The artist selects, isolates, and The artist selects, isolates, and

manipulates elements manipulates elements

for visual coherence. for visual coherence.

If all parts are working together, If all parts are working together,

the whole seems to be more than the the whole seems to be more than the

sum of its parts.sum of its parts.

This is called This is called the the gestaltgestalt..

What is the cognitive gestalt of seeing?

– Our visual process is influenced by characteristics of the

perceived objects, such as:

• Contrast (of value/dark to light)

• Intensity (color/expressiveness of line, etc.)

• Figure-ground separation (apparent depth/dimension)

• Proximity/Grouping (Clustering)

• Size.

• Motion.

• Repetition (similarity) or novelty (difference).

• Closure

Some image-makers convey intent Some image-makers convey intent

without using all traditional principles of without using all traditional principles of design. design.

Some intentionally violate the principles of Some intentionally violate the principles of

harmony to create a sense of discord.harmony to create a sense of discord...

One way artists help viewers see a design as a unified whole is to balance it visually.

In addition to position and size, visual weight is affected by factors such as color, value, and degree of detail. In general, areas that are light in value, brightly colored, or highly detailed draw the viewer’s attention more than areas that are dark, dull, or less complex; they therefore carry visual intensity and create a “focal point.”

Sometimes artists intentionally unbalance a design to create a disorienting effect. Preferences for symmetry or asymmetry in

art change with the times. Also, much artistic balancing is done intuitively rather than intellectually.

We respond easily to designs that mirror the repetitive growth patterns of nature.Sometimes the understructure of a work of art is planned to repeat a certain shape subtly.

Artists do this subconsciously or intuitively, but to those interested in analyzing a work of art, these devices become evident.

Paradoxically, a 2nd way of suggesting unity is to vary elements, as slight variations repeating a central theme or strong contrasts- a very rough-textured area contrasted with a very smooth-textured area, a very dark area contrasted with a very light area, convex shapes fitted into concave.

Opposites seem to complete each other.

Repetition of similar or varying elements in a design tends to

set up a visual rhythm.

Planes of the FramePlanes of the Frame

• Foreground• Midground• Background

Focal point: area where the viewer’s eye is compellingly drawn.

Techniques for drawing attention:

~ Placing a figure near the center

~ Placing a figure off by itself

~ Creating contrast around the figure

CompositionComposition

• Isolated figures have more dominance than those in clusters.

• Asymmetrical composition tends to be more intriguing.

• Diagonals suggest movement and action

• Perpendicular lines suggest stasis, control

A final principle to consider in organizing a shot is economy: eliminating elements that might distract attention from the essence of what the director needs to communicate.

VS.

Mood…

Black & White and monochromatic Black & White and monochromatic colors can lend a dreamy, colors can lend a dreamy,

thoughtful or reflective state. thoughtful or reflective state.

Transparent layering also romance or Transparent layering also romance or dreamlike contemplation.dreamlike contemplation.

Suggesting Movement…

• Movement in the 2D plane is implied by eye pathMovement in the 2D plane is implied by eye path• Activity attracts and holds attention. Activity attracts and holds attention.

Rule of Thirds Rule of Thirds

• a principle of composition suggesting that the picture frame should be visually divided into thirds rather than halves. (The frame is divided into 9 squares—where lines intersect, the image has precedence.)

Mise en SceneMise en Scenetotal arrangement of sets, objects, and people in a shot

or scene, including props, costumes, actors

The frame: borders of the “canvas” (like the frame of a painting).Framing: composing the objects and people within the image The subject: the person or object most distinctly framed in a shot

Formalism vs. RealismFormalism vs. Realism

• Open Form: window on the world; random composition in the frame; candid effect; suggests freedom of choice in the filmic world

• Closed Form: planned and elaborate composition; formalistic and expressive; suggests entrapment in the filmic world

CompositionComposition

• Top-heavy composition: makes us uneasy

• Bottom-heavy composition: is more expected and commonplace

Framing the SubjectFraming the Subject

• Headroom: space between the top of a subject’s head and the upper edge of the camera frame

• Noseroom or look space: Space between the subject and the side of the camera frame toward which she is looking

• Leadroom: Space between the subject and the side of the camera frame toward which she is moving

Proxemic PatternsProxemic Patterns

• Intimate• Personal• Social • Public

Good art direction pays attention to:

lighting, color, texture, pattern,

juxtaposition, and movement.

Other Elements of Effective Design

• focal point – Where is the eye drawn? Where is the visual emphasis placed?

• negative space – Is there a “breath” of inaction for the eye that punctuates or compliments the positive space?

• sophistication- Is the design contemporary, trendy, elegant, polished, classic?

• visual intrigue – Does it surprise? Do we see something we haven’t seen before?

• entertainment – Do the images tell a story? Does the composition portray energy and drama?

• suspense – Does the image hook the audience with what it conceals and promises to reveal?

• theme – Does it draw on metaphors, myths, and analogies to the familiar?

More Design Basics6 Rules of Focal Emphasis:6 Rules of Focal Emphasis:

•Objects in the upper left quadrant of a frame Objects in the upper left quadrant of a frame have focal prominence.have focal prominence.

•Large objects get noticed.Large objects get noticed.•Bright objects are more visible than dark on screen.Bright objects are more visible than dark on screen.•Bright colors are more predominant than dull ones.Bright colors are more predominant than dull ones.•White space next to the focal draws White space next to the focal draws

the eye to the object.the eye to the object.•Unusual shapes, camera angles, and Unusual shapes, camera angles, and

diagonal lines get noticed.diagonal lines get noticed.

Contrast

Contrasting values

provide

definition,

tension, and

dynamism.

• Red: Action, aggression, danger• Yellow: Demands attention; high readability • Green: Symbol of health & prosperity• Blue: Tranquility, stability• Black:Black: Sophistication• Orange: Evokes “edibility”• Purple: Risk-taking

Color Impact & Mood