Visual Communication: Image, Expression, and Perception
Image and Expression
Vision is a means by which one perceives and understands reality, and a way of relating to the world. The process of visual perception is received by the eye, captured by the nervous system and brain, and decoded by a combined mechanism of physical and mental stimuli. In perception, it can be generally stated that simple forms without an excess of information are easier to perceive.
- Principle of Good Form (Prägnanz): According to this principle, and the principle of closure, if there is incomplete information, there is a tendency to complete it.
- Principle of Proximity: According to this principle, closer objects are displayed as a group; that is, nearby things give the impression of being grouped.
Language Purposes
The main purpose of language is to communicate certain content to a receptor. But in visual languages, the objective must be taken into account.
- Information Purpose: Images, symbols, or drawings give us strong and rapid information.
- Communicative Function: Necessary to give release to a product, brand, or slogan. Its goal is to convince someone to do something.
- Expressive Communication: Responds to the feelings, moods, and beliefs of the author.
- Aesthetic Purpose: In graphic design, form and function are two fundamental aspects that must be considered to achieve useful and practical products. From the standpoint of aesthetics, textures are known as the tactile quality of an area, related to the composition of matter and appearance.
Color
Color is a source of information. Coloring denotes:
- Iconic Color: Color is a key element of a realistic image, since colorless provides little information compared to saturated images.
- Color Reading: It is altered or manipulated from its natural and real state. It is brighter, denser, pure, and luminous.
- Fantasy Color: Fantasy and manipulation as a new form of expression are born in colorful images in which there is no change in form, but there is in color.
- Color Connotations: Connotation is the action of factors that are not descriptive of forms, but psychological, symbolic, and aesthetic, promoting a true environment and corresponding to personal or subjective reasons.
Color Meanings
- White: Innocence, peace, surrender.
- Black: Evil, mystery, impurity.
- Gray: Neutrality, indecision, sadness.
- Yellow: Envy, anger, cowardice.
- Red: Outgoing, ambitious, joy.
- Orange: Enthusiasm, excitement, ardor.
- Green: Calmness, tranquility, repose.
- Blue: Wisdom, friendship, happiness.
- Violet: Mystic, and melancholic.
Color Functions
- Creates volume.
- Facilitates identifying shapes and sizing compared to the environment.
- Helps appreciate textures and chromatic aspects in objects and things.
- Equilibrium: Visual perception is imposed upon us, together with a reference axis; a secondary axis to a whole is called horizontal balance.
Terms of Visual Communication
Accuracy, objectivity, consistency, security.
Advertising
Advertising is a mass communication technique that aims to persuade or convince the public to acquire products, goods, or services.
- Advertising: Only participates as part of the reporting process of products or services. It has an endless commercial aim.
- Propaganda: Consumption of ideas, trying to convince others of ideas and beliefs, informing opinions.
Advertising Objectives
To create remembrance.
Procedures to Persuade
- Connotation, Trickery: Characters appear that were not in the real situation.
- The Pose: To transmit information through the position of objects through the character.
- Objects in the image: It is possible to place the character in a determined context.
The Script
The literary script expresses or develops the argument that is conceived in a narrative. The technical script transforms the narrative language of the argument into technical language. These vignettes are a cartoon representation of a space and time of the action narrative.