Conventional Language of Visual Communication
Transcript of Conventional Language of Visual Communication
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Instant Visual Impact
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Unconventional approach to
Conventional Language of Visual
Communication
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colour
This vibrant colour is
among the most
noticeable. Red
stimulates the autonomic
nervous system to thehighest degree, invoking
the fight or flight
adrenaline response,
causing us to salivatewith hunger, or causing
us to feel impulsive. Red
evokes feelings of
passion and arousal.
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colour
The power ofblue to
calm and create a sense
of protection or safety,
results from its short
wavelength; its
association with the
ocean and sky account
for its perception as solidand dependable.
Statistically, blue is the
best-liked of all the
colours.
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colour
Associated with the sunand warmth, yellow
stimulates a sense of
happiness. It appears to
advance spatially inrelation to other colours
and also helps to enliven
surrounding colours.
Yellow encourages clear
thinking and memory
retention. A brighter,
greener yellow can cause
anxiety; deeper yellows
evoke wealth.
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colour
The association ofbrown
with earth and woodcreates a sense of comfort
and safety. The solidity of
the colour, because of its
organic connotation,
evokes feelings of
timelessness and lasting
value. Browns natural
qualities are perceived as
rugged, ecological, andhardworking; its earthly
connection connotes
trustworthiness and
durability.
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colour
Unknowable and extreme,
black is the strongest
colour in the visiblespectrum. Its density and
contrast are dominant, but
it seems to neither to
recede nor to advance inspace. Its indeterminate
quality reminds viewers of
nothingness, outer space,
and, in Western culture,
death. Its mystery is
perceived as formal and
exclusive, suggesting
authority, superiority, and
dignity.
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colour
Violet is sometimes
perceived as
compromisingbut also asmysterious and elusive.
The value and hue of
violet greatly affects its
communication: deep
violets, approaching black,
connote death; pale,
cooler violets, such as
lavender, are dreamy and
nostalgic; red-huedviolets, such as fuchsia,
are dramatic and
energetic; plum-like hues
are magical.
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colour
A mixture of red and yellow,
orange engenders feelingsimilar to that of its parent
coloursvitality and arousal
(red) and warmth and
friendliness (yellow). Orange
appears outgoing and
adventurous but may be
perceived as slightly
irresponsible. Deeper orange
induces salivation and feeling of
luxury. Brighter orange
connotes health, freshness,quality, and strength. As orange
becomes more neutral, its
activity decreases, but it retains
a certain sophistication,
becoming exotic.
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colour
With the shortest
wavelength, green is most
relaxing colour of thespectrum. Its association
with nature and
vegetation makes it feel
safe. The brighter the
green, the more youthful
and energetic. Deeper
greens suggest reliable
economic growth. More
neutral greens, such asolive, evoke earthiness.
However, green, in the
right context, can connote
illness or decay.
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Visual message and colour variations
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Visual message and colour variations
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Visual message and colour variations
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typeface
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power words
Yes!!! No!!! Now! What?! Etc.Goal!!! Ball!!! Play!!!
Easy, Results, Save, Discover, Guarantee, Safety, Health,
Love, Money, Need, Proven, You
Free, Remarkable, Offer, Hurry, New, Revolutionary, Quick,
Advice to, Suddenly, Startling, Easy, The truth about, Now,
Miracle, Wanted, Last chance, Announcing, Magic,
Challenge, It's here, Introducing, Improvement, Compare,
Just arrived, Sensational, Amazing bargain,
Important development
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slogan/word
Hate it
Love it
Just Do It
Its so good
Watch out
Etc.
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image/shape
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image/shape
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image/shape
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research
How is your knowledge of:Abattoir worker
Polo player
Judo
Answer the questions before you start sketching:
What is the purpose or function of the poster?(informational, editorial or promotional)
Who is the audience? (demographics, gender, common interest, ethnicity, geographic range)
What is the competition and marketplace?
What message needs to be communicated?
What kind of personality should be conveyed?
What kind of response is desired from your audience? (what do you want your audience toknow or do)
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Big shape from
small parts
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