How does the use of light add to these messages?

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How does the use of light add to these messages?
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Sense of mystery, drama, suspense Very high
contrast, intensity of light Phosphorescent glow
weird Around show title too Ghost-like Unnatural,
creepy, sci-fi Apprehensive, curiosity Light
coming at you Black and white, serious Dark,
alleyway setting, scary Figure fills the space
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Highlights the drama Frames the people, lighter
and more energetic Makes the bull scary and
heavy Scale is large/overwhelming and leaving no
space to get around it Close and more intense
experience Personal view, bulls eye looking at
you Organic, diagonal edges pronounced, enhanced
sense of movement and excitement Authentic
experience - really there
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Chapter 3 The Eye, the Retina, and the Brain

• The visual sense is one that we use a great deal
  to take in information in our environment.
• We need to take a closer look at
• 1. how this sense works to better understand how
  to create visuals that attract the eye
• 2. expressions we make with our eyes as powerful
  elements in a visual message.

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Chapter 3 The Eye, the Retina, and the Brain
3. how the brain receives information from the
eye - how parts of the brain work to retain
visual information as memory, to process new
visual information or to recognize visual
information. Knowing more about this whole
process means we can design messages that will be
effective.
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• A Camera is Like an Eye
• Housed Within a Protective Area
• Built-In Lens Cleaning
• Shutter is Like an Eyelid
• Aperture is Like a Pupil
• Focus Along the Back
• Emulsion or Scanning is Like the Photoreceptors

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How Does The Human Eye Work? The individual
components of the eye work in a manner similar to
a camera. Each part plays a vital role in
providing clear vision. As the eye's main
focusing element, the cornea takes widely
diverging rays of light and bends them through
the pupil, the dark, round opening in the center
of the colored iris. The iris and pupil act like
the aperture of a camera. Next in line is the
lens which acts like the lens in a camera,
helping to focus light to the back of the eye.
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The human eye is remarkable. It accommodates to
changing lighting conditions and focuses light
rays originating from various distances from the
eye. The amount of light in a scene causes the
iris to enlarge or contract the opening.
Research shows that emotional responses or
special interests do the same thing. Drugs can
also affect the size of the opening. When all
of the components of the eye function properly,
light is converted to impulses and conveyed to
the brain where an image is perceived.
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The very back of the eye is lined with a layer
called the retina which acts very much like the
film of the camera. The retina is a membrane
containing photoreceptor nerve cells that lines
the inside back wall of the eye. The
photoreceptor nerve cells of the retina change
the light rays into electrical impulses and send
them through the optic nerve to the brain where
an image is perceived. The center 10 of the
retina is called the macula. This is responsible
for your sharp vision, your reading vision. The
peripheral retina is responsible for the
peripheral vision. As with the camera, if the
"film" is bad in the eye (i.e. the retina), no
matter how good the rest of the eye is, you will
not get a good picture..
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• The Retina
• 125 Million Photoreceptors
• 7 Million for Color
• 118 Million for Low Light
• Regions of the Retina
• Peripheral
• Outside Portion of the Retina
• Sensitive to Low Light
• Sensitive to Movements
• Macula
• Sharp Focus and Color
• Foveal Pit Most Sensitive Cells
• Saccades Constant Movement
• Doesnt function well in low light

Diagram of the Human Eye
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The outside edge of the retina alerts the body
that something has moved and is worth your
attention. Moving the head will bring the object
directly into line for focusing by the macula.
The brain is constantly telling muscles to move
the eyes in order to concentrate on objects
observed by the sensual data received from the
peripheral area. The brain is always looking
for change. It moves the eyes so that an
interesting visual target is always in the center
view where the foveal pit is.
Diagram of the Human Eye
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What graphic design principle would work with
this information effectively? Contrast Emphasis
Diagram of the Human Eye
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• Photoreceptors Rods and Cones
• The photoreceptor nerve cells of the retina
  change the electromagnetic energy of light rays
  into electrical impulses and send them through
  the optic nerve to the brain where they are
  electrical impulses the brain can use.
• Rods
• Peripheral Region
• - sensitive to movement
• Visual Purple and chemical bleaching by strong
  light which inactivates the rods
• Used in night vision/low light
• Cones
• Concentrated in Macula Region
• Three Types Sensitive to Red, Green, and Blue
• Color Deficiencies
• Octopuses and Squid Only see Blue Spiders Only
  See Green
• Human Color Deficiency Mostly Male (8 Percent)
  See No Difference between Green and Red

