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Visual Communication: PowerPoint Elements of Design ( Part I ) Russ Wills
!PowerPoint is often used in the corporate world to present graphs and charts during business meetings. These visual aids can certainly aid a presentation. In education, however, PowerPoint can be used far more effectively. To communicate to students through images, faculty and staff of a college must learn at least the basics of visual communication. This essay will provide an introduction to visual communication.
Consider the following two PowerPoint slides. Which slide would be more likely to set a powerful tone for a psychology class lecture on the emotional effects of music?
!Slide 1: Introduction to Psychology of Music
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Slide 2: Introduction to Psychology of Music
The first slide sample is taken directly from a PowerPoint 2013 template. The second slide is custom made.
The first slide employs a safe layout, consistent colors, has a visual musical theme, and has the advantage of being included with PowerPoint 2013, saving the presenter a great deal of time and energy. The second slide visually demonstrates the emotional impact of music. The emotion of Lonnie Youngblood, the singer in the photo, pours out of the slide. The second slide would be a far more powerful introduction to a lecture on the emotional impact of music.
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To begin learning about visual communication, an introduction to the elements of design is important. Certain visual elements provide a means of communication for nearly any visual message. These elements include:
• Line • Space • Size • Shape • Color • Value • Texture !Perfectly straight lines are rare in nature. Most perfectly straight lines are man-‐‑made. One of the few straight lines in nature is only seen from the beach. The horizon is a straight horizontal line, and aside from extreme weather is stable and unchanging. Other common experiences with horizontal lines include the floor and our bodies while we sleep. Straight horizontal lines are therefore often associated with stability, peacefulness, and rest.
Vertical lines have similar associations. When my family first moved into our current house, there was an evergreen tree growing against an awning and causing damage to the guSer. One of my first jobs after painting and moving the furniture was to cut down this tree before it did further damage to the guSer or the awning. My biggest obstacle was that I had no power tools. (This past summer I refinished my basement, but at that point I was lucky to have screwdriver.) I purchased a hand saw from a local hardware store and got to work. After about thirty minutes of cuSing I was sore and exhausted, and in spite of the huge cut I made in the tree I was not even close to seeing it come down. I spent more time the next day; still no results. After several more aSempts my Irish stubbornness finally kicked in and I made up my mind that either the tree or me would be down that night. And it was not going to be me. I cut so deep into the tree from both sides that I could not imagine how it was still standing, but even then I could not push the tree over. After cuSing roughly 90% through the tree, the tree was still standing, refusing to even bend when I leaned on it. I actually had not cut nearly all the way through the entire tree before it came down, and even then I had to physically hang from the rope I had tied to it before it began to give. Before that job, I had no clue how sturdy a tree is. I have a whole appreciation for hurricanes that can blow over trees like nothing.
Trees are vertical lines. Vertical lines convey strength and stability. Vertical lines are not easily moved.
While vertical and horizontal lines are similar, especially in their suggestion of stability, vertical lines are the opposite. If a person is standing straight, it is generally not easy to knock the person over. If I lean far enough to one side, however, it won’t take much effort at all to knock me over. I might fall over on my own. Vertical lines are not stable. These lines create visual tension and help to create a sense of movement in the composition. (Visual tension, by the way, is a good thing. More will be said about visual tension in the future.)
Consider what line communicates the following image:
Repetition of dark vertical lines communicate strength. The dark, wide, solid horizontal line communicates strength and stability. The dark value of these horizontal and vertical lines, combined with our experience with the type of metal that forms these lines, reinforce the idea of a strong, stable barrier. Yet there is also a strong, dark vertical line of the same material visually cuSing through these strong lines. This important line helps to create movement in the image. In addition, there are bright, curved lines behind these bars formed by nature. These diagonals also visually cut through the stable barrier. Are the barriers keeping the viewer away from nature? Is the barrier keeping nature away from the viewer? Either way, there is a strong tension created in the image separating the natural from the man-‐‑made. The tension created by the visual elements is one of the dominant ideas communicated in this image.
Learning to see and to use line in this way to communicate ideas is one step toward effective visual communication.
In your day to day travels, where do you see lines in nature? Where do you see man-‐‑made lines? How thin or think are those lines? Are the lines vertical? Horizontal? Diagonal? Some combination of these?
Examine these lines for awhile as you see them. What do these lines communicate to you? What emotions do they evoke? Would you use these lines to communicate peacefulness? Excitement? Joy? Sorrow? Science? Philosophy? Life? Death? How can you use line visually to communicate ideas in your next lecture?