Introductions
We filled out an index card with our name, what we want to be, email, phone, and competency level. On the back we created a rough draft of our personal web site and were advised to take into consideration the following content:
Web Design Considerations (1:35pm)
We briefly discussed the following factors in web design:
Break (1:40-1:50)
Lecture/Presentation: Design as a Foundation of Digital Media
Why Design?
Design Effects Behavior
Consider First
Choosing media
How Designs are created
Design Trinity
Usability
Consider psychology and physiology
Psychology - Is the message understood? How long will people look at your work? Is the piece understood to be part of the brand?
Physiology - Is it legible? Will it stand out?
Aesthetics
What is beautifl? - Universal aesthetics - principles of design. Aesthetics of certain groups. If your design is not memorable. If someone is reluctant to read your text. If someone is bored by your commercial.
Functionality
What are you trying to accomplish? What is your goal? How do you know you succeeded? How does this design fit in a larger strategy? There are millions of designers, programmers, artists, writers, advertisers. Equal amount of bad design
Every design needs a purpose
Effective Advertising
Principles of design
Rhythm/repetition
The repetition or alternation among elements in a design, which can create a sense of movement. Rhythem can unify a composition. Breaking rhythm can create a a disruption that draws the eye where you want it.
Proportion/scale
The relationships among the sizes of the visual elements, which can help explain relations ships. Larger objects have more visual weight, and often appear to be in the foreground, while smaller objects appear behind
Dominance/emphasis
Creating a clear focus in a design, a hierarchy.
Unity/harmony
Cohesion of the visual elements, the idea that each has a relationship and comprise part of the whole design.
Gestalt Principles
Closure, continuance, similarity, proximity, symmetry. How the mind organizes lines in order to interpret an image. Illusions. We tend to see complete figures even when part of the information is missing. Continuance - People prefer to perceive continuous images. Similarity - distinct visual characters such as shape, size, color, seem to belong together. Proximity - close together will seem to belong together. Symmetry - Symmetrical shapes seem to belong together.
Marketing: How to connect with consumers
Branding - how people see your company. A company's personality. A company's image.
Branding benefits - distinguish products/services from one another. Create brand loyalty. Helps unify the message across media. Helps create a consistent messaeg. Helps convety each instance of a message more quickly. Helps clarify the message through repetition. Helps create a memorable impression.
Co-branding - A relationship between companies where one or both promote the other's brand. You see this a lot in movies and sports (ex. olympics, prosurfers, and proskateboarders).
Marketing aesthetics - skipped slide
The evolution of marketing - emphasis on products/services. This ideas started around middle ages or before. Sell a great product and the $ will follow
Emphasis on idea and branding - As products proliferated, there was little difference between one person's product and another. Brand/image helped the consumer recognize products in the new, expanded marketplace.
Emphasis on Experience- In the age of mega companies.... many companies remember based on their experience.
Experience Design
User experience: In a physical environmnet, the store atmosphere may be more important in selling a product than the product itself. Intangible feelings and emotions in experiencing the web site coincide with, and may even dominate, the tangible product purchase...Memories and positive feelings will outlast the product.
Evaluating media - critique.
Review Chapter 13.
Art & Design/Expression vs. Impact
Target audience, client, designer
Review week 1
Design evaluation
DESCRIBE
What do I see?
What is the subject matter?
What visual elements dominate the piece?
What colors dominate the piece?
Are there patterns?
ANALYZE
How is the design organized?
How is this design made?
Who, what, where, when, why?
INTERPRET
What is design trying to communicate?
What does the design mean to me?
-Sense, feel, think, act, relate
What symbols are included?
What do they mean?
What kind of audience would appreciate it?
Who might be offended?
Who might be confused
Art vs. Design - Is there a difference?
In Digital Media, we have the ability and tools to create both art and design. However, the production, operation and creative guidelines....
The purpose of art is personal expression. For example, many of M.C. escher's famous images were practice pieces refining his skills in symmetrical drawing, planes and perspectives as well as etching either onto wood or a lithograph.
The purpose of design is to impact behavior. Designs are created to affect people's behavior such as M.C. Escher's commercial art. His style was employed by another artist so that his presentation of subject matter will engage an audience member to behave in a certain manner.
When is there no difference in art & design?
Often, many art pieces become visual icons' over the years once value goes beyond the aesthetic impact. Cultural and social meaning provide impact.
What was the intended behavior?
What was the design intent of the sistine chapel ceiling in respect to affecting people's behavior?
How has it affected people's behavior over time.
What was the design intent of the M.C. Escher hypno geometry in respect to affecting people's behavior.
How has it affected people's behavior over time?
Form follows purpose
Subject matter is similar to "topic" or "content" when teaching art. "Content" may also include interpretations that go beyond the obvious subject matter used by the artist. Content generally includes "symbollic" and "thematic" meanings. Answer the question: Why should I care?
