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Notes for Midterm

Notes taken april 5th, 12th and 19th for the midterm:

Digital Communications:

Communicating visually is all about making something pop out

What makes an image easy to recall?

The most memorable images are those that your brain creates its own words to describe

Sensing: The physiological process of your eyes receiving the image. (Light traveling into the eye)

Selecting: Picking out a particular item out of our view.

Perception: This is when you try to make sense of what you selected. If your mind has any chance of storing that information for long periods of time, you need to think about what you’re seeing. The more you know (about what you’re seeing), the more you remember.

April 12

Normal vision= 160 degrees f horizontal 135 degrees of vertical perception

Scelera first protective layer of skin.

April 14 What the Brain Sees vs. What the Eyes See

Form- Defines the outside edge of an object.

3 Components: Dots, Lines, Shapes


The dot is going to attract the eye. When dot is centered will direct brain to what’s around the dot. When dot is off to side the layout loses balance.

2 dots on a page creates tension because the brain has to decide between the two. Three or more dots, the brain tries to connect them.


A bunch of dots together. A line is always going to evoke an emotion from the viewer. Straight lines convey stiffness and rigidity.

Horizontal lines at the bottom of a page will create the idea of possibility. A horizontal line neat the top of the page will create the impression of heaviness.

Vertical lines bring the eyes of the viewer to a halt.

Diagonal Lines next to each other create tension and nervousness. diagonal lines from corners of pages are comforting.

Curved Lines– graceful, give a sense of playfulness in contrast to the rigidity of straight lines.

Thick Dark Lines- strong

Group Lines- will draw attention to space in between them.

Shape- parallelogram

square- balance in convention. gives less room to play around with (the balance of the layout is right in the middle), a rectangle gives more room to play with.

circle- first shape people took notice of. don’t see a lot of straight lines in nature. most natural shape. associated with infinity/endless time. Use circles sparingly. Can overpower other elements.


equilateral= harmony/balance

isosceles= act as an arrow

Depth-Space, Size

When you cover an eye, don’t have as good depth perception. In physiology, we perceive depth from two different images.

Warm colored objects appear closer. High contrast images appear closer than something more abstract like a watercolor.

Lighting- Light/shadow.

Illusionary perspective- (two traintracks heading off into the distance appear to be getting closer together)

Conceptual perspective- Barack Obama in the foreground to portray importance.

Movement- Four types

Real- any motion that’s not connected to a medium

Apparent (Illusionary)- a flip book, the spliced images give the illusion of movement

Graphic- the way the eyes move when they scan something.

Implied- an object that suggests movement even though it is stationary


step 1-Make a list of what you see in the photo

step 2-look at the image’s composition. what’s in the center?


study the 4 visual cues (color-how much color is in the image? form depth-how does it achieve depth? movement)

step 4- where do you think the image was made? why do you think it as made?

perspective: moving from personal to critical

the personal perspective

historical- what is its historical context?

technical- how the person generated the image. what methods they used to create the image. helps yiou understand what kind of materials were used/was it expensive etc.

ethical- two kinds normative and what historical


critical- taking previous descriptions and applying them to a review


About mccullough88

Finally graduating from Cal Poly this Spring! Follow me @mccullough88


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