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Visual Communication
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Visual communication is communication through a visual aid and is described
as the conveyance of ideas and information in forms that can be read or looked
upon. Visual communication in part or whole relies on vision, and is primarily
presented or expressed with two dimensional images, it includes: signs,
typography,
drawing,
graphic
design,
illustration,
Industrial
Design,
Advertising, Animation colour and electronic resources. It also explores the idea
that a visual message accompanying text has a greater power to inform, educate,
or persuade a person or audience
Overview
Visual communication is through visual aid The evaluation of a good visual
communication design is mainly based on measuring comprehension by the
audience, not on personal aesthetic and/or artistic preference as there are no
universally agreed-upon principles of beauty and ugliness. Excluding two
dimensional images, there are other ways to express information visually gestures and body language, animation (digital or analogue), and film. Visual
communication by e-mail, a textual medium, is commonly expressed with
ASCII art, emoticons, and embedded digital images.
The term 'visual presentation' is used to refer to the actual presentation of
information through a visible medium such as text or images. Recent research in
the field has focused on web design and graphically-oriented usability. Graphic
designers also use methods of visual communication in their professional
practice. Visual communication on the World Wide Web is perhaps the most
important form of communication that takes place while users are surfing the
Internet. When experiencing the web, one uses the eyes as the primary sense,
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and therefore the visual presentation of a website is very important for users to
understand the message or of the communication taking place.
The Eye of Horus is often referred to as the symbol of visual communication. It
is said to be a representation of an eclipse, as the corona around the pupil is like
the corona around the sun during a solar eclipse.
Important figures
Aldous Huxley is highly regarded as one of the most prominent explorers of
visual communication and sight-related theories.[citation needed] Becoming
near-blind in his teen years as the result of an illness set the stage for what
would make him one of the most intellectual people to have ever explored
visual communication. His work includes important novels on the
dehumanizing aspects of scientific progress, most famously Brave New World
and The Art of Seeing. He described "seeing" as being the sum of sensing,
selecting, and perceiving. One of his most famous quotes is "The more you see,
the more you know."
Max Wertheimer is said to be the father of Gestalt psychology. Gestalt means
form or shape in German, and the study of Gestalt Psychology show emphasis
in simplicity, as its properties group visuals by similarity in shape or color and
proximity. Looking for continuation, closure, and figure-ground principles in
studied images is also intensively taught.
Study of visual communication
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Students studying visual communication are taught the basic physics of light,
anatomy and physiology of the eye, cognitive and perception theories, color
theories, Gestalt psychology, aesthetics, natural reading patterns, design
principles, semiotics, persuasion, camera/filming actions and image-types, and
so forth. Colleges for visual communications differ in their approach, but most
combine theory and practice in some form.
Visual communication takes place through pictures, graphs and charts, as well
as through signs, signals and symbols. It may be used either independently or as
an adjunct to the other methods of communication.
Image analysis
Visual communication contains image aspects. The interpretation of images is
subjective and to understand the depth of meaning, or multiple meanings,
communicated in an image requires analysis. Images can be analysed though
many perspectives, for example these six major perspectives presented by Paul
Martin Lester:
Personal perspective
When a viewer has an opinion about an image based on their personal thoughts.
Personal response depends on the viewer’s thoughts and values individually.
This might be sometimes in conflict with cultural values. Also when a viewer
has viewed an image with a personal perspective, it is than hard to change the
view of the image on the viewer, even the image also can be seen in other ways.
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Historical perspective
An image’s view can be arising from the history of the use media. Through
times sort images have been changed, because the use of different (new) media.
For example: The result of using the computer to edit images (e.g. Photoshop) is
quite different when comparing images that are made and edited by craft.
Technical perspective
When the view of an image is influenced by the use of lights, position and the
presentation of the image. The right use of light, position and presentation of the
image can improve the view of the image. It makes the image looks better than
the reality.
Ethical perspective
From this perspective, the maker of the image, the viewer and the image itself
must be responsible morally and ethically to the image. This perspective is also
categorized in six categories: categorical imperative, utilitarianism, hedonism,
golden mean, golden rule and veil of ignorance.
Cultural perspective
Symbolization is an important definition for this perspective. Cultural
perspective involves identity of symbols. The uses of words that are related with
the image, the use of heroes in the image, etc. are the symbolization of the
image. The cultural perspective can also be seen as the semiotic perspective.
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Critical perspective
The view of images in the critical perspective is when the viewers criticise the
images, but the critics have been made in interests of the society, although an
individual makes the critics. This way this perspective differs from the personal
perspective.
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