Visual Communication
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Visual communication involves communicating through visual means like images, gestures, and signs. It aims to gain attention, interest, desire, and action from viewers. There are various types and approaches to visual communication including graphic design, art, photography, multimedia, and illustration. Posters are an effective visual communication tool that can be used to educate, entertain, advertise, and make political statements. While visuals have benefits like being cost-effective, easy to understand, and persuasive, they also have limitations such as incomplete information, potential ambiguity, and not being suitable for all contexts.
Visual Communication
- 1. VISUAL COMMUNICATION POWER OF THE VISUALS By: DHAIRYATA JAIN
- 2. CONTENTS S. NO. TOPIC 1 Introduction- i. Definition ii. A.I.D.A. 2 Types 3 Approaches to visual communication 4 10 commandments of visual communication 5 Script i. History ii. types 6 Poster i. Types ii. Principles iii. Advantages iv. categories v. Purpose 7 Scopes and limitations of visual communication
- 3. VISUAL COMMUNICATION • The communication through visual aids like facial expression, gestures, eye contact, signals maps, chart, posters, signs, etc. • It influences, persuades, teaches, stimulates thinking , disseminate information and entertain. • A communication of meaning through images, touch, emotions and experiential memories( knowledge and experience). • Purpose: i. PERCEPTION: to se ii. ABSORPTION: to understand iii. RETENTION: to remember • Perception of the message: 87%- eye, 10% - ear, 35%- smell A.I.D.A. concept of visual communication A- Attention Gaining the attention of the passer by I- Interest Generating interest D- Desire Generating desire A- Action Urging them to take an action
- 4. GRAPHIC DESIGN Planning and creation of marketing materials that communicate visually ART Advertising, set design, cartoonist, illustrators, interior designers and art directors PHOTOGRAPHY Pictures tell stories, capture and record events for future perspectives MULTIMEDIA Websites, mobile apps, etc. TYPES of visual communication Visual Communication engages meaningful experience and feelings within individuals through richly embedded images and symbols.
- 5. BRAND IDENTITY DESIGN Communicates company’s values and is done according to the behavior and lifestyle of the target market and its competitors ILLUSTRATION Communicates through drawing using traditional or digital media and animation through moving images. IMAGES EXPRESSION APPROACHES ILLUSTRATION is used to achieve visualization; attract attention of the desired target audience and visual satisfaction. It communicates a relevant idea quickly and effectively. It helps in making the ads more believable as illustration seems closer to reality than the written language. REMEMBER POINTS: • INFOGRAPHICS: signage, logos and symbols. • VISUAL COMMUNICATION: photos, videos, infographics, short scan able text, comic strips, etc. • EARLY EXAMPLES OF VISUAL COMMUNICATION: cave paintings of wild animals, tracing of human hands and signs. ILLUSTRATION APPROACHES TO VISUAL COMMUNICATION
- 7. SCRIPT- Writing language, An important tool of visual communication • Originated in 4000BC as a writing system by Sumerians in Mesopotamia to maintain records of taxes, food grains, law and order. STONE/ CAVE WALLS • Earlier, ancient man used to communicate through cave paintings CUNIEFORMS 3000BC • They then started using wet clay tablets for writing and storing it for long. • Writing was done using stylus. GRID SYSTEM 2800BC • Writing on cuneiforms was now done in a systematic order using horizontal and vertical divisions PHONOGRAMS PICTOGRAPHS • Pictographic signs and symbols IDEOGRAMS • Sounds separated from pictures to give a new meaning Picture or sign depicting an idea
- 8. PHOENETICS • Written language + spoken words BOUSTROPHEDON • Writing developed by Greeks in which one line is read from left to right and the other from right to left TRAJAN’S COLUMN • Balanced combination of forms • Developed by Romans • Best example of roman script TRAJAN’S COLUMN MESOPOTAMIA: 1st civilization in which story writing was started SCRIBES: people who started writing on tablets STYLUS: the pointed stick which was used to write on the wet clay tablets
- 9. CLASSIFICATION OF SCRIPT FUNCTIONAL CLASSIFICATION: -Pictographic- rock art -Ideographic- symbols -Transitional- writing -Phonetic- sound language -Alphabetic- alphabets - Screen plays - Play writing - Audio drama News script
- 10. POSTERS Most effective tool of visual communication POSTERS TYPES EDUCATIONAL Inspirational motivational CINEMA Advertise and promote movies ENTERTAINMENT Comic posters event posters ADVERTISING AND PUBLICITY Product posters ART Vintage posters Antique art posters POLITICAL AND PROPAGANDISTIC Target citizens nationally POSTER is defined as any piece of printed paper designed to be attached to a wall or vertical surface.
- 11. PRINCIPLES OF POSTER PURPOSE OF POSTERS: • To announce an event • Promote a service • Sell a product • Develop an attitude ADVANTAGES OF POSTERS: • Provide a logical way of communicating to a particular target market • Increase brand awareness by sticking in viewer’s mind • Cheaper than other mediums
- 12. CATEGORIES OF POSTERS 24- sheet Most popular 6- sheet Miniature form of 24-sheet poster 30- sheet Hoardings 3- sheet In reach of pedestrian traffic ILLUMINATED POSTERS: Lighted posters which are put along the highways and areas which have no/less light sources CHEESE CAKE POSTERS: rich posters with the exaggerated contents, glamourous elements and bright colors targeting the upper sections of society. CHEESE CAKE
- 13. SCOPES AND LIMITATIONS OF VISUAL COMMUNICATION S.NO. SCOPES LIMITATIONS 1 Effective for illiterates Easily understood by them Costly Only large companies and organizations can afford it as it is costlier than other mediums 2 Helps in oral communication Give clear information and makes oral communication easier Incomplete information Sometimes it can be successful only with oral communication 3 Easy explanation Explain the meaning easily Difficult to understand By foolish and simple people 4 Simple presentation Complex information and data can be easily understood through graphs, maps, pictures, etc. Problem for general readers Less influential and can not be used everywhere 5 Popular People don’t like long speeches and explanations and visual communication make things easier through its effective and strong visuals. Non- selective Can never set specific targets 6 Prevents wastage of time Takes less time than oral communication to explain things Wastage of time Some confusing visuals can take more time than oral communication 7 Flexible Bridges graphical distance and span cultural references and hence unites us. Ambiguity Unexpected problems like natural calamities delays in decision making 8 Helps in quick decision Strong and effective visuals conveys the message easily and even urges us towards the desired message. 9 Simple Simplify the information of ideas