The study of Illustration Design to evoke an emotional response through cognitive psychological principles Lara Cassar Delia June 2015
theories are the study of the human brain in relation to Imperative psychological theories include the Ges organisation and how images are cognitively proces According to Malamed (2009, p.9) the human brain we associate things related to our past experience understanding of what we are experiencing at that in something results in a higher sense of accomplish concluded that if the intention of a designer is to evok are connected to the brain and memory retrieving p
“He who loves practice wit who boards ship without a rud knows where he may cast�, Frip that
thesis as I realized that knowing fundamental theorie I would have liked to explore them further. My intentio just pretty pictures but actually have a meaning and p towards what will make my illustrations interact m in his/her mind and make it memorable. The techn memorable and successful design has been used th They were also used by various artists such as Salva the Mediterranean Sea Dali painted a portrait of his twenty metres one can apprehend the portrait of Ab very famous graphic designer was commissioned to d Coca-Cola’s summer drinks. The shape of the Coke b the use of 2 flip-flops. The concept was also intende the soft drink itself (Taylor, 2013).Last but not least is
o the thought process consciously and unconsciously. stalt Theories, which explain the perception of the ssed in the human brain (Anderson, 2011, p.20-21). tries to find meaning in everything we see. Thereby es and emotional connections to find meaning and moment. The result of understanding the meaning hment and satisfaction to the user. Finally, Malamed ke emotions than an understanding of how emotions processes is necessary. Leonardo da Vinci believed
thout theory is like the sailor dder and compass and never
pp 2000. This quote inspired me as a subject for my
es are essential to create a professional design. Thus, ons are to remove the dogma that illustrations aren’t purpose. This will help me develop an understanding more with the viewer, and proceed to leave a mark nique and use of the Gestalt theories to achieve a hroughout the centuries, not just in graphic design. ator Dali. In the famous painting Gala Contemplating s wife Gala which when viewed from a distance of braham Lincoln (Liquori, 2011). Turner Duckworth, a design for one of the most renowned companies, the bottle was shown using negative space created with ed to emphasis the connection between summer and s the iconic logo for WWF Panda designed by Peter
CONTENTS Six Laws - Six Posters
01
02
03
Law of Closure
Law of Common Fate
Law of Figure-Ground
04
05
06
Law of Proximity
Law of Similarity
Law of Symmetry
01 Law of Closure
DeFranza (2015) explains that Closure is used to indicate a particular image without giving the complete data. Rutledge (2009a) adds that the human brain first searches for single, familiar patterns Closure is represented with the use of positive and negative space. Since when representing a concept of negative space it involves already enough work for the brain to depict the image presented. No colours are used to keep it minimal and straight to the subject matter. The foreground image is given a white colour and the background image is black representing the negative space. This poster is intended to represent the female figure being handled like an object. The eye is intended to look at the white foreground image.
White space indicates the Positive space
Black space indicates the Negative space
Outline Representation
02
Law of Common Fate Common Fate; this principle is used to indicate movement. This could be achieved with shadows or with the use of typographical alignment or style (DeFranza, 2015). Van Gorp and Adams (2012) discuss that lines create motion and transmit emotions. Common Fate is represented in the poster through the use of perspective in the image. The eye will follow the leading lines in the background, aided by the yellow element representing a cleaning broom. The representation of the male figure in this image represents that sexism is also felt by men and although a man can take the role of taking care of the family and the house, he isn’t considered less of a man by doing so. Thereby he is holding a cleaning glove and a broom in his hands. The masculine features such as the arm muscles and facial features are enhanced to emphasis masculinity.
Yellow element used to enhance eye movement
Leading lines used to create movement
Outline Representation
03
Law of Figure-Ground DeFranza (2015) explains that the Law of Figure-Ground refers to the use of positive and negative space, which differentiate between the focal point/ figure and the background/ ground in the artwork. This poster is intended to represent the human brain and that it is shown by making use of using the human figures. The message behind it is to show that the human brain of both sexes is equal therefore the image is presented symmetrical. The eye is intended to look at the white area representing the figure.