Diagram of the Light Path to the Rods and Cones
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As you move your head from side to side, try to
count the black dots. The faint and fleeting
black dots replace the white dots only within the
mind of the viewer. The illusion is a result of
the rods in your retinas going through the
excitatory and inhibitory process. Rods are
sensitive to slight movements by outside objects.
Exposure to light immediately starts the
bleaching process. The excess energy from that
process excites a fellow rod, causing it to be
bleached while the original rod becomes
unbleached. This allows the brain to distinguish
edges easily so it can detect slight changes in
movement.
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• The Optic Nerve and Optic Chiasma
• Depth perception is not only a result of having
  two eyes, but also of a separation of each eyes
  image within the brain.
• The optic nerves from each eye intersect behind
  the eyeballs at a place called the optic chiasma.
  
• This physiology allow for an even distribution of
  the visual message throughout the brain, which
  may aid in quicker recognition of objects.

The Optic Chiasma
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• The Brain - a sophisticated communications
  network
• 100 Billion Nerve Cells Each Linked to Up To
  10,000 Other Cells

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• Thoughts and actions are communicated from one
  cell to another throughout these links in the
  brain. Repetition and practice strengthen them.
  Stronger links lead to quicker recognition and
  association of objects and ideas.
• Thalamus in the center Filters all but Vision
• All impulses that arise from the sensory systems
  (except the sense of smell) pass through the
  cells of the thalamus. This area suppresses
  sensual information that the conscious mind
  doesnt need to know about. It does pass on the
  optic nerves impulses to the visual cortex in the
  back of the brain.

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• The Cortex
• Occipital Lobe Where Images are Initially
  Processed (Visual Cortex)
• Parietal Lobe Navigation and Grabbing
• Temporal Lobe Recognition and Meaning

Occipital Lobe (Visual Cortex) in the Back
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• The visual cortex divides a visual message into
  several different parts. Cells in the cortex are
  highly specialized some for color recognition,
  others locate edges, others look for lines.
• After the visual cortex processes the visual
  message, it is sent via two pathways - the how
  and the what
• The how is in the parietal lobes located at the
  top of the brain - concerned with vision that
  helps us move safely about the world.
• The what pathway goes to the temporal lobes
  located just behind the temples responsible for
  recognizing objects and assigning meaning.
• The Cortex
• Amygdala Emotions get Attached
• If an image is filled with meaningful and
  emotional content, it is sent to the Hippocampi
• Here Memories are Created - and Destroyed
  (alzheimers, etc)

The Amygdala Are Attached to the Hippocampi
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All of our communications (inputs/outputs) are
based on our senses. Since sight is our most
important sense, our strongest form of
communications are the visual ones. Spoken
language can pass a lot more detailed
information, but raw emotions or intent are often
sent through body language.
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• Eyes Evolved for Walking and Safe Eating
• Seventy Percent of All Sensory Receptors are in
  the Eyes

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Protection is important Covering the eyes also
hides them - for disguise or perhaps to prevent
others from really knowing the emotions of the
person
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Stereotypes/prejudice about eyesight Blind
people - less capable, etc Eyeglasses Albino -
pinkish eyes, sensitivity to light
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Body Language is so important that we
automatically understand it - much expression and
emotion is understood through body language. We
all understand "being stared down", smiles,
people avoiding eye contact, scowls, slouching
posture, a "cocky" walk, etc. It is the most
natural form of communication, most animals use
their body language as their first form of
communication. Watch a cat or dog "raise their
hackles" (hair on their backs), lower themselves
to get ready to spring, make themselves appear
larger by turning sideways, make a facial or
verbal snarl. Anything that fails to recognize
these warning signs deserves what it gets. This
goes for humans as well.
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Humans have a very visual body language. Our
eyes express emotions. Our posture expresses
emotion and intent. Our gestures express emotion
and social order (class, culture). Our
appearance (dress, cleanliness, haircut, etc.)
expresses social order and standing. So
learning and understanding these complex signals,
both in reading them and expressing them, will
expand you as a human being in your ability to
communicate with others - and to choose images
that have clearer meaning in the context of your
visual messages.
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• The Degree of Eye Contact Affects an Images
  Message

