Communication design - a functional area of design aimed at conveying a message through visual objects. From a psychological point of view, communication design is a method of conscious image formation, which leads to the emergence of positive or negative feelings.
Communication Design Visual Objects
Visual objects are what the view of the recipient of information is primarily aimed at. The attractive force is in its features as a means of information: visualization, semantic correspondence, speed of reading the information contained in it, imagery. Communication design as a powerful expressive element of newspaper design has a number of meanings: Firstly, visual objects activate the thinking of the information recipient (information subject) through the stimulation of interest (intellectual emotion). Secondly, arbitrary attention to information is attracted by graphic elements that excite a whole gamut of emotions - not only interest, but also curiosity, perplexity, surprise, etc. At the same time, visual objects perform an advertising function. They form the mental attitude of the personality, due to which attention is activated, forcing the consumer to purposefully turn to the object containing information. Thus, the advertising function is always combined with expressive evaluation. In this case, the occurrence of the effects of deceived and heightened expectations is possible. It should also be borne in mind that visual objects activate the involuntary attention of the consumer, which does not require volitional efforts. The eye glides over the "pictures", the letters, dwelling mainly on those that seemed most attractive. At the same time, involuntary attention soon passes, is replaced by an arbitrary, directed, controlled consciousness.
Communication Design in Periodicals
In newspaper design and web page design, communication design is able to facilitate reading and then it performs a compositional function, as if predicting the division of text into parts, as well as creating the effect of the integrity of the strip. Depending on the intent of the author, the features of the content, visualization can accompany the text, reveal it, isolate certain parts. The option of mutual replacement "text-illustration", "illustration-text." Such options are very rare, most often manifested in the design of headings, when an illustration replaces part of a word in a sentence.
Literature
- Arnheim R. Art and visual perception [Text] / R. Arnheim. - M .: Progress, 1997.
- McLuhan M. Understanding the Media [Text] / M. McLuhan. - M.: Kuchkovo field, 2011.
- Newark K. What is graphic design? [Text] / K. Newark. - M.: RIP-holding, 2007.
- Rozenson I. A. Fundamentals of Design Theory [Text] / I. A. Rozenson. - M .: Progress, 2003.
- Harris P. Fundamentals of Graphic Design [Text] / P. Harris. - M.: RIP-holding, 2003.
- Chichold J. New typography [Text] / J. Chichold. - M.: Publishing house of the Artemy Lebedev Studio, 2011.