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Elements of design are the tools used in creation of artwork to form a painting, drawing or art design. These elements are used with reference to the principles of designing to determine the success of artwork. The seven elements of design are line which is formed by linear inscription made using a pen, brush or the edge formed when two shapes interconnect. The second element is shape which is the definite area of organic or geometrical form.
The element of direction that is either horizontal or vertical among others that are used to further suggest the elements of stability, strength or calm nature. Other elements of design are size that explains the area that the artwork is covering, the Color of the artwork, the texture then lastly the element of value that explains the lightness or darkness of a color. (Lovett, 1999)
The principles of design include balance. An example of a situation where the principle of balance is applied is where a big light colored shape is balanced using a small darkly colored shape. The principle of Gradation that is portrayed in artwork through the use of color from cool to warm, using tone from light to dark to produce an aerial perspective within the artwork.
Other principles include that of repetition where items within the artwork are placed repetitively to create some pattern or harmony, the principle of contrast that is shown in a picture through the use of different densities of color. Other principles used include that of value that is portrayed using different designs of coloring then finally the principles of harmony, unity and dominance that are applied through the use of different forms and size of the items within a piece of artwork. (Art, Design, and Visual Thinking, 1995)
Visual communication on the other hand is that aspect of conveying an idea or information that can be read or got from other sources visually. These visual presentation modes include two dimensional images like symbols that are used in place of verbal communication through combining different elements of art. An example of a commonly used symbol is the skull implying danger or death. Drawings as forms of art used in visual communication are the sketches or combining of forms to show or represent real forms, a good example of drawings in this situation is the drawing of the cigarette in the first illustration.
The use of graphic design, use of different fonts in visual presentation and the use of pictures to explain the complex ideas like death. Other elements used in visual communication are color where different colors are used to express ideas like danger. A good example of the use of color in this way is the use of color red in the first visual aid. Also electronic materials are used as visual aids to communication. It uses the fact that visual messages have greater informational power, are more educative and prove to be more persuasive. (The History of Visual Communication, 2009)
The performance and success of visual design is based on how best the art is comprehensible and passes the intended message but not how beautiful or artistic it is based on the fact that the eye is the primary sense that perceives written and visual communication which forms a major part of communication. This means that visual art should use the means that best passes the message and best catches the sight of the receiver of the message. This is the major principle applied in advertising, visual culture and general communication. This is so bearing in mind that the average person remembers 10% of what they listen to, 20% of what is read and up to 80% of what is seen and done. Lastly 83% of human learning occurs through the visual channel. (Good, August 1 2006).
The message being passed using the visual communication is that smoking is bad and that it should not be practiced as it has the negative effects that come as a result of engaging in it. These effects include shortening the lifespan of the smoker and also placing the people around the smoker like family members at risk. Children for example suffer from second hand smoke that places them at a high chance of smoking later in life due to the influence it had on their younger development. (Lew, Strasser, A& Coppella, 2005)
Another major effect of smoking is that it pollutes the lungs and this may lead to emphysema among other lung problems like lung Cancer. Much of these effects are as a result of the chemical elements added to the tobacco during processing like other food and color products. These chemicals are aimed at hooking smokers to the smoking habit. Another effect of cigarette smoking is the high prevalence of heart attack and stroke and even the second hand smokers are placed at the risk of lung complications. (Lew, Strasser, A& Coppella, 2005)
Smoking results to pollution of the air making the survival of other people especially those who don’t smoke difficult. Smoking also may lead to child birth complications like blindness and miscarriages when taken by pregnant women. The other adverse effect of smoking is that it kills brain cells that lead to memory loss and further shortening of the lifespan of the smoker. Smoking being addictive leads to wastage of a lot of money and place very expensive health demands when it leads to the smoking related complications like lung cancer among others. (Bernard, 2004)
The first model is effective in passing the idea against smoking as the restriction shape passes the idea that the act being restricted is dangerous taking into account the red color that implies danger. The smoking cigarette on the other hand gives the idea of smoking which puts the idea across better than if the cigarette was not lit. The combination of the restriction sign and the smoking cigarette clearly passes the idea that the visual aid is against cigarette smoking. This message can be portrayed in non-smoking institutions like hospitals and schools as it is clear it’s against the act of smoking wherever it may be found. (Lew, Strasser, A& Coppella, 2005)