Sir John Herschel by Julia Cameron
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What is the message in these eyes?
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One of our most expressive features is our
eyes/face. We read expression to understand
intent. This makes eye contact one of our first
forms of body language, along with the fact that
we use our visual sense/eyes to gather
information Eye contact is allowed with anyone
for a couple of seconds, but more than that is
"out of the ordinary". If you look at someone for
longer than that, it means something, and they
are going to guess at the meaning. Everyone
understands that when the opposite sex makes
continued (prolonged) eye contact with us that
they are "interested" in us. If you stare (or
glare!) at someone, it may be assumed that you
are challenging them. If someone's eyes
glass-over, de-focus or wander - they have lost
interest they may be either bored, daydreaming
or fantasizing.
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Alertness is associated with eye movement. If a
person stares at one object or eyes glaze over,
we know that person is "out of it, perhaps
overtired. (as in this ad below) If a person is
looking around the room occasionally, checking
things out, that person is displaying
alertness. If a person is always looking around,
eyes never remaining on one object for very long,
they may be nervous or scared.
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What is the Message When the Eyes Are Covered or
looking away?
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Why are their eyes closed?
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The use of positive expression in the eyes and
the use of light as a symbol for creativity
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How does the imagery connect to the headline and
message in this ad?
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Now the imagery is carrying the emotional content
of the message more. This may mean that the
message will have greater impact - a more
engaging and memorable message because the
imagery connects more to the content and
intention of the message.
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How does the use of human expression in this
collage found on the CARE Honduras website
contribute to an immediate impression by the
viewer?
http//www.careusa.org/vft/honduras/
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US DOLLAR, 1957
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What is the reason for including the image of an
eye in the design of the US dollar?
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The Continental Congress decided to create a
national seal or emblem on July 4, 1776, the same
day that the congress adopted the Declaration of
Independence. The congress appointed Benjamin
Franklin, Thomas Jefferson and John Adams to a
committee to come up a national seal. It took six
years, three committees, several artistic
contributions and many revisions before the final
seal was adopted on June 20, 1782. These
features are meant to graphically represent the
tenets of the new nation. The unfinished pyramid
and the eye in a triangle on the reverse side are
classic symbols. The Egyptian pyramid is a symbol
of strength and duration the 13 steps indicate
the original number of U.S. states and the 13
steps leading to an unfinished summit indicates
future growth of the nation. The eye is known as
the "Eye of Providence" and is surrounded by rays
of light. According to Webster's New World
College Dictionary, "providence" can mean 1.
a looking to, or preparation for, the future
provision. 2. skill or wisdom in management
prudence. 3. a) the care or benevolent
guidance of God or nature, b) an instance of
this. 4. God, as the guiding power of the
universe. Above the "eye" are the Latin words
"Annuit Coeptis." This translates to "He has
favored our undertakings." This line is
associated with the "Eye of Providence." Below
the pyramid are the Latin words "Novus Ordo
Seclorum," meaning "A new order of the ages,"
referring to the birth of America in
1776. http//money.howstuffworks.com/question518.h
tm
The single eye shows up in Egyptian mythology as
the Eye of Horus, an ancient god of the
Egyptians. The eye represented wisdom, health and
prosperity.
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Lets consider one visual symbol An
apple Some content/cultural associations Health
y Education - teacher Evil - the witchs gift Adam
and Eve Computers Write a response to the
following (to hand in). Please make sure your
full name is written clearly. How is the imagery
used in this book cover? Consider type of
apple size color position details letter
ing style What is the theme or message carried
by the combination of imagery (words and image)?
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Summary of lecture responses

• by putting the apple upside down and against a
  white background it really shows contrast and
  questions the validity of whether or not eating
  an apple a day is really enough anymore.
• Contrast is great due to plain background.
• White background makes the crisp edges of red
  apple stand out.
• zig-zag format
• the apples leaf points back to the words.
  Keeping the eyes moving

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more responses

• Red Delicious apple, commonly used and most
  recognizable.
• Red a classic apple
• when an image is seen upside down it means the
  opposite of the original meaning
• the apple is pointed down with the stem
  resembling a thumbs down