Visual Communication- The way businesses organizations and individuals strangers when they are trying to tell you who they are, what you need, where to find it, who to call, what’s in style, how to dress, when to show up, why they are selling, what they are selling and why it is important. They speak though build boards, magazines, television, the internet, radio, subway and buss adds, menus, ticket, turn stiles, the back of metro cards, on the street, etc. We are constantly responsible to the visual communications of graphing design, graphing designers who try to get a message across to you will remember and act upon.

Graphing design- The creative planning and execution of visual communication graphing designers use a combination of shapes and forms, lines and text, words and images in order to communication visually to others.

Perception- Refers to the total interpretation of your environment

Visual perception- a form of perception having to do with sight, it is a process of receiving an image, sending a message, to the brain and interpreting the message with meaning. It combines the physical act of seeing thought your eyes and the perceptual function of the interpreting mental images based on experience and memory.

Balance- in visual perception is when something is centered and visually from proportional. It is said to be in a state of equilibrium.

Equilibrium – is when both or all sides have equal weights and are set to be symmetrical.

Visual Tension- when something is not completely balance (symmetrical) visual tension can be seen and felt.

Shape - objects that are flat and defined by a singular line in a two-dimensional space

Line - defines boundaries of edges. It is how we perceived the shape of an enclosed shape.

Form – adds depth or volume to shape. It can be the illusion of three- dimensional shape. Using shadow, shading, texture or a gradation of tones, lines create form. Form can also be three- dimensional as in a sculpture, building, package, or objects. The most basic forms are derived from the most basic shapes. For example: a square becomes a cube, triangle becomes a pyramid, circle becomes and sphere. Light - Light is a necessary element in order to perceive shape, form, and other visual element such as movement and color. It is a moving a energy that changes with the passing of times light is a prime element in visual communication and level of brightness that allow us to see shadow and contrast. Color - Color is created by wavelengths of light. These wavelengths can be seen separately when light filters through a prims. The color of an object is determines and perceived by the amount of light reflected off the object and the amount of color absorbed by the object. In graphing design color effects us daily giving us emotional cues and perception.

Spectrum- The primary color of light; red, blue, and yellow (RBY) and from these colors all of the colors.

Additive Primary – Are the colors when mixed together.

Subtractive- the process of the absorption of color or when colors are eliminated as a absorbed by the object them.

Subtractive Primary- the subtractive primaries are red, yellow and blue. When these colors are mixed technically produce black or the total absence of color because all light is absorber. Secondary Colors- When the most basic colors are mixed they create a third color called a secondary color (orange, green, and violent).

Color Wheel- A circle where primary colors and secondary colors alternate.

Complementary Colors- Pairs of primary and secondary colors (blue to orange, red to green and yellow to purple) putting these two colors directly together creates visual tension or a vibration in your eyes around the point where these two colors.