Visual FOCUS & Visual Media Marketing
Visual FOCUS Textbook: $69.99
Welcome to Visual FOCUS, a digital textbook with tutorials, sample projects and a blog. Learn to clearly communicate your message using key principles in a five-step F-O-C-U-S design process: F – Formulate a plan; O – Organize the layout; C – Contrast the elements; U – Unify the parts; S – Simplify the message. Through the Visual FOCUS process you will discover how to balance the design with the message. Practicing the fifteen design principles in this process will prepare you to become a valued asset to any organization or company with improved visual communication skills and learn to connect with an audience and produce results. Each chapter in this book follows a theme with colors, icons, photography, design examples, helpful tips, exercises, and even food analogies to help enhance the learning experience. Readers will find a chapter outline at the start of each chapter for a quick overview.
Visual Media Marketing Course: $79.99
Visual Media Marketing is a full course complete with projects, instructions, imagery, student examples, blog posts, video tutorials, rubrics and lesson plans. Most companies have discovered the power of visual content to capture, engage and persuade an audience. This rapid shift translates into more careers for visual practitioners. Students in the Visual Media Marketing course will master the FOCUS design process from the Visual FOCUS digital textbook and implement these principles in graphic design, web design, digital imaging, and business marketing strategies. Students will use a variety of industry standard design software tools to create a web portfolio of design projects and establish a media presence. These skills greatly enhance all types of business, education, community, and personal pursuits.
Visual FOCUS + Visual Media Marketing Bundle: $99.99
(Special Introductory Price)
The Visual FOCUS textbook provides the principles, tools and background necessary to be successful in the Visual Media Marketing course. Visual Media Marketing is the hands-on learning, companion to the text. It is project-based and provides step-by-step, video tutorials for project completion. We even created good examples of completed projects you can use as a guide. Using this integrated pair will prepare you to communicate effective visual messages to your audience.
ABOUT THE AUTHOR
Caryn Esplin is an experienced course designer, author, faculty lead and trainer for the Communication Department at BYU-Idaho in Rexburg, Idaho. Esplin created the rapidly growing Visual Communication emphasis used by 24 different departments, degrees, and certificates. Esplin’s experience as a curriculum designer, graphic designer, and photographer make her a uniquely qualified author. She has authored three textbooks and personally designed nine courses.
Esplin earned a “Faculty of the Year” award for her excellent teaching ratings, innovative approaches, and curriculum design skills. Her students have earned numerous national awards.
Caryn Esplin’s academic experience includes a masters degree from Boise State University in Education, with an emphasis in Educational Technology, and a certificate in online teaching. She earned a bachelor’s degree from BYU-Idaho in communication and an associates degree in interpersonal communication from Ricks College.
Esplin’s business experience includes owning and managing a publishing company and a cooperative consulting business with a tri-state distributorship. She has operated a graphic design / photography business for over 20 years and enjoys being a current practitioner who keeps her professional skills sharp. Esplin worked as an education reporter for KIFI Local News 8
Esplin served on a school board for three years and worked as the legislative chair for the Idaho PTA where she authored a bill in the Idaho legislature that reduced minors access to tobacco by 50% in the state of Idaho. Caryn Esplin is happily married with four children and eight grandchildren. She enjoys gourmet cooking and traveling throughout the world with family, friends and her camera.
See Caryn’s photography work at: http://www.carynesplin.com/
Facebook – Caryn Esplin Photodesign: http://www.facebook.com/carynesplin
Instagram – @carynesplinphoto: https://www.
TABLE OF CONTENTS
INTRODUCTION – VISUAL FOCUS
Chapter 1: THE NEED FOR VISUAL FOCUS
Unlock the secrets
Anyone can design
Chapter 2: THE FIVE-COURSE MEAL
Defining the design process
The FOCUS epiphany
Memorize the acronym
Chapter 3: FORMULATE A PLAN
Message: Identify one central message.
