1. Visual Literacy
Marketing 320 – Week 5
Philadelphia University
Spring II 2010
Craig A. DeLarge, MBA
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© 2010, Craig DeLarge

2. Week 5 Agenda
• Take Roll
• Review Key Concepts
• Review Exercises
• Week 3 Concepts to Cover
• Style & Its Categories
• Visual Thinking & The Writing Process
• Visual Thinking Workshop?
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© 2010, Craig DeLarge

3. Key Concept Review
• 1) Visual Literacy
• 2) Marketing Effects
• 3) VizLit Elements
• 4) VizLit Expressions
• 5) VizTechs: Contrast/Harmony
• 6) Compositional Decisions
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© 2010, Craig DeLarge

4. Exercise Review
• Chapter #7, Question #3
List examples of:
5 styles: Primitivism, Expressionism,
Classicism, Embellished, Functional
in areas of: architecture, clothing, interiors
List examples from nature of the same if
possible
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© 2010, Craig DeLarge

5. Style
• synthesis of visual elements, techniques,
syntax, inspiration, expression & purpose
• typifies an environment, culture, historic
period, geographic locale, world view, life
philosophy, personality type, etc.
• constitutes visual cultural categories for
past, visual cultural possibilities for future
as they continually combine & change
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Dondis © 2010, Craig DeLarge

6. Categories of Style
(from Western Point of View, as per Dondis)
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© 2010, Craig DeLarge

7. Primitivism
• Prehistoric/Native
• Exaggeration
• Spontaneity
• Activeness
• Simplicity
• Distortion
• Flatness
• Irregularity
• Roundness (Organic)
• Colorful
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© 2010, Craig DeLarge

8. Expressionism
• Gothic/Byzantine/
Medieval
• Verticality
• Variation
• Exaggeration
• Spontaneity
• Activeness
• Complexity
• Roundness (Organic)
• Boldness
• Distortion
• Irregularity
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© 2010, Craig DeLarge

9. Classicism
• Greco-Roman/
Renaissance
• Golden Mean
• Harmony
• Simplicity
• Accuracy
• Symmetry
• Sharpness
• Monochromaticity
• Depth (Perspective)
• Consistency
• Stasis
• Unity 9
© 2010, Craig DeLarge

10. Embellishment
• Baroque/Art Nouveau/
Victorian
• Complexity
• Intricacy
• Exaggeration
• Roundness
• Boldness
• Fragmentation
• Variation
• Colorfulness
• Activeness
• Brightness 10
© 2010, Craig DeLarge

11. Functional
• Bauhaus
• Arts & Crafts
• Simplicity
• Symmetry
• Angularity/Mechanical
• Predictability
• Consistency
• Sequentiality
• Economy
• Subtlety
• Sharpness
• Monochromaticity
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© 2010, Craig DeLarge

12. Visual Thinking & The Writing Process
Click on SlideShare link below
http://www.slideshare.net/rycoleman/visual-thinking-the-writing-process
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© 2010, Craig DeLarge

13. Group Exercise for Points
• Use the “Visual Method” from “Thinking & The
Writing Process” to illustrate:
– Team 1: how you prepare your class exercises
– Team 2: how you go about getting a job
– Team 3: how you engage in constructive conflict
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© 2010, Craig DeLarge