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Visual communication and Visual communication theories

Nov 15, 2014



Visual communication theories

  • 1. It is the theory that decides what can be observed. Albert Einstein, 1879-1955 Physicist, Educator, Patent Clerk

2. Prepared by Danielle Oser, APR 3. Concerned with what the brain sees visual cues 4. Too many images to process and remember Cells note the stimulation and passes it on to your mind without considering it 5. 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 6. Photomosaics by Robert Silvers 7. 8. Max Weterhimer 9. Objects that look similar will automatically be grouped together by the brain Dissimilarity creates visual interest 10. Christoph Niemann 11. Brain more closely associates objects close together than it does an object that is farther apart 12. Brain seeks as much as possible a smooth continuation of a perceived movement 13. Also refers to objects that are partially blocked by a foreground object with a viewers mind continuing the line in order to achieve a kind of graphic closure 14. 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 15. Create more noticeable print and screen media designs 16. The Whole is Different from the Sum of its Parts Insights can be learned when attention is turned to the entire image 17. Diane Arbus, 1971 18. Julian Hochberg, 1970 Emphasizes the viewers eye movements in an active state of perception 19. 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 20. Help designers capture attention 21. Content Driven 22. A sign is something that stands for something else The meaning behind any sign must be learned, understood 23. 397 CE First proposed the study of signs First to write about the link between symbolism and nature 24. Swiss linguist Helped establish the symbolic interpretation of signs 25. American Philosopher Helps establish the field of semiotics in the US Defines 3 types of signs Iconic Indexical Symbolic 26. Easiest to interpret Closely resemble the thing that they represent 27. What is the iconic sign here? Iconic signs have the strongest one-on-one connection between the image and what it represents 28. 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 29. No logical or representational connection Must be taught Social, Cultural considerations influence symbolic signs 30. Symbolic 31. Symbolic 32. Symbols tied to religious faith often evoke the strongest emotional response 33. Semiotics has evolved into a theory of perception that involves the use of images in unexpected ways 34. What is the symbolic sign here? Hint (its not an image) 35. Example of cultural relativism Historical reference 36. Columbus Discovering Land 37. Codes: An amalgamation of hundreds of ideas and/or elements into one convenient concept 38. A collection of signs that cause the viewers to make assumptions about what is seen Note our family here 39. Group of signs that cause the viewer to make mental comparisons 40. Transfer of meaning from one set of signs to another Often sexual references and shock ads Phallic symbols associated with alcohol, tobacco and lipstick 41. Several signs that combine to form a new composite message Meaning must be derived by the viewer 42. Music often uses several signs to create a new complex message 43. Signs can enhance the visual experience, educate, entertain and persuade a viewer 44. Our link with all the images we have ever seen Triggers memories that change the image meaning 45. A persons mental state is projected onto an inanimate object or generalized statement Individuals reveal personality traits by deriving meaning from oddly formed shapes 46. Seeing a face or other figure in an inanimate object 47. Preconceived expectations about how a scene should appear often leads to false or missed visual perceptions 48. Expectation Guido Daniele 49. Did you see it? 50. We usually focus only on significant details within a scene 51. Mind ignores visual stimuli that are part of a persons everyday activities One way to avoid habituation is to actively think about new images when one sees them 52. Walker Evans Series of images of common tools that demonstrated the habituation aspect of the cognitive approach 53. Edward Weston 54. A stimulus will be noticed more if it has meaning for an individual The more you know, the more you see 55. Too many competing formats create confusion, distraction Also occurs when there are too many outside stimuli Music Advertising 56. Criticized for having too many visual displays on the screen at one time 57. 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 58. We think with words Profoundly affect our understanding and recall of an image 59. We must look at the world closely to create designs that attract attention and be mindful of the varied messages that come from images

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