Visual communication and Visual communication theories
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Transcript of Visual communication and Visual communication theories
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“It is the theory that decides what can be observed.” Albert Einstein, 1879-1955 Physicist, Educator, Patent Clerk
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Prepared by Danielle Oser, APR
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Concerned with what the brain sees – visual cues
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Too many images to process and remember Cells note the stimulation and passes it on to your mind without considering it
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Max Wertheimer German psychologist,
1910 See the scene outside
although partially blocked
“Flipbook” effect Eye takes in all the visual
stimuli – brain arranges the sensation into a coherent image
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Photomosaics by Robert Silvers
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Max Weterhimer
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Objects that look similar will automatically be grouped together by the brain
Dissimilarity creates visual interest
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Christoph Niemann
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Brain more closely associates objects close together than it does an object that is farther apart
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Brain seeks as much as possible a smooth continuation of a perceived movement
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Also refers to objects that are partially blocked by a foreground object with a viewer’s mind continuing the line in order to achieve a kind of graphic closure
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Viewers mentally group the arrows because they all point in the same direction
Opposite directions create tension because the viewer will not see it as part of the group
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Create more noticeable print and screen media designs
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• “The Whole is Different from the Sum of its Parts”
Insights can be learned when attention is turned to the entire image
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Diane Arbus, 1971
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Julian Hochberg, 1970 Emphasizes the viewers
eye movements in an active state of perception
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Eyes are constantly in motion when scanning an image
Viewers construct a scene with short-lived eye fixations that the mind combines to a whole
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Help designers capture attention
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Content Driven
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A sign is something that stands for something else The meaning behind any sign must be learned, understood
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397 CE First proposed the study
of signs First to write about the
link between symbolism and nature
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Swiss linguist Helped establish the
symbolic interpretation of signs
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American Philosopher Helps establish the field
of semiotics in the US Defines 3 types of signs
Iconic Indexical Symbolic
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Easiest to interpret Closely resemble the thing that they represent
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What is the iconic sign here?
Iconic signs have the strongest one-on-one connection between the image and what it represents
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What is the indexical sign here?
Logical, common-sense connection to the thing or idea they represent rather than a direct resemblance to the object
Learn signs through everyday experiences
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No logical or representational connection
Must be taught Social, Cultural
considerations influence symbolic signs
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• Symbolic
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• Symbolic
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Symbols tied to religious faith often evoke the strongest emotional response
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Semiotics has evolved into a theory of perception that involves the use of images in unexpected ways
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What is the symbolic sign here?
Hint (it’s not an image)
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Example of cultural relativism Historical reference
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Columbus Discovering Land
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Codes: An amalgamation of hundreds of ideas and/or elements into one convenient concept
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A collection of signs that cause the viewers to make assumptions about what is seen
Note our family here
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Group of signs that cause the viewer to make mental comparisons
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Transfer of meaning from one set of signs to another
Often sexual references and “shock” ads Phallic symbols
associated with alcohol, tobacco and lipstick
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Several signs that combine to form a new composite message
Meaning must be derived by the viewer
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Music often uses several signs to create a new complex message
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Signs can enhance the visual experience, educate, entertain and persuade a viewer
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Our link with all the images we have ever seen
Triggers memories that change the image meaning
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A person’s mental state is projected onto an inanimate object or generalized statement
Individuals reveal personality traits by deriving meaning from oddly formed shapes
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Seeing a face or other figure in an inanimate object
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Preconceived expectations about how a scene should appear often leads to false or missed visual perceptions
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We usually focus only on significant details within a scene
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Mind ignores visual stimuli that are part of a person’s everyday activities
One way to avoid habituation is to actively think about new images when one sees them
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Walker Evans Series of images of common tools that demonstrated the habituation aspect of the cognitive approach
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Edward Weston
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A stimulus will be noticed more if it has meaning for an individual
“The more you know, the more you see”
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Too many competing formats create confusion, distraction
Also occurs when there are too many outside stimuli Music Advertising
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Criticized for having too many visual displays on the screen at one time
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Culture determines the importance of the signs that affect the people who live with and among us
What you notice may be a factor of race, age, gender, weight, ethnicity
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We think with words Profoundly affect our
understanding and recall of an image
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We must look at the world closely to create designs that attract attention and be mindful of the varied messages that come from images