Amount And/Or Complexity Of Data To Be Reviewed And Analyzed Understanding Design & Layout – The 3 Levels of Visual Syntax, Gestalt Theory & Visual Techniques

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Understanding Design & Layout – The 3 Levels of Visual Syntax, Gestalt Theory & Visual Techniques

Visual syntax is a guide to building compositions. The basic elements of visual syntax and their manipulation techniques can be learned and understood by anyone interested in visual media to create clear visual messages.

There are three levels of visual syntax or data. Like a language, it is learned first symbol which determines actions, organizations, moods and directions. the second is representative which is a visual matter recognized in the environment and reproduced in artistic form. Representational visual data is governed by experience and refers to what we cannot experience directly through visual media. There is a third Which is all we see, for natural or created effects.

Visual symbols and knowledge of how they function and are understood helps to understand their use in communication.

In visual communication, there is no language vs. decoding to hinder understanding. Seeing the process is sometimes enough to understand it. We trust our eyes and successful learning is achieved quickly by observing an object.

Abstract or substructure is elemental in composition and conveys a clear visual message. Everything we see and create is made up of these basic visual elements.

The basic theory of visual syntax is Gestalt theory.

Gestalt theory is best described in two parts. The first is that parts of a visual image can be viewed, analyzed, and evaluated as separate components. The second is to understand that the whole visual image is different from and greater than the sum of its parts.

Gestalt theory consists of five principles.

1. The basis of the figure

Allows us to “read” the image

2. Closure

Closed forms are more stable than closed forms. We have a natural tendency to close the gaps and fill in the unfinished form.

3. Continuation

In perception, organization causes the eye to continue along and beyond a straight line or curve

4. Proximity

Perceptual grouping is preferred according to the proximity of parts. Closer parts form groups by visual union.

5. Similarity

Identical visual units appear together in groups. Similar objects are defined by shape, size, color and direction

According to Gestalt theory, design is the process of creating a whole from parts or grouping images so that one design can be recognized as a whole. I like to think of it as one note against the full composition and beauty of a full melody. A composition is defined as a whole made up of parts. In design, these parts are color, tone, texture, dimension, proportion, and compositional relationships. Art and design provide an aesthetic experience that gives deep satisfaction and that most of us have in the presence of beauty.

The basic elements or tools of all visual communication include:

1. Point: pointer, space marker, minimum unit

2. Line: Fluidity, form articulation

3. Form: Planar and dimensional, the basic shapes are circles, squares, triangles and include endless variations and combinations

4. Tone: Presence or absence of light

5. Color: Tone coordination with the additional component of chrome, the most emotional and expressive visual element

6. Texture: Optical or tactile, surface character of visual materials

7. Scale or proportion: Relative size and measurement

8. Dimension and Movement: as often implied as expressed

Putting it all together takes experience, hard work and skill. There are visual techniques that help create successful compositions. It is with the energy of this technique that the character of the visual solution is formed.

Visual techniques:

Contrast: the most dynamic technique, the opposite of the harmony technique

Instability –> balance

Asymmetry –> symmetry

Difficulty –> Simplicity

fragmentation –> unity

Difficulty –> economy

exaggeration –> understatement

Spontaneity –> predictability

Activity –> stasis

courage –> subl

Accent –> neutrality

transparency –> transparency

Variation –> Consistency

Distortion –> accuracy

depth –> flatness

Juxtaposition –> Singularity

Randomness –> sequence

Sharpness –> Diffusion

Episodcity –> repeat

Finally, all these elements, theories, principles and techniques can be combined to create unique and creative visual solutions that must be guided by meaning and posture through style, persona and culture.

I’ve found that the best way to get a firm grasp of these ideas is to start with a sketch and observe the various relationships first hand by creating simple layouts using composition elements and playing with their relationships. Try to create powerful compositions using visual techniques with simple shapes and lines. I’ve made thousands of these and learned a lot from trying to achieve emotionally responsive compositions.

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