The second model clearly passes the intended message of not smoking despite the non-statistical nature of the data held by the chart. The fact that it is placing smoking among killer diseases and complications like AIDS, malaria and obesity clearly communicates the fact that smoking is a dangerous activity contributing to the death of people. However, the idea can be justified using the fact that smoking leads to lung cancer and heart problems among other complications that lead to death of the victims of smoking. However the first and second model are portraying more than a single idea within themselves therefore this leaves the third model as the most effective of the three. (Bernard, 2004)
As seen, it can be argued that the ultimate effect of smoking is death therefore the best of the three approaches to visual communication in this case is the use of illustrations. (Number three) This is because it uses diagrams and pictures among others meant to pass the intended message. As seen in the third illustration the end result of smoking is shown/ illustrated considering that the others portray the same message though not very much to the point. (Mestre, etal, 2000)
The choice of the most effective approach in portraying the message should be based on the type of audience that the message is intended for, the objective of the message being passed and the visualization needs of the message. Other factors to be considered in the choice of the most effective mode are that the message should be simple, organized and compatible, understandable and readable, that it uses appropriate graphics and that it be consistent. (Bernard, 2004)
This should be done taking into account that the major purpose of visual communication is to pass the required message the fastest way possible by catching the sight of the people who the message is targeted to reach. The targets’ group sight will be caught by the smoking cigarette and will be curious to know what idea the cigarette is supposed to pass. The aspect of direction that is induced by the use of the arrow then drives the message across by showing the relationship of the cigarette meant to portray the habit of smoking as leading to the end result that is death. (Mestre, etal, 2000)
This illustration is simple and definite about the message it’s meant to pass because if the illustration is made very artistic, it may distract the understanding of the focus group in comprehending the art used to the extent that they may not get the information that they are meant to get from the illustration. The fact that the visual elements used in the illustration are clear and readable therefore very comprehensible and giving the simple straight message that smoking leads to the end result of death makes the illustration better in presenting the idea. This is because the two models may give different meanings. For example the first one may be perceived to mean that smoking is prohibited within the location that the sign is found. (Lew, Strasser, A& Coppella, 2005)
Taking into account the elements and principles of design, the third illustration is passing the intended message better as compared to the other two. This is because it further relates the smoking and the undesired end result through applying the different elements and principles of design. An example is the use of the element of line in showing the causal result relationship between smoking and death. The element of shape is applied in forming up the shapes of the organic structure of the skull and that of the smoking cigarette.
Shape being one of the major elements of creating a successful visual communication model is applied here therefore making the model as passing the antismoking message better. The element of size is also applied which takes consideration of the different drawings or pictures in relation to one another in portraying the message. It is applied to avoid ambiguity of the message that the visual aid passes. For instance either the cigarette or the skull being too big as compared to the other may lead to mixed understanding of the message the visual aid is meant to pass across. (Mestre, etal, 2000)
It can be argued that generally the third illustration has observed the element of texture as the major perception of the image of the skull is expected to be rough and is observed here. The element of color that also seeks to avoid ambiguity of the message portrayed by the visual aid has been observed. A good example is if the color of the skull meant to pass the idea that smoking leads to death was green, there would be ambiguity of the message passed by this visual illustration. Other elements of design that are observed in the third illustration are that of value and toning of the visual aid and gradation. (The History of Visual Communication, 2009)
Visual communication should be based on the elements and principles of design so as to be able to pass the intended message and pass it in the best way it’s intended to be passed to the target group. The performance of the visual methods is based on the simplicity and comprehension the mode passes the intended message. Visual communication is based on the fact that 80% of human learning takes place through learning and practical work as opposed to other modes of communication.
Based on the account that the effects of smoking end up in causing death the third illustration plays the best role in passing the message against smoking. Also because it takes into account the principles and elements of visual design. This leads to the implication that visual aids of communication should be more to the point they are driving at other than giving mixed messages.
List of References
Art, Design, and Visual Thinking. (1995). Principles of Design. Web.
Bernard, N. (2004). Smoking Kills and That’s the Truth. Web.
Good, R. (2006). Interface Design: Usability and Visual innovation key future success factors. Web.
Lew, C, Strasser, A & Coppella, J. (2005). Effects of Public Information in cancer Center. Web.
Lovett, J. (1999). Design and Color. Web.
Mestre, M, etal. (2000). Visual Communication-Japanese experience, Corporate Communication: An International Journal, MCB UP ltd, 5(1), 34-41.
The History of Visual Communication. (2009). Web.
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