Visual Element

Visual Element

Felix Demas | I13004106


Did you know that researchers have proven that humans’ brain system is dominated by vision. “Humans are extremely visual: We think largely in images, not words. It’s important
to be rationally on-message. But it’s even more imperative to be on-emotion.”— Dan Hill, author of Emotionomics .What he is stated it is true from the experiment that Anne Marie scientists oral and visual. When they asked to answer the information given in the next three days only 10% people could remember from the oral ways surprisingly 65% when they saw it. “Almost 75% of whole information processed in brain is basically visual, in visual processing and the Consumer Perception and Attitude towards the Visual Elements in Social Campaign Advertisement implication of how the visual system functions for people in modern times trying to navigate the visual environment”, (Barry, 1997; Berry, 2005)  some extensive researches has been done by Anne Marie Barry.

Visual element is components to form an appearance of characters to affect our sight. The main components of visual elements are line, shape, form, value, space, color, and texture. The explanation of each element:

  1. Line

An element of visual can measure the distance of two points which is interconnected. Line can be made into form of two or three dimensional, descriptive, implied, and abstract.




  1. Shape

An element is a combination of lines that make something but only two dimensional apperance that consist of length and width. The shape is divided by two

Geometric : The shape is normal form and can be calculated.

Example   : Square, triangle and circle.

Organic.   : The shape is irregular, normally can be found in our natural environment.

Example    : Abstract form.



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  1. Form

An element that is also a combination of lines but it makes the three dimensional appearance that consist of width, height and length and volume.

Example          : Cube, cylinder, pyramid.





  1. Space

In an artwork space is provided to fill the empty area of an art work, the simplest form of space is background and distance between picture and another pictures.

There are two types of space positive and negative space.



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  1. Value

In visual elements, value is to measure the darkness and the lightness level of a color. For primary value measurement black is the darkest and white is the lightest.

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6. When the light is striking an object and the object is reflected back to our eyes especially in part of retina that has the function to response the light that is how we can see the color. Basically colors divided by three objects:

Hue     : The basic colors that consists only cyan (blue), magenta (red), and yellow, the other colors are combination of three primaries color.

Value   : To measure the level of darkness and lightness.

Intensity          : To measure the brightness and purity of a color, in physics it has the international unit candela (cd), high intensity very bright colors and low intensity color very dark and dull colors. Other names to describe intensity saturation, chroma, and chromaticity.


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  1. Texture

An element can actually feel when we touched the surface. The example of texture is smooth, rough, sharp and many others.





Function of Color

A. Color to speed virtual search

Basically, color coding is used to get information faster because it is used color to differentiate and specify the many directions. For example, usually color coding is used for rail line or bus lane map.

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B. Color to establish identity

Visual identity usually is used by marketing to promote their product. The color probably has the higher chance to make customer to memorize their product because of the color itself becomes the identity of a company.




C. Color to improve recognition

Humans are more realizing an object by its color than its shape. For some experiments between people with normal vision and low vision, the experiment purpose to conduct the reaction time to recognize an object. The result was both of them had faster reaction time to recognize the name of the object but for normal vision was slightly improve for low resolution object and for low vision it was only increase about eyes’ acuity a bit.

This picture was used for the experiments on the basis of different colors has some effects through the reaction time.



D.Color for symbolism

Color can describe differences culture, feeling and emotions. Every part of the world has their unique characters and it is own context. For example in America blue color means strength but In China tradition blue means a grim event occurred.

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  1. Display of Symbol

One of the best example to explain about how to make symbol is from CallPlease an application used for smartphone(compatible with android and IOS)

A. Sketching

The first steps to start making the project logo. The designer usually learned and made a concept about the purpose of an application before implementing it into a symbol.

The function of CallPlease is a communication hub that usually used for businessman to keep track and manage his colleagues, also is useful for single users because CallPlease sync all the contacts to the application. From the description above the designer has some sketches that helped us to achieve the concept.

From the picture the designer noticed the hand’s sign of people’s action to make a call and C is the first name of the brand CallPlease.



After sketching, Designer will make a rough symbol in the software(adobe photoshop) with many options based on sketch above but the designer didn’t put the colors first because of the designer will give an appropriate colors based on client feedback or users and designer wanted to make the application looks great and makes the visual elements balance, also many restriction like the logo must suit the brand identity and suitable in devices.



The last part after taking all the feedback from the client, finally the designer had given the colors to the logo based the clients wanted and the designer’s point of view.


Left picture is the logo symbol in color, combined with the brand’s name after the feedback from client and designer concept of view.

Right picture the final phase and it is when the designer constructed and modified the logo in grid view.




Final logo and after given color.



In our daily life, we see so much advertisement and campaign to persuade the readers’ attention almost all the campaign ad advertisement persuade the readers by using visual persuasion. Sometime, I think the designer is very creative to make a great campaign or advertisement with good composition of colors and the text is very meaningful though the sentence is very short but very clear and their intention to send the hidden message somehow success to make people more react and curious. Perhaps, they knew the humans’ psychology.

My contribution to team’s project is to analysis the composition of visual elements that we can apply it to our design’s logo and product so it can be better and attracts more people attention to read ours design also to fulfill the client’s requirements and give some suggestion to our logo maker to understand the concept first before applying to the logo and chooses the best product to put our campaign bundle and helping to create a simple but clear and fresh tagline.


Now we are in a revolution of visual images, creating an advertisement and campaign is easier than before with many options of software and book references how to create good design with balance elements. But it is not only technology that starting a visual revolution, it is cognitive from science that derived from developing what is going on around. To attract and change people’s mind we must connect with their emotions. And the easiest way to relate with people on mind and emotion level is through visual the right visuals choice reconcilable with the right message can move people. Seeing is believing.


    1. Anon, (2014). [online] Available at: [Accessed 22 Sep. 2014].
    2. Anon, (2014). 1st ed. [ebook] Available at: [Accessed 22 Sep. 2014].
    3. Anon, (2014). 1st ed. [ebook] Available at: [Accessed 23 Sep. 2014].
    4. net, (2014). Behance. [online] Available at: [Accessed 23 Sep. 2014].
    5., (2014). Form, Shape and Space. [online] Available at: [Accessed 24 Sep. 2014].
    6. com, (2014). Edgy EyeCare Advertising |. [online] Available at: [Accessed 24 Sep. 2014].
    7. com, (2014). 10 Reasons to Use Color. [online] Available at: [Accessed 24 Sep. 2014].
    8. pdf. (2014). 1st ed. [ebook] Available at: [Accessed 25 Sep. 2014].

One response to “ Visual Element ”

  1. ftleow says:

    Felix, my comments are:
    – don’t write the report content in a question form
    – the discussion is not appropriate to this topic, not about explaining the terms, but studying the design with visual elements
    – but some of the supporting materials are appropriate
    – lack of your personal reflection after studying this topic
    – should have more elaboration on your proposed ideas
    – please add the caption and figure number to all figures
    – please use 3rd person writing style
    – lack of citation in the paragraphs
    – reference format is incorrect

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