1. Visual Literacy
Marketing 320 – Week 3
Philadelphia University
Spring II 2010
Craig A. DeLarge, MBA
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© 2010, Craig DeLarge

2. Week 3 Agenda
• Take Roll
• Review Key Concepts
• Review Exercises
• Week 3 Concepts to Cover
• Elements Applications
• Color (and its qualities & meanings)
• Golden Mean,
• Dimension & Perspective
• Levels Applications
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© 2010, Craig DeLarge

3. Take Roll
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4. Key Concept Review
• 1) Visual Literacy
• 2) VizLit Elements
• 3) VizLit Levels of Expression
• 4) Contrast/Harmony Continua
• 5) Marketing Effects
• 6) Compositional Decisions
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© 2010, Craig DeLarge

5. Exercise Review
• Chapter #3, Question #5
– Choose a photo or painting
– List the basic elements you can identify in it.
• Chapter #4, Question #1
– Find examples of 3 levels of expression:
representative, abstract & symbolic
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© 2010, Craig DeLarge

6. VizLit Elements Applications
• Dot • Color
• Line • Texture
• Shape • Scale/Proportion
• Tone • Dimension
• Motion
• These are like the letters, words, & sentences in linguistic literacy.
• Literacy requires the ability to use these elements to create meaning
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Dondis, A Primer of Visual Literacy
© 2010, Craig DeLarge

7. Name those Elements & Levels!
http://willyoubemyhero.files.wordpress.com/2009/11/coca-cola_logo5.jpg
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8. Name those Elements & Levels!
www.audible.com 8
© 2010, Craig DeLarge

9. Name
those
Elements
& Levels!
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© 2010, Craig DeLarge

10. Name
those
Elements
& Levels!
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© 2010, Craig DeLarge

11. Color
• Hue
• Saturation
• Brightness
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12. Color Wheel
• Shapes 1
perception
2 2
• Affects emotion
1 1
1 = Primary
2 = Secondary
3 = Tertiary 2
http://www.tigercolor.com/color-lab/color-theory/color-theory-intro.htm
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http://en.wikipedia.org/wiki/Color_wheel
© 2010, Craig DeLarge

13. Color Meaning
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http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
© 2010, Craig DeLarge

14. Color Meaning
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http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
© 2010, Craig DeLarge

15. Color Meaning
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http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
© 2010, Craig DeLarge

16. Color Meaning
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http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
© 2010, Craig DeLarge

17. Color Meaning
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http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
© 2010, Craig DeLarge

18. Color Meaning
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http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
© 2010, Craig DeLarge

19. Golden Mean (Proportion)
Click Link below for YouTube Video
http://video.google.com/videoplay?docid=7179950432887640376#
http://www.youtube.com/watch?v=2zWivbG0RIo
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© 2010, Craig DeLarge

20. End of Week 3
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© 2010, Craig DeLarge