Visual literacy aims to solve problems of communication through type/image/motion
interested in words, language, message or meaning.
Visual communication is the process of sending and receiving messages using type and images. It is affected by audience, context, media and method of distribution.
Visual literacy is the ability to construct meaning from visual images and type.
Visual literacy...
1. ...is the ability to interpret, negotiate and make meaning from information presented in the form of an image.
The sign for toilets is perfect for an example. The signs are universally recognised without the need for any words - which helps with language barriers.
2. ...is based on the idea that pictures can be read.
For example, the picture on the left is taken from a medicine bottle. The diagrams need to be easily readable, as medicine can be dangerous if administered/ taken incorrectly. The symbols/ pictures on the left are easily identifiable to prevent any mishandling, and to prevent any children or babies from having the medicine.
3. ...is made up of presentational symbols whose meaning results from their existence in particular contexts. The conventions of visual communication are a combination of universal and cultural symbols.
Affected by context eg
+ sign could mean pharmacy/first aid, and, plus, church
+ = x : + means plus now as it is in a mathematical context
4. All that is necessary for any language to exist is an agreement amongst a group of people that one thing will stand for another.
The cross on the left is the symbol for the Red Cross, the humanitarian charity. The cross on the right is the symbol for first aid. Just by changing the colours the meaning of the symbol changes completely. The same can be said for things such as flags, where the same symbol is used, in different colours, or with slight alterations to represent different countries.5. Being visually literate requires an awareness of the relationship between Visual Syntax and Visual Semantics.
6. Visual Syntax: The SYNTAX of an image refers to the pictorial structure and visual organisation of elements. it represents the basic building blocks of an image that affect the way we ‘read’ it. These elements include: framing - format - scale - colour - font - stroke - weight - shape
7. Visual Semantics: The SEMANTICS of an image refers to the way an image fits into a cultural process of communication. It includes the relationship between form and meaning and the way meaning is created through: These elements include: cultural references - social ideals - religious beliefs - political ideas
8. Semiotics: is the study of signs and sign processes (semiosis), indication, designation, likeness, analogy metaphor, symbolism, signification, and communication. Semiotics is closely related to the field of linguistics, which studies the structure and meaning of language. Semiotics also studies non-linguistic sign systems, visual language and visual literacy. Visual elements of semiotics include:
SYMBOL - of an apple (logo)
SIGN - for apple products (identity)
SIGNIFIER - quality, innovation (brand)
SYNECDOCHE - is the term applied when a part is used to represent the whole, or vice versa. this only works if the image is universally recognisable.
eg. Statue of Liberty for New York, or London Eye for London.
METONYM is a symbolic image that is used to make reference to something with a more literal meaning.
eg. yellow taxi cab for New York
METAPHOR is used to transfer the meaning from one image to another.
9. ‘Work the metaphor. Every object has the capacity to stand for something other than what is apparent. Work on what it stands for.’ Incomplete Manifesto for Growth - Bruce Mau.
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