Visual
communication:
An introduction to some theories
and principles
•Hand prints on cave walls
(the pigments are the ink)
•Drawings of man and animals
of the time, 50,000 years ago.
• Pictographs of activities on
vases and ceremonial items
• Phoenicians, Chinese
symbols/pictures
–Symbolic communication-...
Iconic communication easy to
learn
Letter communication not
so easy, because there
has to be an agreed-
upon symbols system
Lion =
• People had to learn text,
written (linear)
communication
• Rose to high levels of
knowledge:
•books, literature
•plays
•...
• Picture communication
(picture symbolism) was set
aside as "primitive" or less
accurate
More effective?
Symbol Systems
• Semiotic theory
• Signifier (black marble) + signfied (in
the culture of fraternities, “I’m kicked
out!”)...
Gestalt Theory
• From the Bauhaus design movement
• Gestalt is German for “whole”
• “A design’s unity is more than the
sim...
• Classic gestalt image: which is the
foreground? Which is the background?
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
Vis syntax
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Vis syntax

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Vis syntax

  1. 1. Visual communication: An introduction to some theories and principles
  2. 2. •Hand prints on cave walls (the pigments are the ink)
  3. 3. •Drawings of man and animals of the time, 50,000 years ago.
  4. 4. • Pictographs of activities on vases and ceremonial items • Phoenicians, Chinese symbols/pictures –Symbolic communication- symbols for sounds agreed upon by users.
  5. 5. Iconic communication easy to learn
  6. 6. Letter communication not so easy, because there has to be an agreed- upon symbols system Lion =
  7. 7. • People had to learn text, written (linear) communication • Rose to high levels of knowledge: •books, literature •plays •plans, notes
  8. 8. • Picture communication (picture symbolism) was set aside as "primitive" or less accurate
  9. 9. More effective?
  10. 10. Symbol Systems • Semiotic theory • Signifier (black marble) + signfied (in the culture of fraternities, “I’m kicked out!”)=sign, to be “black-balled” – Denotation – Connotation
  11. 11. Gestalt Theory • From the Bauhaus design movement • Gestalt is German for “whole” • “A design’s unity is more than the simple addition of its parts” • The relationship of the parts to the whole
  12. 12. • Classic gestalt image: which is the foreground? Which is the background?

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