Answers to Essential Questions from 3.1

  • The Language of Design simply means that visual design principles and elements constitute an aesthetic vocabulary that is used to describe any object independent of its formal title, structural, and functional qualities.

  • Visual design elements are Space, Texture, Value, Line, Color, Form, or Shape.

  • Visual design principles are Balance, Rhythm, Emphasis, Proportion, scale, and Unity.

  • Aesthetic appeal of a designed object results from the interplay between design principles and elements. E.g. the color, packaging, or shape of the object.

  • People associate a design’s aesthetic value with its functional efficiency and structural resilience because a design’s visual characteristics are influenced by its structural and functional requirements.

  • The gestalt principle explains the way in which the human mind perceives visual patterns because the principle states that the human eye sees things in its entirety before it see its individual parts.

For example:

Although the panda above is not complete, enough is present for the eye to complete the shape. Therefore the viewer's perception completes the shape.

  • Graphic design (according to is the art or profession of visual communication that combines images, words, and ideas to convey information to an audience, especially to produce a specific effect. In a general sense graphic design is designing mostly two dimensional presentation of a message by arranging words, illustrations logos, etc. Product design, however, is when a product is designed to meet new needs in an area.

  • Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate. For example, a marketer might speak of the married, female, middle-class, age 20 to 45, college educated demographic. Marketing researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a typical member of each of these segments. Once these profiles are constructed, they can be used to develop a marketing strategy and marketing plan. The five types of demographics are as follows: marketing are age, gender, income level, race and ethnicity (Wikipedia, Demographics.)

  • A graphic designer must understand the demographics of the intended audience because in order to grab the audience’s intention they must know what attracts the audience according to age, gender, race, income, etc. Based on what the audience likes and dislikes the graphic designer must be able to grab the audience’s attention, if he/she does not, the product will not be bought.

  • Visual design principles and elements are used to capture a consumer’s attention because based on the consumer’s likes, dislikes, gender, race, etc; the principles are able to attract the consumer. The color, pattern, shape, and overall “design” of an object are what make it marketable and profitable among the consumers. Ex. A pink package on a Barbie doll toy (which incorporates visual design principles and elements) would be attractive to a young girl. If products did not incorporate visual design principles and elements they would not be attractive to the consumer.


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