The Complete Graphic Designer

The Complete Graphic Designer

20

Depth of Meaning

Messages must connect with viewers at many levels

beyond mere aesthetics in order to resonate and be re-

membered by viewers. The more the audience views a

message that speaks to them on an emotional level, the

more likely they are to comprehend and remember the

work. According to Marty Neumeier, there are seven

layers of depth of meaning in visual communication:

1. Perception

The aspects of visual solutions that make us look at

a piece. Visual hierarchy, contrast, color, and imagery

are all formal qualities that grab the viewer’s attention

and draw him into the work. Multilayered imagery and

graphics, as well as other cool-looking visual “eye candy,”

may pique the viewer’s interest but fail to communicate.

2. Sensation

Images with tactile qualities cause viewers to experience

gut reactions to the work. Such images have the power

to either repulse or arouse the audience’s curiosity.

3. Emotion

Appealing to the viewer’s emotions rather than his

reason has enormous power of persuasion. Positive

and negative emotions such as love, trust, confi dence,

and fear are all employed heavily by advertising to sell

products or lifestyles.

Happiness is a convincing, emo-

tional quality used in advertising

design. A strong visual of two

bolts and a wrench that form a

smiley face suggests that the

automobiles in this ad are reliable

and dependable.

Design: B. Communications

and Advertising

By replacing certain letters of a product’s name

with images of food, the product’s intended

use is made immediately clear. Additionally, the

packaging for this everyday household item

stands out among the competition because of

its visual interest.

Design: Turner Duckworth

TB

Provision-Complete Graphic Designer

CD109-59/3184

1st

proof

CGD p001-037_Text file_.indd 20CGD p001-037_Text file_.indd 20 1/19/09 5:59:35 PM1/19/09 5:59:35 PM

Design for Communication

21

4. Intellect

The power of words in design and subtleties such

as wit and humor appeal to both right- and left-brain

rationale. Likewise, images requiring audience partici-

pation and interaction reward the viewer with deeper

comprehension and understanding.

5. Identifi cation

Everyone has a psychological desire to belong to a

group, whether it is an organization or a movement.

Design that connects on an emotional and intellectual

level, such as corporate identity and branding, often

forms deep personal connections with an audience.

6. Reverberation

Nostalgic imagery often elicits comfort and depend-

ability in visual messages. Referencing history and tra-

dition tends to resonate with the viewer as being true.

7. Spirituality

This is employed when a work’s moral and artistic

qualities converge to deliver a message. Everything

about the visual communication, from concept to ex-

ecution, works in unison. Pieces of this magnitude are

often timeless examples of graphic design.

Color and scaling of type make

this poster appear to bow outward

at the viewer. Three-dimensional

qualities draw the audience into

the piece for further study and

examination, resulting in a deeper

and more memorable connection

with the viewer.

Design: Shinnoske, Inc.

Visual communication that connects emotionally and intellectually with the

target audience is more compelling and memorable. According to Marty

Neumeier, there are seven layers of depth in communication. The more a

designer is able to peel back the layers and reveal the core idea, the more

effective a solution will be. To effectively communicate with the viewer, differ-

ent levels of meaning should be embedded into a design, depending on the

type of project.

Perception

Sensation

Emotion

Intellect

Identifi cation

Reverberation

Spirituality

Direct Mail

P

osters

Brochures

Advertising

Corporate ID

Branding

TB

Provision-Complete Graphic Designer

CD109-59/3184

1st

proof

CGD p001-037_Text file_.indd 21CGD p001-037_Text file_.indd 21 1/19/09 6:02:04 PM1/19/09 6:02:04 PM

The Complete Graphic Designer

22

People are bombarded by thousands of advertis-

ing messages every day, so designers must carefully

choose their design strategies. Using the perceptive

capabilities of the human mind enhances the effective-

ness of visual communication. For instance, formal pic-

torial qualities of images affect the way in which the

mind processes information. In western cultures, the

use of shading or chiaroscuro creates dimensionality

on fl at, two-dimensional surfaces, bringing them to our

attention. Likewise, rendering objects in varying sizes

presents different planes within a composition. This is

an oddity in most nations; in many parts of the world

spatial qualities are interpreted as fl at patterns.

A tightly cropped image of a mouth

with a single line of text creates an

effective message about the power

of words and speech.

Design: Ideo

Viewer interaction establishes mean-

ingful connections with the audience,

enticing them to participate with the

visual message. The audio tones made

by telephone keypads are whimsically

transformed into a game that drives

home the message of seeing “new

possibilities.” The audience interacts

with the work by dialing the numbers

to create a musical melody.

Design: Bradley and Montgomery

TB

Provision-Complete Graphic Designer

CD109-59/3184

1st

proof

CGD p001-037_Text file_.indd 22CGD p001-037_Text file_.indd 22 1/19/09 6:02:08 PM1/19/09 6:02:08 PM