within a letter like 'O', 'D', 'C'.
• Stem: The vertical stroke of a letter.
• Loop: The curved part of a letter like 'j', 's', 'g'.

Letter Categorization

• Bars: A, E, F, H, I, J, L, T, Z, Ft
• Ascenders: b, d, f, h k, l, t
• Counters: a, b, d, e, g, o, p, q, A, B, D, O, P, Q, R
• Descenders: g, j, p, q, y
• Open Counters: g, h, j, k, m, n, g, u, v, w, y

Types of Type

• Gothic Style: Uniform thickness in letters, often san serif.
• Roman Style: Has both thick and thin parts, often includes san serif styles.

Explore the foundational concepts of visual language and colour theory. This quiz delves into elements like dots, lines, shapes, and the primary colors defined by Isaac Newton. Enhance your understanding of how visuals convey meaning without syntax or grammar.