Black space represents Ground
White space represents Figure
Outline Representation
04 Law of Proximity
DeFranza (2015) explains Proximity as the ability of elements, object or images that are close to each other to be perceived as one group or whole. The Law of Proximity is represented in the poster with the use of same spherical pattern covering the whole canvas of the poster. To emphasis this element the use of black and white colours was used to group all the circles as one element. Counteracting this effect, proximity was used again in the centre of the poster in the form of two red drops. These are composed exactly of the same shape and colour but different size. Due to the high dominance in colour and the central positioning of the red droplets the viewer is estimated to look at the droplets at first glance. The message behind this poster was to show that verbal abuse represented by the spherical graphic element representing sound waves are causing an internal damage represented by the red droplets coming from the ears.
Spherical patter
Red droplet pattern
Outline Representation
05 Law of Similarity
Similarity refers to the ability of grouping together graphical elements that have similar aesthetical characteristics such as colour and form. Similarities build relationships between two different components (DeFranza, 2015). Footstep patterns are used to represent the Law of Similarity. These patterns are placed to follow the rule of thirds in the composition to change the direction of the eye from the centre. Thereby it emphasises the fact that the use of similarity is causing the change in eye direction. The footstep pattern is place on the face of the character illustrated using exactly the same shape but varies in sizes, direction and spacing. The symbolism in the footsteps represents the fact that when an individual abuses/ walks over another person, it causes an emotional effect, which is demonstrated by the physical effect of crying.
Footstep Pattern
Rule of Thirds
Simple Representation
06
Law of Symmetry Symmetry is done naturally as a means of understanding what is being presented. DeFranza (2015) argues that the use of symmetry attracts the viewer’s eye and increases attention levels. This is achieved through the use of components with similar elements on opposing sides or by placing an element adjacent to a similar element either in shape or size. The symmetry poster is composed of a diagonal symmetry to create a dynamic composition. The symmetry isn’t totally exact for the simple reason that the subject of the poster required a slight alteration in the facial features to show that one human being it about to kiss someone whose gender is not totally identifiable. Yet the use of symmetry emphasizes that as humans we are all the same even if there is a slight change in characteristics or colour. The aim of this poster is for the viewer to focus on the area of symmetry that is the nose and lips.
Point of symmetry
Diagonal symmetry
Simple Representation
say that the memorable factor is based not only on the target audience. Therefore in line with Van Gorp be considered as first priority. The study has offere the correct use of the Gestalt Theories and was con this methodology, the study encountered a number including artists, agencies and students in the art an to participate in the Eye Tracker Test as well as in answer the survey. It was very disappointing the fa class attended out of 40 and all of which had very o said that they produce their design based on aesth shows in my opinion that there isn’t enough theoret as well as they have a misconception of the fundame a message and not just a pretty picture. Another lim Mamo no one gave me feedback regarding the exec made through the understanding of the research do Poster no 4 Law of Proximity was not executed to th of participants misconceived the representation of recommend a better guidance form the project with of participants taking up the Eye Tracker Test to be a continuation and development of discussion with felt by the audience could be discovered. This stud
N using this technique to aid gr successful design. In a combination t aspects of graphic and not just illustration design.
know to able to understand and modify any irregularit
the aesthetics but also to the connection built with & Adams (2012) the target audience should always ed an evaluative perspective on the importance of nducted on local subjects. As direct consequence of of limitations, which need to be considered. People nd design industry were contacted numerous times n the survey and non of them attended or at least act that only four graphic design students from my or no idea of the Gestalt Theories. Out of four, three hetics and only one chose to evoke emotions. This tical background and understanding in their studies ental use of graphic design which is to communicate mitation would be that apart from my tutor Matthew cution of the of the posters and they were made sole one. In fact from the findings I could deduce that the he full potential. Due to the fact that a large number the subject presented. For future studies I would someone related with the field of study. The number larger to obtain a wider spectrum of results. Finally relation to the 6 emotional states, which ones were dy would be of fundamental use to explore different
Neuromarketing nowadays is raphic design to build a more
to this the fundamentals of design should be clearly
ties formed from the results obtained. Art and design