Audience: Determine what will influence the audience.
Sketches: Make sketches of your best ideas.
Chapter 4: ORGANIZE THE LAYOUT
Shape: Organize negative and positive space.
Proximity: Group similar items to create visual flow.
Alignment: Arrange elements to create visual connections.
Chapter 5: CONTRAST THE ELEMENTS
Asymmetry: Use unpredictable, dynamic balance.
Value: Add variations of light and dark.
Color: Control perception of hues and light.
Chapter 6: UNIFY THE PARTS
Repetition: Repeat elements to create unity.
Rhythm: Create patterns at intervals.
Gestalt: Unify the parts to create a greater whole.
Chapter 7: SIMPLIFY THE MESSAGE
Evaluation: Refine the design through a critique process.
Elimination: Remove clutter to simplify and clarify.
Communication: Share your message with the audience.
Chapter 8: TASTEFUL TYPOGRAPHY
“Caryn Esplin’s courses and her teaching materials have had a dramatic, positive impact on the communication program at BYU-Idaho. As the department chair, I enjoyed reading the glowing testimonials from her students on the end-of-the-semester instructor evaluations. Her success is hardly a surprise to anyone who knows her. She enables students to learn through clear, easy-to-understand instruction, a teaching approach that reflects her own skills as a graphic designer and up-to-date practitioner. Her Visual FOCUS book directly meets the demand for visual skills that is coming from nearly every aspect of today’s digital world. It is more inclusive than traditional communication textbooks, a blend of business, computer technology, communication and art. Anyone who is searching for excellent instruction in visual communication owes it to themselves, and to their students, to look closely at this book.“
Department of Communication chairman
Brigham Young University-Idaho
“Communicating visually through graphic design has the tendency to get highly theoretical very quickly. Caryn Esplin’s “Visual FOCUS” cuts through the jargon to give new designers tactical skills to make all kinds of design work more successful right away. Readers are presented with an extremely understandable set of “keys” that they can access and apply right away. Caryn avoids highly technical language as she introduces good design principles and offers concrete examples, both good and bad, of each principle that readers can easily relate to. New designers can get started improving their work right away and seasoned designers can learn something new.
It’s no surprise that “Visual FOCUS” has been such a success among students and instructors alike; Caryn has designed a number of courses that utilize cutting-edge teaching technologies and focus on student-centered learning. As a student, I enjoyed learning under her stewardship, experiencing her courses on the ground-level. Now, I’ve had the pleasure of teaching Visual Communications, a course designed by Caryn, and witnessing the first-hand difference it makes in the lives of countless online web design and development students. From an instructor’s perspective, the instructional materials are easy to follow and implement with clear guidance and direction while offering enough room to explore individual teaching methods. And students respond with tremendous applause to the unique course design, finding Visual Communications to be clearly organized with excellent instruction and exciting activities and projects. Caryn uses a variety of teaching mediums to ensure that every learning style finds the content understandable and useful. Students tell me time and time again that Visual Communications is one of the most useful and practical courses they have taken in their program!”
Online Course Lead
BYU-Idaho Online Faculty
I first met Caryn Esplin twelve years ago when I enrolled in her introductory Visual Media course at Brigham Young University – Idaho. I knew after the first day of class that I could end my search for my college major. The dedication and expertise that Caryn offered was beyond the commitment of any professor I had ever had. Visual Media and Visual FOCUS are the foundation to my career! My career has included online teaching through BYU-Idaho’s online program, corporate design, and freelance design. Visual Focus teaches students to apply smart marketing skills to their designs in a tasteful appearance that will attract their audience!
Online Course Lead
BYU-Idaho Online Faculty
A better way to teach visual media. Your students need to know how to create projects that look good. Resumes, slide decks, Word docs and PDFs, web pages, etc. This is a better way to teach a visual media course that your students will love. The digital textbook, professor resources, projects and tutorials make it extremely convenient for you to teach a course in visual media marketing.