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.
+ =
plus
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to add
+ -
positive
+
first aid
+
the swiss flag
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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.
- 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.
