Site Seeing DQs: 7-11

1. Proximity, Similarity, Continuance and Closure? How they are used in design:

• Proximity: Tells us that elements place closely together, when compared to elements far away, will be perceived as a new element: a group. The closer they are, the more likely they are to be seen as a unique visual group.
  

• Similarity: elements with a lot of common visual characteristics are likely to be grouped together, whereas distinct elements are not. Similarities in size, shape, color, direction, and texture work to group distinct elements together visually.

• Continuance: Tells us that several different elements are likely to be grouped together if their differences are the result of a basic pattern. For example, a series of identical circles progressively deceasing in size.

• Closure: Says that we have a tendency to group elements by filling in the space between them to create larger, more simple forms. We fill in the gaps.

2.What is visual hierarchy?

Visual hierarchy creates a center of interest that attracts the viewer’s attention. It creates a sense of order and balance. It also establishes a pattern of movement to guide a viewer through a composition. Elements within a visual hierarchy have an easily identifiable order of importance or emphasis. Some things get noticed first, second, and so on. We often depend on the visual hierarchy to make sense of the information.

3. What is visual weight?

Visual weight can be loosely defined as the degree to which an element demands our attention and keeps our interest. Large red type has more visual weight, for example, than small black type. The distribution of visual weight within a layout is the key to creating an informative visual hierarchy. These elements determine where our story begins. They form the center of interest or focal point.

4. What is color coding?

Reusing colors and design motifs within the different elements on each page can make a distinct layout. For example, using the green from your company logo as a background color for your navigation buttons. Color-coding each subsection of your site is a common way to communicate position. It is most effective when the sections of your site have distinct differences. The various colors of the sections provide an indication that your audience has made a distinct change in goals.