The use of design principles applied to the visual elements is like visual grammar. When children learn art, it is like learning to read and write the language of vision. When they develop a style of expressing visual ideas, it helps them become visual poets.
8 Basic visual elements
Wwe think of the visual elements as the basic visual material with which to make art. Is hard to imagine anything visual without the use of one or more of these elements:
RGB vs. CMYK
Typography: Text fonts/Display fonts. Can convey emotions. Type choices affects legibility. Sans-serif more common on the web and easier to read.
Serif fonts, sans serif, script, font family, weight, leading, italic, alignment
sulley.dm.ucf.edu/~dig3001
username=firstinitial + full last name
password=username
Mockup on powerpoint
Digital Media Defined, Computers Explained
Read preface/introduction
Design guidelines: Art is primarily expression, form follows functions, function follows purpose, the purpose of design is to influence behavior, design is primarily impact.
Digital Media: any combination of two or more media, represented in a digital form, sufficiently well integrated to be presented via a single interace, or manipulated by a single computer program. Disagreement - everyone seems to have their own definition.
Numbers (binary). Media = technology. Communication. But not all technology is media. Technology for communication. Technology becomes media when it becomes transparent. Media - type of technology.
Text, images, sound, moving pictures.
All media can be represented digitally as a structured collection of bits, generally termed data.
Combination of media is commonplace for traditional media (i.e. tv, news) and humans naturally perceive the world through all our senses at once.
Novelty of digital media and multimedia is that all media can be treated as data
Computer programs can manipulate data in response to user input....
What can be digital media:
Optical discs: cd-r, dvd, mini disc
Networks: broadband, cable, dsl
Computer: original definition: person or machine that solves equations
Moore's law - every 18 months you'll buy double the memory. By 2060 - that you can buy for 1000$ computation of all humanity.
1st commercial computer: ENIAC - electronic numerical integrator and computer
Developed by J. Presper Eckert and John Mauchly
Not stored-program, only a calculator
Performed decimal operations
Acieved I/O thrugh punch cards
Basic cycle:
A. transfer instructions from storage to processor
B. Decode instruction
C. Execute instruction using data retrieved from storage in A, or data already present in system
D. Repeat
1957 first mini computer
1959 first computer to use direct memory
ASCII: American Standard Code for Information Interchange. Originally developed for use with teletypes.
1960's invention of IC's
1970 formation of intel, initially producing only RAM chips. 8bit cpy, 2mHz clock speed
1977 apple. graphic interface. 1979 spreadsheet. Dynamic change, organize data.
1981 IBM pc developed
1984 GUI (graphical user interface) - apple
1990 microsoft - operating system - windows
Data - distinct pieces of information. Usually formatted in a special way. Software is divided into data and programs.
Chapter 1: Ingredients that deal with most important aspects of digital media. Mediation: Control media. More forms of mediation in 21st century. Privacy preferences. Customization. User has more of a say/impact.
Convergence of media
dynamic delivery channels
interactive exchange
interface design
user experience
content control (censorship and branding)
CONVERGENCE
words, speech, sounds, visuals, animation, dimension, delivery systems, economic models, application domains
DELIVERY
Recording (replicate/duplicate), broadcast (accessibility), narrowcasting (specialization), broadcast interactive (customization), interactive (exchange), distributed simulation (presence).
INTERACTION
Levels of engagement: passive - absorb, compelling - think or feel, active - immersive, reactive - choose, interactive - contribute, experiential - live.
INTERFACE
Navigation: table of contents, GUI
Experience: linear, branching, non-linearity
Choices: GUI (graphical user interface), HUD (heads up display), Multimodal (icon, ear-con, tangible, bits, odor-rama)
MEDIATION
Convergence of Media, dynamic delivery channels, interactive exchange, interface design, user experience, content control
Telepresence: you feel like you are there (TV), Music (Radio), Cinema Language (Movies), Interactive Performance (Live Event), Hypertext (Internet), Geocentric Media (GPS/PDA/Bluetooth), Experience (simulation)
PALETTE OF INTERACTIVITY
Passive: broadcast, relevant: narrowcast, active: telepresence, reactive: html, interactive: relation database
User Experience
Flow chart, navigation, site map, mind map, branching, storyboard
Rules: specific, explicit. Following the rules/guidelines doesn't necessarily give you a good web site.
Guidelines: Recommendation
Structure: organization
Traditional to digital
Navigation
Usability
Content
Home page
Navigation Bar
Sequence: linear, branching, non-linear
Bread crumbs
Site map
Compatibility
Hypermedia conventions
Usability
HTML, CSS, markups, style sheets
Data organization
Content, style, fashion, expression, novelty, innovation, usefulness, value, meaning
Put the user first
Put the user in control
Don't provide too much choice
don't make assumptions about user behavior