Visual communication is the use of visual elements to convey ideas and information which include (but are not limited to) signs, typography, drawing, graphic design, illustration, industrial design, advertising, animation, and electronic resources.[1] Visual communication has been proven to be unique when compared to other verbal or written languages because of its more abstract structure. It stands out for its uniqueness, as the interpretation of signs varies on the viewer's field of experience.[2] The interpretation of imagery is often compared to the set alphabets and words used in oral or written languages. Another point of difference found by scholars is that, though written or verbal languages are taught, sight does not have to be learned and therefore people of sight may lack awareness of visual communication and its influence in their everyday life.[2] Many of the visual elements listed above are forms of visual communication that humans have been using since prehistoric times.[3] Within modern culture, there are several types of characteristics when it comes to visual elements, they consist of objects, models, graphs, diagrams, maps, and photographs.[4] Outside the different types of characteristics and elements, there are seven components of visual communication: color, shape, tones, texture, figure-ground, balance, and hierarchy.[4]
Each of these characteristics, elements, and components play an important role in daily lives. Visual communication holds a specific purpose in aspects such as social media, culture, politics, economics, and science. In considering these different aspects, visual elements present various uses and how they convey information.[5] Whether it is advertisements, teaching and learning, or speeches and presentations, they all involve visual aids that communicate a message. In reference to the visual aids, the following are the most common: chalkboard or whiteboard, poster board, handouts, video excerpts, projection equipment, and computer-assisted presentations.[6]
Overview
The debate about the nature of visual communication dates back thousands of years. Visual communication relies on a collection of activities, communicating ideas, attitudes, and values via visual resources, i.e. text, graphics, or video.[7] The evaluation of a good visual communication design is mainly based on measuring comprehension by the audience, not on personal aesthetic and/or artistic preference as there are no universally agreed-upon principles of aesthetics.[8] Visual communication by e-mail, a textual medium, is commonly expressed with ASCII art, emoticons, and embedded digital images. Visual communication has become one of the most important approaches using which people communicate and share information.[9]
The term 'visual presentation' is used to refer to the actual presentation of information through a visible medium such as text or images. Recent research in the field has focused on web design and graphically-oriented usability.[10]
Important figures
Aldous Huxley is regarded as one of the most prominent explorers of visual communication and sight-related theories.[11] Becoming near-blind in his teen years as the result of an illness influenced his approach, and his work includes important novels on the dehumanizing aspects of scientific progress, most famously Brave New World and The Art of Seeing. He described "seeing" as being the sum of sensing, selecting, and perceiving. One of his most famous quotes is "The more you see, the more you know."
Max Wertheimer is said to be the father of Gestalt psychology. Gestalt means form or shape in German, and the study of Gestalt psychology show emphasis in simplicity, as its properties group visuals by similarity in shape or color, continuity, and proximity. Additional laws include closure and figure-ground principles in studied images is also intensively taught.[12]
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