ABSTRACT
Visual designers, on a conscious level, most commonly use the basic elements
of visual design, shape, space, line, color, texture, and typeface to evoke a feeling
that the visual designer personally wishes to create. The designer must assume
that viewers will find the design interesting, at least worth looking at, if not
pleasing. However, the reality is that even artfully, even cleverly crafted visual
designs can fail as communication unless the design creates an emotional
environment for viewers that serves a larger purpose and is not just carefully
crafted in terms of contrast, repetition, alignment, and proximity of visual
elements. In short, however unified, organized, and interesting a visual looks,
its design elements might, but should not, interfere with the clarity of larger
purposes, indicative and informative, that a visual often needs to serve.
