OUGD404 - Visual Literacy 23rd Oct to 4th Dec

What is visual literacy?

• constructing meaning from visual images & type.
• interpreting images of the present, past & a range of cultures.
• producing images that effectively communicate to everyone, a global audience.

What is visual communication?

• sending & receiving messages through type & image.
• understanding a common, shared communicative language.
• understanding your audience, context, media, and method of distribution in order to communicate effectively.

Context is essential- especially in minimalistic design. For example '+' can mean lots of different things in different contexts;

+ = 

plus

+ 

to add

+ - 

positive

+ 

first aid 

+ 

the swiss flag

+ 

the english flag

Semiotics- the study of signs and sign processes. 

Apple Mac logo:

• Symbolises an Apple
• Sign for Apple Mac Computers
• Signifies quality, creativity, lifestyle, independence.

Key elements of Visual Language in Graphic Design:

• frame
• composition
• colour
• format
• visual dynamics
• layout
• figure/ form
• type
• legibility
• ground
• image 
• readability

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4th December session 

More Semiotics: 

• (visual) metaphor
• Metonym
• Synecdoche

Visual Synecdoche: When part is used to represent a whole. When the main subject is substituted for something inherently connected to it.
EG; Statue of Liberty represents New York.

Visual Metaphor: Used to transfer the meaning from one image to another. Although the images may have no close relationship, a metaphor conveys an impression about something relatively unfamiliar by drawing comparison between it and something familiar.
EG; Apple logo next to Statue of Liberty signifies the 'big apple'.

Visual Metonym: symbolic image that's used to make reference to something with more literal meaning.

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**When trying to separate words from pictures we have to accept that words are pictures of letters**

**Language is constantly changing**

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The Anatomy of Type - readability, legibility & hierarchy 

Clear examples of hierarchy are in newspapers. A more structured, creative way of working with hierarchy is editorial design. Through hierarchy, we can control how people read the page - breaking basic reading rules of left to right and top to bottom. Weight and scale can change the order of which we read something. Think visually about flow and converse.

TASK  3 - OUDG404 SPEECH MADE VISIBLE / 'Who are you?' STUDIO SESSION